Analysis On Present Situation Of Guangzhou MICE Marketing And Countermeasures

Exhibition is a new economic form which has contributed a lot to the economical growth of our country and many areas. The urban pattern of the exhibition economy has been established. Study will be done to find out how the pattern promote the development of exhibition marketing so that we can see the pattern provides important theoretical and practical significance to promote the development of mice economy.Guangdong is the forefront of economic reform and opening up. The MICE begins its development in Guangzhou. Since the reform and opening up in Guangzhou, the exhibition industry has developed rapidly in main cities of Guangdong province such as Guangzhou, Shenzhen and Dongguan. In recent years, the scale of Guangzhou’s exhibition industry unceasingly expands. The number of people attending the fairs rises steadily, which stimulates Guangzhou’s economy growth. But since the world has entered the new century, the exhibition industry completes fiercely. So Guangzhou has to grasp the chance to develop its exhibition industry.There are six parts totally in this term paper. For the first part, it mainly introduces the purpose, meaning, research contents and research ways. The second part describes the theory of MICE and exhibition marketing. The third part shows the general development situation of exhibition industry. The forth part analyzes the issues of exhibition industry according to the objective reality. The fifth part suggests a series of ways to promote the development exhibition marketing in Guangzhou. For the last part, it proposes a series of suggestions on Guangzhou’s MICE.