1、1本科毕业论文外文翻译外文文献译文标题新兴市场下贸易展性能维度的研究资料来源新兴市场国际期刊作者伍德森特法斯和卡耐卢森德尔作为可行的宣传和销售策略，贸易展的重要性越来越大（史密斯等，2003）。参展商投入大量的预算金额、贸易展日益频繁地举办以及参展商和参观者之间贸易的不断扩大都证明了贸易展的重要性。举例说明，赫比格等人（1998）曾报导一个典型的美国公司投入展览的预算超过该公司总预算的22，仅次于其用于个人销售活动及前期传单的预算。同样，哈里斯（2000）也声称，仅在1998年，就有150万的美国公司通过4500个展览会，总共约10200万的展会观众而销售其产品和服务。本文通过对一些当今新兴市
2、场的展览商在展会上进行的营销活动进行主成分分析，提出一个全方位的贸易展性能构造模型。最后得出四个方面的贸易展性能维度。下面，将对这些维度进行详细介绍。一、竞争对手情报维度这一部分内容包括收集竞争对手产品的信息、与竞争对手交流信息、评估竞争对手所展示的产品及估算竞争对手的水平四个项目的内容。这四个项目明显的共同特征就是它们都是竞争对手的情报。竞争情报是对竞争对手进行系统的、有针对性的、及时的和符合职业道德的分析从而提出可行性决策的方法。二、市场调查维度这部分内容包括收集有关新产品创意的信息、在新的地区探索销售机会、在展会上推出新产品和开拓出口机会四个项目内容。这些项目可能与市场调查的概念有联系。
3、费伊和金恩（1977）关于市场调查的观点中，包括了对调查环境的调查，并将其作为调查和收集有关供应商、采购商、竞争对手和技术发展趋势的信息的过程。奥尔森和萨里斯（2006）认为，市场调查包括与顾客短期需求有关的生产战略信息、潜在市场战略信息及与公司长期战略重点相关的产品。三、形象塑造维度这部分由3个性能项目组成媒体宣传、拜访关键的决策者、向客户展示公司的能力。汉森（2004）及金姆（2008）将媒体宣传和向客户展示公司的能力归入形2象塑造方面，这与我们所提出的形象塑造的因素结构是相似。同样的研究，他们将拜访主要决策者这一项目归入人际关系建设维度中，这与我们所提出的因素结构是相反的。因此，我们的研
4、究结果在拜访关键的决策者这一项目上是偏离以往的研究的，它属于形象塑造方面，而不是人际关系的建立方面。这可以通过新兴市场参展商之间想与决策者（通常是政府官员和政策制定者）建立联系更倾向于是形象的塑造而不是销售活动来解释。由于许多新兴市场的政府官僚往往是冷漠的，参展商在展会期间力争将本公司积极的形象投射到展会的正面形象上，可以帮助他们克服未来可能面临的官僚障碍。四、关联销售维度这部分由两个项目组成展会现场销售、发展和维持与客户的关系。第一个项目展会现场销售，表示参展商将展会作为一个卖场来赚取收益（波诺玛，1983；唐纳，2002）。第二个项目发展和维持与客户的关系，目的是为了与潜在客户建立新的关系
5、，并加强与现有客户现有的合作关系（金姆，2008；希普利等，1993；唐纳，2002）。这些看似不同的贸易展活动包含在同一组件的一个可能的解释为参展商对与客户建立关系的看法强烈影响销售结果。对于客户关系，参展商可能更注重把它作为一种销售活动而不是人际关系交往，反之亦然。虽然从统计的角度来看关联销售维度代表一个单一的构造，但是从一个理论的角度上来看，它包含了两个密切相关的营销活动，即客户关系和销售。结论和意义本文旨在揭示在新兴市场的背景下的贸易展性能的多维度。为此，我们广泛地查阅了以往展会的文献，以便选出具有代表性的表演项目。通过对这些项目的分析来确定符合当今市场参展商的贸易展维度。研究结果表明
6、，利用多维营销和宣传工具进行的展览是大多数当前参展商的选择。更确切地说，我们发现了四个维度分别代表贸易展的四个方面，分别是竞争情报，市场调查，形象塑造以及关系销售。尽管形象塑造和销售维度是众所周知的，但本文着重阐述的是两个以前被忽视的有关贸易展性能，也就是竞争情报和市场扫描。新兴市场和发达国家的参展商之间存在明显的差异，包括资源利用的主动性、管理的技巧性等方面，这些都可以用来解释为什么我们要如此大胆地把竞争情报和市场调查拟议在贸易展性能的构建里。不同于发达国家，来自新兴市场的参展商经常缺乏内部的机制来获取竞争情况和市场的信息。当我们考虑大部分规模不大的采样参展时更是如此，因为我们不可能承担市场
