Research On Strategy Of Digital Transformation Of Company Z’s MICE Services

In an issue of technological revolution and industrial change with the digital technology world today,digital transformation has become an inevitable choice for modern enterprises to achieve sustainable development.MICE(stands for Meetings,Incentives,Conferences&Exhibitions)service is an emerging service industry that shows the great economic effect after the development of urban economic level and infrastructure to a certain extent.The convention and MICE industry has gone through a golden development period in the past 20 years,and now the growth rate is slowing down day by day.The industry’s development method needs to evoke from the original sloppy type to a refinement one.Digital transformation will become the way for MICE enterprises to embrace the digital economy and become the enterprise innovation and development path.In the post-epidemic era,as epidemic prevention and control become the norm,and with the change of people’s lifestyle and social form,all industries have opened the "online" mode.In the domestic context,the degree of informatization of all people has been greatly enhanced.To adapt to the new environment,MICE service enterprises facing the impact of the epidemic and changes in the social environment should actively innovate and seek changes to enhance their core competitiveness through the digital transformation of MICE services.Company Z was established in 2005,and MICE service is the core main business of the company.The company has been deeply engaged in the exhibition industry for many years and has become the largest enterprise in the domestic exhibition industry in terms of exhibition scale.In recent years,the company has stepped into the bottleneck period from the period of rapid development and encountered problems such as weak core competitiveness of MICE service,low customer loyalty,and unreasonable organizational structure,which have restricted the high-quality development of the enterprise.Taking Company Z as the research object,this paper analyzes the conference and MICE industry and Company Z by using PEST analysis,Porter’s five forces model analysis,and SWOT analysis to identify the opportunities and threats faced by the enterprise,sort out its advantages and disadvantages,and find out the difficulties faced by the enterprise through enterprise interviews,questionnaire surveys,and other research methods.Combining with digital transformation and customer relationship management theory,the study of relevant literature and cases has arrived at the stageby-stage target of digital transformation of enterprises and proposed three transformation strategies of building platform,changing mode,and building ecology,as well as for improvement measures of establishing the correct concept,transforming service system,optimizing the organizational structure and strengthening professional construction of team to realize digital transformation of MICE service.This study starts from the perspective of the digital transformation of MICE service of Company Z and formulates specific digital transformation strategies and measures to help the enterprise solve the practical problems faced by the business,achieve high-quality development of the enterprise,and build the core competitiveness of the enterprise.It is hoped that the research results can expand and enrich the relevant research on digital transformation theory from point to line and then to surface,and at the same time have inspirational value for the digital transformation practice of the MICE industry and even service enterprises.