Study On Marketing Improvement Program Of China-Northeast Asia Expo

MICE industry is a new industry in our country. Because of its linkage and pulling effect on catering, accommodation, tourism, transport and logistics, advertising, entertainment and a series of related industries, the number of MICE increased at an annual rate of 20% since the late 1990 s, it has been an important means of pulling the local economy, and bringing huge economic and social benefits for the provinces autonomous regions and municipalities, and even the whole cities.Since the foundation of China- Northeast Asia Expo in 2005, more than a decade, it played an important role in facilitating dialogue between northeast Asian countries government, economic trade cooperation and cultural exchanges. For the past few years, On the other hand, the similar domestic MICE proliferating increased the competition pressure, on the other hand, the state council promulgated no. 15 file of " several opinions on further promote the reform and development of exhibition", to encourage and promote the government’s leading exhibition reform, transformation and upgrading, and gradually advance the marketization process of exhibition. China- Northeast Asia Expo is a typical government leading expo, after more than decade cultivation by the government, China-Northeast Asia Expo has made a lot of positive and bold attempt in market-oriented reform, accumulated a sum of marketing operation basis and experience, and have also made some achievements. According to the general discipline of the MICE development, the government leaded MICE need to be constantly reformed, only by following the path of marketization and specialization can maintain the vitality and sustainable development. Under dual pressure of competition and reform, China- Northeast Asia Expo which located in the frontier province of Jilin, must improve marketing level, innovate marketing methods, execute marketing strategy in science to guarantee vitality and the sustainable development. According to analyze the basic process and method of general exhibition marketing, this article combined the foreign exhibition industry marketing present situation, based on China’s convention and exhibition marketing reality, took the marketing of China-Northeast Asia Expo as the research object, through the analysis of its marketing environment, present situation and problems, propose marketing improvement program for the sustainable development for it.This article consists of 7 parts. Part 1,Introduction, introduce the study background, purpose,significance, method and technical route. Part 2, The Overview of MICE marketing related basic theoretical knowledge, define marketing concept, introduce the basic process of MICE marketing, analysis the status of domestic and oversea MICE marketing. Part 3,Analyze large-scale MICE marketing practice of domestic and oversea, recapitulate the overall situation of MICE marketing nowadays. Part4, Analyze the present situation and existing problems of China-Northeast Asia Expo marketing practice. Part 5, Propose the corresponding marketing improvement program from position, price, channels and promotion etc. on China- Northeast Asia Expo. Part six, the marketing improvement plans should be safeguard by marketing idea updating, organization adjusting, team training, regulation system improving, funding, control and evaluation system establishing etc.. Part seven, Conclusion. To clarify the conclusion of this article, and summarizes the achievements and the insufficiency.I Hope that this study of China- northeast Asia Expo marketing improvement program could be helpful to the sustainable innovation and development for China- Northeast Asia Expo, and also could be some reference value for other similar domestic expos.