7、调研和情报单位的运行成本。因此，新兴市场的参展商更倾向于把参展活动作为一个平台，来收集竞争市场的一些信息并且来进行市场3的调查。拟议的贸易展的性能对个人管理展览活动有着深远的影响。首先，研究结果强调了贸易展是一个多维度的营销手段。因此，展览商应该为参展商设定一个多角度的目标，其中包括情报搜集、市场调查、树立积极的公司形象以及发展与新旧客户的贸易关系等等。这一点对于视贸易展为单纯的提供销售的机会的高级管理人员来说尤为重要（夏兰德和白隆格在1996年介绍的）。第二，如果管理得当，展览会也可以补充高级管理人员对有战略性信息的需要。这些通过竞争情报、市场调查和客户关系的活动而得到的信息对战略决策过程的
8、制定来说往往有着不可替代的作用。这就意味着，高级管理人员应该把展览会看作是一个获取信息和提升竞争力的重要渠道。这就延伸出了一个众所周知的概念，即展览会不仅仅是一个短期的销售活动（这个观点基帕拉可夏纳和威廉詹姆斯在1992年有提到过，同时，夏兰德和白隆格在1996年也有过介绍）。因此，建议高级管理人员好好利用展览会的优势。第三，这个结果对贸易展的人事编制方面也有想当重要的意义。贸易展是多层面的营销工具，实际上就是说不同的展位需要分派不同的专业人员来执行不同的活动。例如，高级管理人员在树立企业形象方面更有经验，而业务经理则在产品的提高和技术情报的获得上更有发言权。另一方面，营销人员更善于发现销售方
9、向和建设与客户的良好的关系。其中的底线是，他们应该给自己的展位分派专业的人员，从而使参展商能更好实现最佳的贸易展性能。正如我们所知，这是对新兴市场下展览会的首次接触和研究。毫无疑问，这为今后研究同样条件下的参展商的战略性的位置指明了方向。由于只小样本来进行研究，所以，以上所提出的四个因素存在有限性。另外一个使其有限制的因素是随着环境的转变，贸易展的实践活动也会发生相应的改变。所以，今后需要更多的研究来证实上述所建议的性能构造在其他新兴市场上的适用程度。在这方面，精细化的贸易展性能构造是有可能的。这种改进可能包括增加或者删除性能项目和维度。虽然我们有共同努力来扩大展览活动的方方面面，但是，展览活
10、动的某些方面被忽视是极有可能的。所以，今后的研究需要考虑这些未被发现的贸易展的性能。4外文文献原文TITLETHEDIMENSIONALITYOFTRADESHOWPERFORMANCEINANEMERGINGMARKETMATERIALSOURCEINTERNATIONALJOURNALOFEMERGINGMARKETSVOL6NO1,2011AUTHORWONDWESENTAFESSEANDTORKORNELIUSSENINTRODUCTIONTRADESHOWSAREGROWINGINIMPORTANCEASVIABLEPROMOTIONALANDSELLINGSTRATEGIESSMI
11、THETAL,2003THEIMPORTANCEOFTRADESHOWSISEVIDENCEDBYTHESUBSTANTIALAMOUNTOFBUDGETSEARMARKEDFORTRADESHOWPARTICIPATIONS,THEINCREASINGFREQUENCYWITHWHICHTRADESHOWSTAKESPLACEANDTHEEVEREXPANDINGTRAFFICOFEXHIBITORSANDVISITORSFORINSTANCE,HERBIGETAL1998REPORTTHATTRADESHOWSACCOUNTFORMORETHAN22PERCENTOFATYPICALUSF
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44、EEPERFORMANCEITEMSGETPUBLICITYINTHEMEDIA,MEETKEYDECISIONMAKERSANDDEMONSTRATECOMPANYCAPABILITYTOCUSTOMERSTHESEITEMSAREASSOCIATEDWITHWHATISKNOWNINTHELITERATUREASTHEIMAGEBUILDINGDIMENSIONBONOMA,1983HANSEN,2004LEEANDKIM,2008THISISINDICATIVEOFPOSSIBLECONSTRUCTEQUIVALENCEBETWEENIMAGEBUILDINGDIMENSIONANDCO
