• 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.

• 통상정보연구
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• 제10권2호
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• pp.211-232
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• 2008

This research intends to explore two questions: 1) how the service qualities of trade exhibitions affect the participant's satisfaction, and 2) how participation motivation moderates the relationship's between the service quality and satisfaction. For this purpose, the service qualities were measured with respect to three components: 1) core services, 2) physical environments, and 3) personal services of trade exhibitions. The results showed that the core services had largest impact on the participant's satisfaction among three components. The influence of the personal services was next strong, and the impact of the physical environment was weakest. Participation motivation was shown to moderate the effects of core services and personal services on satisfaction, but its moderating impact on the relationship between physical environments and satisfaction was not observed.

• 통상정보연구
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• 제8권4호
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• pp.255-275
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• 2006

The objective of this study is to find the traits of the automobile parts industry in Korea and to analyze the performance of overseas market research. Considering the characteristics of the automobile parts industry & overseas market research, the proposed hypothesis are based on practical business in exporting & importing enterprises. A questionnaire was used to analysis the performance of overseas market research. According to the findings, first. oversea market research in the automobiles parts industry should carry out by various means because of the performance & traits differ from industry to industry. second, direct oversea market research(ex, trade exhibition) is better than indirect overseas market research due to high efficiency. finally, to support exporting company, the various data of economic, trade, international commerce should improve the quality.

• 무역상무연구
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• 제52권
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• pp.119-135
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• 2011

Korea's trading volume is expected to surpass USD 1 trillion in 2011. Korean economy achieves this largely due to its dependence on export and enhanced technological capacity and product quality. Improved recognition of Korean enterprises in the global arena also helped. However, the largest reason behind theses could be found in exporters' ceaseless marketing endeavors and continued government supports. Today, more and more people become to rely on trade exhibitions to boost export effectively. Trade exhibitions are employed as a useful tool to attract buyers and enter a market. This is because such exhibitions' marketing effect and professional aspects. South Korean export relies on large conglomerates for most part. However, 95% of the country's entire industry are small and medium-sized companies. This means that SMEs' export has a huge impact on the national economy. Therefore, as a way to improve SME export and minimize their losses, we need to use trade exhibitions more actively. The overseas policy insures only promotional activities regarding foreign exhibition and fair (including international events held in Korea), foreign distributor, shopping mall, home shopping, etc. and does not include air fare, traffic cost in the local place, accommodation cost and dining expenditures as costs to be excluded mentioned above. It is not easy for them to take part in events abroad if they have to pay for such expenses. If full financial support is difficult, the Korea trade insurance corporation still may give a certain level of aid for successful exporters to engage in marketing activities abroad more actively and further stimulate SMEs' export.

• 디자인학연구
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• 제14권4호
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• pp.179-188
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• 2001

전시공간은 인간 그리고 전시물에 대해 그 외형과 더불어 내재된 가치의 상호작용까지 고려해야 하므로 건축 및 실내건축의 설계, 전시 프로그램의 기획 조정, 전시공간에의 구체화, 운영 및 관리 등의 여러 가지 작업들이 조화를 이루어 형성되는 결과물이다. 그러므로 박람회의 전시공간은 축적된 가치의 산물들을 보유하는 장소로서의 기능 뿐 아니라 관람자와의 커뮤니케이션을 이룰 수 있는 기능적 역할을 수행하여야 한다. 그러므로 무역박람회 전시의 목적을 달성하기 위해서는 전시물의 특성, 전시내용, 전시 프로그램뿐만 아니라 전시장의 위치와 형태에 따른 효과적인 커뮤니케이tus 계획을 수립해야 한다. 무역박람회 전시매장의 전시공간은 그 위치에 따라 벽형, 모퉁이형, 머리형, 섬형, 양 입구형 5가지로 분류될 수 있으며, 이러한 위치에 따른 커뮤니케이션 계획은 수동적 커뮤니케이션 구역, 능동적 커뮤니케이션 구역, 집약적 커뮤니케이션 구역, 기능수행 구역으로 그 기능을 구분하여 계획해야 한다. 이와 같은 무역박람회 전시공간의 전시형태와 위치에 관련한 커뮤니케이션 계획을 통하여 성공적인 전시를 위한 내용과 방법을 모색할 수 있으며 무역박람회 전시의 목적을 달성할 수 있을 것이다.

