台灣會展業海外發展策略之探討

Abstract

會展產業不僅是一個地區產業發展的展示櫥窗，也是衡量國家經濟實力的指標。台灣在會展產業的發展僅二十餘年，但近十年來卻呈現後來居上的態勢，在亞太區域的會展版圖占有一席之地。台灣具有完善的交通通訊基礎建設、豐富的天然和文化資源、優秀的設計人才，但受限於產業規模和資金的不足，再加上中國會展產業的興起、台灣政治局勢的轉變等外部環境因素，導致台灣會展產業難以向海外拓展。本研究透過文獻收集和個案研究法說明全球與台灣當前的產業局勢，並將台灣和新加坡、香港、首爾、東京等地區進行比較，進而提出未來產業的海外發展策略應分成加強本土產業發展要素、開發東南亞發展機會和拓展歐美市場的合作機會三大方向。

The MICE industry not only showcases the industrial development of a region, but is also an indicator of a country’s economic strength. Taiwan’s MICE industry boosts a relatively short history at twenty odd years, though nevertheless has shown great progress over the past decade, and has gradually gained a foothold within the Asian-Pacific industry. Taiwan’s industry strengths include solid transport and communication infrastructure, rich natural and cultural resources, well-trained designers. However, industry development is hampered by lack of scale and investment, as well as external environmental issues such as the rise of the Chinese MICE industry and changes in Taiwan’s political landscape, which make it difficult for the industry to expand overseas. This study reviewed past literature and conducted cases studies to examine the current status of the global and Taiwanese MICE industry, and also compared Taiwan with neighboring regions such as Singapore, Hong Kong, Seoul, and Tokyo. As a result, we have determined the three optimal overseas strategies for the future to be enhancement of domestic industrial factors, development of Southeast Asia market opportunities, and expansion of collaboration with Western companies.