南开管理评论
南開管理評論
남개관리평론
Nankai Business Review
2014年
3期
142~151
,共null页
参展商 典型互动 非典型互动 参展绩效
參展商 典型互動 非典型互動 參展績效
삼전상 전형호동 비전형호동 삼전적효
Exhibitor; Typical Interaction; Atypical Interaction; Exhibitor Performance
展会是一种为了互动而进行的有组织接近，是一个促进各类资源在参与个体间合理流动的关系型活动。因此，展会进行价值创造的核心源泉就是参展个体间的交流与互动。然而，现有关于企业参展绩效影响因素的研究，多局限于“参展商”这个孤立的“点”来解析。本文聚焦于企业在参展过程中所形成的多组交流与互动关系，经由理论推演与实证数据检验，不仅构建了一个互动视角下的企业参展绩效影响机理模型，而且在非典型观众的价值与贡献方面取得了有价值的发现：长期以来被理论界与实践界所忽视，甚至是歧视、限制和打压的非买家或非典型观众，不仅对参展企业的非销售绩效具有直接贡献，而且对销售绩效有间接贡献。本文对正确认识参展绩效的形成机理，尤其是纠正对非典型观众的错误态度，具有重要的启迪。
展會是一種為瞭互動而進行的有組織接近，是一箇促進各類資源在參與箇體間閤理流動的關繫型活動。因此，展會進行價值創造的覈心源泉就是參展箇體間的交流與互動。然而，現有關于企業參展績效影響因素的研究，多跼限于“參展商”這箇孤立的“點”來解析。本文聚焦于企業在參展過程中所形成的多組交流與互動關繫，經由理論推縯與實證數據檢驗，不僅構建瞭一箇互動視角下的企業參展績效影響機理模型，而且在非典型觀衆的價值與貢獻方麵取得瞭有價值的髮現：長期以來被理論界與實踐界所忽視，甚至是歧視、限製和打壓的非買傢或非典型觀衆，不僅對參展企業的非銷售績效具有直接貢獻，而且對銷售績效有間接貢獻。本文對正確認識參展績效的形成機理，尤其是糾正對非典型觀衆的錯誤態度，具有重要的啟迪。
전회시일충위료호동이진행적유조직접근，시일개촉진각류자원재삼여개체간합리류동적관계형활동。인차，전회진행개치창조적핵심원천취시삼전개체간적교류여호동。연이，현유관우기업삼전적효영향인소적연구，다국한우“삼전상”저개고립적“점”래해석。본문취초우기업재삼전과정중소형성적다조교류여호동관계，경유이론추연여실증수거검험，불부구건료일개호동시각하적기업삼전적효영향궤리모형，이차재비전형관음적개치여공헌방면취득료유개치적발현：장기이래피이론계여실천계소홀시，심지시기시、한제화타압적비매가혹비전형관음，불부대삼전기업적비소수적효구유직접공헌，이차대소수적효유간접공헌。본문대정학인식삼전적효적형성궤리，우기시규정대비전형관음적착오태도，구유중요적계적。
Trade show, also known as trade fair, is a periodic event that brings manufacturers, suppliers, and distributors from a particular industry or related industries to a single location to exhibit products and services. Exhibitors refer to participants who occupy display booths at the trade show, while visitors refer to trade show attendees who do not occupy a display booth. Trade Show is not only a selling tool, but also an organized proximity for interaction as a set of relational activities for encouraging the mobilization of resources among participants. Therefore, the essence of trade show＇s value creation is the communication and interaction among exhibition participants. However, existing studies investigate the influencing factors on exhibitor performance mainly from the exhibitor＇s perspective and treat the exhibitor as an isolated point. Instead, this study takes a relational perspective and focuses on interactions among exhibition participants. Drawing on theoretical frameworks, a model of the influencing factors on exhibitor performance from an interaction perspective has been developed. Empirical data were collected from two trade shows in China. A total of 400 questionnaires were sent to the exhibitors, and the final 258 answered questionnaires were used for this study. Using EQS 6.1 to analyze the empirical data, three mainly findings are found： （1） Though pre-show contact is important, but it can＇t contribute to the exhibitor performance directly, it can only influence the exhibitor performance through the mediating role of at-show communication; （2） Typical interaction between exhibitors and buyers not only contribute to the sales performance, but contribute to the nonsales performance as well; （3） Atypical interaction between exhibitor and atypical visitors can contribute to non-sales performance directly and devote to sales performance indirectly. Previous studies have attributed superior trade show performance to a firm＇s internal resource conditions, like sizable tradeshow budgets, spacious booth size as well as dense booth personnel, but this study explores the exhibitor＇s trade show performance from a social network view and focuses on the relationships among the exhibitor and its customers, suppliers, competitors and other related organizations. The findings of this research not only provide new insights into the influencing factors on exhibitor performance, but also help us to correct our prejudice towards atypical visitors. Traditionally, academics as well as practitioners tend to neglect and even discriminate atypical visitors, but this study reveals that atypical visitors are more valuable than we think.
