A Study On Optimizing Service Supply Chain Of Mice Based On Customer Value Innovation

MICE rapidly expand as well as tourism product comprehensive characteristic, have decided only the related enterprise's mutual cooperation and support can provide the complete product and service to the tourist, and decided the MICE service supplies chain's formation and existence. Along with the technical development and the new product's unceasing emergence, the competition has surmounted between the enterprise and enterprise's resistance, rises in supplies between the chain and the supply chain's contest for the MICE enterprise. The customer no longer is the product and service passive receiver, but is the most important factor in market competition.The original supply chain which excessive attention competitors already did not suit nowadays MICE's developing, the customer value creation and payment ability becomes the supply chain production and the development determining factor, the customer value innovation becomes the core source of competitive advantage. Therefore this article thought that in carries on optimized to the original service supply chain in the process, the customer value innovation is the important attribute which must consider. In this rationale, the research technique which using the statistical data, the qualitative analyse and the quantitative analyse, take the Hangzhou MICE service supply chain as the example, separately optimized research based on the supplier and the customer value's angle to the MICE service supply chain.First, based on the theory summarizes, the paper has discussed the customer value innovation pattern, and unifies the convention scene and the email interview content, summarized possible to affect the supplier customer value innovationfactor's factor as well as affects the customer value sensation's factor.Then constructes the customer value innovation actuation model of MICE service.These factors constituted the questionnaire which carried on the real demonstration investigation finally; Next, through design and analyse the MICE service supply chain model, pointing out carries on the chain optimizes based on the customer value innovation is necessary, then establishes the optimization service supply chain model; Finally, carries on the empirical analysis through the interview and the questionnaire survey, altogether provides questionnaire 300, obtains effective questionnaire 244, attains the data carries on processing using SPSS and the EXCEL software. After the statistical analysis, obtains the following main conclusion:1. According to capacity maturity model, surveys the Hangzhou MICE service supply chain's service capacity maturity through the questionnaire survey, obtained nowadays the Hangzhou MICE service supply chain already to achieve the definition level, and approach management level, but also had section of distances to the optimized level.2. The MICE service supplier wish creates the value for the customer and actual creates the value degree for the customer to be obviously related, but the actual degree is lower than the wish degree, the insufficiency which this disparity's primary cause lies in is closely related with the customer the aspect which does, like cannot carry on the good communication with the customer and understand fully customer's physical demand, will not make the rapid feedback to customer's suit and so on.3. According to Parasuraman, Zeitheml& Berry's SERVQUAL evaluation model frame, has established the MICE service customer value weight table, obtains the sensation the Hangzhou MICE service value level with its expectation service value level, has the remarkable difference. Chains should aim at the above quite big disparity project to carry on the improvement particularly. In the degree of satisfaction survey aspect, exhibitors consider the service degree of satisfaction which provided by MICE enterprise is not high.4. The MICE service supply chain optimization model based on the customer value innovation to be suitable basically for the Hangzhou MICE's development, but must make the revision slightly, then constructs the service supply chain model which suits the Hangzhou MICE's development, and proposes its may according to the below flow operation:Grasping the MICE's customer demand and exploring the new value space; Establishing supply chain information sharing mechanism and communicating the customer demand unceasingly; surveying MICE's customer degree of satisfaction and making the feedback rapidly to the customer opinion; Forecasting the customer value change and carrying on the new round supply chain cooperation.