基于扎根理论的企业参展决策分析——以中国国际服装服饰博览会为例  

Analysis on Enterprise Decision-Making for Participating Exhibition Based on the Grounded Theory--Taking China International Fashion Fair as an Example

作　　者：杨琪[1] 史宏伟 回凤瑾 YANG Qi;SHI Hong-wei;HUI Feng-jin(Public Management School of Tianjin University of Commerce,Tianjin 300134;Shandong University of Arts,Jinan 250300,China)

机构地区：[1]天津商业大学公共管理学院,天津300134 [2]山东艺术学院,山东济南250300

出　　处：《旅游论坛》2020年第3期14-21,共8页Tourism Forum

摘　　要：品牌展会的主办方与参展企业长期互动,深入了解企业参展的决策动因,从品牌展会主办方的视角开展企业参展决策分析,有重要参考价值。文章以中国国际服装服饰博览会为例,运用扎根理论的研究方法,通过开放性编码、主轴编码与选择性编码分析该展会主办方的新闻宣传稿等共享资料信息,建立主范畴与核心范畴之间的关系并进行理论抽样及检验,形成决策。研究发现:企业参展决策主要受基本保障、品牌导向、效益需求和创新需求等四组因素的影响。The long-term interaction between sponsors of the brand exhibition and participating enterprises may help us better understand the motivations for enterprises to make decisions to participate in exhibitions and carry out the intelligence analysis of enterprises decisions on participating in exhibitions from the view of brand exhibitions, which is of great importance, both for organizing exhibitions and making decisions about participation. In this paper, we will analyze press releases about sponsors of exhibitions and other shared materials by use of open coding, axial coding and selective coding from the grounded theory, build relationships between main category and core category, and then make theoretical samples and the final check to form the decision-making intelligence. Research findings are the followings: Participation decision-making of enterprises is mainly affected by the following four key factors: basic security, brand orientation, benefit demand and innovation needs.

关 键 词：扎根理论 参展企业 决策动因 参展决策 

分 类 号：F592.6[经济管理—旅游管理]