국제촉진수단으로서의 무역전시회(Trade Show)의 효과성 및 전략적 활용방안 연구

• 영문명: A Study on the Effectiveness and Strategic Management of Trade Show As a International Promotion Method
• 발행기관: 한국통상정보학회
• 저자명: 서민교(Min-Kyo Seo) 이창현(Chang-Hyun Lee)
• 간행물 정보: 『통상정보연구』제8권 제1호, 1~19쪽, 전체 19쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2006.03.30

영문 초록

Though trade shows have emerged as an increasingly significant component in companies’ international promotional tools, little research has examined this activity and previous findings on this theme are few and mostly foreign. With the trade show costs rising, exhibitors are forced to exert more effort to their trade show success. This research studies the effectiveness of trade show as a international promotion method and suggests strategic management program to enhance trade show performance such as image-building, sales-related, information-gathering, and relationship-improvement. Our suggestions are as follows: (1) Marketing executives should make a plan for trade show management and set their trade show objectives before trade show opens. (2) Companies should reinforce pre-show promotion and booth staff training. (3) After trade shows close, it should measure their trade show performance. These are key success factors for companies to enhance their trade show performance. By implementing these success factors effectively, exhibitors can have better performance of trade show.

목차

Ⅰ. 서론

Ⅱ. 무역전시회에 대한 이론적 고찰

Ⅲ. 무역전시회 참가성과의 영향요인

Ⅳ. 전략적 무역전시회 활용방안

Ⅳ. 결론 및 시사점

참고문헌

Abstract

키워드

trade show international promotion performance effectiveness strategic management