공급사슬이론을 통한 B2B 전시회의 유형별 운영방안 - 품목 및 참관객 유형을 중심으로

Abstract

Exhibitions are recognized as Market Place, which used to trade in products, goods and services, but the ratio of people who visited or were in charge of purchasing varied according to the exhibition. This study was conducted to confirm that the reason for this difference may be due to the quality of the exhibition as well as the characteristics of the supply chain of the industry to which the exhibition belongs. Therefore, the exhibition was analyzed through the theory of supply chain in this study. On a horizontal basis, it could be hypothesized that the type of visiting purpose would vary depending on the position of the supply chain of the industries and the ratio of visiting for purchasing would be higher than that of other exhibitions in functional and non-dependent industries. In this study, purpose of visiting at the Vending Korea 2009 was verified through the Chi-Square verification. Also, that of visitors was compared to analyze in the Asia Tool Exhibition. According to the analysis, visitors working for upstream and focal companies in the supply chain visit with similar purposes, while different propose of visitors in downstream companies. And the proportion of purchase was higher than other exhibitions for functional and non-dependent industries. Accordingly, the newly classifications of exhibition could be proposed with 4 types of supply chain strategy. the exhibition was divided into four categories: Efficient, Risk-Hedging, Market-Responsible and Agile as was proposed by Hau Lee. In addition, exhibitors could be classified as upstream, focal and downstream entities, and visitors were classified as upstream, central, downstream and final consumers.