• 통상정보연구
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• 제8권1호
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• pp.305-323
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• 2006

Though trade shows have emerged as an increasingly significant component in companies' international promotional tools, little research has examined this activity and previous findings on this theme are few and mostly foreign. With the trade show costs rising, exhibitors are forced to exert more effort to their trade show success. This research studies the effectiveness of trade show as a international promotion method and suggests strategic management program to enhance trade show performance such as image-building, sales-related, information-gathering, and relationship-improvement. Our suggestions are as follows: (1) Marketing executives should make a plan for trade show management and set their trade show objectives before trade show opens. (2) Companies should reinforce pre-show promotion and booth staff training. (3) After trade shows close, it should measure their trade show performance. These are key success factors for companies to enhance their trade show performance. By implementing these success factors effectively, exhibitors can have better performance of trade show.

• 통상정보연구
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• 제10권2호
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• pp.117-139
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• 2008

This study examines the determinants of trade show performance of export-oriented small and medium enterprises(SMEs). In this regard, the trade show performance is categorized into two dimensions, such as sales objective performance vs. non-sales objective performance Based on the analysis of 116 exporters participated in trade show held in DaeGu EXCO, it is found that the roles of the show organizers play more important roles in both the sales objective performance and the non-sales objective performance than the roles of the exhibitors do. It is also interesting to find that export experience has a negative influence on both the sales objective performance and the non-sales objective performance. These results suggest that trade show organizers should provide high service quality so as to enhance the trade show performance of exhibitors.

• 무역학회지
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• 제45권4호
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• pp.45-63
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• 2020

This study aims to identify the dimensions of trade show performance in Iranian trade shows and apply the revised importance-performance analysis. The IPA method integrates two types of indirect importance and a composite I-P mapping using traditional four-quadrants, as well as a diagonal line on a two-dimensional grid. Based on the analysis results, this study presents several suggestions to contribute to the development of the trade show industry. First, it is noted that the dimensionality of trade show performance in a developing country context can be different from that of prior literature. Taking different industry development stages of a show hosting countries, examining the dimensions of each trade show performance with every effort to derive proper exhibitors' implications is necessary. Second, the use of statically-derived importance is recommended while considering respondents' convenience to reduce their time and fatigue when collecting data at the busy booths. Further, applying composite I-P mapping is suggested as an effective diagnostic tool to provide optimal trade show strategies for the exhibitors under the dynamic and ever-changing global business environment.

• 통상정보연구
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• 제12권3호
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• pp.3-34
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• 2010

The purpose of this study is first to identify the dimensions of a trade show's service quality and the dimensions of the exhibitors' show performance, and thereafter determine the relationship between the trade show's service quality and the exhibitors' show performance. This study attempted empirical research, together with a literature review, to discover the effect of service quality upon on exhibitors' performance. A survey was conducted during an international trade show that was held in Korea where more than 100 businesses participated. The sample was selected from among the people who were in charge (e.g., managers) of their own private businesses. As a result, the study validated nine dimensions of a trade show's service quality: host and public relations, security, reputation and reliability, access, customer service, exhibition program, physical facilities, convenient facilities, and attendance cost. The study also identified five dimensions of the performance of participants: sales performance, information collection, networking, image building, and motivation. Overall, the empirical results of this study verified that there is a correlation between the performance of exhibitors and the service quality. of trade shows.

• 무역상무연구
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• 제77권
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• pp.259-284
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• 2018

The purpose of this study is to identify the determinants of the export performance of the most preferred trade exhibitions for SMEs. And the results are as follow. First, it is analyzed that the challenging entrepreneurship, the global orientation toward the overseas market, the quality of the excellent trade show, and the support system of the trade exhibition of the export related organizations all have a very positive effect on the export performance of the SMEs participating in the trade show. Second, the number and size of participating trade shows has no influence on controlling export performance. Third, there is a difference in export performance depending on participation frequency, participation size, participation method, and participating region. The implication of this study is that SMEs, which have a strong sense of entrepreneurship and a strong commitment to the global market, need to actively participate in trade exhibitions with relatively low barriers to entry. The policy implication is that organizers and export-related organizations need to understand the internal capabilities of participating companies in order to maximize the performance of participating companies. And Korea should also create an environment that can attract and hold excellent trade exhibitions held overseas. Therefore, the government and export-related organizations should expand the infrastructure for hosting global trade exhibitions. As well as an urgent need to build a system for attracting overseas buyers that can dramatically boost overseas buyer visits.

