| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 106 === This study is a qualitative research. Through the relevant literature theory, the interview method is used to classify and organize the interview content. The strategy and procedure is used as the framework to discuss the difference between the actual situation of the strategy management of the Taiwan theme exhibition industry and the business exhibition. The results are as follows:
1.The exhibitors of theme exhibitions and trade fairs have different kinds of undertakings for their own business. Only exhibitors are the main commodities or businesses of the industry. The theme exhibition and other institutions are IP based overall strategy management.
2. The theme exhibition is similar to the commercial exhibition''s strategy program. It is the main procedure to define target, mission / strategy, evaluation, plan - making - making, preparation and operation, evaluation and review after exhibition.
3.The theme exhibition and business exhibition are with the proper site, expected profit, financial consideration, consideration of the cooperative unit, the population of TA, the consumption and purchase habits, the industry trend, the number of visitors, the cost of the IP commodity, the popularity capacity, the profit model, the exhibition, the example and the profit model introduced by the competitors in the same period. Such factors are considered.
4. The main tools for the analysis of the theme exhibition strategy are (1) to obtain information from the same industry or industry, (2) the results of the competitor''s management, (3) the information of the results of the exhibition itself, (4) the past experience and judgment of the management team, and (5) the methods of public material or government information.
5.The analysis and comparison of the competitors'' competitors are usually analyzed in the direction of field quality, resource integration, IP acquisition, the advantage of the pavilion, the media advantage, and the amount of operating costs. The assessment of the environment is the scale of the consumer market, the consumption and acceptance, the environment of the exhibition hall, and the competition. The number of competitors, technology and government decrees are evaluated.
6.The strategies of exhibitors and exhibitors can be divided into wait and see strategy, market share strategy, market expansion strategy and concentration strategy.
7. Thematic exhibitions and trade shows are similar in terms of division of strategy implementation, mainly in exhibition work, planning and media work, ticketing and access.
8. Thematic exhibitors and trade shows for ticketing sales, admission numbers, customers, etc. household services and satisfaction, cost and funding, implementation review or satisfaction are assessed. And the assessment time is usually scheduled for one month after the exhibition.
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