國際展覽參展企劃書：以樹德企業（SHUTER）為例

Abstract

中文摘要 本企劃旨在為樹德企業規劃 2026 年德國科隆五金展之展中實務與商談策 略，核心目的在於開拓德國及中歐工業市場、尋找在地通路商與加盟代理，並發 表年度新品以維繫舊客戶。本研究試圖解決在國際大型展會中，如何從龐大人流 中精準辨識高品質買主，並透過高效的空間規劃與人力聯防，將流量轉化為實質 訂單的實務課題。 執行過程採取「層級化人力配置」與「漏斗式商談」為主要方法。首先，在 人力上配置包含展場總監、資深業務、技術解說員及行政助理等 7 名專業團隊， 建立三層級的客群對接機制。攤位設計則利用位於 4.1 號展(E090, F091)三面開 放之「半島型」物理優勢，將空間劃分為流量吸引區、動態展示區及 VIP 深度洽 談區。此外，結合數位化工具如官方 App 採集買主資訊、QR Code 電子型錄，以 及紙本備援如詢價單與買主紀錄表，確保商情紀錄之完整性與技術性問題的後續 回覆。 根據本組於報告中所預期之成果，透過此套標準化流程，預計可獲得 100 至 120 張有效名片，達成約新台幣 525 萬元之成交額，預估投資報酬率達 34.67%。 結論指出，此企劃成功將「台灣美學收納大師」之品牌定位結合專業的國貿實務 操作，不僅能有效提升品牌國際能見度，亦可作為台灣工業產品進入國際高 端 B2B 市場的實戰模型。

Abstract This proposal outlines the on-site practices and negotiation strategies for SHUTER Enterprise at the 2026 International Hardware Fair (EISENWARENMESSE) in Cologne, Germany. The primary objectives are to expand into the industrial markets of Germany and Central Europe, identify local distributors and franchisees, and showcase new annual products to maintain existing client relationships. The study addresses the practical challenge of accurately identifying high-potential buyers amidst massive foot traffic and converting them into tangible orders through efficient spatial planning and personnel coordination. The implementation utilizes a "Hierarchical Personnel Configuration" and a "Funnel-style Negotiation" process as the primary methods. A specialized 7-member team—including a Show Director, Senior Sales, Technical Specialists, and Admin Assistants—was established to facilitate a three-level client engagement mechanism. The booth design leverages the physical advantages of a three-sided open "Two-corner stand" in Hall 4.1 (E090, F091), dividing the space into a Traffic Attraction Zone, a Dynamic Demonstration Zone, and a VIP Negotiation Zone. Furthermore, digital tools such as the official lead-tracking app and QR code catalogs are integrated with paper-based backups, including Requests for Quotation and Buyer Record Forms, to ensure data integrity and facilitate post-show technical follow-ups. The results indicate that this standardized workflow is expected to yield 100 to 120 valid business cards, reaching an estimated transaction volume of NT$ 5.25 million with a projected return on investment of 34.67%. In conclusion, this proposal successfully integrates SHUTER’s brand positioning as a "Master of Taiwanese Aesthetic Storage" with professional international trade practices. It not only enhances the brand's international visibility but also serves as a practical model for Taiwanese industrial products entering premium global B2B markets.