英文摘要 |
Precision machine industry, especially in the machine tool toward develops high-precision and high-efficiency direction, is the backstage driving force to upgrade industries. The trend of the economic recovery is just beginning and brings stable growth on demand and sale for machine tool. This study uses questionnaire survey to analyze marketing strategies and applications on international exhibition. The research subjects are the exhibition companies from machine tool industry and the complete and qualified questionnaires were received from 137 respondents, for a valid response rate of 68.4%. Through descriptive statistics, ANOVA, reliability analysis, and correlation analysis, the sample structure including type of firm, seniority, scale of firm, source of information, budget, and number of participation exhibition could reflect the operation and development of machine tool industry in Taiwan. The results show that the instrument demonstrates a satisfactory internal consistency; the respondents have the same opinions in all constructs/dimensions; the correlations between marketing mix strategy of 4P1C (product, price, place, promotion, and communication), product performance, and strategy performance are significant. |