| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 104 === International business and trade activities have flourished, companies through various marketing ways to promote their products, image-building, the purpose of promoting development. The expo is one of the most important marketing solutions, through trade shows buyers can build on the international market, and the corporate marketing strategy has a direct impact on the effectiveness of trade shows, marketing strategy is to choose the right towards the achievement of reaching the exhibition an important factor, although gradually Expo research and practice academic attention, but no clear theory can explain how to improve the performance of exhibitors.
Therefore, the main motivation for this study is to explore new architectural model, help companies to participate in trade show marketing strategies. Discussion will be di-vided into literature, talk about depth interviews, analysis recommends steps.
Application Performance Model exhibition and exhibition marketing three-step model in the study, in order to construct Exhibitor performance models. In this study, a questionnaire survey conducted on behalf of the exhibition venue exhibitors have deci-sion-making power of the census, data recovery using structural equation modeling analysis to investigate the correlation between the impact of the exhibition and exhibi-tion marketing performance. The results showed that the exhibition will be a positive impact on the exhibition marketing performance. Exhibition Marketing for different degree of influence on the performance of 5 facet exhibition, pre-show promotion, per-formance measurement, after chasing Heritage from sales activities is the most effective impact; information collection on pre-show promotion is the most effective impact; site to promote the establishment of relations It is the most effective impact; pre-show pro-motion, site promotion, performance measure of the company's image is the most effec-tive impact; site promotion of incentive activity is the most effective impact. Back-ground of manufacturers marketing business model is not the exhibition of the exhibi-tion performance interference factor.
Keywords: exhibition marketing, exhibition performance, international trade fairs
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