Research On The Conference Industrial Transformation Of Beijing Based On The Perspective Of Industry Chain

As an emerging industry,the meeting industry occupies the important position in the whole MICE industry.With the continuous development of the meeting industry,it is in urgent need of transformation.Firstly,from the perspective of participants,their consumer attitudes has been changed,which shows that the participants is not only to gain information,but also to the higher level of self realization value.They often pay more attention to intuitive experience,such as the layout of venue building,audio-visual equipment,and conference field management.Besides,they also pay more attention to whether they have opportunity to give a speech in the meeting.Secondly,from the perspective of the sponsor and organizer of the conference,new mode of the conference is difference from the traditional conference mode.Conference industry is closely related with the high-tech industry.The main body of the market is to keep the transition to the "smart MICE".Once again,the policies of meeting industry are constantly published,such as The Eight Rules,issued on improving working style and making closer ties with the masses,and published by the Political Bureau of the CPC Central Committee in December 4th of2012,the Circular on Forbidding Party and Government Organs to Hold Meetings in Scenic Spots,published by General Office of the CPC Central Committee in September of2014,which had a major impact on the government-led conference,and the governmentappointed conference places was in urgent need of transformation.Beijing is the country’s political and economic center,where has the inherent advantages of resources,such as the industrial policy,industrial facilities,and the historical and cultural resources.These resources provide the possibility for conference industrial transformation of Beijing.The meeting industry chain is composed of inner chain and external chain.Meeting inner chain is composed of the upper part of and the middle part of the meeting industry chain,which is the core part of the meeting industry.Meeting external chain is the supporting part of meeting industry.By collecting and analyzing data of the meeting industry in Beijing based on the meeting industry inner chain and external chain,we can conclude the followings.Firstly,there is high demand for meeting and international conference in Beijing.The proportion of business meetings and community meetings has been increasing,and the proportion of government meetings has dropped.The structure of the Beijing conference industry is more reasonable.Secondly,Beijing high award tourism promotion system is increasingly perfect,and the supporting of policy is more and more complete,thus meeting industry gradually standardized.Thirdly,conference services gradually transfer to the third party,which cause that conference organizer pays moreattention to the characteristics of meeting planning,and the sense of experience.Forthly,Beijing’s tourism industry is less related to the meeting industry comparing with other related industries.Fifthly,the catering accommodation industry,transportation industry,and finance industry are closely related to the meeting industry,and its development and innovation promote the further transformation of the conference industries.With the rapid development of the Beijing meeting industry and the changes in the external environment,transformation of Beijing meeting industry has its necessity and possibility.However,there are some difficulties to promote its transformation.Firstly,the marketization of Beijing conference industry is very weak,which lead to the lack of development power.Meeting industry boundary is vague.And the function of every part of the meeting industry chain are crossed,which brings information asymmetry and high cost.Secondly,the function of government is crossed,which cause offside and absence frequently occur.The industrial layout is unreasonable,and the government is lack of reasonable planning.Finally,the overall industrial supporting capacity is insufficient,and the industry scale is difficult to expand.Macro strategic positioning of Beijing conference industry transformation are as followings.From the conference form,it should be transformed from traditional to digital form.From the view of the development model,it should be transformed from a single development mode to the direction of diversification.From the perspective of organizational forms,meeting industry should be transformed from BOB to O2 O.As for the specific recommendations of transformation are as followings.Firstly,conference organizers change traditional thinking and use meetings as enterprise management tools.Secondly,it’s important for Professional conference organizers to promote the innovation.Professional conference organizers is not only the key link of the industry chain,but also the weak link.Attention should be paid to enrich the content of the meeting,and innovated forms of meetings in the planning process.Elements of leisure,entertainment,science and technology should be added to the planing,which can enhance the experience of participants.Thirdly,meeting services companies have an important effect on integration of the meeting resources.Meeting services company should get rid of the intermediary role in the past,integrate resources of other related industries,and introduce high quality talents to make a professional conference services team,which can enhance its position in the meeting industry chain and increase the added value.Fourthly,it’s time to innovate development modes of the location of meeting place.Five star hotels focus on large international conferences,business meetings,incentive travel.Three or four star hotels focus on small and middle meetings,government meetings.Fifthly,take full advantage of the guidance ofthe government.Make clear the function of government,innovate the incentive policy of the conference industry,and make reasonable planning for the conference industry in Beijing to promote the transformation and upgrading of the industry.