台灣車用電子廠之參展策略與績效的研究－以兩間個案公司為研究對象;The Exhibition of Strategy and Performance in Taiwan Autotronic′s Research-using two companies as the study case

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題名:	台灣車用電子廠之參展策略與績效的研究－以兩間個案公司為研究對象;The Exhibition of Strategy and Performance in Taiwan Autotronic′s Research-using two companies as the study case
作者:	李婞綺;Lee,Shing-Chi
貢獻者:	企業管理學系在職專班
關鍵詞:	台灣車用電子廠之參展策略與績效的研究＿以兩間個案公司為研究對象;Exhibition
日期:	2015-01-24
上傳時間:	2015-03-16 15:33:38 (UTC+8)
出版者:	國立中央大學
摘要:	本研究主要討論以台灣車用電子廠商為樣本，以參加國際展覽行銷策略與績效為研究主軸，研究探討參展廠商行銷策略與參展績效。因本研究屬於探索性之質性研究，採個案訪談法，以訪談問卷內容以參展行銷策略7P′s、參展績效（參展銷售與非銷目的），並在第一個案部分對個案訪談資料加以分析整理，第二部分提出研究結論與建議。　　研究結果發現：參展費用對常態性個案參展廠商而言，被視為有規劃性的行銷活動及沉默成本，比較注重於非銷售利益例如建立公司提升形象、與建立知名度；而對中小企業確是固定營業費用，注重銷售目的與新訂單。再者參展前之教育訓練與模擬新產品發表會，有助於快速累績參展經驗與調整行銷策略。最後，參展可視為固定之行銷活動，因持續性參展達3年為觀展客人視其廠商營運穩定之指標。 ;The research use the Taiwan local Autotronics manufactures as the study sample for mainly discussing the attending International Automobile Electronics Exhibition of marketing and performance strategy. The research use the Exploratory of Qualitative Research Method, and adopt the case study also analysis on the subjects from exhibition marketing theory of 7P′s to exhibition performance(selling objectives and non-selling objectives).After analyzed the cause study data then propose the study conclusion and suggestion. The study conclusion discovered: the exhibition fees is a commonly for whose regularly exhibitors as the daily of marketing activity and sunk cost, and concentrate on the non-selling objectives, such as create entrepreneur′s image and establish company′s reputation. Compared to the small-medium company the exhibition fees is the operating fix cost, that focus on the selling objectives and new orders.Secondly, the study also found the pre-exhibition training and simulating the product announce-ments help to accumulate the show experiences quickly also adjust the marketing strategy. Lastly, the join the exhibition is the fixed of marketing activity, the attend continually the show is as a significant indicator of the company′s operating steady for visitor (customer).
顯示於類別:	[企業管理學系碩士在職專班] 博碩士論文

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