摘要
隨著經濟發展，台灣的會展產業越來越受國際肯定，從 2017 年開始，獲得 ICCA(International Congress and Convention Association,國際會議協會)認列的協 會型會議場次達到 141 場，同時也躍上亞洲第 7 大會議國，正因為如此，台灣的 展覽設計產業也跟著蓬勃發展，就此產業而言競爭對手可以說是非常的多，除了 展覽設計的龍頭-跨足台灣、美國、德國及中國的歐立利，以及跨足台灣和上海 的光洋波斯特之外，還有許多長時間立足在展覽設計產業的企業，因此，本研究 選擇紅山展覽設計作為個案，探討與分析在競爭激烈的展覽設計產業裡，紅山展 覽設計如何有效的進行行銷策略。

本研究選擇的分析工具為 SWOT 分析、五力分析、行銷 5C 理論、5A 架構 來分析紅山展覽設計的產業現況、策略定位以及行銷策略分析;接著，蒐集由紅 山展覽設計近年導入的顧客關係管理系統內的資訊，將資訊:(1)商機來源、(2)產 業別、(3)產品別、(4)通路別之成交數與流失數加以分析，藉此知道紅山展覽設計 在哪些部分具有優勢，又是在哪些地方處於劣勢，並加以探討商機流失的原因， 做為未來的借鏡與策略執行之調整。

在研究結果中發現紅山展覽設計的商機來源為舊客戶較多，而新客戶是由關 鍵字廣告較多，並且在百貨公司及服務產業、精品商及品牌商、展覽場及量販通 路上具有較大的優勢。透過明確的優勢加深這些面向的產品、技術及服務優化， 提供超乎客戶已知的服務需求，創造與同業的差異化，提高企業與員工的價值。

關鍵字:會展產業、展覽設計、顧客關係管理系統、系統傢俱、商空設計

Abstract
Along with the economic development in Taiwan, our exhibition industry gets more and more affirmation internationally. Starts from 2017, we achieved 141 association conferences exhibitions which had been recognized by ICCA (International Congress and Convention Association, international conference association). Meanwhile, we also leaps onto the 7th conference country in Asia. Because of this, the exhibition display design industry in Taiwan grow tremendously.

For this industry, we can say that there are a lot of competitors. Except the leader exhibition display designing companies, OLILY( with existing market across Taiwan, American, German and China) and KY-POST( in Taiwan and Shanghai ). There are still tons of enterprises are in the same industry in Taiwan for a long time.
Therefore, this research chooses HORNG-SHAN Exhibition and Conference Display Design Company ( short in HORNG-SHAN as below) as a study case to discuss and analyze how does HORNG-SHAN proceed their marketing strategies effectively in this competition intense display design industry.

The tools of this research used the SWOT analysis, Porter five forces analysis, 5C Marketing theory, and Kotler’s 5A construction to analyze the present situation, the strategy location, as well as the marketing strategy analysis of HORNG-SHAN. Then, we use the information from the database of our recent implemented Customer Relationship System. Divided the information into (1) Business opportunity originates, (2) Industries, (3) Products, (4) Sales channels, to obtain and analyze the numbers of close deals and fail cases. To know the advantages and disadvantages of HONG-SHAN. Furthermore, we discussed the reasons of fail cases to avoid for the future cases and to make the adjustments for the strategy execution.

During the researches, we discovered the business opportunity originates got more existing customers. New customers are from the mounts of keywords advertisement, and the large advantages of the existing customers in department stores, service industries, boutiques, brand companies, exhibitors, and warehouse channels.
Through these explicit superiority to enhance the optimization from the products, the technologies, and the services. To provide the services beyond the knowledge of customer’s demand. To create and make the differences within the same industry. To enhance the value of the enterprise as well as the employees.

Keywords: Convention and Exhibition Industry, exhibition design, Customer Relationship Management, system furniture, commercial space design

論文審定書 ---------------------------------------------------- i
誌謝 ---------------------------------------------------------- ii
摘要 ---------------------------------------------------------- iii
Abstract ------------------------------------------------------- iv
目錄 --------------------------------------------------------- v
表目錄 ------------------------------------------------------- vii
圖目錄 ------------------------------------------------------ viii
第一章 緒論 --------------------------------------------------- 1
第一節 研究背景與動機 --------------------------------------- 1
第二節 研究目的 --------------------------------------------- 2
第三節 研究設計 --------------------------------------------- 2
第四節 研究流程與架構 --------------------------------------- 3
第二章 產業現況 ----------------------------------------------- 4
第一節 整體產業趨勢 ----------------------------------------- 4
第二節 國內展覽館概況---------------------------------------- 6
第三章 策略分析工具 ------------------------------------------- 8
第一節 SWOT分析 ------------------------------------------- 8
第二節 五力分析法 ------------------------------------------ 10
第三節 行銷5C理論 ----------------------------------------- 11
第四節 5A架構 ---------------------------------------------- 12
第四章 研究設計 ---------------------------------------------- 14
第一節 研究結構 -------------------------------------------- 14
第二節 研究模式 -------------------------------------------- 15
第三節 研究方法 -------------------------------------------- 15
第五章 實證分析 ---------------------------------------------- 17
第一節 個案公司簡介 ---------------------------------------- 17
第二節 個案公司產業現況與分析 -------------------------------- 18
第三節 行銷策略定位與分析 ---------------------------------- 20
第四節 個案公司顧客實際現況分析 ---------------------------- 34
第六章 結論與建議 -------------------------------------------- 50
第一節 研究結論 -------------------------------------------- 50
第二節 建議 ------------------------------------------------ 50
第三節 管理意涵 -------------------------------------------- 51
參考文獻 ----------------------------------------------------- 52
附錄 案場資訊 ------------------------------------------------ 54

參考文獻
1. Ansoff, H.I (1965). Corporate Strategy. McGraw-Hill, N.Y,
2. Dolan, Robert J. (2000). Notes on Marketing Strategy, Harvard Business School Background Note 598-061
3. Kolter, Philip. (2016). Marketing 4.0 : Moving from Traditional to Digital
4. Porter, Michael E. (1979). How Competitive Forces Shape Strategy, 137-145
5. Porter, Michael E. (1980). Competitive Strategy
6. Weihrich, H. (1982). The TOWS Matrix -A Tool for Situational Analysis. Long Range Planning. April 60

二、 網站類
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4. 百科知識:5C 行銷，網址: https://www.easyatm.com.tw/wiki/5C%E8%A1%8C%E9%8A%B7
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