參加國際展覽是國際行銷重要的方式之一，台灣是以產品外銷為導向，廠商參加國際展覽，邀請現有的國外客戶，也期望主辦單位能協助宣傳和推廣，能開發新的國外買主客戶，努力尋找商機是台灣廠商參加展覽的最大需求。隨著國際化的潮流，國內廠商參加國際展覽有愈來愈多的趨勢，身為展覽的主辦單位，為提昇展覽品質及擴大效益，制定展覽的行銷策略更顯重要。
伴著新科技時代來臨，辦理展覽的傳統方式，可能因時空地的因素，未能完全吸引到國外買主，也有無法掌握的競爭環境，展覽主辦單位必須增加展覽的附加價值，規劃虛擬網路展覽是一個轉型的機會，搭配與實體展覽同時進行，確實來宣傳和提升展覽的效益。
本論文之研究，係以顧客關係管理的觀念來辦理國際專業展覽，為參展的廠商爭取商機，也為參觀的國外買主尋找合適的台灣供應商，在實體展與虛擬網路展中結合，找到新的模式，而提出一套有效地制定國際展覽行銷策略方法的論證，供展覽主辦單位在展覽的辦理過程中加值，也為台灣的參展廠商參考運用。
關鍵字詞：顧客關係管理、國際展覽、行銷策略、網路展覽、實虛整合 / Participating in the international trade shows is one of the important methods of the international marketing. Export is the main trade in Taiwan. In the trade shows, the exhibitors not only invite their foreign customers but also want to look for the trade opportunities of the new foreign buyers whom are invited by the show organizers. With the trend of the globalization, the domestic suppliers participating in the trade shows are getting more and more. It seems that making the new marketing strategies is a promotion turning point.
Accompanying the new scientific and technological era, the traditional trade shows could not attract to the foreign buyers. They won’t show up for some unknown reasons, also the unpredictable competition and environment. The show organizers have to find out the additional value of the trade shows. It seems that planning virtual trade shows is the new way to develop. Combine the real and virtual trade shows. The benefit of the trade shows will be improved through the planned advertisement.
The purpose of this research is to find out the feasible marketing solution of organizing the international trade shows through the concept of CRM (Customer Relationship Management). Try to get the trade opportunity of the exhibitors. Recommend the proper suppliers to the foreign buyers. It’s the new model to combine of the real trade shows and the virtual trade shows. To get proved and make the efficiency of the international trade shows.
Key words: CRM, trade shows, virtual trade shows, marketing strategy
| Identifer | oai:union.ndltd.org:CHENGCHI/G0090932605 |
| Creators | 胡文華, Hu, W.H. |
| 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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