| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 94 === This thesis analyses how to prepare trade show procedures and how to evaluate
trade show performances using 3 different product types; Industrial Parts,
Industrial Capital Equipments, and Consumer Goods. Final purpose is to plan the
right direction in each step accordingly and achieve the success in trade show.
The structure of this thesis is based on literatures to set the conceptual framework,
and to analyze the influence of product dimensions based on 3 product types.
Then, for each trade show, select the most appropriate procedure according to the
individual product dimension and further to set the measures of performance. In
addition, 3 cases are included to enhance the thesis structure, which present 3
different product types. Following are the conclusions in this thesis.
1. The Industrial Parts will select vertical approach when planning a show and
its exhibitive purpose is to strengthen the company images. The exhibitors
can clarify the potential customer from their time- spent at the exhibit and the
audience’s interest factors. In preparing for the show, exhibitors will focus on
the design and printing of invitation material in order to invite a specific
audience. The booth image will deliver a professional business image to
audiences. The preshow marketing will focus on invitations by mailing and
calling to specific targets. The exhibitor will prepare R&D engineers and
sales, service and PR staff for the show. At the show, the exhibitor will
increase the product enthusiasm to sales staff. Besides, it is another key jobs
that training the visitor’s contract skills and product demonstrations. The post
show follow-up is important to close the loop.
Finally in trade show performance of Industrial Parts’, the literature’s
behavior-based control systems are examined. Because of 2 factors that
purchasing process is longer and more, the purchasing quantity per order is
bigger than Consumer Goods.
2. The Industrial Capital Equipments will select a vertical approach when
planning a show and its exhibitive purpose is sales and to build up the
relationship with customers. The exhibitors can clarify the potential customer
from their net buying influence in buying center because most of the
purchasing project should be approved by buying center in industrial market.
When coordinating the show, exhibitors will focus on the shipping and
packaging in order to protect the expensive product equipment. The booth
image will try to deliver a complete service message to the audience, no
matter before or after. Preshow marketing will focus on advertising in trade
show related brochures or signboards. Exhibitor will prepare sales, service,
and PR staff for the show. At the show, exhibitors will especially request the
sales staff to collect competitors’ information, and sales staffs will also be
required to have good product demonstration skills and to actively seek orders.
Postshow follow-up is very important to close the loop.
Finally in trade show performance of Industrial Capital equipments’, the
literature’s behavior-based control systems are examined. Because of 2
factors that purchasing process is longer and more, the purchasing amount per
order is higher once than Consumer Goods.
3. The Consumer Goods will select horizontal shows when planning one show
and its exhibitive purpose is mostly sales. Within a short period of time the
exhibitors can clarify the potential customer from their buying plans. In
coordinating the show, exhibitors will focus on showcases in order to display
varied product lines. The image of the booth will try to deliver a promotional
message to audience in order to gain business opportunities. Preshow
marketing will focus on advertising on public medias such as buses, TV, and
newspapers, and inform the promotional message in advance. The Exhibitor
will prepare sales and a few service staff for the show. At the show the
exhibitor will especially request the sales staff to collect competitors’
information, in addition to providing the right quotation and actively seeking
orders. The clean out the sample units is important in postshow to get more
sales in final chance.
Finally in trade show performance of Consumer Goods’, the literature’s outcome-based control systems are examined. Sales is one of the most
importantly aspects of an exhibition.
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