Study On MICE Expanding Strategy Of Travel Agencies

In recent years, with an average growth rate of almost 10% a year, MICE Industry in China has obtained great development and it has got good environment and great opportunity that has never appeared. As a rising-sun industry, MICE Industry is the product of market economy development and adapt with the market economy to the information exchange intrinsic request. MICE Industry will be one of the most potential industries in this century and its profit will reach as high as 30%-50%, and also produce Butterfly Effect. Moreover, MICE Industry can produce huge economic efficiency and social efficiency. It can promote the development of pertinent industry. MICE economy is the booster of the city economy and also the "Silk Road" of the economic development.The travel agencies in China is in the situation of "small, weak, scattered, and dispatching" for a long time and can not produce Scale benefit. With more and more travel agencies abroad joint Chinese market, we face great opportunity and challenge. Chinese travel agency surely will be sifted out in fierce competition if still persist in striking price war.With so good marketplace and bright future, if travel agency can resolve problems and create more benefits though joining in MICE, and that is the original intention writing this thesis.This paper is divided into six parts.The first part is introduction, including the overview of thesis research, the summary of theoretical research and the definition of basic concepts; The second part analyzes the necessity of travel agencies to involve in MICE,including the interactive development of MICE and tourism industry, the travel agencies, the MICE and related legal elaborate etc.; The article on the third part introduce the status of international agencies and domestic agencies involving in MICE, The fourth part focuse on analyzing the intervention obstacles. The article concludes with a response.