國際大型會展實體展與線上展效益之比較研究

Abstract

會展產業產值可觀且具有快速成長的特性，而台灣享有亞洲樞紐地利之便，因此也吸引許多國際會展來台舉辦。COMPUTEX Taipei是國際享譽盛名的代表性電子電腦展，據亞洲第一、世界第三的地位，近幾年由於疫情因素，導致線上展成為別於實體展外，另一股創新的參展模式。本研究主要目的為透過分析參展者決策，了解參展者於參展時之關鍵效益評估準則，並提出線上展展覽模式面臨的挑戰，藉此提供會展產業未來的發展策略，在全球局勢的快速變化下，如何讓兩種展覽相輔相乘使展覽效益最佳化。 本研究首先於文獻回顧章節對參展者參展目的、參展者在會展之角色進行文獻探討，再針對實體會展效益評估項目與線上會展效益評估項目進行歸納，統整出國際大型會展效益比較之的四大關鍵因素和九項子因素，並比較實體展與線上展，參展者效益評估準則之異同。本研究使用AHP分層分析程序法與深度訪談，訪談相關產業具實務經驗之人士，比較出參展者最希望於實體展與線上展獲得的參展效益。比較結果實體展之關鍵參展效益序位第一為「新舊客戶之維繫」，線上展則將「強化企業形象」排為第一以及商情效益不論在實體展或線上展皆受到相當程度之重視。最後，則針對會展產業發展提供未來策略與策略建議。

The exhibition industry has considerable output and rapid growth. Taiwan enjoys a convenient location in Asia, that attracts many international exhibitions to conduct in Taiwan. COMPUTEX Taipei is one of the representative electronic and computer exhibitions that held in Taiwan. Due to the epidemic situation in recent years, the online exhibition has become an innovative exhibition mode. Therefore, the main purpose of this study is to analyze the decision-making process of exhibitors, also find out the key effectiveness evaluation criteria of exhibitors when participating in all kinds of exhibitions. Then proposing the challenges faced by online exhibition, so as to provide strategies to future exhibition industry development. This study firstly conducts literature review in terms of the role of the exhibitor during exhibition, the purpose of exhibitor while attending exhibition. Then, the study analyzes the international competitiveness of international large-scale exhibition, and summarizes the 4 key factors and 9 sub-factors, which are used to compare the similarities and differences between physical and online exhibition. This research also takes AHP analysis method and interview method to interview people with practical experience of related industries, and summarizes the key effectiveness that exhibitors hope to obtain from physical exhibition and online exhibition. The key effectiveness of physical exhibition ranked first in “maintaining relationship with customers”, while online exhibition ranked first in “enhancing corporate image”. Also, business effectiveness is highly valued both in physical exhibitions and online exhibitions. Finally, providing strategic suggestions for the exhibition industry according to its future challenges.