展览会效果研究述评及其在我国的本土化研究展望
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外国经济与管理 2008 年 第 30 卷第 07 期, 页码：33 - 38
摘要
参考文献
摘要
本文首先对展览会效果二维模型和三阶段模型的产生和发展进行了系统的分析。二维模型改变了传统上将展览会视为人员销售和销售促进附属物的观念,拓展了展览会效果的非销售维度,奠定了展览会作为营销沟通组合独立组成部分的地位。三阶段模型把关注点转向展览会效果的形成机制,探讨了展览会效果的影响因素。最后,本文结合我国的市场环境,指出本土化研究应该更加关注展览会的非销售效果、展览会效果的外部影响因素和参观者感知。
[1]数据来源于CEIR网站http://www.ceir.org。CEIR(Center for ExhibitionIndustry Research)的中文全称为“展览业研究中心”,其前身是1978年成立的贸易展览局(Trade Show Bureau,TSB)。CEIR的主要目标是对展览业的基础数据进行调研、分析,并形成研究报告,以促进企业对展览会的有效利用。
[1]Banting,P M,and Blankhorm,D L.The role of industrial trade shows[J].Industrial Marketing Management,1974,3(5):285-295.
[2]Bonoma,Thomas V.Get more out of your trade shows[J].Harvard Business Review,1983,61(1):75-83.
[3]Trade Show Bureau.Trade shows represent a dynamic selling opportunity[R].Research Report No.1010,1986.
[4]Chonko,L B.Relationship selling at trade shows[J].Reviewof Business,1990,12(1):64-70.
[5]Dudley,J W.Successful exhibiting[M].Holbrook,MA:Bob Adams,Inc.,1991.
[6]O’Hara,Bradley S.Evaluating the effectiveness of trade shows:A personal selling perspective[J].The Journal of Selling&Sales Management,1993,13(3):67-77.
[7]Tanner,Jr,John F.Adaptive selling at trade shows[J].The Journal of Selling&Sales Management,1994,14(2):15-23.
[8]Cavanaugh,Suzette.Setting objectives and evaluating the effectiveness of trade show exhibits[J].Journal of Marketing,1976,40(4):100-103.
[9]Kerin,Roger A,and WilliamL Cron.Assessingtrade showfunctions and performance:An exploratory study[J].Journal of Market-ing,1987,51(3):87-94.
[10]Gopalakrishna,Srinath,and Lilien,Gary L.Adynamic model of trade showeffectiveness[R].Report No.3-1994,Institute for the Study of Business Markets,The Pennsylvania State University,1994.
[11]Gopalakrishna,Srinath,Lilien,Gary L,Williams,Jerome D,and Lan K Sequeira.Do trade shows pay off-[J].Journal of Mar-keting,1995,59(3):75-83.
[12]Gopalakrishna,Srinath,and Lilien,Gary L.Athree-stage model of industrial trade show performance[J].Marketing Science,1995,14(1):22-42.
[13]Dekimpe,Marnik G,Pierre Francois,Srinath Gopalakrishna,Gary L Lilien,and Christophe Van den Bulte.Generalizing about trade showeffectiveness:Across-national comparison[J].Journal of Marketing,1997,61(4):55-64.
[14]Wiesendanger,Betsy.Are salespeople trade showduds[J].Sales and Marketing Management,1990,(Aug.):40-46.
[15]Bello,Daniel C.Industrial buyer behavior at trade shows:Implications for selling effectiveness[J].Journal of Business Research,1992,25(1):59-80.
[16]Bello,Daniel C,and Lohtia,Ritu.Improving trade shows effectiveness by analyzing attendees[J].Industrial Marketing Manage-ment,1993,22(4):311-318.
[17]Rosson,Philip J,and Seringhaus,F H Rolf.Visitor and exhibitor interaction at industrial trade fairs[J].Journal of Business Re-search,1995,32(1):81-90.
[18]Godar,Susan H,and O’Conner,Patricia J.Same time next year buyer trade show motives[J].Industrial Marketing Management,2001,30(1):77-86.
[1]Banting,P M,and Blankhorm,D L.The role of industrial trade shows[J].Industrial Marketing Management,1974,3(5):285-295.
[2]Bonoma,Thomas V.Get more out of your trade shows[J].Harvard Business Review,1983,61(1):75-83.
[3]Trade Show Bureau.Trade shows represent a dynamic selling opportunity[R].Research Report No.1010,1986.
[4]Chonko,L B.Relationship selling at trade shows[J].Reviewof Business,1990,12(1):64-70.
[5]Dudley,J W.Successful exhibiting[M].Holbrook,MA:Bob Adams,Inc.,1991.
[6]O’Hara,Bradley S.Evaluating the effectiveness of trade shows:A personal selling perspective[J].The Journal of Selling&Sales Management,1993,13(3):67-77.
[7]Tanner,Jr,John F.Adaptive selling at trade shows[J].The Journal of Selling&Sales Management,1994,14(2):15-23.
[8]Cavanaugh,Suzette.Setting objectives and evaluating the effectiveness of trade show exhibits[J].Journal of Marketing,1976,40(4):100-103.
[9]Kerin,Roger A,and WilliamL Cron.Assessingtrade showfunctions and performance:An exploratory study[J].Journal of Market-ing,1987,51(3):87-94.
[10]Gopalakrishna,Srinath,and Lilien,Gary L.Adynamic model of trade showeffectiveness[R].Report No.3-1994,Institute for the Study of Business Markets,The Pennsylvania State University,1994.
[11]Gopalakrishna,Srinath,Lilien,Gary L,Williams,Jerome D,and Lan K Sequeira.Do trade shows pay off-[J].Journal of Mar-keting,1995,59(3):75-83.
[12]Gopalakrishna,Srinath,and Lilien,Gary L.Athree-stage model of industrial trade show performance[J].Marketing Science,1995,14(1):22-42.
[13]Dekimpe,Marnik G,Pierre Francois,Srinath Gopalakrishna,Gary L Lilien,and Christophe Van den Bulte.Generalizing about trade showeffectiveness:Across-national comparison[J].Journal of Marketing,1997,61(4):55-64.
[14]Wiesendanger,Betsy.Are salespeople trade showduds[J].Sales and Marketing Management,1990,(Aug.):40-46.
[15]Bello,Daniel C.Industrial buyer behavior at trade shows:Implications for selling effectiveness[J].Journal of Business Research,1992,25(1):59-80.
[16]Bello,Daniel C,and Lohtia,Ritu.Improving trade shows effectiveness by analyzing attendees[J].Industrial Marketing Manage-ment,1993,22(4):311-318.
[17]Rosson,Philip J,and Seringhaus,F H Rolf.Visitor and exhibitor interaction at industrial trade fairs[J].Journal of Business Re-search,1995,32(1):81-90.
[18]Godar,Susan H,and O’Conner,Patricia J.Same time next year buyer trade show motives[J].Industrial Marketing Management,2001,30(1):77-86.
引用本文
王春燕, 陈信康. 展览会效果研究述评及其在我国的本土化研究展望[J]. 外国经济与管理, 2008, 30(7): 33–38.
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