本研究是藉由事件(會議)行銷活動，評估推動政府研發成果溝通效果可能性。如何透過事件行銷整體設計，提升事件本身的話題性吸引媒體報導及促進參與者良好溝通是事件行銷的成功關鍵所在。
本研究藉由了解紡織科技國際論壇暨成果展(TIFE)之實際事件行銷活動四年個案持續內容，透過不同構面分析及參與者調查結果，驗證完整事件行銷規劃，確實提升國內外產業溝通效果。歸納相關研究重要結論如下:
1.活動區分研討會、論壇、靜態展三大部份，配合開幕專題規劃不但具有差異化也兼具整合效益，獲得所有參與者最大肯定與認同，也是事件行銷重要的成功關鍵。
2.開幕典禮專題演講主題規劃及諾貝爾得主邀請，及適當會前記者與主活動廣宣規劃策略，確實製造活動話題性並獲得媒體廣泛報導。
3.活動主題規劃貫穿研討會、論壇及靜態展子題規劃，聚焦活動主軸，使參與者能充分了解紡織產業技術及產品發展與研發成果，獲得國內外參與者的正面肯定與政府(主辦單位)的嘉許。
4.透過邀請學生參與活動使其了解產業發展現況，有助提升對產業永續經營之人才召募。 / The purpose of this study is to evaluate the possibility of promoting communication effect from research results of government supporting project, which is carried out by an event marketing。
In order to identify the fully event process planning which improves the communication effect on local and global textile industries, the study does focus on understanding the continuing promotion reality of TIFE (Textile International Forum and Exhibition) event during last four years and analyzing activity interfaces as well as results from participant’s questionnaires。Some conclusions are shown as follow :
1. The TIFE event includes technology and management symposiums、textile forums and static product shows, which is integrated by planning the opening theme and shows the differentiation and integration advantages of event program 。All these designs of TIFE event are the key issues of event marketing and the main agreement and support received from all event participants。
2. The talk of keynote speech planning in opening celebration, the invitation of the Nobel winners and the proper strategies of news report before the event and the promotion program for main activity are key issues to make the event become popular and reported by News。
3. The theme of TIFE event is connected by sub-themes of technology and management symposiums、textile forums and static product shows, which is focused and make the research results from development of textile technologies and products easy to be recognized by event participants and appreciated by the government officers。
4. By inviting students who do join the event and make them understand the development of textile industries, the help of promoting human resource required by textile industries can be improved 。
| Identifer | oai:union.ndltd.org:CHENGCHI/G0091932507 |
| Creators | 邱勝福, Chiu,Sheng-Fu |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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