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Case Studies | Management | Taiwan | Volume 5 Issue 6, June 2016

Successful Marketing Mode of International Exhibition: Taiwanese Sports Industry

Yen-Hui Lin | Yi-Ju Wang | Kai Cheng | Chih-Yang Chao ^[2]

Abstract: To expand business at international markets, sporting gear producers try to set their products apart with three high, three grand, and three excellent features in the product exhibitions. How to maximize the marketing effectiveness the sporting gear producers adopt when they attend international product exhibitions is the major motivation in this study. The purpose of this article is to explore Taiwans sport industry that is a successful in marketing design models of the international exhibition. This study explores how Taiwan-based sporting device producers successfully use international exhibitions to maximize their marketing effectiveness. Four Taiwan based popular sporting device producers are included as the subjects. On-site observation and interview were conducted to gather data for analysis. Seven propositions are developed based on literature review. The results provide the academic research and the sport industry in practice operation in future. The main findings of this study are as follows First, to secure customers satisfaction about products and on-site marketers, on-site marketers must be furnished with well-rounded on-job training. Second, the location of the exhibition booth is a key factor for the success of the product promotion. Three, if the exhibition provides customers with an experiential activity, the activity will facilitate the communication with the buyer and increase the buyers reliability about the product. Fourth, a companys publicity is one of the key draws which attract visitors. Fifth, new product is the main goal of participating buyers and customers. Sixth, companies elaborately highlight their corporate identity in planning exhibitions and designing booths. Seventh, looking for new customers is a goal companies try to reach while they take part in a business exhibition.

Keywords: Exhibition, International Marking, Sports Industry, Taiwan

Edition: Volume 5 Issue 6, June 2016,

Pages: 996 - 1003

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