• Title/Summary/Keyword: Trade Show

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A Study on the Effectiveness and Strategic Management of Trade Show As a International Promotion Method (국제촉진수단으로서의 무역전시회(Trade Show)의 효과성 및 전략적 활용방안 연구)

  • Seo, Min-Kyo;Lee, Chang-Hyun
    • International Commerce and Information Review
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    • v.8 no.1
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    • pp.305-323
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    • 2006
  • 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.

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A Study on the Problem & Current trend of Trade Show Exhibition Industry under WTO/DDA (WTO/DDA환경하에서 국내 무역전시산업의 현황과 문제점에 관한 연구)

  • Cho, Won-Gil
    • International Commerce and Information Review
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    • v.7 no.1
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    • pp.237-260
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    • 2005
  • The purpose of this study is to find out current problems facing Trade show Exhibition Industry and to suggest proper solutions. Trade Show Exhibition Industry recently emerged as Trade Show Marketing that is not this only sales promotion but the Marketing Mix. Now we should have focused on the cooperation among the organizations in trade show exhibition industry than physical facilities; need various kind of government aids; need marketing-oriented and professional skills to build and enhance the growth of trade show exhibition industry. Accordingly, the important thing is an exploratory study of assessing trade show objectives, management, functions and performance etc.

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Determinants of the Brand Loyalty of Trade Shows (무역전시회(Trade Show)의 브랜드충성도 결정요인에 관한 연구)

  • Lee, Chang-Hyun;Kim, Soo-Kyung
    • International Commerce and Information Review
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    • v.9 no.2
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    • pp.141-160
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    • 2007
  • Though the brand management of trade shows are increasingly important, there are few studies with this theme. This research studies what factors have an effect on the brand loyalty of trade shows. To this purpose, we conduct empirical study on the relationship among perceived quality, perceived value, image of the trade show with attendee's satisfaction and loyalty of trade show. The results of this study are as follows: (1) Perceived quality has a direct effect on perceived value and satisfaction of trade show and indirect effect on attendee's loyalty of the trade show. (2) Perceived value has a direct effect on attendee's satisfaction and indirect effect on attendee's loyalty of the show. (3) Trade show image has a direct effect on perceived value, attendee's satisfaction and loyalty of the trade show. Especially, image has the greatest effect on attendee's satisfaction and loyalty of the show. This means that the trade show image a critical variable in the brand management of the show.

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A Study on the Tradeshow Application Strategies of Korean Trade Firms

  • Hong, Seon-Eui
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.52
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    • pp.73-96
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    • 2011
  • The economic globalization has contributed the easy interchangeability of goods and services worldwide and consequently this tendency gives a great impetus to the expansion of exhibition Nowadays there is no dispute that the exhibition industry contains Export Marketing, Sales, Market Research and New product launching. This paper is trade show strategy use for export firms. Therefore, paper discusses theory of exhibition, character and utility. Moreover study to basic strategy of participate in Trade show Participate in Trade show strategies are several point. First, Trade show goal accord to firm's purpose. Second, Devise of trade show competition strategy. Third, Support of government and relevant agency. forth, Trade Show insurance.

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A Study on the Determinant of Trade Show Performance of Export-oriented Small and Medium Enterprises. (중소수출기업의 무역전시회 참가성과 만족도 결정요인에 관한 연구)

  • Choi, Moon-Hwan;Kim, Young-Il;Seo, Min-Kyo;Kwon, Yung-Chul
    • International Commerce and Information Review
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    • v.10 no.2
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    • pp.117-139
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    • 2008
  • This study examines the determinants of trade show performance of export-oriented small and medium enterprises(SMEs). In this regard, the trade show performance is categorized into two dimensions, such as sales objective performance vs. non-sales objective performance Based on the analysis of 116 exporters participated in trade show held in DaeGu EXCO, it is found that the roles of the show organizers play more important roles in both the sales objective performance and the non-sales objective performance than the roles of the exhibitors do. It is also interesting to find that export experience has a negative influence on both the sales objective performance and the non-sales objective performance. These results suggest that trade show organizers should provide high service quality so as to enhance the trade show performance of exhibitors.

