Earticle

초록

영어

A trade show is a newly highlighted platform for promoting and selling products, technology and service dedicated to exporters, consumers, importers, trade professionals and even public at one place. This trade show makes it possible to find the maximum of sales results while reducing costs for a short term. Target consumers come by the venue and deals could be possibly made at the site, which help to raise the overall efficiency compared to advertisements. This trade show has been recently regarded as a major marketing tool in Europe and USA. However, despite all the advantages of the trade show, the efficiency is recently on the decline in the business market. In this point, guidelines on efficiency of the participation in trade shows is highly recommended, which should be based on post-show performance. Meantime, the modern society with rapidly developing technology requires trade shows dedicated to high technology, which strongly feature to promote technology itself due to few application productions. This study based on 4th International Nanotech Exhibition analyzes the outcome and purposes of participation in the exhibition by several terms: exhibit purpose, pre-promotion, on-site promotion, satisfaction value and reparticipation intention. The survey shows that the major reason of participation in the trade show is to introduce and promote new technology or productions that have taken more than two-third of all. There was also a study on pre-promotion activities and on-site promotion. As to pre-promotion activities, sending e-mails to buyers and people in the industry and putting information on their own web sites are dominated in contrast to sending invitation cards by mail. Large number of participants affect son the number of spectators on the site, but the number of spectators is not much related to the reparticipation intentions. Nevertheless, it proved that more accurate outcome guidelines were highly needed to be able to research the number of spectators in a better way. This study indicates a diversity of research methods to conduct the outcome of technology trade shows, in terms of special features compared to other trade shows.

목차

Abstract
 I. 서론: 연구배경 및 문제의 제기
 Ⅱ. 전시회 참가목표 및 성과에 관한 이론적 배경
  2.1 전시회의 정의와 마케팅 관련성
  2.2 전시회 참가 목적
  2.3 전시회 참가 성과에 대한 이론적 고찰
 Ⅲ. 연구모형 설정 및 조사 설계
  3.1 연구모형의 설정
  3.2 가설의 설정
  3.3 조사설계
  3.4 표본의 설계
 Ⅳ. 조사결과 분석
  4.1 표본의 일반적 특성
  4.2 전시회 참가목적
  4.3 연구결과 분석
  4.4 기존 전시회 성과측정모형 응용
 Ⅴ. 결론 및 시사점
  5.1 결론 및 시사점
  5.2 연구의 한계 및 향후 연구 방향
 참고문헌

키워드

저자

• 황희곤 [ Hee Kon Hwang | 한림국제대학원대학교 교수 ]
• 김도환 [ Do Hwan Kim | 나노산업기술연구조합 연구원 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역전시연구 [International Journal of Trade Fairs and Exhibition Studies]

• 간기

  계간

• pISSN

  2287-173X

• eISSN

  2733-4848

• 수록기간

  2011~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380