Research On The Key Success Factors Of Sports Show Based On IPA Method

As an emerging industry,sports show industry,the key point of which is sporting goods,is a significant branch of exhibition industry,which promotes the development of sports industry to some extent.Holding conferences,exhibitions and fairs with the core link of sports would bring direct or indirect economic and social benefits.In other words,the successful holding of sports exhibition not only brings enormous economic benefits,but also upgrades the international status of a city,stimulates the developments of relevant industries and helps to achieve a comprehensive and coordinated development.Guangdong Sports Show is host by Sport Federation of Guangdong Province,Home Affairs Bureau of Hong Kong and Sports Bureau of Macau.With 17 years of successful operation experience,it has developed into the biggest and the most authoritative National brand exhibition in South China,and also the third-largest sporting goods exhibition in Asian-Pacific region.Through the 2017 Guangdong Sports Expo,this study explores the needs of visitors based on the views of exhibitors on various indicators of the exhibition and examines the marketing strategy of the trade fairs.This study is divided into three levels,which are respectively the demographic characteristics of visitors,analysis of important performance(IPA),and visitor’s visit decision.The research designs questionnaire by summarizing the success factors of the sports show,and experts implement before the test in order to understand the visitors when they visit the sports exhibition considered the motivation,factors,survey variables presented by the results and significant differences in the situation,analysis of sports show whether the organizer’s exhibition marketing strategy meets the needs of visitors and then discusses the key success factors for organizing a sports exhibition.Conclusions:(1)The visitors’ visit decision in the sports shows is determined by three major factors,the service flow level,the industrial information level and the manufacturer’s information level.(2)The key success factors for sports show organizers are:meeting the needs of exhibitors precisely and expeditiously;planning a complete exhibiting process:a complete exhibition planning and registration process to provide professional and quality;providing professional and diversified services:participating products are professional,diverse and competitive,collecting technical information and inviting more senior management and sales staff to participate;providing experience and testing new product and services;providing professional,adequate sports industry information.(3)For the exhibitors,the key success factors of sports show are:highlighting the competitiveness of enterprises and specific products;doing customer maintenance after the show and maintain regular communication and contacts with the visitors providing purchase information.The methods and conclusions of this study can provide a theoretical basis for the development of sports shows so that organizers and exhibitors of them can know the expected satisfaction of visitors to the sports show as a basis for planning future sports exhibition marketing strategies and the reference of resource allocation,and at the same time can provide academic reference and application for follow-up researches.