Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity

• Main Authors: Shin-Lan, Wu, 吳興蘭
• Other Authors: 蔡瑤昇
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/k5w6u4

博士 === 國立臺北科技大學 === 工商管理研究所 === 103 === To increase its competitive advantage, the Professional Exhibition Organizers (PEOs) have started to develop brand strategy for their trade shows. Among many exhibition-related studies, most of the research from exhibitors’ or buyers’ point of view, few study focused on PEO. In order to explore key successful factors of Taiwan International Trade Shows, this study selected PEO as research target. This study is from the perspective of Brand Equity, adapting Fuzzy Delphi Method (FDM) to identify factors influencing the show’s brand. The second phrase is using the Decision Making Trial and Evaluation Laboratory (DEMATEL) to find out the quantization level of interaction between factors. The third phase is using Analytic Network Process（ANP）to determine the relative weights and importance of those factors, and put forward a set of integrated and scientific findings. Furthermore, the study will combine a quantitative research and case studies as a validation. Hopefully, this result will provide a constructive model for Taiwan’s PEOs to build brands for Taiwan Trade Shows to help Taiwan become world’s leading MICE Industry hub. . In addition , it is hoping that this research will build a benchmark for the study of “Exhibition Brand Equity” to facilitate the future research directions.