Features Resources Exhibition Brand Development Countermeasures Research

MICE (M:meeting; I:incentive tour; C:conventions; E:exhibition and events), as a new form of economy, with the features of knowledge economy and capital economy, have contributed to furthering the development of Chinese economy. Since the Reform and Opening-up in 1978 to date, the MICE industry in China has undergone three stages—starting, accumulating and leaping. During the long evolving process, it has progressed with great many achievements, and now is moving towards internationalization, industrialization, specialization, legalization and marketization and on the process of being made brands, multivariant and eco-friendly. In recent years, the number of MICEs has greatly increased with those on special fields rising for the largest scale. Those specialized MICEs partly are found based on characteristic resources and they have attracted a great deal of attention. However, most of them only set themselves apart in some aspects, rather than as a whole; thus a branded MICE has not come into being. Today, a status of brand is of great importance to MICEs, since it can help form the public image and the credit of MICEs, increases the added value of them and cuts the cost. Therefore, those MICEs based on characteristic resources should make themselves brands so as to distinguish themselves from their competitors. That is why how to make MICEs based on characteristic resources becomes a subject of research value. This paper is carried out on the basis of information on such MICEs from 2005 to date. It is going to analyze the strategies of creating branded MICEs based on characteristic resources by using professional knowledge of MICE; it will take the International Folk Crafts Exposition in Kunming, China, which was under three-year follow-up studies, as example. Thus, the analysis will combine theories and reality together in the hope that the strategies can be put into practice, exploring the potential of MICEs based on characteristic resources and converting it into an economic advantage.Apart from the introduction, this paper consists of six chapters. The first chapter includes the definition of characteristic resources, their connotations, the status quo of characteristic resources that have explored in recent years and the strategies of making MICEs based on characteristic resources brands; the second one will take the International Folk Crafts Exposition in Kunming, China as example and elaborate how it has evolved and the problems emerging during the process as well as reasons for them; the third one is going to analyze the vital significance of the exposition; the fourth one is about the development principles the exposition was based on; the fifth one, which is also the key part of this paper, is to explicate how to make the exposition a branded one according to the strategies proposed in this paper.