The Research On Management Strategy Of Canton Fair Complex

MICE is highly anticipated and valued by government as one of the most important parts of national modern service industry.The China Import and Export Fair Complex(officially referred to as “Canton Fair Complex” hereinafter)is one of the large-scale exhibition venues located along by side of Pearl River in Pazhou,Guangzhou Province of China.It is an international exhibition center specially designed and built for China Import and Export Fair(officially referred to as “Canton Fair” hereinafter).Canton Fair Complex is the platform who has witnessed the rapid changes in development of domestic trade and economy.Canton Fair Complex has always been the pioneer and leader of the exploration and development for China MICE.With the growing of China's economic and up-coming various benefits from favorable policies and advanced technology,the MICE industry across the country has entered a new normal era and the market has undergone great changes.More and more large-scale and advanced exhibition venues are built.The upsurge of newly built exhibition venues has become more severe and the built-up ones have been continuously upgraded and renovated.It is obvious that the competition is increasing day by day between venues to seize the unlimited business opportunities in global market.Market competition is so fierce that Canton Fair Complex has undoubtedly been deeply impacted by competitors.It is worth studying how the operator makes up for the weakness for it,give full play to the comprehensive strength and different advantages to others to maintain the leading position in the industry to enhance the rates of rental usage.Therefore,Canton Fair Complex will be the research object and the core of thesis will be to study management strategy of the next five years.The thesis will take use of PEST Analysis,Industry Competition Structure Analysis,SWOT Analysis,Business-Level Strategy Positioning & Comparative Analysis and Case Analysis Method to figure out the present situation of internal and external environment of the complex,summarize the current advantages and disadvantages as well as the facing opportunities and challenges.At the same time,the thesis will be focusing on finding out the difference of the Canton Fair Complex features in order to develop a package of feasible competitive strategy plan providing rich practical significance for the future development of theoretical guidance.The thesis is expected to share references for more exhibition venues worldwide.