The Research On The Factors Influencing The Participation Decision-Making Of The Exhibitors

The exhibit industry which is regarded as the City Bread is booming dramatically and have become an important part in Chinese tertiary-industry since our reform and opening. 2008 Beijing Olympics and 2010 World Expo in Shanghai will bring the continual increase on the Chinese exhibit economy. However, the current exhibit market is showing the homogeneous characteristics in product and severe competition, the motives of the exhibitor participation are more reasonable. This market is more valuable on the professional quality and the exhibitors'loyalty. This research will analyze the factors which will influence the participation decision-making of the exhibitors.Based on the theories and thesis in this subject before, we build a factor system model for the factors both in exhibitor's corporate needs inside and outside. We did an empirical analysis for the factors influencing the 200 exhibitors both from domestic and foreign countries who participated in Shanghai international professional exhibitions in October, 2008. The expected results are that, Firstly, we will extract the key elements for the participation decision-making for the exhibitors and then calculate the record ranking; secondly, we will test the differentiation of different characteristic exhibitors.After the utilization of the SPSS software on the data of this research, we finally extracted eight key elements by the method of Factor Analysis, which are the expectation of the market trade, the expectation of publicizing the image and enlarge the network, the expectation of the market and technology information gathering, the host related factors, the quality of the visitors and the other exhibitors, the site and time related factors and also the fee. And then we use the independent-Sample T test and One-way ANOVA for the test of different exhibitors, like different locations, different years, different sizes and different participation loyalty.Then with the conclusion of the research, we stand in the perspectives of the exhibitors to suggest the host enterprises and cities some effective exhibition marketing strategy .Finally, we pointed out the disadvantages and the future research for this subject.