Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23011
標題: 展覽主辦單位舉辦展覽成功之關鍵成功因素:劇場理論與灰關聯分析法之應用
Using Dramaturgy Model and Grey Relation Analysis to Extract the Key Success Factors of the Exhibition Organizer
作者: 潘孟絹
Pan, Meng-Chuan
關鍵字: Hong-Jen Chiu;展覽主辦單位;Chih-Chien Wang;關鍵成功因素;劇場理論;灰關聯分析;重要程度表現分析法
出版社: 行銷學系所
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摘要: 
近幾年M(Meeting).I(Incentive).C(Convention).E(Exhibition)產業蓬勃發展,會展產業對周邊可帶動周邊產業,對周邊的經濟效益貢獻極大,其中又以展覽佔產值最大宗(江文若,2008),故各國政府開始積極推行展覽相關的各項基礎建設,企業亦開始將參加展覽視為重要之行銷活動,本研究希望透過重要表現程度分析法來找出參展商與參觀者對於展覽主辦單位所提供服務之重視程度與滿意程度間的差異,並利用灰關聯分析找出參展商與參觀者在參加展覽時所重視之展覽服務需求,藉此萃取出展覽主辦單位如何將展覽舉辦成功之關鍵成功因素。

本研究利用「劇場理論」四大構面:場景、演員、觀眾與表演作為研究問卷之主要架構,並設計出「參展商問卷」與「參觀者問卷」兩種問卷,分別針對參展商與參觀者發放,最後共計回收參展商問卷117份與參觀者問卷121份。

問卷回收後,本研究使用灰關聯分析分別找出參展商與參觀者所重視之展覽服務需求,其中,參展商最重視的前4個服務為:「本次展覽是否能讓我的公司達到推廣新產品與現有產品目標」、「參加本次展覽是否能讓我的公司達到與顧客聯繫並認識新客戶的目標」、「我欲前往之展覽舉辦都市的交通易達性及當地交通便利性」與「我欲前往之展覽舉辦都市是否接近主要顧客群」;參觀者最重視的前6個因素則為:「我欲前往之展覽舉辦都市的交通易達性及當地交通便利性」、「這場展覽讓我的參展經驗能更加豐富」、「我欲前往之展覽舉辦都市的安全性」、「本次展覽是否能讓我更瞭解市場現況與新產品趨勢」、「我參加本次展覽所需花費的費用」與「這場展覽能讓我更瞭解新技術」;另外,本研究使用重要表現程度分析法希望找出參展商與參觀者對於展覽主辦單位所提供服務之重視程度與滿意程度間的差異,藉此找出展覽主辦單位亟需改善之服務,分析後,參展商亟需改善的服務為:「我欲參加之展覽的展場服務人員之臨場反應與危機處理能力」、「本次展覽主辦單位提供之攤位裝潢設計服務」與「我參加本次展覽所需花費的費用」,參觀者亟需改善的服務則為:「我欲前往之展覽場館內所提供之軟硬體設備,如:網路」、「主辦單位於撤展前是否有開放讓我免費入場及其開放的時間」、「我欲參加之展覽的展場服務人員之臨場反應與危機處理能力」、「活動前我所接收到展覽活動之虛擬通路行銷活動,如:網路宣傳」與「我參加本次展覽所需花費的費用」。

本研究更透過與台灣某「同人誌展售會」主辦單位的訪談,詢問其對於本研究結果之看法,以及過去展覽主辦單位於實務上的作法,發現展覽主辦單位會透過提供參展商宣傳商品的管道、選擇交通方便的場地及增加展場工作人員的專業能力來增加參展商的參展意願;並透過與旅館業者合作以提供優惠住宿方案、展覽手冊與攤位資訊圖的印製、於知名網站宣傳,如:Facebook、Plurk與Ptt等以及在展覽結束前開放優惠購票的時段,希望藉此增加參觀者的參展意願,透過上述結果,藉此來印證本研究之灰關聯分析法與重要程度表現分析法研究結果是否貼近實務。

M.(Meeting) I. (Incentive) C.(Convention) E. (Exhibition) industry is very popular these years, which have greatly contribute to the industries on economic benefits. Therefore, many governments in the world have constructed infrastructures of M.I.C.E. industry while many enterprises consider participating exhibitions as one of the important marketing activities.

The main structure of this research is according to “Dramaturgy Model” , which are actors, setting, audience, performance. This study conducts Important-Performance Analysis for measuring and comparing importance and satisfaction of service, and use Grey Relation Analysis for extracting the key success factors of the exhibition organizers. In addition, this research developed two questionnaires: “exhibitor questionnaires” and “visitor questionnaires.” In the end, 121 exhibitor questionnaires and 117 visitor questionnaires are collected.

After collected research questionnaires, we try to determine the key success factors of the exhibition organizers by using “Grey Relation Analysis.” The findings are as below: The first four services of exhibitors are: “this exhibition had achieved the participation objective of promoting new products and existing products”, “this exhibition had achieved the participation objective of contacting new customers and maintaining contact with existing customers”, “transportation to the venue and convenient local transportation” and “host city close to key consumer population”; And the first six service of visitors are: “transportation to the venue and convenient local transportation”, “safety and security of the host city”, “this exhibition had achieved the participation objective of realizing market status and new product trends”, “cost of attending the exhibition” and “this exhibition had achieved the participation objective of realizing new technology.”

Furthermore, we use “Important-Performance Analysis” to measure and compare importance and satisfaction of service and find out that the services exhibition organizers providing to exhibitors need to improve immediately are: “the exhibition employee’s spot response and crisis management capabilities”, “booth design and decoration services provided by the exhibition organizers” and “cost of attending the exhibition”; And the services exhibition organizers providing to visitors need to improve immediately are: “exhibition venue facilities, e.g. internet service”, “before dismantling, do the exhibition organizers open to free admission and its opening hours ”, “the exhibition employee’s spot response and crisis management capabilities”, “promote this exhibition by virtual marketing activities, e.g. online advertising” and “cost of attending the exhibition.”

Through interviewing one of the Taiwan exhibition organizers, we find out that the exhibition organizers need to enhance attending intention of exhibitors by providing promotion materials to exhibitors, choosing venue with convenient transportation, and improving the professional competence of staff; Furthermore, the exhibition organizer also cooperate with local hotel to offer accommodation account, printing exhibition manual and stall information for promoting their exhibition on famous website, such as Facebook、Plurk, Ptt. According to practical interview, this research results is close to the real world.
URI: http://hdl.handle.net/11455/23011
其他識別: U0005-1106201200465000
Appears in Collections:行銷學系所

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