The Effect of International Exhibition Marketing Factors on Performance

• Main Authors: Chih-Chen Lin, 林志成
• Other Authors: Chien-Chun Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31568327157949694256

碩士 === 嶺東科技大學 === 國際企業研究所 === 102 === This study aimed to Taiwanese and overseas machine tools manufacturers and agents attend international Exhibition, to affect exhibition market factors on performance, included display products, people and booth decration, and promotion, and to clear exhibitn performance, if affected to increase Brand performance and potential customersor not.An object of study: domestic, overseas machine tools manufacturers and agents whom they had attend international exhibition. The questionnaire used nonrandom purposive sampling. The study accorded with study purpose and hypothesis, and collation, make code, and save file for getting back questionnaire. This study adopted SPSS 21.0 analysis questionnaire information. This study used statistical method included descriptive statistics, reliability and validity, correlation analysis, multiple regression analysis to analysis,andgot valid questionnaire 89 samples. The results indicated that: 1. there werea significantly positive relationship between products of exhibition in market strategy and Brand performance and potential customer quantity.2. There werea significantly positive relationship between people and booth decrationwith Brand performance and potential customer quantity. 3. There were a significantly positive relationship between promotion and potential customer quantity.The display products and people and booth relationship between brand performance and potential customer quantity was higher than promotion methodduring exhibition. Therefore, the most important factors for internation exhibition market were display products, and professional people and booth decration.