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A Study on the current trend of exhibition information & development scheme (우리나라 전시정보산업의 현황과 발전방안에 관한 연구)

  • Shin, Jae-Ki
    • The Journal of Information Technology
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    • v.7 no.1
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    • pp.137-153
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    • 2004
  • The purpose of this study is to find out current problems facing Trade show Exhibition Industry and to suggest proper solutions. Trade Show Exhibition Industry recently emerged as Trade Show Marketing that is not this only sales promotion but the Marketing Mix. Now we should have focused on the cooperation among the organizations in trade show exhibition industry than physical facilities; need various kind of government aids; need marketing-oriented and professional skills to build and enhance the growth of trade show exhibition industry. Accordingly, the important thins is an exploratory study of assessing trade show objectives, management, functions and performance etc.

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A Study of the Classification of Research and Trend in the Korea Trade Show (국내 무역전시 연구 분류 및 동향에 관한 연구)

  • Sung, Nak-Suk;Hong, Seon-Eui
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.53
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    • pp.289-313
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    • 2012
  • This study aimed to analyze research trend of the trade show industry in Korea and further to suggest the future direction on the research area where industrial strategies and governmental supports can be made. From 2001 to 2011 by order of 11-year study by analyzing research trends and future direction of policy more effective marketing strategy is precisely to provide direction for research. For the purpose of this study, 169 articles from 49 national level journals of Korea was classified and analyzed. 30 researches in 2005 was published research papers related to the exhibition industry was grew rapidly. According to the analysis, participants behavior of trade show were the most important topic with 33 articles. Various statistical methods such as ANOVA, structural equation model, path analysis, t-test and regression were used. However the study methods of these researches didn't make much progress. The result of this study indicated that we need to study more about the trade show industry of Korea, especially about local economic development and regional demand of trade show.

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The Relationship Between the Exhibitors'Show Performance and the Service Quality of Trade Shows : As reported by participating exhibitor managers in International Trade Shows held in Korea (전시회 서비스 품질과 참가 기업의 성과와의 관계: 한국개최 국제전시회 참가기업의 전시 담당자의 인식을 중심으로)

  • Kim, Nam-Su;Lee, Eun-Sup
    • International Commerce and Information Review
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    • v.12 no.3
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    • pp.3-34
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    • 2010
  • The purpose of this study is first to identify the dimensions of a trade show's service quality and the dimensions of the exhibitors' show performance, and thereafter determine the relationship between the trade show's service quality and the exhibitors' show performance. This study attempted empirical research, together with a literature review, to discover the effect of service quality upon on exhibitors' performance. A survey was conducted during an international trade show that was held in Korea where more than 100 businesses participated. The sample was selected from among the people who were in charge (e.g., managers) of their own private businesses. As a result, the study validated nine dimensions of a trade show's service quality: host and public relations, security, reputation and reliability, access, customer service, exhibition program, physical facilities, convenient facilities, and attendance cost. The study also identified five dimensions of the performance of participants: sales performance, information collection, networking, image building, and motivation. Overall, the empirical results of this study verified that there is a correlation between the performance of exhibitors and the service quality. of trade shows.

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The Role of Buying Office and Trade Shows in the Italian Fashion Market (이태리 패션시장에서의 바잉 오피스 및 트레이드 쇼의 역할에 대한 연구)

  • Kim, Mun-Young
    • Journal of the Korean Society of Costume
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    • v.58 no.4
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    • pp.139-154
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    • 2008
  • The purpose of this study was to investigate distribution structure system in the Italian Fashion market through the buying office and trade show. The role of trade show in Italian fashion market is facilitate interactions between the producers and buyers. Milano Unica is an example of Italian fashion trade show that successfully create the right image and attract the right audience through the differentiation policy of management strategy for the show organization. The role of buying office is to offer satisfactions for their customers through giving right informations about the product that they request to buy and confidence of quality and price.

An Exploratory Study of Textile and Fashion Trade Show Exhibiting Management (섬유패션관련 전시회 참여 실태조사)

  • Park, Kwang-Hee;Kim, Mun-Young;Yoh, Eun-Ah
    • Fashion & Textile Research Journal
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    • v.11 no.4
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    • pp.566-573
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    • 2009
  • The purpose of this paper was to collect the information of textile and fashion trade show exhibiting such as the exhibition objectives, trade show selection criteria, reasons for not exhibiting, and exhibition performance. The data were collected from textile and fashion companies which participated in the Preview in Daegu or Seoul Fashion Sourcing Fair, or through the Research Company. The results showed that the most heavily weighted factor among reasons for not exhibiting was "high cost" and the most important exhibiting objective was "identifying the need and the preference of potential customers". "The quality and the quantity of sales lead" was ranked highly among exhibiting selection criteria. Also, the future of exhibition industry was also recognized positively and "effective PR and marketing activities" was assigned high importance among services provided by the organizer.