무역전시회 참가업체의 마케팅 전략에 관한 연구 = A Study on Marketing Strategies of Companies participating in Trade Exhibitions

다국어 초록 (Multilingual 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.

목차 (Table of Contents)

• 목 차
• ABSTRACT
• 제 1 장 서 론 1
• 제 1 절 문제제기 및 연구목적 1
• 제 2 절 연구의 범위 및 구성 4
• 제 2 장 이론적 고찰 6
• 제 1 절 무역전시회와 무역전시마케팅 6
• 1. 무역전시회의 개념 및 구성요소 6
• 2. 무역전시회의 효용성 11
• 3. 무역전시마케팅의 기능 및 체제 15
• 4. 국내외 무역전시회 관련 현황 23
• 제 2 절 첨단산업과 중고기술산업 31
• 1. 기술집약도에 따른 산업군의 구분 및 관련 산업 31
• 2. 첨단산업 및 중고기술산업 현황 33
• 제 3 절 무역전시회 마케팅에 관한 선행연구 39
• 제 4 절 무역전시회 참가기업의 특성과 성과에 관한 선행연구 43
• 1. 무역전시회 참가성과 43
• 2. 참가기업 특성과 전시회 마케팅성과에 관한 선행연구 47
• 제 3 장 실증연구 방법 54
• 제 1 절 연구모형 및 가설의 설정 54
• 제 2 절 연구대상 및 절차 56
• 제 3 절 조사도구 57
• 제 4 절 자료처리 59
• 제 4 장 연구 결과 분석 62
• 제 1 절 대상의 일반적 특성 62
• 제 2 절 조사도구의 신뢰성 및 타당성 검증 64
• 1. 신뢰성 검증 64
• 2. 타당성 검증 66
• 제 3 절 확인적 요인 분석 결과 69
• 제 4 절 가설의 검증 73
• 1. 변수간 상관관계 검증 73
• 2. 판별타당성 검토 결과 74
• 3. 연구모형의 적합성 검증결과 75
• 4. 가설 검증 결과 76
• 제 5 절 결과 논의 79
• 제 5 장 결 론 82
• <참고문헌> 85
• [부록] 설문지 94