45、MPONENT39HANSEN2004ANDLEEANDKIM2008GROUPEDTHEITEMSGETPUBLICITYINTHEMEDIAANDDEMONSTRATECOMPANYCAPABILITYTOCUSTOMERSWITHTHEIMAGEBUILDINGDIMENSIONSIMILARTOTHEFACTORSTRUCTURETHATWEFOUNDINCOMPONENT3THESAMESTUDIESFOUNDTHATTHEITEM,MEETKEYDECISIONMAKERS,ISPARTOFTHERELATIONSHIPBUILDINGDIMENSIONCONTRARYTOTHEF
46、ACTORSTRUCTURETHATWEFOUNDINCOMPONENT3THEREFORE,OURFINDINGSDEPARTFROMPREVIOUSSTUDIESINTHATTHEITEM,MEETKEYDECISIONMAKERS,ISASSOCIATEDWITHTHEIMAGEBUILDINGDIMENSIONRATHERTHANTHERELATIONSHIPBUILDINGDIMENSIONTHISCANBEEXPLAINEDBYTHETENDENCYAMONGEMERGINGMARKETEXHIBITORSTOCONSIDERESTABLISHINGCONTACTSWITHDECI
47、SIONMAKERSOFTENGOVERNMENTOFFICIALSANDPOLICYMAKERSASMOREOFANIMAGEBUILDINGRATHERTHANASELLINGACTIVITYSINCETHEGOVERNMENTBUREAUCRACYINMANYEMERGINGMARKETSTENDSTOBELETHARGICLUOANDJUNKUNC,2008,EXHIBITORSSTRIVETOPROJECTPOSITIVECOMPANYIMAGEDURINGTHETRADESHOWASPROJECTINGPOSITIVEIMAGEATTHESHOWCANHELPTHEMTOOVERC
48、OMETHEBUREAUCRATICHURDLETHATTHEYMAYFACEINTHEFUTUREITIS,THEREFORE,CONCEIVABLETOASSOCIATETHETHREEPERFORMANCEITEMSWITHTHEIMAGEBUILDINGDIMENSIONOFTHETRADESHOWACTIVITYCONSEQUENTLY,COMPONENT3ISLABELEDIMAGEBUILDINGTHERELATIONALSALESDIMENSIONCOMPONENT4CONSISTSOFTWOITEMSGENERATESALESATTHESHOWANDDEVELOPANDMAI
49、NTAINRELATIONSHIPWITHCUSTOMERSTHEFIRSTITEM,GENERATESALESATTHESHOW,REPRESENTSEXHIBITORSEFFORTSTOGENERATEREVENUEUSINGTHETRADESHOWASASELLINGOCCASIONBONOMA,1983TANNER,2002THESECONDITEM,DEVELOPANDMAINTAINRELATIONSHIPWITHCUSTOMERS,ISAIMEDATBUILDINGNEWRELATIONSHIPWITHPROSPECTSANDSTRENGTHENINGEXISTINGRELATIONSHIPWITHCURRENTCUSTOMERSLEEANDKIM,2008SHIPLEYETAL,1993TANNER,2002APOSSIBLEEXPLANATIONFORTHEALIGNMENTOFTHESESEEMINGLYDISTINCTTRADESHOWACTIVITIESWITHINTHESAMECOMPONENTMAYHAVETODOWITHEXHIBITORSPERCEPTIONTHATBUILDINGRELATIONSHIPSWITHCUSTOMERSSTRONGLYINFLUENCESSALESOUTCOMEEXHIBITORSMA
