بررسی عوامل موثر بر جذب واحدهای صنعتی در نمایشگاه های ایران (مورد مطالعه)
محورهای موضوعی : مدیریت بازرگانی
حسین بیورانی
1
(استادیار و عضو هیئت علمی،گروه آمار دانشگاه تبریز)
ابراهیم قارلقی
2
(کارشناس ارشد مدیریت بازرگانی)
کلید واژه: نمایشگاه, غرفه دار, غرفه, خدمات رفاهی, تبلیغات و اطلاع رسانی, بازدیدکننده حرفه ای,
چکیده مقاله :
در این تحقیق به بررسی عواملی که باعث تشویق و افزایش رضایتمندی واحدهای صنعتی شرکت کننده در هر نمایشگاه می شوند، پرداخته شده است. این عوامل می توانند منجر به تقاضای مجدد واحدهای صنعتی و جذب واحدهای جدید در نمایشگاه گردد. مهم ترین عواملی که با پرسش از شرکت‌های فعال در نمایشگاه بدست آمد، عبارتند از: طراحی مکان غرفه، خدمات رفاهی عمومی موجود در نمایشگاه، تبلیغات از سوی نمایشگاه و جذب بازدیدکننده حرفه ای در نمایشگاه. داده های تحقیق از طریق پرسشنامه به نمونه ای از واحدهای صنعتی شرکت کننده در نمایشگاه تبریز جمع‌آوری و با استفاده از نرم افزار آماری SPSS مورد تجزیه و تحلیل قرار گرفت. نتایج حاصل از بررسی داده ها نشان داد که برگزارکنندگان نمایشگاه برای جذب واحدهای صنعتی و بهبود وضعیت آنها باید اقدامات مناسبی در زمینه های تبلیغات، خدمات رفاهی، دعوت از بازدیدکنندگان حرفه ای و بهبود طراحی مکان غرفه ها داشته باشند تا بتوانند رضایت این غرفه داران را جلب کنند.
This research deals with the factors that lead to encouragement and increasing satisfaction of industrial units participating in any exhibition. These factors can not only bring in repeated request from previous industrial units but also attract new ones into the exhibition. According to those active firms in exhibition centers, the most important factors are: the design of booth place, available public services in exhibition center, advertising and attracting professional visitors. The data analysis was done by the use of spss software. The results showed that the exhibition holders in order to attract the industrial units and improve their conditions, they must establish proper actions in advertisement, welfare services, inviting professional visitors and the improved booth place design to obtain the satisfaction of booth holders.
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Axelson, B. (2003). Exhibition Managers have Focused on their Attention to Visitors. Ekspo Magazine, 54, (In Persian).
Barnhart, Robert K. (1998), “the Barnhart Dictionary of Etymology”, 1th Ed, England, London publishing, p.366.
Bagel, Teodor. (2004), “Fifteen Causes for Creation Exhibition”, Exhibition Magazine, Vol14, Rev.26, P.3.
Bazargan, A., Sarmad, Z., & Hejazi, E. (2006). Methods of Research in Behavioral Sciences. Tehran: Agah Publication, (In Persian).
Bednar, Silvia. (2007), “Exhibition success can be planned”, Systems Press, Vol12, Rev.12, pp.1-2.
Beier, Jörg and Damböck, Simon. (2005), “the Role of Exhibitions in the Marketing Mix”, Exhibition Review, Vol.25, Rev.26, pp.2, 3,37,38,40.
Bloorian Tehrani, M. (2006). Specialty Seminar on how to Attend to Domestic and International Exhibitions. Tehran: Iran Trade Development Organization, (In Persian).
Burrell, Alex. (2004), “12 ways to bear down unfit topology Booths”, Exhibit Survey Press, Vol26, , Rev.23, p.27.
Cizmek, Berislav. (2006), “How Will the future of the exhibition look like?”, Germany,Zagreb fair Review, Vol.14, Rev.28, p.3.
Cox, Skip. (2003), “Beyond ROI and ROO”, Exhibit Survey Press, Vol.24, Rev.23, p.4.
Cox, Skip. (2003), “Measuring Exhibit Results”, Exhibit Survey Press, Vol.24, Rev.25, p.3.
Diani, M. (1993). International Exhibitions and its Impact on the Country's Exports. Tehran: Institute of Business Studies and Research, (In Persian).
Elmi, M. (1995). Exhibitions and Holding of Companies and Offshore Companies. Tehran: Iran Export Development Center, (In Persian).
Hugh, M. (2005). Successful Participation in the Exhibition. Expo Magazine, 56, (In Persian).
Kotler, Philip, Armstrong, Gary. (2001), “Principle of Marketing”, 9th Ed, America, Prentice Hall publishing, p.544.
Kurani, Michael. (2002), “Use of PowerPoint”, Expo press, Vol 25, Rev.52, 17th year, p 3.
Lincoln, B. (2002). No Business Like Trading at Trade Fair. Expo magazine, 51, (In Persian).
Luckhurst, Kenneth W. (1951), “the Story of Exhibitions”, England, London publishing, p.9.
Malekpour, A., & Farajpour, Gh. (1993). Introduction to International Trade Shows in Iran. Tehran: Islamic Revolutionary Victims Foundation, (In Persian).
Mohammadi, H. (2002). Growth of Foreign Trade is one of the Results of a Successful Fair. Barresihaye Bazargani Magazine, 45, (In Persian).
