On The Brand Strategy Of Nanning MICE Tourism

As a new special tourism product, MICE Tourism has become the new favorite of tourist industry for its great economical and social benefits. It is widely concerned at home and abroad. Recently, MICE Tourism in China develops rapidly and all the big cities develop it against each other. In the intense competition, to build a strong brand of MICE Tourism has been the key to win. The thesis takes the city Nanning in the southwest of China as the object and makes a systematic analysis of the brand strategy of its MICE.Based on the modern brand strategies, the thesis probes into the developing situation and the competitive environment of MICE both at home and abroad, analyzes the conditions for and the state of Nanning's MICE development in depth by PEST means, and points out the necessity of the implementation of the brand strategy in Nanning's MICE Tourism by combining the advantages and disadvantages of Nanning together. In the process of brand strategy construction, the thesis firstly sets up the brand objectives of MICE and defines it as"the international brand of MICE towards the Southeast Asia."Then it defines the brand of Nanning's MICE scientifically, with the target market in the Southeast Asia, the image of Nanning as"the ASEAN capital, the green city, the hometown of folk songs."Furthermore, it designs a series of brands emphatically for Nanning's MICE Tourism, such as the brands of the Sino-ASEAN Business MICE, of Green City sight-seeing MICE, of leisure MICE, of"Dadi Feige"MICE, of the Sino-Vietnamese border customary MICE, and of Yongzhou delicacies MICE. Finally, after fixing the objective audience of the brand of MICE, it promotes the brand by various ways, like public praise, public relations, advertisements, personnel sale and service strategy. In the last chapter, it proposes corresponding measures and suggestions in order to protect the smooth implementation of the brand strategy of Nanning's MICE, including strengthening the brand awareness, optimizing the brand implementary condition, perfecting basic facilities, training special talents, enhancing the cooperation between tourist regions and emphasizing the brand marketing integrally.MICE Tourism is a hot topic for the present study on the exhibition and tourism industry. The topic in the thesis accords with the front of the related field. It is of theoretical value to a degree and it is a creative and supplementary study in the field of MICE Tourism. At the same time, the thesis suggests new thoughts on Nanning's MICE development from the aspect of brand, and explores a new way for city MICE development, with some practical significance.