무역전시회 참가업체의 마케팅 전략에 관한 연구

Abstract

This study was prepared to provide basic data needed to improve marketing performance through exhibition for high-tech and mid-high-tech companies by conducting empirical study on the impact of participating characteristics of trade exhibition on performance after participation and company performance. Hypothesis and study model was set, and hypothesis testing was made by utilizing structural equation model analysis. The samples of this study were a total of 142 high-tech and mid-high-tech companies which participated in domestic international trade exhibitions. The reference study was conducted for survey tools, with items including general features of companies, corporation among departments, co-participation, active leadership, performance on partnership building, performance on information acquiring, and company performance. The following are the results of hypothesis testing of this study. First, in terms of participating features, corporation among departments had significant impact on performance on participation, and corporation among departments had positive impact on both performance on partnership building and information acquiring, which are the sub-factors of performance on participation. Second, in terms of participating features, co-participation had partial impact on performance on exhibition participation. Although the co-participation had positive impact on partnership building, the sub-factor of performance on participation, it had no impact on information acquiring. Third, in terms of participating features, active leadership had partial impact on performance on exhibition participation. Although the active leadership had positive impact on partnership building, the sub-factor of performance on participation, it had no impact on information acquiring. Forth, in terms of exhibition participation, it had positive impact on company performance, and had significant impact on both partnership building and information acquiring, the sub-factor of performance on participation.