Marketing Tactics Of MICE

As economic activities, MICE have been received great attention for one hundred year in western countries. Because of valuing 2800 hundred-million dollar per year, the MICE attract a number of people, In China, studying MICE just begins in recent years. There are some problems in this field in our country, such as all regions sell the same MICE products, MICE market's chaos, lack of whole sales plans for MICE product. These problems become the more and more unfavorable factors of restricting development of economy.Combining with the current situation of Chongqing, this paper analyses the marketing tactics of MICE based on the marketing theory. The results will be useful to the MICE activities of Chongqing and other areas in our country. It consists of three parts as following.The first part focuses on the background and significance of MICE and redefines it. It also introduces the layout of this paper and analysis of MICE in Chongqing by using the tool of SWOT.The second part aims at making a research on the MICE tourism destination. As to the marketing of events, it should be combined with the resources of the destination, and achieve the goal of long-term strategy through building up brand of events.The third part emphasizes the marketing tactics of company. It studies the marketing tactics of meetings and exhibitions from four main aspects: product, place, promotion and price.