Analysis On Competitive Advantage For China's MICE Industry

MICE industry is an important part of trade in services, which has combined and radiation effects. It is known as the "economic booster", and has significant influence on industrial restructuring. Modern's MICE industry firstly started in Europe in 1851, and it has formed into a global industry from lead of the Europe and Americans to the powerful new force of Asia Pacific region since then, which is called "sunrise industry". MICE industry becomes a new economic growth point as the world economy towards globalization and integration. Exhibition activity has become a major means for human collective communication, and has become important social activities, which plays an increasingly influence on material and spiritual life of human.This article highlights the use of national competitive advantage theory in MICE industry, which is created by the American economist Michael Porter. First of all, the writer defines the implication,features and mode of action for MICE industry and MICE economy, and then select out some of the relatively successful exhibition cases at home and aboard, do some comparative analysis between them. Both the commonness and individualism of their character show the theory's general applicability in MICE industry. Finally, through the SWOT analysis we can clearly witness the strengths, weaknesses, opportunities and challenges of China's MICE industry in domestic and international environment, use national competitive advantage theory to guide our MICE industry, put forward effective development countermeasures.