政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35347

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/35347

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35347

Title:	顧客關係管理於國際專業展覽行銷策略之研究
Authors:	胡文華 Hu, W.H.
Contributors:	季延平趙玉陳宗天胡文華 Hu, W.H.
Keywords:	顧客關係管理國際展覽行銷策略網路展覽實虛整合 CRM trade shows virtual trade shows marketing strategy
Date:	2003
Issue Date:	2009-09-18 14:47:52 (UTC+8)
Abstract:	參加國際展覽是國際行銷重要的方式之一，台灣是以產品外銷為導向，廠商參加國際展覽，邀請現有的國外客戶，也期望主辦單位能協助宣傳和推廣，能開發新的國外買主客戶，努力尋找商機是台灣廠商參加展覽的最大需求。隨著國際化的潮流，國內廠商參加國際展覽有愈來愈多的趨勢，身為展覽的主辦單位，為提昇展覽品質及擴大效益，制定展覽的行銷策略更顯重要。伴著新科技時代來臨，辦理展覽的傳統方式，可能因時空地的因素，未能完全吸引到國外買主，也有無法掌握的競爭環境，展覽主辦單位必須增加展覽的附加價值，規劃虛擬網路展覽是一個轉型的機會，搭配與實體展覽同時進行，確實來宣傳和提升展覽的效益。本論文之研究，係以顧客關係管理的觀念來辦理國際專業展覽，為參展的廠商爭取商機，也為參觀的國外買主尋找合適的台灣供應商，在實體展與虛擬網路展中結合，找到新的模式，而提出一套有效地制定國際展覽行銷策略方法的論證，供展覽主辦單位在展覽的辦理過程中加值，也為台灣的參展廠商參考運用。關鍵字詞：顧客關係管理、國際展覽、行銷策略、網路展覽、實虛整合 Participating in the international trade shows is one of the important methods of the international marketing. Export is the main trade in Taiwan. In the trade shows, the exhibitors not only invite their foreign customers but also want to look for the trade opportunities of the new foreign buyers whom are invited by the show organizers. With the trend of the globalization, the domestic suppliers participating in the trade shows are getting more and more. It seems that making the new marketing strategies is a promotion turning point. Accompanying the new scientific and technological era, the traditional trade shows could not attract to the foreign buyers. They won’t show up for some unknown reasons, also the unpredictable competition and environment. The show organizers have to find out the additional value of the trade shows. It seems that planning virtual trade shows is the new way to develop. Combine the real and virtual trade shows. The benefit of the trade shows will be improved through the planned advertisement. The purpose of this research is to find out the feasible marketing solution of organizing the international trade shows through the concept of CRM (Customer Relationship Management). Try to get the trade opportunity of the exhibitors. Recommend the proper suppliers to the foreign buyers. It’s the new model to combine of the real trade shows and the virtual trade shows. To get proved and make the efficiency of the international trade shows. Key words: CRM, trade shows, virtual trade shows, marketing strategy
Reference:	中文部份： 1、溫月球著，「如何參加國外展覽」，外貿協會，第三版 2、吳思華著，「策略九說」，2000，臉譜出版社 3、司徒達賢著，「策略管理新論－觀念架構與分析方法」，2001，智勝文化事業有限公司 4、Frederick Newell著，丁惠民、許晉福譯，「收買忠誠－網路行銷時代的顧客關係管理」，2000，McGraw-Hill Enterprises Inc. (Taiwan) 5、Larry Bossidy & Ram Charan著，李明譯，「執行力－沒有執行力，哪有競爭力」，2003，天下遠見出版股份有限公司 6、Graeme McCorkell著，駱秉容譯，「資料庫直效行銷－活用客戶資源創造最大利潤」2001，McGraw-Hill Enterprises Inc. (Taiwan) 7、柯淑貞撰，「資料挖掘應用於入口網站之顧客關係管理－以國內某網站為例」，2001年，國立政治大學資訊管理學系碩士論文 8、吳興蘭撰，「國際展覽行銷策略分析－以交易成本為架構」， 2001年，國立政治大學經營管理碩士學程國際貿易組碩士論文 9、王邦杰撰，「顧客關係管理系統模式之研究」，2002年，國立台灣大學資訊管理研究所碩士論文 10、陳佳麟撰，「資料探勘於顧客關係管理應用之研究」，2002年，國立台北大學企業管理學系碩士論文外文部分： 1、Etzel, Michael J, Walker, Bruce J, Stanton, William, 「Marketing」,Boston, Mass.：McGraw-Hill/Irwin, c2001, 12th ed. 2、Philip Kotler, 「Marketing Management：Analysis, Planning, Implementation and Control」10th ed., New Jersey：David Borkowsky, 2000 3、Thompson, E. and W. Close,「Top 10 Trends in CRM for 2001」 Gartner Group 2000 4、Fisher, R.,「Building customer relationships in a networked economy」，Ivey Business journal, 2001 Sep/out 網站部分： 1、http://www.intracen.org International Trade Center 2、http://www3.xinhuanet.com 新華網之會展頻道 3、http://www.crmguru.com 4、http://www.crmcommunity.com 5、http://www.crmassist.com 6、http://www.eccs.uk.com 7、http://www.crm-forum.com British Telecommunications plc.經營 8、http://www.searchcrm.com 9、http://www.darwinmag.com IDG Enterprise Network
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 90932605 92
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0090932605
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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