The Research On Development Of China's Government-Led MICE Industry

With the vigorous development of China's MICE industry, China's MICE economy hasbecome an important part of the national economy, more and more cities has defined the MICEindustry as the new pillar industry. China's MICE industry is developed on the basis ofgovernment-led MICE industry, and is the characteristic and also an important part of China'sMICE activities, so the research on government-led MICE industry ha important practicalsignificance. The development of government-led MICE industry has also encountered manyobstacles, which include low utilization of government funds and inaccurate positioning. Theseobstacles influence the sustaining and healthy development of the government-led MICE industry.This article first discusses the concept and function of MICE, describes the specificity ofMICE as the public product and necessity of the need of support and guidance from thegovernment, and then analyzes the status of the MICE industry and the status of government-ledMICE industry. On this basis, this article compares the development of government-led MICEindustry in China with that in Germany, and it is found that the two countries are different in theMICE management form, the MICE type, the floor of market laws, and the specialization ofMICE operation teams.On the basis of learning from the experience of western countries, this article applies the newpublic service theory to the development of government-led MICE industry. Government should"serve rather than control" and should play the similar role of "mixed valve". When the MICE industry is relatively well developed and mature, the government should consider reducing theexcessive intervention and should gradually retreat behind the scenes, the functions of whichshould be turned into policy-making, macro-guidance, coordination and regulation and provisionof service, to realize the cooperation with the other subjects in the principle of dominance andco-existence. Next, this article brings out the role positioning and function positioning of thegovernment in the development of the government-led MICE industry, and the way of reformingand innovation of the government-led MICE industry, including optimizing the role of thegovernment, to achieve its docking with the positioning of other subjects; increasing governmentsupport; fostering the national MICE industry association and giving full play to the role ofindustry associations; effective use of government resources; regulating the market order, etc. Inthe development process, the "one sizes fits all" phenomenon in the transformation of the role ofgovernment should be avoided and sustaining marketing plan should be focused on.The result of this article has some theoretical significance to the MICE economy and thegovernment-led MICE industry, and has practical value for the practice of China's government-ledMICE industry. And I hope the ideas of research methods of this article would play a referencerole to the study of other MICE industries.