Strategic Alliance Of Mice Tourism Based On The Theory Of Value Chain

Mice tourism has a major driving force in the economy of the city. But Withthe rapid development of Mice tourism, many problems have risen, including lowquality and high quantity of the enterprises who supply Mice service. It isnecessary to make a further study and find the answer to it.At present, domestic and international study on the system of Mice tourism isvery little and experts have different opinion in the conception of Mice tourism.This paper makes a summary of the conception of Mice tourism firstly, and thenadopts the wide conception, putting forward the understanding of author's opinionand range of Mice tourism according to the need of the study.This paper proposes the value chain model of Mice tourism on the foundationof the theory of Mice tourism, strategic alliance and value chain, dividing the valuechain into basic chain and varied chain. The chain has four steps, researching anddesigning of the product, marketing, producing and organizing, after service. Thereare enterprises supplying service on the chain, including organizer, destinationmanagement company (field supplier, show stand maker and transportation company who supply service for convention and exhibition) and tourism company(travel service and hotel). The paper also points out strategic control pointing andprofit area of the value chain.And then, The paper analyzes the motivation to alliance among theseenterprises, constructing the model of Mice tourism strategic alliance based on theanalyzing of value chain and pointing out the core of the alliance is organize ofconvention and exhibition. To keep the stabilization of alliance, choose the rightpartner and suitable mode is very important. The paper also predicts the developingdirection of alliance—net alliance.At last, the case study of Hang Zhou international conference and exhibitionco., ltd as the core of strategic alliance proves feasibility of the model. But thereare also some problems existing.The place of innovation of this text embodies in the following two points. 1.The paper expands the research area of Mice tourism, studying the corporationproblem between the company who serving the Mice from micro perspective, andbring in the theory of strategic alliance to solve the problem of competitive powerlacking in enterprise. The choice of subject is very new and of novelty. 2.Distinguishing the operation process according to the theory of value chain,comparing the difference between the Mice tourism and the ordinary industryproduct, the paper also discussed the characteristic of the value chain. Pointing outthe new analyzing direction and framework of the Mice tourism, the text alsoconstructs the strategic alliance model among the company which still discuss thatchoose appropriate partner and alliance way are very important to the keep the alliance steadily, On the basis of Mice tourism value chain.