A Case Study On Competitive Ability Of Nanjing's MICE Industry And It's Promotion

Now, the MICE economy, the tourism economy and the real estate economy are considered as smokeless economy by more and more developed countries as that they have made great contribution to these countries' development of economy. According to the incomplete statistics, at least 150000 large-scale meetings have been holden all over the world every year, the international conferences are more than 70000. Important conference may bring in political protagonists, economical giants, cultural celebrities, and enhance the fame of the city. The industrial level of MICE is one of the important indexes to measure the city's degree of internationalization and tourism modernization. Along with our country's economy develops and infrastructure consummates consequently, MICE industry also emerges in our country. The development of MICE industry constitutes new economic unique scenery of our country. It not only has the characteristic of service industry but also has obvious cluster and the expansive effect, therefore it is decided as the main item industry by some local governments to develop the area economy.Nanjing has certain superiorities such as position condition, economic potentiality, technical education as well as historical culture. Depending on the glorious historical culture , the rich traveling resources, relative perfect software and hardware installation ,economic potentiality and the latent market, Nanjing becoming the region center of MICE is possible.This article takes the city as the boundary, and makes developing strategy of MICE from the center view stratification plane. It makes theory analysis and real diagnosis research mainly from the aspect in forming the industrial competitive ability, and provides the theoretical basis and reality basis for Nanj ing's MICE industry strategy choice.This article divides into six chapters, the first chapter introduces the general situation of MICE industry, including its meaning, function, history and tendency of development. The second chapter defines the meaning of competitive ability of MICE industry and introduces its relationships with industrial competitive ability and city competitive ability. The third chapter introduces the theoretical basis of MICE industry, and constructs the competitive mechanism of analysis frame of MICE industry from four aspects. They are the main body of competition, the environment of competition, the superiority's origin of competition and the method of competition. The fourth chapter analyses the factors which affect MICE industry's competitive ability from the exterior environment, the internal resources and the internal ability. The fifth chapter carries on studies on Nanj ing's MICE industry using the SWOT model to analyze superiority and inferiority, the opportunity and threat. The sixth chapter formulates developing goal and the overall mentality, and as well as should adopt countermeasures and developing suggestion through analysis above.