Earticle

해외전시회 참가지원은 WTO 체제하에서 국내 수출업체를 정부가 합법적으로 지원할 수 있는 가장 효율적인 지원 수단으로 우리나라뿐만 아니라 세계 각국에서 경쟁적으로 지원하고 있는 분야이다. 세계 전시산업을 선도하고 있는 독일도 중소기업들을 위해 연간 약 240여회의 독일관 참가사업을 지원하고 있고 프랑스 200회, 브라질 301회, 중국 1,729회, 싱가폴 361회 등 각 국 정부가 지속적으로 예산을 투입하여 자국기업의 해외시장 개척 및 국제경쟁력 강화의 기회로 삼고 있다. 이처럼 세계 각국이 경쟁적으로 해외전시회를 지원하고 있는 가운데, 우리나라도 전시회 지원을 지속적으로 늘려가고 있으나 여러 가지 측면에서 개선해 나가야 할 과제도 많다. 이 가운데 국가 차원의 전시회 지원이라는 관점에서 몇 가지 문제점과 개선방안을 살펴보고자 한다.

This study aims at making full use of operation know-how of U.S. exhibition industry by analyzing institutions and education systems related to the trade exhibition industry of the U.S., one of the world's leading countries in the sector and comparing with those of South Korea. It found out that operation know-how of U.S. trade exhibition industry that takes up almost 1% of overall GDP of the U.S. was created by specialized pragmatic human resources training such as CEM, outstanding exhibition marketing ability, abundant nature & tourism environment, inexpensive room charge and rental, well-equipped entertainment including internet environment.

As the exhibition industry has been developed, exhibition organizers have to pay more attention to what type of strategies for a brand extension should be taken. In this respect the relationship with consumers(exhibitors, buyers and visitors) is a very influential factor for determining the success of exhibition brand extension. This study examined how consumer-brand relationship affects the evaluation of extended exhibition brand. Specially this study investigated the effect of the sub-dimensions of consumer-brand relationship Quality(BRQ) on the evaluation of extended brands and the existence of the degree of concept conformity and similarity of product attributes. The result shows that the consumer-brand relationship quality has a influence on the evaluation of extended exhibition brands. And if consumer-brand relationship is strong, the similarity of product attributes doesn't affect on evaluation of extended brand. On the other hands when there is weak consumer brand relationship, as the organizer increases the similarity of exhibiting product attributes, consumers tend to give more positive evaluations. When is insert the degree of concept conformity, the results shows significantly in the case of consumer-brand relationship is strong.

The purpose of this study was to examine the impact of experiential marketing presented in the exhibit booth on the brand attitude of attendees. A number of factors related to the experiential marketing were examined including sensory, emotional, perceptional, and behavioral experience. The relationship between the factors related to experiential marketing and brand attitudes of attendees are hypothesized. Total 292 data were collected for those who participated in experiential marketing program in exhibit booths to examine the hypotheses. Among the factors related to experiential marketing, only sensory, emotional, and perceptional experience are likely to influence positively on the brand attitude of attendees. The results of this study may apply to those who are designing or operating exhibit booths in many ways. For example, it is recommendable to design the exhibit booths visually attractive to influence sensory experience of attendees.

This case study shows how KINTEX has achieved its business success through marketing activities just for 5 years after its opening. Traditionally 4p was regarded as useful tactics for implementing marketing activities, but it is very limited to short-term based strategies and not focused on customer’s value. I used Dr. Kumar’s 3 Values management model. Dr. Kumar, a marketing professor of London Business School, proposed that marketing should be on CEO’s top agenda.So marketing should focus on strategic segment, providing solution, market-driving and corporate marketing. This could be achievable through developing 3Values – Valued Customers, Value Proposition and Value Network. So the KINTEX case is based on Dr.Kumar’s 3Vs model.