Morrow, Sandra L. (2002), “The Art of the Show”, 2th Ed, America, Dallas publishing, p.11.
Nune, P. (2005). Goals for Participation in Exhibitions. Auma Fair, 22, 1-6, (In Persian).
Pour Mohammad, E. (2006). Commercial Plan of the International Exhibitions of the Islamic Republic of Iran. Tehran: Tehran International Exhibition, (In Persian).
Shandler, L. (2004). Attracting on International Visitor. Expo Magazine, 55, (In Persian).
Taghizadeh, H., & Tari, Gh. (2007). Graphical Pattern of Research Method in Humanities. Hafiz Publication, (In Persian).
Tankerdi, S. (2000). Staff Exposition Booth Exhibitor. Exhibitor Online, 6, (In Persian).
Venus, D. (2002). Marketing Management. Tehran: Samt Publishing, (In Persian).
Venus, D. (2006). English for Marketing Management. Tehran: Negahe Danesh Publication, (In Persian).
Walter, Rolf. (2000), “Wirtschaftgeschichte: Vom Merkantilismus bis zur Gegenwart”, 3th Ed, Germany, Cologne publishing, p.7.
_||_Afrasibi, L. (2007). Examining Barriers and Problems of Participation in Exhibitions Abroad. Master's Thesis, Tehran: Islamic Azad University, (In Persian).
Axelson, B. (2003). Exhibition Managers have Focused on their Attention to Visitors. Ekspo Magazine, 54, (In Persian).
Barnhart, Robert K. (1998), “the Barnhart Dictionary of Etymology”, 1th Ed, England, London publishing, p.366.
Bagel, Teodor. (2004), “Fifteen Causes for Creation Exhibition”, Exhibition Magazine, Vol14, Rev.26, P.3.
Bazargan, A., Sarmad, Z., & Hejazi, E. (2006). Methods of Research in Behavioral Sciences. Tehran: Agah Publication, (In Persian).
Bednar, Silvia. (2007), “Exhibition success can be planned”, Systems Press, Vol12, Rev.12, pp.1-2.
Beier, Jörg and Damböck, Simon. (2005), “the Role of Exhibitions in the Marketing Mix”, Exhibition Review, Vol.25, Rev.26, pp.2, 3,37,38,40.
Bloorian Tehrani, M. (2006). Specialty Seminar on how to Attend to Domestic and International Exhibitions. Tehran: Iran Trade Development Organization, (In Persian).
Burrell, Alex. (2004), “12 ways to bear down unfit topology Booths”, Exhibit Survey Press, Vol26, , Rev.23, p.27.
Cizmek, Berislav. (2006), “How Will the future of the exhibition look like?”, Germany,Zagreb fair Review, Vol.14, Rev.28, p.3.
Cox, Skip. (2003), “Beyond ROI and ROO”, Exhibit Survey Press, Vol.24, Rev.23, p.4.
Cox, Skip. (2003), “Measuring Exhibit Results”, Exhibit Survey Press, Vol.24, Rev.25, p.3.
Diani, M. (1993). International Exhibitions and its Impact on the Country's Exports. Tehran: Institute of Business Studies and Research, (In Persian).
Elmi, M. (1995). Exhibitions and Holding of Companies and Offshore Companies. Tehran: Iran Export Development Center, (In Persian).
Hugh, M. (2005). Successful Participation in the Exhibition. Expo Magazine, 56, (In Persian).
Kotler, Philip, Armstrong, Gary. (2001), “Principle of Marketing”, 9th Ed, America, Prentice Hall publishing, p.544.
Kurani, Michael. (2002), “Use of PowerPoint”, Expo press, Vol 25, Rev.52, 17th year, p 3.
Lincoln, B. (2002). No Business Like Trading at Trade Fair. Expo magazine, 51, (In Persian).
Luckhurst, Kenneth W. (1951), “the Story of Exhibitions”, England, London publishing, p.9.
Malekpour, A., & Farajpour, Gh. (1993). Introduction to International Trade Shows in Iran. Tehran: Islamic Revolutionary Victims Foundation, (In Persian).
Mohammadi, H. (2002). Growth of Foreign Trade is one of the Results of a Successful Fair. Barresihaye Bazargani Magazine, 45, (In Persian).
Morrow, Sandra L. (2002), “The Art of the Show”, 2th Ed, America, Dallas publishing, p.11.
Nune, P. (2005). Goals for Participation in Exhibitions. Auma Fair, 22, 1-6, (In Persian).
Pour Mohammad, E. (2006). Commercial Plan of the International Exhibitions of the Islamic Republic of Iran. Tehran: Tehran International Exhibition, (In Persian).
Shandler, L. (2004). Attracting on International Visitor. Expo Magazine, 55, (In Persian).
Taghizadeh, H., & Tari, Gh. (2007). Graphical Pattern of Research Method in Humanities. Hafiz Publication, (In Persian).
Tankerdi, S. (2000). Staff Exposition Booth Exhibitor. Exhibitor Online, 6, (In Persian).
Venus, D. (2002). Marketing Management. Tehran: Samt Publishing, (In Persian).
Venus, D. (2006). English for Marketing Management. Tehran: Negahe Danesh Publication, (In Persian).
Walter, Rolf. (2000), “Wirtschaftgeschichte: Vom Merkantilismus bis zur Gegenwart”, 3th Ed, Germany, Cologne publishing, p.7.