Urban Development Strategy Of MICE

MICE is known as the "Diamond in the crown," he is considered as an important newform of urban tourism, and has unparalleled economic and social benefits. The operationability and level of a city exhibition tour reflects the cultural influence, comprehensivecompetitiveness, and attractiveness to funding and personnel, or other production factors.Currently governments at all levels has paid more and more attention to promote the cityMICE system construction, constructed various halls, and yearly held types of exhibitionactivities, but the exhibition and the tour also requires further integration to form acomplete, scientific and rational thinking and working route. There are few exhibitionbrands with influence in the international market, and also few amount of well-knowninternational exhibitions held domestically, therefore MICE tourism brand image andcompetitiveness is expected to be improved. How City MICE tourism develops withaccurate positioning, how system stakeholders divides labor rationally and coordinatejointly, this requires theoretical analysis and guidance.This paper defined the concept and meaning of MICE tourism, analyzed the operatingcharacteristics; with literature analysis, it researched domestic and foreign theory andvarious literature analysis to gain the MICE operational mechanism information. With casecomparison method, it analyzed operational system and studied the existing problem fordevelopment based on numerous cities home and abroad MICE case.With empirical analysis, it conducted a simulation run the system MICE tourism ofSuzhou. By convention the status of the city of Suzhou, influencing factors, advantageousconditions, it is proposed that the development objectivity is to build a world-class MICEcity, to promote Suzhou to be the capital of the world-class entertainment, industrial, andcultural integration.It proposed MICE tourism development strategy, which is to strengthen thegovernment’s macro-control, to optimize resource allocation, to implement separating and market-oriented operation, to establish industry associations, to improve laws andregulations, market conditions and optimize and standardize market order. Introducinginternational renowned exhibition business capital strength, the exhibition industryresources, services, concepts and advanced management experience, combined with theiractual development of the exhibition industry in Suzhou, Suzhou will form development ofideas to enhance the local MICE tourism enterprises, practitioners, characteristics of theproduct as well as the overall level of MICE tourism, and build the city’s brand profile.