초록 열기/닫기 버튼
Recent internationalization has shown that the GLOCALIZATION highlighted in international economy and management realm has a leading role in guaranteeing prosperity and intensity in international conference industries, converting competitive planning between each nation or enterprise. According to GLOCALIZATION, to analyze competitive planning between enterprises, by selecting 'The 4th Kyonggi International Travel Mart 2006' held in Korean KINTEX and 'High-Tech Expo 2006' held in Beijing's International Convention Center and assuming that they show mutual meaningful difference in Participation Objective and Option Factor, this study is to aim for an actual analysis about the marketing strategies of Organizers and the accomplishments of Exhibitors by survey. The conclusion is as follows.First, need for high levels of satisfaction for information service of Organizers of both nations to make Exhibitors collect the information by using Internet. Second, Participation Objective of Exhibitors of both nations shows a slight difference in looking for new retailers and non-sale Objectives such as a searching examination of potential customers and competitors, and Option Factor of Exhibition is analyzed to be sensitive to Participation Cost of Exhibition in both Korean and Chinese enterprises. Third, Organizers of both nations should be help for Exhibitions' information collection and new market frontier through promotion strategy.Fourth, in partnership strategy of both Organizers, Fifth, Since Exhibitors of both nations are perceiving the fact that Organizers' various promotion activities have their products or services sold, that is to say, as a Objective Market. it needs to be focused on phased Marketing Strategies(S-T-P:segmentation, targeting, and positioning).
