ICT產業會展行銷策略-台北國際電子產業科技展

Abstract

2013年台灣工業總產值為5,020億美元，總出口值3,032億美元；其中電機電子業產值為2,536億美元，出口值為1,430億美元，佔工業總產值50.98%及出口總值47.2%；產值預估到2020年將達3,200億美金，是支撐整體國家經濟成長動能之主要產業，由此可看出ICT產業之重要性。近年來台灣強調產業升級轉型以應付日趨艱苦的國際挑戰，檢視幾個無法突破關鍵環節的因素，大家都有共識台灣缺少廣大市場腹地，而且，台灣ODM /OEM產品已在國際發光，卻隱形(hidden)在其他品牌光環之下，缺少自有品牌。宏碁股份有限公司施振榮董事長認為台灣不缺人才，只缺舞台，而舞台越大，產業的創價才會越高。據專家測算，國際上展覽業的產業帶動係數大約為1:9，即展覽場館的收人如果是1，相關的產業收入則為9。島型國家如台灣係以外貿為導向之經濟型態，參加國際展覽會是國際行銷相當重要的策略，如果能建構好台灣辦的臺北國際專業展覽平台，提供國際買主來台採購交易，不僅可以節省企業時間，該會展活動除能夠創造巨大的經濟效益，而且還可以帶動交通、旅遊、餐飲、住宿、通信、廣告等相關產業的發展，將可確實掌握互聯資訊，是深具效益的拉式行銷，因此，如此重要的商務活動，ICT產業在會展行銷的策略是值得探討的。然以台灣為例部分專業展會是由所屬行業別產業公協會結合外貿協會資源優勢互補辦理會展，除了解並可深耕產業外，將可運用產業資源全年度無縫隙協助產業迎合趨勢技術升級，並可策動駐外單位資源邀請買主即需求機構來台交流媒合掌握商機。\n 本研究過程中將以已邁入第41屆的台北國際電子產業科技做為ICT產業會展行銷策略的平台，希冀藉由會展中規劃主題以展演推動2013隱形冠軍推動計畫/2014台灣電子資通訊相關產業展覽推動計畫/2015優勢產業-智慧電子展覽推動計畫，希冀藉由推動，將ICT產業會展行銷策略計畫，結合此國際專業展期間，建置產業主題館（區）、規劃與建置產業地圖，以整體規劃方式呈現該產業完整供應鏈、國際競爭優勢及未來發展等，透過參與式、互動式、體驗式及國際化等推動策略，撕開品牌包裝下的面紗，讓世界認識台灣ICT產業的堅強實力，並讓參觀民眾及國際買主可親身互動體驗，深度推廣臺灣產業優勢並促成商機

In 2013, industrial output of Taiwan was 50.2 billion US dollars, and 3,032 million US dollars the total export value. Wherein the output value of the electrical and electronic industry was 2,536 billion US dollars, and $ 143 billion the export value, accounts for up to 50.98% the total industrial output value and 47.2% of the total exports. In 2020, the estimated value will be reached 320 billion US dollars; it will support the main industry of the whole country`s economic growth momentum, which has appered the importance of the ICT industry. In recent years, Taiwan has been emphasing industrial upgrading and transformation to cope the difficulties increasly by international challenges, by viewing a few key factors unable to break through; we all have a consensus on the lack of broad masses hinterland of the Taiwan market. ODM / OEM products of Taiwan have been well known worldwidely, but among other reputated brands, it has been hidden and laked of its own brand, ACER’s Chairman Stan Shih believed that talent is adequate in Taiwan, but they don’t have good oppunities and chances to perform, otherwise, the more performace, the higher industry value will be created. According to experts estimated, in international exhibition industry, the industrial driven coefficients is about 1: 9, this is, if the exhibition venues income is 1, and the related industrial revenue will be 9, economy of Taiwan is based on foreign trade-oriented economic patterns, so participate in international exhibitions is a very important international marketing strategy. If we could build a well platform organized by the Taipei international professional exhibition to provide international buyers to come to Taiwan procurement transactions, we can not only save time for compromise, but also to promote the development of transportation, tourism, catering, accommodation, communications, advertising and other related industries. In addition, the exhibition activities create huge economic benefits and exactly grasp Internet information. It is an important business activity of the effective pull strategy, as to such an important business activity, the marketing strategy of the ICT industry exhibition will be worth to explore. However, make Taiwan as an example, most of professional exhibition industry are held by each industry associations and combined with complementary advantage of TAITRA resources to handle exhibition. In addition to understand and cultivate industries, the use of industrial resources of the whole year can seamlessly assist industry to catch up the trend of technological upgrading, and instigate resource of overseas units, and invite buyers, this is, demanding mechanisms to have matchmaking for further business opportunities.\nDuring the research process, the upcoming 41st Taipei International Electronics Industry Technology Exhibition will be used as a platform for the ICT industry exhibition marketing strategy. By planning theme to visiblize hidden champions in year 2013, promote Taiwan electronic information and communication related industry exhibition in 2014, and give impetus to advantage industry - Intellectual electronic exhibition promoting plan in 2015. Hopefully, by promoting the ICT industry exhibition marketing strategy, combining industrial museum (area) and industrial map which will be built up during the international professional exhibition in order to appear the overall planning of the completely supply chain industy, international competitive advantages and future development. Besides, as enhanced the strength for the world to recognize the ICT industry of Taiwan by promoting policies through participatory, interactive, experiential and internationalization, uncover hidden champions, and let the visiting public and international buyers can personally have interactive experience, take advantage and contribute to promotion of industrial business of Taiwan