A Study On The Marketing Strategy Of MICE Tourism In Island City

In recent years,with the establishment and implementation of the supporting policies in the experimentation area,Pingtan comprehensive free trade zone,the international tourism island,Pingtan tourism system becomes diverse.The exhibition tourism industry is also gradually developed,setting up many kinds of the exhibition tourism brands and projects,including Pingtan International Forum On Island Conservation and Development,Pingtan International Marine leisure sports Expo and Pingtan International Cycling tournament.Pingtan's exhibition industry is developing recently,while compared with the development of Shanghai,Guangzhou,Hainan Sanya,it needs to be developed well in the marketing concept?the city supporting service?the lack of brand awareness and the attraction of products and services.The exhibition tourism is a new industry of the exhibition industry and tourism industry.Its huge social and economic benefits has become the focus of domestic and foreign market development and academic research,but a review of the existing literature,no scholar do any research about the marketing system and strategy of Pingtan exhibition tourism.According to the situation,this study analyzes the characteristics of the Pingtan exhibition tourism market and the status quo,with the guide of the theory of the tourism marketing theory and taking the method of the ASEB grid analysis?qualitative and quantitative.This study get the following conclusions according to the investigation and research on the questionnaire.Firstly,this study gets some conclusions according to the analysis of the characteristics of comprehensive industry and market situation.1.The exhibition tourism products includes leisure?entertainment?fitness?business meeting and so on,which can meet the different needs of tourist s.Pingtan island gets the advantage of environment because it is near Taiwan.2 Young and middle-aged male tourists travel rate is higher than female tourists,most of them like exhibition tourism activities,such as water sports?island ecological leisure tourism?tourism food tasting,Fujian and Taiwan folk custom items.3.The tourists' age?gender?culture degree?occupation and income level will affect the travel motivation such as the business cooperation,the island leisure,the self value development,cultural exchanges between Fujian and Taiwan demand.4.The participants in the project focused on the domestic business and youth groups,while local residents,the elderly and international tourists' travel rate is limited.Secondly,this study does its best to build the Pingtan Convention and exhibition tourism marketing system and puts forward the marketing countermeasures and suggestions.1.Changing the marketing concepts,such as developing the urban marketing,integrated marketing,experiential marketing.2.Developing more products,such as the development of trade between Fujian and Taiwan Island products,leisure products and culture products.3.Developing the promotion strategies,such as improving the promotion of advertising,personal selling,public relations.4.Developing the brand strategy,such as creating a three-dimensional city brand,exhibition organized activities brand.5.Developing the industry service strategy,establishing and improving the tourism supporting system and safeguard measures.