The Study Of MICE's Marketing Tactics

With the development of economic globalization and market-oriented economy, MICE is rapidly rising to assume an important place in the third industry with its powerful function, irreplaceable role and brand-new image. There's a natural bond between MICE and tourism. Given the present situation, MICE has become a knockout product of tourism. It has become a new trend for the international tourist market to boost tourism products designed around exhibitions. More and more countries and cities are joining this increasingly competitive market.It is commonly recognized that tourism flourishes upon exhibitions. The integration of the two holds promise for greater growth of tourism. In the expansion of China's tourist product makeup from onefold sightseeing mode to multilateral orientation, MICE, with its positive wealth effect, agglomeration effect and resounding effect, has become a new industry form following sightseeing tours, holiday tours, shopping tours, ecological tours and expedition tours. It is also playing a critical role in improving the quality of tourism, accelerating the upgrading of industrial structure, and promoting industry internationalization.Some specialists have already done research on MICE, but study on its marketing tactics is relatively scarce. The present paper mainly deals with this respect. Firstly it reviews relevant theories, laying a theoretical foundation for further discussion of the marketing tactics of MICE, with the aim of helping and guiding the development of this industry.