經濟全球化下台灣會展產業發展策略評估分析

Under Economic Globalization Taiwan MICE Development Strategy Appraisal Analysis

曾惠珠(Hui-Chu Tseng)

《長榮大學學報》 14卷1期 (2010/06) Pp. 13-31

https://doi.org/10.30115/JCJCU.201006.0002

摘要

MICE產業會議展覽服務業，是近幾年觀光版圖中迅速成長的一個區塊，會展產業為舉辦地帶來的經濟性與非經濟性效益相當可觀。本研究藉由文獻探討、問卷調查、Delphi專家問卷法及SWOT分析，探討台灣會展產業相關問題及未來發展策略評估。本研究發現台灣會展產業發展未來之重點策略在於：一、打造網路會展環境；二、加強會展聯合行銷；三、積極培育會展專業人才；四、加強輔導民間會展公司；五、加強兩岸會展、經貿及旅遊互動；六、開發多功能之會展園區，以台北市聯結信義園區與南港園區之作法，是較具效益與可行的方案；七、掌握區域產業發展特色與優勢，形成聚集經濟效應，建立消費服務鏈之概念，充分發揮會展業「產業關聯大」之特性；八、會展經濟發展重心有移向亞洲地區之趨勢，台灣宜掌握先機在既有的基礎上做好布局，以因應最新的發展趨勢；九、會展產業不僅頇專注會展行業本身的狀況，尚必頇掌握各種產業發展的脈動，配合開發地區產業經濟特色，以發揮會展服務業相輔相成的功能。

關鍵字

全球化 ； 會議展覽 ； 策略評估

並列摘要

The MICE industrial service is becoming a rapid growth sector of sightseeing in recent years. It brings the considerably huge benefits both in economic and noneconomic. This research explored the related questions and strategy evaluation of future development by means of the literature discussion, the questionnaire survey, the Delphi expert questionnaire and the SWOT analysis. The result suggested that the future strategies of convention service industry in Taiwan lies on: (1) To establish the network environment of exhibition, (2) to enhance the integrated promotion of exhibition, (3) to aggressively cultivate the professionals of exhibition, (4) to reinforce the guiding of private companies of exhibition, (5) to enhance the interaction of exhibition, trading and tourism for Taiwan and Mainland China, (6) the government can develop multi-functional MICE parks and the case of Shin-Yi and Nan-Kung Park may be a better and feasible proposal, (7) the development should cope with the features and advantages of local industry to establish the concept of consumption service chain and to maximize the benefits of the relative effects of MICE industry, (8) the MICE industry in Asian area is gaining more attention so Taiwan should prepare for the trend and fight for the competition, (9) the MICE industry not only needs to focus on their own development but understand the development of other industries and cope with the economic features of local industry to enhance their functions.

並列關鍵字

Globalization ； MICE ； Strategy Analysis

參考文獻

多倫多台灣貿易中心（2004）。加拿大會展產業概況。上網日期：2004年1月27日，檢自商情電子報，http://news.cetra.org.tw/News.asp?NewsId=387625。

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香港台北貿易中心（2005）。大陸大陸會展經濟發展快速。上網日期：2005年1月7日，檢自商情電子報，http://news.cetra.org.tw/News.asp?NewsId=405076

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