| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 97 === 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.
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