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NTIS 바로가기벤처창업연구= Asia-Pacific journal of business and venturing, v.15 no.2, 2020년, pp.235 - 251
김용국 (호서대학교 벤처대학원 정보경영학과) , 동학림 (호서대학교 벤처대학원 정보경영학과)
This study aimed to confirm the quality of exhibitions and the effectiveness of government's policy support for small and medium-sized companies seeking to help companies expand overseas marketing and improve their performance through participation in overseas exhibitions. For the purpose of empiric...
핵심어 | 질문 | 논문에서 추출한 답변 |
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전시회 개최를 확대하는 이유는 무엇인가? | 세계 각국이 1995년 WTO 출범이후 정부 또는 공공기관의 기업 활동에 대한 재정지원 제한으로 수출기업의 마케팅 지원에 대한 직접적인 지원이 어렵게 되었고 경제규모의 성장과 더불어 전시산업은 경제적 파급효과가 큰 고부가가치 산업이라는 인식과 전시회가 기업의 가장 큰 마케팅 수단이라는 인식이 증대되어 각국 정부는 전시장의 공급과 전시회 개최를 확대하고 있다. | |
전시산업의 역할은 무엇인가? | 기업은 전시회를 통해 신기술을 홍보하고 기업의 이미지와 인지도를 제고시키며, 관련 산업의 정보를 수집하는데 활용하고 있다(신상현‧한상현, 2018). 전시산업은 전시회를 통하여 기업들로 하여금 최저 거래비용으로 고객을 확보할 수 있게 해 주며, 최소한의 시간으로 국내외 시장의 욕구와 기술변화 및 경쟁업체들에 대한 정보를 파악할 수 있는 기회를 제공해 준다(신재기, 2008). | |
수출기업의 해외전시회 참가가 미래를 위한 투자인 이유는? | 수출기업의 해외전시회 참가는 수출마케팅의 중요한 역할을 하고 있을 뿐 아니라 미래를 위한 투자로서도 매우 중요하다. 특히, 전시회가 끝나고 성과에 대한 득실을 체계적으로 정리하고 부족한 부분을 보완한다면 전시회에 참가할수록 마케팅 능력이 제고되어 전시회 참가기업의 목표를 효과적으로 달성할 수 있기 때문이다. 이러한 해외전시회 참가의 중요성과 마케팅 성과에도 불구하고 이에 관한 인과 관계를 밝히는 연구가 부족한 실정으로 대부분의 연구가 전시회 참가동기, 참가 성과 만족, 평가체계 개발 등을 중심으로 이루어지거나 전시 주최자, 관람객 등 어느 하나의 구성요소 입장에서 연구되고 있다. |
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