• 한국실내디자인학회논문집
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• 제20권1호
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• pp.43-50
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• 2011

According to the recent expansion of Trade Shows within the government's policy in exhibition industry, studies about the trade shows needs to be focused more on the attendees related to the environment. In most of the researches related to this topic until now had been biased in terms of economic benefits and the standpoint of organizers. Considering that this study is to improve environment of Trade Shows from an attendees' point of view as an attempt to apply the concept of Service Design which is the activity of planning and organizing people, infrastructure, communication and material components of a service. It is about the idea of bringing service design principles to services in Trade Shows. Good design process brings in a good understanding of the context : understanding the environment and redefining problems from the standpoint of attendees, in order to improve its quality, the interaction between service provider and attendees and the attendees' experience.

• 지능정보연구
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• 제18권1호
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• pp.59-69
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• 2012

기존의 전시환경에서 전시 참여업체는 처음에 작성된 개인 정보를 사용하여 모든 관람객에게 동일한 마케팅 정보를 전달하게 된다. 즉, 전시 관람객의 선호도나 반응의 변화에 따른 적절한 대비가 어렵고 개인 별 선호 취향에 따른 개별 대응이 힘들다. 관람객 개개인에게 차별화된 맞춤형 서비스를 제공하기 위해서는 관람객 개개인의 의도를 인지할 수 있어야 하고, 그 인지된 정보를 기준으로 해서 선별적인 서비스를 제공해야 한다. 본 논문에서는 전시 공간에서 관람객 개개인의 선호도와 상황을 인식하고, 인식된 정보를 기반으로 하여 관람객 개인별로 가장 적합한 전시 참가 업체의 마케팅 정보나 부스 정보를 관람객이 소유한 스마트 폰을 통해 제공 하며, 전시 공간에 설치되어 있는 인터랙션이 가능한 디바이스들과 전시 관람객 개개인이 소지하고 있는 스마트 폰 간의 인터랙션 서비스를 제공하기 위한 모바일 프레임 워크를 설계하였다.

• 무역상무연구
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• 제53권
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• pp.289-313
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• 2012

This study aimed to analyze research trend of the trade show industry in Korea and further to suggest the future direction on the research area where industrial strategies and governmental supports can be made. From 2001 to 2011 by order of 11-year study by analyzing research trends and future direction of policy more effective marketing strategy is precisely to provide direction for research. For the purpose of this study, 169 articles from 49 national level journals of Korea was classified and analyzed. 30 researches in 2005 was published research papers related to the exhibition industry was grew rapidly. According to the analysis, participants behavior of trade show were the most important topic with 33 articles. Various statistical methods such as ANOVA, structural equation model, path analysis, t-test and regression were used. However the study methods of these researches didn't make much progress. The result of this study indicated that we need to study more about the trade show industry of Korea, especially about local economic development and regional demand of trade show.

• 한국산학기술학회논문지
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• 제18권5호
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• pp.681-691
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• 2017

본 연구는 2016년 충청남도 천안에서 개최된 대한민국 국제농기계자재박람회(영문약칭, KIEMSTA)를 토대로 참가업체의 관점에서 실증적 분석을 수행한 연구이다. 선행 연구를 바탕으로 참가 업체의 참가 목적에 대한 중요도와 참가 목적이 실제로 달성되었는지에 대한 여부를 판단하는 성취도에 관한 15가지의 동일 항목이 선정되었다. 본 연구는 2016년도 KIEMSTA에 참가한 국내 및 국외 453개 업체를 대상으로 실시하였으며, 그 중 유효성이 확보된 258개 업체를 대상으로 최종분석을 실시하였다. 분석을 위해 중요도-성취도 분석(IPA)의 결과를 토대로 도출되는 2차원의 사분면으로 유의미한 영역의 차이를 구분하여 정리하였다. 연구결과를 구체적으로 살펴보면 다음과 같다. 과잉영역(현상유지영역)에는 경쟁사의 제품의 정보수집, 자사의 능력전시, 자사의 전시경험 향상, 마케팅 영업팀 훈련, 유지영역(유지 강화영역)에는 기존 고객과의 관계유지, 시장정보 수집, 자사의 경쟁력 파악, 신제품 소개, 마케팅 영업팀의 고객소통능력 강화, 저순위영역(점진적 개선영역)에는 새로운 미래전망의 발견, 해외시장의 수출기회 파악, 박람회 미참가 기업대비 경쟁력 강화, 마지막으로 집중영역(중점적 개선영역)에는 매출증대, 핵심 의사결정자와의 만남, 신시장 개척과 같은 항목이 나타났다.