| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 90 === Summary
1. The purpose of this dissertation is to study how the China External Trade Development Council (CETRA) helps the medium and small enterprises (MSEs) in Taiwan to market their products, by encouraging them to participate in the trade shows that are held in Taipei and abroad. It also intends to find ways for CETRA to reinforce its performance in trade promotion.
2. Participation in trade shows is the main point of contact with potential customers for MSEs in international marketing. Each year, about 10,000 exporters and manufacturers participate in 20-25 local vertical trade shows arranged by CETRA and a similar number attend trade shows overseas.
3. Trade shows can be classified into two groups, namely vertical and horizontal trade shows. However, the former type plays a much more important role than the latter in business match-making.
4. The vertical trade shows held both at home and abroad are complementary, and the exporters and manufacturers in Taiwan are well served by them.
5. Local trade shows are more cost efficient than those held overseas, so it is suggested that the government build additional exhibition space to facilitate the setting up of the Asian Regional Exhibition Center. More and larger international vertical shows are badly needed in Taipei to aid the local exporters and manufacturers.
6. It is suggests that CETRA should organize the manufacturers associations, the chamber of commerce and Industry and the several private exhibition organizers. A concerted plan could then be proposed on how to best help the exporters and manufactures to attend the overseas exhibitions without waste of resources.
7. Ways in which CETRA’s performance in trade promotion activities could be improved include:
Keeping trade shows as the main focus while improving promotion activities as supplementary aids for trade promotion.
Reinforcing communications and coordinations within the trade related public and private sectors in Taiwan to obtain consensus on the needs, service required by MSEs.
Improving the monitoring and evaluation of trade promotions activities.
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