参展商参展目的及其差异影响研究

doi:10.12054/lydk.bisu.178

摘要/Abstract

摘要：

企业参展目的是会展学界历久弥新的研究课题,其中参展商的企业经营性质、规模和距离展会的地理距离对参展目的产生的影响,有待更多的国内学者持续关注。本研究通过调研成都和重庆8个展会的768位展商,运用探索性和验证性因子分析、多元方差分析发现：（1）企业参展目的包括建立关系、形象塑造与维护、互动学习与建设社会网络、销售共4类13个维度。（2）国内企业对4类参展目的重视程度依次是销售、形象塑造与维护、建立关系、互动学习与建设社会网络,其中结识新客户、树立和维护公司形象、开拓新市场是企业最重视的3个维度。（3）参展商企业经营性质、规模和与展会的距离显著影响参展目的,代理商、微型企业参展商、中距离参展商以“销售”为主要参展目的;生产商最重视“形象塑造与维护”类参展目的,代理商和服务商更关注“互动学习与建设社会网络”;而近距离参展商最看重“建立关系”。最后为提高参展效果和组展效益,本文分别对参展商和组展商提出建议。

关键词: 参展商, 参展目的, 企业经营性质, 企业规模, 企业位置

Abstract:

The objective of attending an exhibition is a topic of significant interest in the academic field. However, studies paying attention to how a business’s nature, scale, and distance from the exhibition affect the exhibition’s objectives are scarce. The present study investigated 768 exhibitors who participated in eight exhibitions in Chengdu and Chongqing. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and multi-factor multivariate analysis of variance (ANOVA) were used, and the results found that: (1) the objectives of exhibiting enterprises include 13 indicators in four categories: relationship building, image building and maintenance, interactive learning and social network construction, and sales; (2) domestic enterprises attach importance to the four types of exhibition purposes in the following order: sales, image building and maintenance, relationship building, interactive learning, and social network construction; meanwhile, among the 13 indicators, “getting acquainted with new customers, establishing and maintaining enterprise image, and exploring new markets” are the three most important exhibition objectives of enterprises; (3) The nature, scale, and distance of the exhibitors’ enterprise significantly affect the objectives of exhibiting, with agents, micro-enterprise exhibitors, and medium-distance exhibitors focusing on “sales” as the main objective of exhibiting, while manufacturers attach the most importance to “image building and maintenance” as the objective of exhibiting. Agents and service providers are more concerned with “interactive learning and social networking construction,” while close exhibitors are most concerned with “relationship building.” Finally, we propose suggestions for exhibitors and organizers to improve the effectiveness and benefits of exhibitions, respectively.

Key words: exhibitors, exhibitors’ motivations for participation in an exhibition, nature of the enterprise, enterprise scale, corporation location

陶长江, 王超颖, 李爽. 参展商参展目的及其差异影响研究[J]. 旅游导刊, 2022, 6(2): 66-88.

TAO Changjiang, WANG Chaoying, LI Shuang. Research on Exhibitors’ Motivations and Their Influencing Factors[J]. Tourism and Hospitality Prospects, 2022, 6(2): 66-88.

图/表 8

参考文献 39

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序号 Serial number	维度 Indicators	资料来源 Sources
O1	获取订单	[1,5,6]
O2	达成合作意向	[1,6,11]
O3	推销老产品	[1,5,6,11]
O4	推广新产品	[1,5,6,11,16]
O5	结识新客户	[1,5,6,18]
O6	结识新的分销商	[1,6,7,18]
O7	开拓新市场	[1,18]
O8	提高企业知名度	[7]+访谈
O9	树立和维护公司形象	[1,8,11,18]
O10	使公众确信公司实力	[1,11,18]
O11	维持企业的行业地位	[11,18]
O12	获取公共关系	[1,11,19,20]
O13	对潜在顾客进行有效的信息传递	[1,14,21]
O14	了解客户需求和要求	[7,11]
O15	获取产业动态和信息	[7,11]
O16	收集竞争对手信息	[7,11]+访谈
O17	收集合作厂商和客户信息	[7,11]+访谈
O18	学习和获取各类知识	[9,22,23—25]
O19	巩固与老客户和分销商的关系	[1,11,18,21]
O20	建立与新客户和新分销商关系	[9,11,18,21]
O21	与客户建立长期关系	[16,21,23]
O22	建立与参展商和竞争者等的社会网络	[10,11,24,27]
O23	给员工奖励旅游机会	[1]
O24	给员工提供培训机会	[1]+访谈