• 통상정보연구
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• 제7권1호
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• pp.237-260
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• 2005

The purpose of this study is to find out current problems facing Trade show Exhibition Industry and to suggest proper solutions. Trade Show Exhibition Industry recently emerged as Trade Show Marketing that is not this only sales promotion but the Marketing Mix. Now we should have focused on the cooperation among the organizations in trade show exhibition industry than physical facilities; need various kind of government aids; need marketing-oriented and professional skills to build and enhance the growth of trade show exhibition industry. Accordingly, the important thing is an exploratory study of assessing trade show objectives, management, functions and performance etc.

• 정보학연구
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• 제7권1호
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• pp.137-153
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• 2004

그간 우리나라는 무역 증대를 우한 지원정책을 활발히 수립하고 수행해 왔으나 상대적으로 전시산업에 대한 정책과 지원은 근래에 와서야 이루어지고 있다. 그러나 이러한 정책들이 일부 장기적인 비젼을 확보하지 못한 상태에서 일회성의 정책과 유행위주의 정책과 지원이라는 비판도 없지 않다. 따라서 본고에서는 전시산업의 의의데 대해서 알아보고 세계전시산업의 현황과 우리나라 전시산업의 현황을 살펴본 후 우리나라 전시산업이 문제점에 대하여 고찰해 보고 이에 대한 해결방안과 발전방안에 논의해 보고자 한다.

• 동아시아경상학회지
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• 제8권1호
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• pp.41-55
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• 2020

Purpose - This paper tries to analyze the factors affecting the utilization of electronic trade of small and medium enterprises and examine how these factors affect the performance of small and medium enterprises. In addition, the leading factors affecting the level of e-trade utilization of small businesses were analyzed by dividing them into external environmental factors affecting the external business and internal resources of the companies themselves Research design, data, and methodology - With a sample of 223 small and medium-sized export firms from South Korea, this study investigates the antecedents of the utilization level of e-Trade such as information exchange, innovation orientation, absorptive capacity and trust by hierarchical regression analysis. Results - The results show that innovation orientation was shown to have a positive effect on e-trade utilization and absorptive capacity has a positive effect on e-trade utilization. Also, information exchange with stakeholders has a positive impact on e-trade utilization. Conclusions - Internal and external factors of companies have a positive effect on the utilization of e-trade. It also showed that the increased utilization of electronic trade had a positive effect on trade performance. Thus, the findings provide policy-makers with implications of the importance of activating e-trade, and furthermore, significant implications for exporter performance.

• East Asian Economic Review
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• 제23권1호
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• pp.55-88
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• 2019

Our paper contributes to existing literature by empirically investigate the trade structure and trade performance between Korea and ASEAN. Overall, trade activities between Korea and almost major ASEAN economies have significantly focused on capital goods, medium and high technology goods, while the remaining ASEAN countries' exports over Korea have been mainly primary and low technology goods. There has been a higher complementarity in between Korea's exports and ASEAN's imports compared with between ASEAN's exports and Korea's imports. Estimation results show that ASEAN's GDP and income have larger impacts than those of Korea on aggregate trade flows as well as sectoral level between two sides. Additionally, geographical conditions are critical factors impeding Korea-ASEAN trade. Meanwhile, other factors in the estimation model have mixed impacts on components of Korea-ASEAN trade structure. Finally, there is a significant room for Korea's trade expansion with ASEAN, particularly new and less developed members in future.

• 무역학회지
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• 제44권1호
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• pp.57-73
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• 2019

The purposes of this study are to propose exhibition planning and management skills of trade fair organizers and to provide suggestions on the direction of government policies related to fair items. This study analyzes exhibitor objectives of exhibition participation and exhibition choice attributes using revised importance-performance analysis. This research uses visitor level, organizer services and market attraction of hosting country, as explanatory variables affecting companies' trade show choices. It also utilizes sales and non-sales purposes of participants as variables of exhibitors' objectives. As a result of the empirical analysis and examination of prior research, this study presents some recommendations for exhibition organizers and governments of hosting countries. First, the exhibition organizer should consider the importance of the number of visitors. Thus, the organizer should focus on prior marketing activities to attract visitors. Second, the organizer should make a trade fair plan in compliance with participants' needs. Third, policy authorities should provide environment of free competition among players.