Study On Changsha's MICE Industry Developing Strategies

There is no doubt that competition between cities will be incandesced as more and more cities entering into MICE in China. As an inland city, it will be meaningful for Changsha to take advantage of concept of modern MICE development to make up appropriate developing strategy of MICE and construct core competitive force. The article show us analysis of macro and micro environment of MICE development in China, and industry competitive environment according to research of MICE home and abroad, developing course of MICE and literature and data related with MICE be of importance to city development. In addition, it also apply to theory analysis of empirical analysis and standardize analysis, of qualitative analysis and quantities analysis. It indicates that Changsha MICE won strong support of government, had unique zone superiority and rich jour resources and powerful TV media and certain customer relationship superiority. Furthermore, it owns preliminary brand and stadium of MICE occupied large acres of earth. But it also has its weakness such as low economic extending degree, poor service of MICE accessory, unformed expertise distribution system. As a consequence, our MICE companies are worse than MICE companies abroad. Now Changsha MICE has met with good development opportunity because of quick development of MICE industry in China, Hunan entry of Extensive Zhu Triangle Area economic cooperation, acceleration of combining Changsha, Zhuzhou with Xiangtan. Without doubt, there are still great challenges. We couldn't ignore quicker step of MICE company abroad entry into China, prompt development of Mid-east MICE city, emergence of MICE substitute, elevation of participant and professional person's evaluation power. Hence, Changsha MICE chief strategy purpose is China MICE famous city having characteristic of Huxiang. The strategy we proclaim is combination of government control with market operation, emphasizing the whole society linkage and resources share, aiming at the way of brand development, based on Huxiang culture, exploring special brand exhibition. As a result, it can be merged into international society full scale. The city brand strategy, co-exist marketing strategy, capital operation strategy, exploring and using strategy will help to realize the target.