무역 전시회 참가 성과 측정지표 개발에 관한 연구

• 영문명: Development of Performance Measurement Indicators of Trade Show Participation
• 발행기관: 한국무역연구원
• 저자명: 홍선의(Seon-Eui Hong)
• 간행물 정보: 『무역연구』제11권 제6호, 675~690쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.12.31

영문 초록

In this study, the model for measuring exhibition performance of Korean companies consists of activities pertaining to the following: sales, information gathering, relationshipbuilding, image improvement and motivation. Using this configuration, we developed a basic measurement model relative to pre-marketing, on-trade show and post-show. It is in this context that this study presented the development of indicators for the measurement of sales and non-sales goals. The purpose of this study is to eliminate the difficulty of trade show performance measurement of small and medium-sized enterprises. Therefore, the developed model, as compared to the existing method is quite, and so simple and can measure intuitively trade show performance. Nevertheless, the study has its limitations including the fact that it did not present the criteria that can determine the scores allocated points and levels in order to quantify the performance indicators. Secondly, the simplicity of the developed model is too simple for indicator items to measure the performance of non-sales goals. Because of such limitations continuous research is necessary in the future.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. CEIR의 전시 참가 성과 측정 모델

Ⅳ. 우리나라 기업의 전시 참가 성과 측정지표 모델

Ⅴ. 결론

References

키워드

Activities Measurement Model Sales Performance Trade Show