基于参展商的展会品牌资产实证研究

doi:10.12054/lydk.bisu.97

摘要/Abstract

摘要：

展会行业涉及多个利益相关者,其中参展商是展会最重要的利益相关者,因为它能够给主办方带来利润。研究参展商对展会的认知、情感和行为反应对展会及展会行业的可持续发展至关重要。基于参展商的展会品牌资产是参展商的品牌知识所引起的参展商对展会营销努力的差异化反应,可以作为衡量展会品牌成功与否的重要指标。本研究以第24届国际广告新媒体、新技术、新设备、新材料展示交易会（4N SHOW 2017）和第15届中国国际机床展览会（CIMT 2017）为例,研究基于参展商的品牌资产的维度、维度之间的相互关系,以及它们对总体品牌资产的影响。本研究采用问卷调查法针对参展商收集数据,并运用SPSS 21.0和Mplus 7.0软件进行数据分析。研究发现,品牌认知和品牌感知质量对品牌感知价值有显著的正向影响,品牌认知和品牌形象对品牌忠诚有显著的正向影响,品牌感知价值对品牌忠诚有显著的正向影响,品牌感知价值和品牌忠诚对品牌资产有显著的正向影响。研究结论对展会主办方有重要的管理启示：全面认识展会品牌资产的驱动因素;强化参展商品牌忠诚,充分发挥品牌忠诚的关键作用;提升展会品牌感知价值,充分发挥品牌感知价值在展会品牌资产构建中的作用。最后,本文总结了研究缺陷及未来研究方向。

关键词: 参展商; 展会; 品牌资产

Abstract:

While the exhibition industry involves multiple stakeholders, the most important among these diverse actors are the exhibitors themselves, as they create profit for exhibition organizers. Studying exhibitors’ behavioral responses to particular exhibition brands is important for the sustainable development of individual exhibitions as well as the wider exhibition industry. This paper analyses exhibitor-based brand equity (EBBE), which is defined as the differential effect that an exhibition’s brand awareness has on an exhibitor’s response to the marketing of that exhibition. EBBE provides an important indicator to measure the success of an exhibition. Taking the 24th China Sign Expo and the 15th China International Machine Tool Show as examples, this study aims to examine the extent of EBBE, the relationships between exhibitors and exhibition organizers, and the effects of these relationships on overall EBBE. A survey is used to collect data, with 253 valid questionnaires gathered from exhibitors, and the statistical programs SPSS 21.0 and Mplus 7.0 are used to analyze the data. The study delivers several important conclusions: Both the exhibitor’s brand awareness and the brand’s perceived quality have positive effects on a brand’s perceived value, both brand awareness and brand image have positive effects on brand loyalty, a brand’s perceived value has a positive effect on brand loyalty, and both the brand’s perceived value and brand loyalty have a positive effect on EBBE. The results of this study have important implications for exhibition organizers: First, exhibition organizers should recognize the importance of factors that drive the overall EBBE. Second, as brand loyalty is a major determinant of the overall EBBE, exhibition organizers should endeavor to retain existing exhibitors. Third, since a brand’s perceived value also drives the overall EBBE, exhibition organizers should provide more valuable services to exhibitors. Finally, research limitations and future research directions are discussed.

Keywords: exhibitor; exhibition; brand equity

中图分类号:

张辉, 王宁. 基于参展商的展会品牌资产实证研究[J]. 旅游导刊, 2019, 3(5): 27-46.

Hui ZHANG, Ning WANG. An Empirical Study of Exhibitor-based Brand Equity[J]. Tourism and Hospitality Prospects, 2019, 3(5): 27-46.

图/表 6

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变量	取值	频数	百分比（%）
公司所在地	北京市内	69	27.3
	大陆其他省市	174	68.7
	港澳台地区	5	2.0
	国外城市	5	2.0
企业性质	国营企业	24	9.5
	民营企业	184	72.7
	外资企业	37	14.6
	其他	8	3.2
变量	取值	频数	百分比（%）
成立年限	5年以下	52	20.6
	6~10年	60	23.7
	11~20年	81	32.0
	20年以上	60	23.7
参加该展会次数	1次	68	26.9
	2次	21	8.3
	3次	30	11.9
	4次	22	8.7
	5次	12	4.7
	5次以上	100	39.5
每年参展数量	1~3个	101	39.9
	3~5个	72	28.5
	5~10个	38	15.0
	11~15个	23	9.1
	15个以上	19	7.5
公司规模	50人以下	78	30.8
	51~100人	60	23.8
	101~500人	76	30.0
	501~1 000人	22	8.7
	1 000人以上	17	6.7
本次参展人员数量	1~5人	120	47.4
	6~10人	81	32.0
	10人以上	52	20.6

