請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/85195完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 趙義隆(Yi-Long Jaw) | |
| dc.contributor.author | Tzu-Ling Huang | en |
| dc.contributor.author | 黃子凌 | zh_TW |
| dc.date.accessioned | 2023-03-19T22:49:31Z | - |
| dc.date.copyright | 2022-08-19 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-08-04 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/85195 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2023-03-19T22:49:31Z (GMT). No. of bitstreams: 1 U0001-2807202213535100.pdf: 3408734 bytes, checksum: 6ba739c00b6f0091ba4e5f9f30e393a8 (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | 口試委員會審定書........................................................................................................i 誌謝.............................................................................................................................ii 中文摘要......................................................................................................................iii 英文摘要......................................................................................................................iv 表目錄..........................................................................................................................vii 圖目錄..........................................................................................................................viii 第一章 緒論..............................................................................................................01 第一節 研究背景與動機.............................................................................................01 第二節 研究目的.......................................................................................................04 第三節 研究範圍.......................................................................................................05 第四節 研究流程.......................................................................................................06 第二章 文獻探討.......................................................................................................08 第一節 參展者在展覽中之角色......................................................................................08 第二節 實體會展效益評估之項目...................................................................................15 第三節 線上會展效益評估之項目...................................................................................18 第四節 線上會展與實體會展投入成本之比較..................................................................22 第五節 實體會展與線上會展之整體比較分析..................................................................26 第三章 研究方法...........................................................................................................29 第一節 研究架構...........................................................................................................29 第二節 研究對象...........................................................................................................31 第三節 資料收集與分析方法..........................................................................................34 第四節 問卷實測與研究限制..........................................................................................40 第四章 研究分析與結果.................................................................................................41 第一節 線上展所面臨的挑戰..........................................................................................42 第二節 實體展與線上展:參展者最注重之關鍵效益..........................................................45 第三節 實體展與線上展成本比較...................................................................................50 第四節 實體展與線上展的未來策略................................................................................51 第五章 結論與建議........................................................................................................55 第一節 研究結論............................................................................................................55 第二節 管理意涵............................................................................................................57 第三節 未來研究建議.....................................................................................................58 參考文獻.......................................................................................................................59 中文部分.......................................................................................................................59 英文部分.......................................................................................................................61 附 錄: AHP專家問卷....................................................................................................63 | |
| dc.language.iso | zh-TW | |
| dc.subject | 實體展 | zh_TW |
| dc.subject | 會展產業 | zh_TW |
| dc.subject | 線上展 | zh_TW |
| dc.subject | 展覽效益 | zh_TW |
| dc.subject | 分析層級程序法 | zh_TW |
| dc.subject | Key Effectiveness of Exhibition | en |
| dc.subject | Exhibition Industry | en |
| dc.subject | Physical Exhibition | en |
| dc.subject | Online Exhibition | en |
| dc.subject | AHP Analysis | en |
| dc.title | 國際大型會展實體展與線上展效益之比較研究 | zh_TW |
| dc.title | A Comparative Study on the Effectiveness of Physical and Online International Large-Scale Exhibition | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 110-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 簡睿哲(Ruey-Jer Jean),詹文男(Wen-Nan Tsan) | |
| dc.subject.keyword | 會展產業,實體展,線上展,展覽效益,分析層級程序法, | zh_TW |
| dc.subject.keyword | Exhibition Industry,Physical Exhibition,Online Exhibition,AHP Analysis,Key Effectiveness of Exhibition, | en |
| dc.relation.page | 67 | |
| dc.identifier.doi | 10.6342/NTU202201825 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2022-08-05 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| dc.date.embargo-lift | 2025-08-31 | - |
| 顯示於系所單位： | 國際企業學系 | |
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