會展個案公司的關鍵成功因素 ：達文西會議空間

Abstract

本研究旨在探討MICE（會議、獎勵旅遊、大型會議與展覽）產業中，中小型會議空間於實務經營上的關鍵成功因素，並以具代表性的個案「達文西會議空間」為分析對象。MICE產業為高附加價值的知識密集型服務產業，場地經營為其活動成功與否之關鍵基礎。透過文獻回顧，整理出八大關鍵成功構面，包括：商務旅客、與會者動機、目的地特徵感知、與會者滿意度、行銷策略、關鍵績效指標、科技趨勢與產業挑戰。本研究採用個案研究法，系統性檢視該公司自2018年至2024年間的營運策略、使用成效與市場回應，佐以內部統計資料進行分析。 研究結果指出，達文西會議空間在交通便利的南京商圈建立據點，藉由場地多樣化、品牌風格定位與高度彈性服務，成功吸引知識密集型產業的顧客群，並維持逾五成的顧客回訪率。其營運策略涵蓋精準的客群定位、即時客服支援、活動前後流程規劃與價值共創機制，展現高度市場適應力與顧客關係經營成效。在後疫情時代，場地積極支持公益類型的活動，提供講座與社區學習空間，藉此拓展潛在使用族群，並強化品牌正向形象與社會參與價值。 本研究建議政府可針對中小型會議空間發展提供政策性支持，可透過專案型輔導資源、場地升級補助或產業培力計畫，協助中小型場地提升其在硬體設施、服務流程與國際接軌能力之整體競爭力，以提升台灣整體MICE產業的多元性與韌性。整體而言，本研究對於MICE業者之營運策略優化、政府政策擬定與後續學術研究，皆具重要參考價值。

This study explores the key success factors in the operational management of small and medium-sized venues within the MICE (Meetings, Incentives, Conventions, and Exhibitions) industry, focusing on the representative case of “Da Vinci Meeting Space.” As a high-value and knowledge-intensive service sector, the MICE industry depends heavily on the operational quality of venues to ensure successful events. Based on a comprehensive literature review, eight key success dimensions were identified: business travelers, attendee motivation, perception of destination characteristics, attendee satisfaction, marketing strategy, key performance indicators (KPIs), technology trends, and industry challenges. Employing a case study methodology, this research systematically analyzes the company’s strategic operations, market performance, and internal data from 2018 to 2024. The findings reveal that Da Vinci Meeting Space, located in the well-connected Nanjing business district of Taipei, leverages its flexible spatial design, distinctive brand identity, and customized services to attract a client base primarily from knowledge-based industries such as technology, consulting, and education. The venue has maintained a customer return rate exceeding 50%, reflecting its strong capabilities in market positioning, real-time customer support, pre- and post-event planning, and value co-creation. In the post-pandemic era, the venue actively supports public-interest activities by offering space for lectures and community-based learning, thereby expanding its potential user base and enhancing its positive brand image and social engagement value. This study recommends that government agencies provide targeted policy support for SME venues in the MICE sector, including project-based consultancy, venue upgrade subsidies, and talent development programs. These initiatives can help enhance service capacity, international connectivity, and sustainable operations, contributing to a more resilient and diversified MICE industry in Taiwan. Overall, this study provides practical and theoretical implications for MICE operators, policymakers, and future academic research.