Proper

Abstract

Recently, as the exhibition industry has come to have increasingly more effects on the economy, countries around the world are making efforts to develop the exhibition industry as a high value-added knowledge service industry which is highly effective on employment creation and income increase. So as to meet this direction, this study intends to suggest the methods to enhance the effectiveness of the on-line exhibition, by which companies can respond to the changes in the social environment and communicate with customers. This study has established the theoretical background by understanding the concept of the exhibition and examining and reviewing prior researches and scholarly materials on the characteristics of the corporate publicity exhibition hall and the on-line exhibition and, based on this, has identified the problems of the current on-line exhibition and, on the basis of the identified problems, has suggested, through the relative comparison of the characteristics of the off-line and on-line exhibitions, the methods in which the effectiveness of the on-line exhibition can be enhanced by the realistic representation, the realization of sensation, the visualization of multi-participatory approach, the change of the exhibition hall into a cultural space, the establishment of the structure of exhibition, and the creation of a unique space..