The Development Research About MICE Tourism In Changchun City

With the rapid economic development and people's living standard continuously improving, the scale of Chinese MICE industry is expanding, described as the"gem on the imperial crown". MICE tourism as an advanced form of tourism activities, which helps to boost the urban and regional economic development, has broad market prospects, high economic and social benefits. Therefore, in our country, the MICE tourism with its unique strengths is becoming another driving force for development. MICE not only attracts more and more cities to develop this potential industry, but also becomes a researching hot spot to the scholars.This article summarizes the MICE's development process of China and other countries, and clarifies the related concepts of tourism exhibition, and discusses some problems in development in Changchun MICE's products. Firstly, this article analyzes Changchun's advantages in MICE developing, including the excellent geographical location, the great development potential in urban economy, the unique tourism resources, the well built infrastructure, the convenient transportation, the government's supporting policy, and etc. Secondly, this article elaborates some problems currently existing in Changchun MICE's development, such as the out-dated management system, marketing deficiency, brand less MICE tourism products, the lack of professional exhibition talents. Thirdly, this article addresses the above issues from three new aspects, which are the core MICE products, the tangible MICE products, and the augmented MICE products. Finally, this article gives some suggestions on how to enforcing Changchun MICE's development.