变量	取值	频数	百分比（%）
公司所在地	北京市内	69	27.3
	大陆其他省市	174	68.7
	港澳台地区	5	2.0
	国外城市	5	2.0
企业性质	国营企业	24	9.5
	民营企业	184	72.7
	外资企业	37	14.6
	其他	8	3.2
变量	取值	频数	百分比（%）
成立年限	5年以下	52	20.6
	6~10年	60	23.7
	11~20年	81	32.0
	20年以上	60	23.7
参加该展会次数	1次	68	26.9
	2次	21	8.3
	3次	30	11.9
	4次	22	8.7
	5次	12	4.7
	5次以上	100	39.5
每年参展数量	1~3个	101	39.9
	3~5个	72	28.5
	5~10个	38	15.0
	11~15个	23	9.1
	15个以上	19	7.5
公司规模	50人以下	78	30.8
	51~100人	60	23.8
	101~500人	76	30.0
	501~1 000人	22	8.7
	1 000人以上	17	6.7
本次参展人员数量	1~5人	120	47.4
	6~10人	81	32.0
	10人以上	52	20.6

变量	均值（Mean）	标准差（St.d）	Cronbach’s α系数（α value）
基于参展商的品牌资产	3.540	0.860	0.918
展会品牌认知	3.756	0.811	0.915
展会品牌形象	3.727	0.749	0.912
展会感知质量	3.630	0.665	0.922
展会感知价值	3.529	0.800	0.937
展会品牌忠诚	3.712	0.822	0.918

变量	均值（Mean）	标准差（St.d）	Cronbach’s α系数（α value）
基于参展商的品牌资产	3.540	0.860	0.918
展会品牌认知	3.756	0.811	0.915
展会品牌形象	3.727	0.749	0.912
展会感知质量	3.630	0.665	0.922
展会感知价值	3.529	0.800	0.937
展会品牌忠诚	3.712	0.822	0.918

变量	编号	内容	标准化载荷	组合信度/ 平均提取方差
基于参展商的展会品牌资产	BE1	即使另一场展会与该展会没有差别（地点、专业观众、环境等）,选择该展会仍然是明智的	0.754	0.919 0.694
	BE2	即使另一场展会与该展会整体水平一样,我公司依然选择该展会	0.848
	BE3	即使其他展会与该展会总体质量不分上下,我公司依然还选该展会	0.851
	BE4	即使其他展会与该展会在各方面差别不大,我公司仍然觉得选择该展会是有道理的	0.894
	BE5	即使有其他展会同期举办,我公司仍然选择该展会	0.811
展会品牌认知	BA1	该展会的办展主题鲜明	0.781	0.924 0.669
	BA2	同行经常提起该展会	0.848
	BA3	该展会的宣传推广令人印象深刻	0.813
	BA4	该展会具有吸引力	0.857
	BA5	我能够在众多展会中识别出该展会	0.805
	BA6	我能够很快回忆起该展会的特征	0.748
展会品牌形象	BI1	该展会展位数量多（展会规模大）	0.698	0.915 0.642
	BI2	参加该展会能得到业界的认可	0.853
	BI3	该展会的参展企业有知名度	0.823
	BI4	该展会举办了很多届,并且非常成功	0.817
	BI5	参加该展会能提升我公司的知名度	0.803
	BI6	参加该展会能展现我公司的形象	0.803
展会品牌感知质量	PQ1	该展会展位布局规范（如能有效疏散人流）	0.660	0.922 0.569
	PQ2	该展会重视指示牌的设计	0.703
	PQ3	该展会重视举办地的选择	0.694
	PQ4	该展会重视安全保卫工作	0.656
	PQ5	与其他展会相比,该展会专业观众的数量多且质量高	0.824
	PQ6	该展会重视展会相关会议、论坛等活动的组织	0.824
	PQ7	该展会重视新闻发布会	0.820
	PQ8	该展会重视会后跟踪服务	0.812
	PQ9	该展会工作人员提供专业的服务	0.770
展会品牌感知价值	PV1	参展价格合理	0.742	0.938 0.716
	PV2	在这个价位内,参加该展会是最好的选择	0.853
	PV3	参展所付出的非价格成本（包括时间、精神）合理	0.840
	PV4	较之我公司付出的金钱、时间和精力,参加该展会是值得的	0.892
	PV5	总体而言,参加该展会是物有所值的	0.896
	PV6	与其他展会相比,该展会具有更高的性价比	0.844
展会品牌忠诚	BL1	只要该展会举办,我公司将继续参加该展会	0.839	0.919 0.695
	BL2	如果有机会,将该展会推荐给同行	0.828
	BL3	如果有机会,将邀请客户参加该展会	0.803
	BL4	当参加其他展会的成本更低时,我公司仍然会选择该展会	0.818
	BL5	该展会是我公司的参展首选	0.877