序号 Serial number	维度 Indicators	资料来源 Sources
O1	获取订单	[1,5,6]
O2	达成合作意向	[1,6,11]
O3	推销老产品	[1,5,6,11]
O4	推广新产品	[1,5,6,11,16]
O5	结识新客户	[1,5,6,18]
O6	结识新的分销商	[1,6,7,18]
O7	开拓新市场	[1,18]
O8	提高企业知名度	[7]+访谈
O9	树立和维护公司形象	[1,8,11,18]
O10	使公众确信公司实力	[1,11,18]
O11	维持企业的行业地位	[11,18]
O12	获取公共关系	[1,11,19,20]
O13	对潜在顾客进行有效的信息传递	[1,14,21]
O14	了解客户需求和要求	[7,11]
O15	获取产业动态和信息	[7,11]
O16	收集竞争对手信息	[7,11]+访谈
O17	收集合作厂商和客户信息	[7,11]+访谈
O18	学习和获取各类知识	[9,22,23—25]
O19	巩固与老客户和分销商的关系	[1,11,18,21]
O20	建立与新客户和新分销商关系	[9,11,18,21]
O21	与客户建立长期关系	[16,21,23]
O22	建立与参展商和竞争者等的社会网络	[10,11,24,27]
O23	给员工奖励旅游机会	[1]
O24	给员工提供培训机会	[1]+访谈

展览会名称 Exhibition names	举办时间 Dates	主办单位 Organizers	有效样本数（个） Valid samples
全国肥料产品交易会	10月27日— 10月28日	全国农业技术推广服务中心等	53
中国四川老博会	10月27日— 10月29日	中国老龄事业发展基金会	83
中国川菜电商节	10月28日— 10月30日	四川省烹饪协会	62
成都家居展	11月2日— 11月5日	成都新东方展览有限公司	78
成都美博会	11月4日— 11月6日	四川美容美发行业商会等	119
全国糖酒会	11月10日— 11月12日	中国糖业酒类集团公司	132
中国视听技术展交会	11月29日— 12月1日	中国网络视听节目服务协会成都市人民政府	76
成都国际广告节	4月12日— 4月15日	四川德纳展览有限公司	165
样本数总计			768

展览会名称 Exhibition names	举办时间 Dates	主办单位 Organizers	有效样本数（个） Valid samples
全国肥料产品交易会	10月27日— 10月28日	全国农业技术推广服务中心等	53
中国四川老博会	10月27日— 10月29日	中国老龄事业发展基金会	83
中国川菜电商节	10月28日— 10月30日	四川省烹饪协会	62
成都家居展	11月2日— 11月5日	成都新东方展览有限公司	78
成都美博会	11月4日— 11月6日	四川美容美发行业商会等	119
全国糖酒会	11月10日— 11月12日	中国糖业酒类集团公司	132
中国视听技术展交会	11月29日— 12月1日	中国网络视听节目服务协会成都市人民政府	76
成都国际广告节	4月12日— 4月15日	四川德纳展览有限公司	165
样本数总计			768

特点 Characteristics	项目 Items	样本数量（个） Number of samples	占比（%） Percentage（%）
企业经营性质	生产商	353	46.0
	服务商	139	18.1
	代理商¹	180	23.4
	媒体杂志	22	2.9
	研发机构	28	3.6
	其他	41	5.3
	未作答	5	0.7
企业地理位置	近距离（成都市/重庆市区²）	277	36.1
	中距离（四川省内/重庆市其他辖区）	177	23.0
	远距离（四川省外/重庆市外）	288	37.5
	未作答	26	3.4
企业经营规模³	Y<300	84	10.9
	300≤Y<3 000	218	28.4
	3 000≤Y<30 000	225	29.3
	30 000≤Y	192	25.0
	未作答	49	6.4