Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23169
標題: 定位策略下中小企業參加展覽之關鍵成功因素研究
The Study of KSF for SME in Exhibitions From Positioning Strategy
作者: 周奕飛
Chou, Yi-Fei
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1102200914511400
關鍵成功因素
展覽
定位策略
灰關聯分析
出版社: 行銷學系所
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摘要: Exhibition is one of the important channels for international trade in Asia. Taiwan is an island economy then exporting becomes a very important economical activity. Each year there are 26 international exhibitions held in Taiwan, which means Taiwan take exhibitions seriously. From the industrial point of view, SME (Small and Medium Enterprises) are the main component in every industry in Taiwan. It's an important issue that how to help Taiwan SME to attend international exhibitions. In addition, the global economy declines. In order to find a way out of the situation, changing the position in market is one of the options for SME. The purpose of this study is to find the key success factors (KSFs) in exhibitions and compare the difference in choosing KSFs from companies in different positioning strategies. Our research collect success factors in exhibitions form literatures and sort the taxonomies of positioning strategies from different scholars' point of view as the foundation of the study. After collecting the questionnaires, we use grey analysis as the main methodology to select the key success factors in exhibitions. Finally we sort the key success factors in exhibitions from different positioning strategies in matrix.
展覽在亞洲是國際貿易非常重要的管道之一,而台灣為海島型經濟體,外銷便成為非常重要之經濟活動。每年在台灣所舉辦之國際性展覽(邀請國外買主參與之企業對企業展覽)數量高達約26場,由此可見台灣對於展覽的高度重視。從產業面來看,中小企業為台灣各項產業的主幹,因此如何協助台灣之中小企業順利參加國際性展覽為一非常重要的課題。此外,近來全球景氣持續低迷,許多中小企業為了找尋生存之道,迎合市場需要而轉換在市場中的定位也是選擇之一。有鑑於此,本研究以探討展覽關鍵成功因素為目的,並且比較不同定位策略廠商選擇展覽關鍵成功因素之差異。 本研究從文獻中收集因素作為萃取展覽關鍵成功因素之來源,並歸納與整理過往學者對定位策略的分類與內涵,作為本研究之基礎。問卷回收後,利用灰關聯分析作為萃取展覽關鍵因素之主要方法,最後以矩陣的形式整理出不同定位策略廠商所選擇之展覽關鍵成功因素。
URI: http://hdl.handle.net/11455/23169
其他識別: U0005-1102200914511400
Appears in Collections:行銷學系所

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