互动视角的企业参展绩效影响机理研究——兼论非典型观众的价值与贡献

被引：8

作者：

何会文 ^{[1
]}

崔连广 ^{[2
]}

王晶 ^{[3
]}

机构：

[1] 南开大学泰达学院

[2] 南开大学商学院

[3] 上海应用技术学院

来源：

南开管理评论 | 2014年 / 17卷 / 03期

关键词：

参展商; 典型互动; 非典型互动; 参展绩效;

D O I：

暂无

中图分类号：

F272 [企业计划与经营决策]; F713.83 [商品展览];

学科分类号：

1201 ;

摘要：

展会是一种为了互动而进行的有组织接近,是一个促进各类资源在参与个体间合理流动的关系型活动。因此,展会进行价值创造的核心源泉就是参展个体间的交流与互动。然而,现有关于企业参展绩效影响因素的研究,多局限于"参展商"这个孤立的"点"来解析。本文聚焦于企业在参展过程中所形成的多组交流与互动关系,经由理论推演与实证数据检验,不仅构建了一个互动视角下的企业参展绩效影响机理模型,而且在非典型观众的价值与贡献方面取得了有价值的发现:长期以来被理论界与实践界所忽视,甚至是歧视、限制和打压的非买家或非典型观众,不仅对参展企业的非销售绩效具有直接贡献,而且对销售绩效有间接贡献。本文对正确认识参展绩效的形成机理,尤其是纠正对非典型观众的错误态度,具有重要的启迪。

引用

页码：142 / 151

页数：10

共 27 条

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