Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity
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...
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ndltd-TW-103TIT050260292019-07-03T05:45:05Z http://ndltd.ncl.edu.tw/handle/k5w6u4 Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity 以品牌權益觀點探討臺灣國際展覽品牌之關鍵成功要素 Shin-Lan, Wu 吳興蘭 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. 蔡瑤昇 廖森貴 學位論文 ; thesis 0 zh-TW |
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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.
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蔡瑤昇 |
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蔡瑤昇 Shin-Lan, Wu 吳興蘭 |
author |
Shin-Lan, Wu 吳興蘭 |
spellingShingle |
Shin-Lan, Wu 吳興蘭 Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity |
author_sort |
Shin-Lan, Wu |
title |
Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity |
title_short |
Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity |
title_full |
Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity |
title_fullStr |
Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity |
title_full_unstemmed |
Exploring Key Successful Factors of Taiwan International Trade Shows from the Perspective of Brand Equity |
title_sort |
exploring key successful factors of taiwan international trade shows from the perspective of brand equity |
url |
http://ndltd.ncl.edu.tw/handle/k5w6u4 |
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