產業群聚廠商在本國舉辦之國際商展中的關係網絡－以台灣工具機產業及台北國際工具機展(TIMTOS)為例

Abstract

本研究基於國際商展（trade fairs）作為關係空間（relational spaces）的討論，以台灣工具機產業及台北國際工具機展（TIMTOS）為案例，探究商展為本土廠商提供哪些建立關係網絡的機會，並將研究背景架構在當前全球商展的競合關係及台灣商展環境的各種阻礙所造成的限制下，探討TIMTOS影響廠商關係建立的關鍵因子及其重要性排序，期以此研究成果與既有文獻對話並提出政策建議。除梳理既有文獻之外，本研究運用問卷調查法、深入訪談法及決策實驗室法(DEMATEL)三種方法進行操作。 本研究發現，台灣廠商參與TIMTOS不外乎是為了建立交易、學習、宣傳三面向的關係網絡，然其內涵不同於既有文獻中的旗艦展，對本土廠商來說，建立關係網絡的關係空間應包含TIMTOS會場及各自的生產基地，而接觸對象主要是國外既有客戶。另外，TIMTOS雖提供參展廠商相互觀摩的機會，但廠商難以僅藉由參與TIMTOS習得新的技術知識，必需輔以其他管道達才能達到技術學習與創新。而若要更有效協助廠商於TIMTOS與其他行動者建立關係網絡。從「場館設計」、「商展名氣」二項因子著手改善最能有效提升「買主洽談」機會，再進而提升其他因子之績效表現。本研究發現關係空間的範圍意涵應包括商展之暫時性群聚與永久性產業群聚，故建議調整現行之商展政策，除了針對TIMTOS內各項指標進行改善之外，也應設法加深既有產業群聚與TIMTOS的連結。

Based on existing discussions considering international trade fairs as the relational spaces, this research uses Taipei International Machine Tool Show (TIMTOS) and Taiwan’s machine tool industry as the case to investigate opportunities provided by TIMTOS for Taiwanese machine tool firms in the course of building their relational networks. In addition, we study factors that influence the relation-building activities of those local machine tool firms participating in TIMTOS. To do this study, besides literature review, we use questionnaire surveys, in-depth interviews and DEMATEL as research methods. According to our investigations, the main purpose of Taiwanese machine tool firms participating in TIMTOS is to establish relational networks in three dimensions: marketing, learning, and promotion. Unlike the international machine tool flagship shows, TIMTOS attracted most local visitors rather than international ones, and the spaces for establishing relational networks for Taiwanese machine tool firms in TIMTOS include both the trade fair venue and their own firms. We also found that, although TIMTOS provides many opportunities for local machine tool firms in terms of interactive learning, it’s difficult for them to acquire new technological knowledge in such an event. As a result, they have to access advanced technologies in the industry through other channels. This research finally argues that the most effective way to enhance the opportunities of relation-building for Taiwanese machine tool firms in TIMTOS would be to promote 'Venue and Booths Planning' and 'TIMTOS Reputation” so as to increase “the Opportunities to Contact with Buyers '. Once 'the Opportunities to Contact with Buyers' has been strengthened, other impact factors’ performance would be improved accordingly. We also suggest adjusting the current policies, especially the key factors of TIMTOS, as well as deepening the linkage between industrial cluster and TIMTOS.