기업의 전시회 참가가치와 선택속성이 전시 참가활동에 미치는 영향

The purpose of this study lies in clarifying the differences of the levels of perception upon the importance of the values of exhibition participation. Firstly, this study clarifies exhibitors’ values of exhibition participation. This is to analyse general value standards of participating companies and how it affects their decision process of exhibition participation. Secondly, this study analyses how exhibitors" values of participation affect their exhibition selection attributes and exhibition marketing activities. Under the circumstance in which exhibitors" standards of value are different from one another, this study analyses core driving factors of exhibitors" judgement for selecting exhibitions to participate in and perform strategic marketing activities. Thirdly, this study also analyses how exhibitors" exhibition selection attributes and their exhibition marketing activities influence on their final results and re-participation. Lastly, through this study, it is intended to convey strategic policy implications based upon in-depth analysis of the whole process of companies" participation. The development of exhibition industry depends much on the number of various exhibitors(corporate participants) and along with the purpose of this study, this ultimately leads to the point that through the in-depth study regarding participants" standards of participating value, we need to come up with solutions for fulfilling their values of participation and find how the values affect participants" effective planning for exhibition marketing activities and re-participation activities in terms of the original purpose of exhibition as an integrated corporate marketing vehicle.