Research On The Competition Of Textile & Fashion MICE Based On Customer Value

The Textile & Fashion MICE(meeting, incentive, convention & exhibition), as the main way of promoting technology progress and trading communication, has created good economic and social progress. It has also achieved recognition and prevalent agreement. Now, the Textile & Fashion MICE has formed a new modernized industry and has gained a rapid development. However, facing the rapidly changed economic, social environment and increasingly drastic international market competitiveness, how to improve the competitiveness ability of Textile & Fashion MICE has become a urgent problem to be resolved. Since providing service for customer is the body of Textile & Fashion MICE and possessing the characteristic different from tangible product, customer value has become the life line and the new competitiveness of Textile & Fashion MICE. Therefore, the meaningful of research competitiveness of Textile & Fashion MICE based on customer value is both in theoretical and practical levels.The main content of this paper includes:Chapter 1: This chapter not only analyzes the developing state and characteristic of Textile & Fashion MICE in our country according to the background of the home and abroad MICE, but also introduces the anticipate target, research methods and technology road map. Chapter 2: Systematically reviews the home and abroad research status of the economy and competitiveness of Textile & Fashion MICE. Systematically analyzes the concept of customer value, constitutes of customer value, drive factor of customer value, factor structure of customer value and researches home and abroad status of customer value.Chapter 3: Economic Analyses on Textile & Fashion MICE. This chapter gained the theoretical basis of Textile & Fashion MICE by making a macro analysis in terms of economic promoting, driving international trades and impetus to its related industries on Textile & Fashion MICE, and by making a micro analysis on the cost comparison of the trading channel, the customer value relationship on Textile & Fashion MICE, the communicating of professional audience and exhibitor's double identity customer interest and demanding of professional audience and exhibitor's double identity customer value with a demonstration research.Chapter 4: Research the competitiveness of Textile & Fashion MICE based on customer value. It is the main part of this paper, including theoretical research and demonstration research.Theoretical Research: By theoretical researched on the evaluation of competitiveness and graph analysis of Textile & Fashion MICE based on customer value, the competitiveness structural equation model and main dimensional structural equation model research hypotheses for professional audience and exhibitor's of Textile & Fashion MICE based on customer value is developed.Demonstration Research: Following the practical investigation and the in-depth interview, after the analysis of the SEM(Structural Equation Model) technology, the research structural equation is developed and the main dimensional structural equation model research hypotheses for professional audience and exhibitor's of Textile & Fashion MICE based on customer value is validated. Then by the tool of SDM (Significance/ Difference Matrix), after the analysis of the significance and difference of professional audience and exhibitor's Textile&Fashion MICE based on customer value, the dimensional details of the professional audience and exhibitor's Textile & Fashion MICE, which are the superiority competitiveness factor, the characteristic competitiveness factor, the waiting analysis competitiveness factor and the non-stratagem competitiveness factor for the customer value, are established.Chapter 5: Conclusion and Perspective.In summary, by using the method of combining demonstration research with theoretical research and combining quantitative analysis with qualitative analysis, the communicating of professional audience and exhibitor's double identity customer interest and demanding of professional audience and exhibitor's double identity customer value, the evaluation of competitiveness and graph analysis of Textile&Fashion MICE based on customer value, the competitiveness structural equation model and main dimensional structural equation model research hypotheses for professional audience and exhibitor's of Textile&Fashion MICE based on customer value is presented. By making use of the SEM and SDM technology to analyze the investigation data, the research structural equation and the main dimensional structural equation model research hypotheses for professional audience and exhibitor's of Textile & Fashion MICE based on customer value, the dimensional details of the professional audience and exhibitor's Textile&Fashion MICE is also presented.The outcomes of this paper is helpful to develop competitiveness of Textile&Fashion MICE in our country.