The Research On MICE Industry From The Perspective Of Industry Chain

In recent years, as well as the sustainable development of economy and rapid increase of import and export trade, Meeting, Incentive, Conference and Exhibition (MICE) Industry is becoming a new industry and a new economic growth point in China. But because of the unbalanced development among areas, the impact of CEI in some areas have not appeared yet. Except Beijing, Shanghai and Guangzhou, most economically developed cities don' t have a developed MICE. This is not comfort to those cities' economic status. The author choose Hangzhou as the study object, which is one of the best deceloped cities in Yangtse River Delta and a famous city around the country. This has much practical value for theory and application research.On the base of the collection of the research result home and aboard, the study begins. Firstly, the study explain the theory of Industry Chain and Industry Chain of MICE and a special Industry Chain has been introduced- MICE and Tourism Industry Chain. Secondly, the combined effect to the city of MICE has been deeply researched. Then, the author use the theory of Industry Chain, SWOT Model and Grey Relational Model to complete an analysis from qualitative to quantitative on MICE in Hangzhou. In the end, some effective policy implications were made based on the empirical result.Through the research,the author reckons that the main reason of Hangzhou' s poor development of MICE is the problem in upstream Industry Chain and middle reaches. In upstream Industry Chain, professional Exhibition Company and professionals are limited. In middle reaches, the problem is that current Exhibition Venues and Exhibition Equipment are hard to meet the needs of Modernization and Internationalization of modern MICE. Downstream Industry Chain combine with supported Industry for MICE and their good development is the advantage of Hangzhou' s MICE. By using the Grey Relational analysis, the author have make a sort of the associated effects among the MICE Industry,the Three Industry and the 8 related industries. Then, we have the conclusion that the tertiary industry make the largest degree of the association with the MICE. And, Tourism, catering lodging industry, post and telecommunications industry and the insurance industry correlate well with the MICE Industry. Therefore , by using the government' s macroeconomic regulation and control targetedly and using the market selection appropriately, the MICE can get the effective supporting industries. Which can help integrating the existing resources , and making sure that the resources can be using most efficiently. This is the only way for the development of the MICE Industry.From the perspective of industry chain to study MICE is the article' s Innovation. The author use SWOT Model to analyse the MICE Industry Chain, and the keep on resaerch on the most related and most valuable Industry for MICE with the Grey Relational Model to promote joint development. This article will give Hangzhou, even the whole country, a new direction of MICE Industry study.