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來源文獻資料
摘要
外文摘要
引文資料
題名:
展覽館行銷關鍵成功因素分析
書刊名:
行銷評論
作者:
徐村和
/
周雅英
/
唐嘉偉
/
黃博偉
/
鄭文銘
作者(外文):
Hsu, Tsuen-ho
/
Chou, Ya-ying
/
Tang, Jia-wei
/
Huang, Boi-wei
/
Cheng, Wen-ming
出版日期:
2011
卷期:
8:3
頁次:
頁367-383
主題關鍵詞:
會議與展覽產業
;
展覽館行銷
;
關鍵成功因素
;
Industry of meetings incentives, conventions, and exhibitions
;
Exhibition marketing
;
Key success factor
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
2
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
2
共同引用:0
點閱:48
許多國家藉由發展會議與展覽產業作為開發地方基礎建設的途徑之一,因此會議與展覽的績效成果,即是用來評估會展產業能為地方經濟帶來多少效益的方法之一。其中,會議與展覽的行銷關鍵成功因素便扮演了影響會展績效的重要角色。有鑑於此,本文以三家不同類型的展覽館,作為個案研究對象,本文依據展覽館的特性,定義影響展覽館績效之因素,然後透過專家深度訪談及內容分析,歸納影響展覽館績效的因素與主要活動。最後藉由影響因素與主要活動來推導三家展覽館的行銷關鍵成功因素,以作為改善展覽館行銷溝通模式之參考。由研究發現三家展覽館的行銷關鍵成功因素分別為:國立科學工藝博物館在於擁有「豐富的策展經驗以及完整的顧客關係管理技術」;高雄低碳綠能建築展覽館則是擁有「多元的行銷資源」;台灣醫療史料文物中心展覽館則是擁有「短期特展及成本管控能力」。
以文找文
Many countries develop their local infrastructure by developing MICE (Meetings, Incentives, Conventions, and Exhibitions) while promoting the local economy and improve international image of country. This study utilizes three different exhibition types and themes as research cases, and then applies the construct for exhibition performance proposed through in-depth interview with four senior experts of exhibition curatorial to collect information concerning the key success factors for exhibition marketing in three exhibitions. We compile the process to induce the curatorial-related variables and curatorial support activities, and then summarize the key success factors of marketing for exhibitions as well as could improve marketing strategy. According to analysis results, the key success factors of marketing for National Science and Technology Museum is ”the plentiful and completed experiences for exhibition and techniques of CRM.” The Low-Carbon Green building exhibition in Art and Culture Centre in military camps has plentiful marketing resources. The key success factor of marketing for Historical Relics in Taiwan Medical Centers is ”short period exhibition with excellent ability of exhibition cost controlling.”
以文找文
期刊論文
1.
Hansen, K.(2004)。Measuring performance at trade shows scale development and validation。Journal of Business Research,57(1),1-13。
2.
Shoham, Aviv(1999)。Performance in trade shows and exhibitions: A synthesis and directions for future research。Journal of Global Marketing,12(3),41-57。
3.
Tanner, J. F.(2002)。Leveling the playing field: Factors influencing trade show success for small companies。Industrial Marketing Management,31(3),229-239。
4.
Oloruntoba, R.(2010)。An analysis of the Cyclone Larry emergency relief chain: Some key success factors。International Journal of Production Economics,126(1),85-101。
5.
Jung, M.(2005)。Determinants of service exhibition quality as perceived by attendees。Journal of Convention and Event Tourism,7(3),85-98。
6.
Gopalakrishna, S.、Williams, J.D.(1992)。Planning and performance assessment of industrial trade shows。An exploratory study,9(3),207-224。
7.
Lis L.Y.(2007)。Marketing resources and performance of exhibitor firms in trade shows: A contingent resource perspective。Industrial Marketing Management,36(3),360-370。
8.
Lin, L.Z.(2010)。A perceptual measure of trade shows using fazzy quality deployment development。Expert Systems with Applications,37,3921-3933。
9.
Dekimpe, M.G.、Francois, P.、Gopalakrishna, S.、Lilien, G.L.、Van den Bulte, C.(1997)。Generalizing about trade show effectiveness: a cross-national comparison。Journal of Marketing,61,55-64。
10.
Camarero, C.、Gairido, M.J.、Vicente, E.(2010)。Components of art exhibition brand equity for internal and external visitors。Tourism Management,31(4),495-504。
11.
Pettit, S.、Beresford, A.K.C.(2009)。Critical success factors in the context of humanitarian aid supply chains。International Journal of Physical Distribution and Logistics Management,39(6),450-0468。
12.
Smith, T.M.、Gopalakrishna, S.、Smith, P.M.(2004)。The complementary effect of trade shows on personal selling。International Journal of Research in Marketing,21(1),61-76。
13.
De Vasconcellos, J.A.、Hambrick, D.C.(1989)。Key success factors: Test of a general theory in the mature industrial product-service。Strategic Management Journal,10,367-382。
14.
Chow, W.S.、Ha, W.O.(2009)。Determinants of the critical success factor of disaster recovery planning for information systems。Information Management and Computer Security,17(3),248-275。
15.
Farris, J. A.、Van Aken, E. M.、Doolen, T. L.、Worley, J. M.(2009)。Critical success factors for human resource outcomes in kaizen events: an empirical study。International Journal of Production Economics,117(1),42-65。
16.
Lee, C.H.、Kim, S.Y.(2008)。Differential effects of determinants on multi-dimensions of trade show performance: By three stages of pre-show, at show, and post-show activities。Industrial Marketing Management,37,784-796。
17.
Rosson, P. J.、Seringhaus, F. H. R.(1995)。Visitor and exhibitor interaction at industrial trade fairs。Journal of Business Research,32(1),81-90。
18.
Gopalakrishna, S.、Lilien, G.L.(1995)。Athree-stage model of industrial trade show performance。Marketing Science,14(1),22-42。
19.
Blythe, J.(2000)。Objectives and measures at UK trade exhibitions。Journal of Marketing Management,16,203-222。
20.
Berne, C.、Garcia-Uceda, M.E.(2008)。Criteria involved in evaluation of trade shows to visit。Industrial Marketing Management,37,565-579。
圖書
1.
Grant, Robert M.(2008)。Contemporary Strategy Analysis。Malden, Massachusetts:Blackwell Publishing。
2.
黃振家(2007)。會展產業槪況論。台北。
延伸查詢
3.
Cartwright, G.(1995)。Making the most of trade exhibitions。
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