|Abstract: ||A trading-oriented country as it is, Taiwan, though with its small size of cultural and creative industries, can open its international channel and expand the experience value of the global market. Due to the importance of exhibition for Taiwan‘s cultural and creative industries, how to design a strategy for the exhibition becomes a crucial task.
The soaring development of the Cross-strait (Xiamen) Fair becomes the first platform of the cultural cooperation of the Cross-strait, which is also the largest comprehensive cultural industries fair forged by Taiwan‘s cultural and creative industries. Hence, the 8th Cross-strait (Xiamen) Cultural Industries Fair serves as the object of the case analysis, with the aim to exam the exhibition strategy of participating in the fairs. Meanwhile, the thesis explores the relations between the brand image marketing and the participation of the cultural industries fairs.
Based on Chou and Li‘s research (2009) on the triangular relations of exhibition strategies, the thesis covers ―exhibition strategy analysis,‖ ―exhibition strategy choice,‖ and ―exhibition strategy practice.‖ Then the study introduces ―brand image strategy,‖ and examines the nine exhibition businessmen of ―Cultural Industries Fly, Taichung Soars‖ in the Xiamen Fair for better understanding the situation of exhibition strategies, actual participation as well as the cultural and creative fairs.
After the case analysis and discussion, the thesis used the method of 5W2H ―exhibition strategy analysis‖ and the six major assessments for selecting the exhibition of ―exhibition participation choice,‖ which effectively help the exhibitors have a comprehensive picture about the exhibition strategy, with the focus on the exhibition need of the exhibitors. In the ―exhibition strategy practice,‖ the exhibition choice, the pre-exhibition planning, the selection of the booth, the design of the booth, and the transport of the display objects are determined by the less or more of the expenditure. Hence, the management of budget planning is of greater importance. In addition, after introducing Park, Jaworski and Macinnis‘s notion (1986) of ―brand image concept‖ on the visual design, the thesis discovers that the efficiency proves greater than expected.
If the exhibition participants can design a precise exhibition strategy, they are able to enhance and accord with the concrete efficiency of the exhibition participation.