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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/99785


    Title: 會展業跨國服務創新之研究 - 以A公司為例
    A Study on Exhibition Industry’s Multinational Service Innovation – An Example of A Company
    Authors: 王姝節
    Wang, Judy
    Contributors: 季延平
    王姝節
    Wang, Judy
    Keywords: 越南國際木工機械展
    越南國際塑橡膠工業展
    越南國際印刷及包裝工業展
    越南國際紡織暨製衣機械展
    越南國際汽機車暨零配件展
    河內國際塑橡膠工業、食品加工暨印刷包裝工業展
    孟加拉國際紡織暨製衣機械展
    孟加拉國際塑橡膠、包裝、印刷工業展
    柬埔寨紡織機械展
    柬埔寨工業展會
    緬甸國際塑橡膠包裝印刷工業展
    緬甸國際食品暨農業機械展
    緬甸國際建材五金建材手工具
    緬甸照明及新能源展
    緬甸木工機械及傢俱設備展
    緬甸國際工具機暨自動化設備展
    緬甸國際紡織暨製衣機械展
    緬甸國際汽機車零配件展
    緬甸國際電機電子暨電力設備展
    VietnamWood
    VietnamPlas
    VietnamPrint & VietnamPack
    VTG
    Saigon Auto & Accessories Expo
    HanoiPPP & HanoiFoodtek
    DTG
    IPF Bangladesh
    CTG
    CIMIF
    MyanmarPlas、MyanmarPack & MyanmarPrint
    MyanmarFoodtek & MyanmarAgrotek
    MyanmarBuild
    MyanmarLight
    MyanmarWood
    MyanmarMachtool
    MTG
    Auto Expo Myanmar
    Power Myanmar
    Date: 2016
    Issue Date: 2016-08-09 10:48:16 (UTC+8)
    Abstract: 全球經濟復甦緩慢,跨國業務服務及國際商貿合作成趨勢,許多跨國公司有70%的年銷售額來自於在會展上得到的訂單。

    因而興起對會展業跨國服務創新之研究;會展本身不僅是促銷工具也是發展和維持顧客關係的有效方式,透過會展活動可以帶動區域的經濟整合及内需,並促進國家支柱產業的升級,提升城市的國際形象,其特殊的產業帶動市場效應及經濟增長的貢獻率已遠遠超出會展自身的範疇。

    東協經濟共同體AEC (ASEAN Economic Community) 在2015年底完成整合,超過6億人口的龐大市場,年輕充沛的勞動力,逐漸成熟的供應鏈,使得東協成為最受矚目的市場及生產基地,加上TPP和RCEP兩大區域經濟逐漸整合,經濟強權爭相攏絡東協;中國提倡「一帶一路」的策略下,更進一步增強東協的關鍵角色。蔡英文總統的「新南向政策」更是引領對個案公司Yorkers Exhibition Service Co., Ltd.從事超過15年的會展跨國服務創新更深入的研究。
    本研究為探索性的個案研究,主要採行文獻探討與個案公司在東協三國越南、緬甸、柬埔寨及南亞孟加拉這四個國家主辦的展覽專案研究為主軸,探討個案公司如何從零發展在東協及南亞市場的會展服務,當中的成長與面對國際展覽集團的競爭及應變,以期政府相關部門的重視及資源分享。

    隨著會展業競爭加劇,會展組織企業更是透過競爭智慧的管理, 建立統一的客户數據庫和完善的服務體系,重視客戶的客製化服務和互動性的需求,以提高客户滿意度並提升服務質量,打造優勢旗艦品牌,加強運用客户關係管理系統的差異化服務策略全面提升企業的競爭力,為會展行業跨國服務帶來創新及更大的企業文化建設效益。
    Reference: Barcake, GJ., Bello, D. C., and Wallace, E. C., "The role of Consumer Shows in New Product Adoption, .The Journal of Consumer Marketing, 9(2), 1992, pp55-67.
    Cavanaugh. Suzette., "Setting Objectives and Evaluating the Effectiveness of Trade Show Exhibits", Journal of Marketing, 40(4): 1976, 100-103.
    Churchill Jr., Gilbert A. N.M. Ford and O. C. Walker, Jr., Sales Force Management, 4 ed,. Homewood, IL: Irwin.1993.
    Gopalakrishna, Srinath and Lilien, Gary L., "AThree-Stage Model of Industrial Trade Show Performance", Marketing Science, 14(1): 1995.
    Hansen, Kare, 1996, "The Dual Motives of Participants at International Trade Shows: an Empirical Investigation of Exhibitors and Visitors With SellingMotives", International Marketing Review, 13(2): pp39-53.
    Hansen, Kare, 1999, "Show Performance: Conceptual Framework and Its Implications for Future Research", Academy of Marketing Science Review, ppl-16
    Lilien, Gary L., "A Descriptive Model of the trade Show Budgeting Decision Process", Industrial Marketing Management, (February): 1983, pp25-29.
    Luckhurst, Kenneth W., The Story of Exhibitions, The Studio Publicaitons, 1951.
    Michael E. Porter, Competitive Strategy –Techniques for Analyzing Industries and Competitors, The Free Press, New York 1980.
    Moriarty Rowland T., and Robert E. Spelcman, 1984, "An Empirical Investigation of the Sources o fInformation Used During the Industrial Buying Process", Journal of Marketing Research.21(May): pp137-147
    Parasuraman, A., 1981, "The Relative Importance of Industrial Promotion Tools", Industrial Marketing Management, 10, pp277-281
    Rice, Gillian, Using the Interaction Approach to Understand International Trade Shows, International Marketing Review, 1992.
    Rosson, Philip, J. and F. H. Rolf Seringhaus, 1995, "Visitor and Exhibitor Interation at Industrial Trade Fairs", Journal of Business Research. (32), pp81-90.
    Trade Show Bureau, 1988, Attitudes and Opinions of Computer Executives Regarding Attendance at Infonnation Technology Events. Study No.1080.
    Trade Show Bureau, 1986, Trade Shows Represent a Dynamic Selling Opportunity, Research Report.#1010, Trade Show Bureau, Denver. Co. April.
    Trade Show Bureau, 1994, A Guide to the U.S. Exposition Industry, Trade Show Bureau, Denver.Co.
    Wind, Y., Robert Thomas, Segmenting Industrial Markets, Advancesin Business Marketing, Vol7, Arch Woodside, ed. Greenwich, CT: JAI Press, 1994.
    黃彬,試論競爭情報在我國會展業的應用前景,競爭情報 2008 夏季刊,2008。
    王春燕,基於客戶轉化模型的貿易展覽會效果研究,上海財經大學博士學位論文,2007。
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932412
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103932412
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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