國際貿易公司策略類型對參展行動與參展績效影響之研究

機構典藏 > College of Business and Management > E-Learning Executive Master's Program of Business Administration (EMBA) in Global Chinese Management > Thesis > Item 987654321/51246

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51246

Title:	國際貿易公司策略類型對參展行動與參展績效影響之研究
Other Titles:	The influence of strategy types on international trading companies’ trade show behaviors and performances
Authors:	王富昌;Wang, Fu-chang
Contributors:	淡江大學全球華商經營管理數位學習碩士在職專班洪英正;Hung, Ying-cheng
Keywords:	策略類型;商展;國際貿易公司;參展行動;參展績效;Strategy Type;Trade Show;Exhibition;International Trading Company;Trade show Behavior;Trade Show Performance
Date:	2010
Issue Date:	2010-09-23 14:50:31 (UTC+8)
Abstract:	本研究主題為探討國際貿易公司策略類型對參展行動與參展績效影響之研究。利用文獻及實證方式，針對廣義的國際貿易公司進行調查，期透過本研究，找出不同策略類型對參展行動與參展績效的影響因素，以及不同公司的人口統計變項與參展行動及參展績效之關係，以提供國際貿易公司提升參展行動及參展績效之參考。　　本研究採便利取樣方式，發放對象為廣義的國際貿易公司，發放範圍以各進出口商業同業公會會員、2009台北國際電腦展覽會(Computex Taipei 2009) 參展商及2010德國漢諾威電腦展(Cebit 2010)之參展商為主，有效問卷共148份。經因素分析後，本研究將參展行動區分為「客戶接觸」與「新聞公關」二組；參展績效區分為「業績提升」與「客戶群擴增」二組。研究結果顯示如下： 1. 不同策略類型的國際貿易公司在參展行動的重視程度上會有顯著的差異。 2. 不同策略類型的國際貿易公司在參展績效上會有顯著的差異。 3. 參展行動的不同會影響參展績效。 4. 不同人口統計變項之國際貿易公司在參展行動及參展績效上會有所差異。 This research emphasizes at how the strategy types on international trading companies influence their trade show behaviors and performances. By literature exploring and using empirical survey on generalized international trading companies, we investigate how the strategy types influence their trade show behaviors and performance, and the relationship among demographic variables, trade show behaviors and performances. This research adopts the convenient questionnaire survey and the samples are from members of different importing-exporting associations in Taiwan, exhibitors of Computex Taipei 2009 and Cebit Hannver 2010. The valid samples are 148. After factor analysis, we divide trade show behavior into two groups- “Customer Contact” and “Public Relationship”, and trade show performance into two groups – “Revenue Increase” and “Customer Increase”. The main results show as below: 1. There are significant differences in trade show behaviors with different strategy types. 2. There are significant differences in trade show performances with different strategy types. 3. Different trade show behaviors cause different trade show performances significantly. 4. Companies with different organizational demographic variables will have differences in trade show behaviors and performances.
Appears in Collections:	[E-Learning Executive Master's Program of Business Administration (EMBA) in Global Chinese Management] Thesis

Files in This Item:

File	Size	Format
index.html	0Kb	HTML	653	View/Open

Loading...