무역 전시회 참가 성과측정지표 개발에 관한 연구

• Published in: 무역연구, 11(6) pp. 675 - 690
• Main Author: 홍선의
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 01.12.2015
• Subjects: 무역학
• ISSN: 1738-8112; 2384-1958
• DOI: 10.16980/jitc.11.6.201512.675

In this study, the model for measuring exhibition performance of Korean companies consists of activities pertaining to the following: sales, information gathering, relationshipbuilding, image improvement and motivation. Using this configuration, we developed a basic measurement model relative to pre-marketing, on-trade show and post-show. It is in this context that this study presented the development of indicators for the measurement of sales and non-sales goals. The purpose of this study is to eliminate the difficulty of trade show performance measurement of small and medium-sized enterprises. Therefore, the developed model, as compared to the existing method is quite, and so simple and can measure intuitively trade show performance. Nevertheless, the study has its limitations including the fact that it did not present the criteria that can determine the scores allocated points and levels in order to quantify the performance indicators. Secondly, the simplicity of the developed model is too simple for indicator items to measure the performance of non-sales goals. Because of such limitations continuous research is necessary in the future. KCI Citation Count: 2