Research On Fuzhou MICE Marketing Strategy

As a new industry, the MICE had been paid more and more attention. Although there are differences in form and content between each other, the all-embracing and professional characteristics become common conventions of all kinds of MICE affairs. The MICE nol only reflects the situation of every connected professional market, but also becomes the connection of the relationship between supply and demand in the market, the channel of the complementary support for the regional economy, the bridge of the collaborative development for the industry chain. The MICE has become a new power to establish city brand, promote the economic development. Researches on the development of the MICE, especially the marketing strategy have also become prosperous. The MICE, following China’s footsteps of the economic development forward, is making vigorous progress.This article chooses Fuzhou MICE marketing strategy as the object. Based on the concept of MICE, MICE market and MICE marketing, the article analyzes Fuzhou MICE situation. The article uses SWOT theory to analyze Fuzhou MICE, PEST method tc analyze the environment of Fuzhou MICE marketing. The article also uses analytic hierarchy process method to establish the evaluation system based on the MICE marketing strategy. At last, according to the weakness of the MICE, some reasonable marketing strategies for the development of the Fuzhou MICE are put forward.