| Summary: | 碩士 === 國立中央大學 === 企業管理學系在職專班 === 103 === The research use the Taiwan local Autotronics manufactures as the study sample for mainly discussing the attending International Automobile Electronics Exhibition of marketing and performance strategy. The research use the Exploratory of Qualitative Research Method, and adopt the case study also analysis on the subjects from exhibition marketing theory of 7P's to exhibition performance(selling objectives and non-selling objectives).After analyzed the cause study data then propose the study conclusion and suggestion.
The study conclusion discovered: the exhibition fees is a commonly for whose regularly exhibitors as the daily of marketing activity and sunk cost, and concentrate on the non-selling objectives, such as create entrepreneur's image and establish company's reputation. Compared to the small-medium company the exhibition fees is the operating fix cost, that focus on the selling objectives and new orders.Secondly, the study also found the pre-exhibition training and simulating the product announce-ments help to accumulate the show experiences quickly also adjust the marketing strategy. Lastly, the join the exhibition is the fixed of marketing activity, the attend continually the show is as a significant indicator of the company's operating steady for visitor (customer).
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