會議公司潛在顧客決策行為之研究

Potential Customers' Decision-Making on Choosing International Convention Company

翁廷碩(Ting-Saw Weng) ； 蔡進發(Chin-Fa Tsai) ； 陳貝菁(Bey-Ching Chen) ； 黃宗成(Tzung-Cheng Huan)

《經營管理論叢》 2卷1期 (2006/06) Pp. 65-82

https://doi.org/10.6872/OMR.200606_2(1).0004

摘要

隨著工商進步、經濟發展，會議產業在台灣所扮演的角色是越來越重要，會議市場也已經進入商業化時代。國際會議的舉辦更可為該國推展國民外交、促進政治、文化學術交流、保存文化資產、提升知名度、增加觀光收入，帶動相關產業發展，增加就業機會，產生許多經濟效益。因此，許多國家都以發展會議為目標，許多專為會議活動而服務的機構與組織便產生，會議顧問公司就是其中之一。台灣自1981年成立了第一家會議顧問公司，至今已20多年，仍屬少數，國人對其似乎不甚了解。所以，本研究將以台北曾舉辦過會議之機構為研究範圍，以其主管為研究對象，探討其選擇會議顧問公司之影響因素。本研究採用便利抽樣及人員訪談方式發放問卷，並對客戶之個人基本資料、對會議顧問公司選擇考量因素、認知、行銷通路偏好四構面、及其間關係作探討。期望研究成果能做為會議公司主管機關及相關業者未來在台灣推廣會議之參考。

關鍵字

會議顧問公司 ； 會議產業 ； 決策

並列摘要

Internationalization is important to a country if its economic is to be well developed. The more conventions a country hosts, the better internalization, political, cultural and academic exchange, heritage conservation, image, tourism income, industry growth, job opportunities, and economic development to a country. Therefore, convention industry is important to a country and several agencies are developed for the convention business, including international convention company. It is more than 20 years since 1981, an international convention company established in Taiwan. However, it is rare and people don't understand it. This study plans to survey the managers of the corporations in Taipei that have hosted convention and discover their decision making for hosting a convention. Because of limited resources, this survey will be conducted by personal interview with random sampling. The respondents' demographic background, decision-making, recognition and marketing preference for the convention will be included in the survey and analyzed. The research findings will be the references for the extension of international convention business and convention companies.

並列關鍵字

international convention company ； convention industry ； decision-making