A Study on the Development Features and Countermeasures of MICE Industry in China: A Case of Changning Areas in Shanghai

Transcription

1 A Study on the Development Features and Countermeasures of MICE Industry in China: A Case of Changning Areas in Shanghai A Study on the Development Features and Countermeasures of MICE Industry in China:

2 Background Recently MICE industry in China has grown in 20 % annually. MICE industry in Yangtse River Area is a leading one in China. MICE industry in Shanghai is a dragon one in Yangtse River Area. There is an un-substitute position for Shanghai among MICE industry because of its central positions in trade and finance in China.

3 Background There are six urban areas in Shanghai such as Xuhui, Changning, Putuo, Zhabei, Hongkou, and Pudong new area. Changning area is one part of central urban areas in Shanghai It is meaningful for Changning area to develop its MICE industry To advance the competitive advantages in local urban development To drive the third and service industry in local area

4 Background Purposes

5 Purposes To analyze the current features of MICE industry in Changning area To study the SWOT of MICE industry in Changning area To put forward countermeasures of MICE industry in Changning area

6 Background Purposes Data Sources

7 Data Sources Shanghai Municipal Tourism Administrative Commission Second-hand Data Yearbook of Shanghai Economy Questionnaires & Interviews from January 1 to April 30, 2005 First-hand Data Local Star-level Hotels & Travel Agencies

8 Background Purposes Data Sources Analysis

9 Analysis The current development of MICE industry in Shanghai

10 Number of International Meeting in Shanghai 350 Number There were 312 international conferences in 2004 with increase of 53% comparing to those in 2003, and 10% to those in 2002.

11 The Current Development of International Conferences in Shanghai International Conferences Company Conferences Association Conferences Special Forum Items Number +% Number +% Ratio Number +% Ratio Nu mb er +% Rati o The number of company conferences showed the increasing tendency while association and special workshops decreasing in Shanghai

12 The Development Scales of International Conferences in Shanghai (Unit: attendees) Over Below 50 Item s Number % Number % Number % Number % Number % Nu mbe r % In 2004 there were 2.9% of international conference for over 1000 attendees, 7.3% for attendees, 51% for attendees, 17.7% for attendees, and 21.5% for below 50 attendees

13 The Duration of International Conferences in Shanghai (Unit: Days) Over 6 days 3-5 days Below 3 days Items Number % Number % Number % The duration of three to five-day 52.0 conferences 73 showed the rising tendency while up 35.0 six-day and down three-day conferences had been decreased. A Study on the Development Features and Countermeasures of MICE Industry in China:

14 The Current Development of Exhibition Industry in Shanghai Year Number Areas (10,000 M 2 ) The number and areas of exhibitions in Shanghai had been 1 st position in all cities of China.

15 Analysis The current development of MICE industry in Shanghai The current development of MICE industry in Changning area

16 The Number and Attendees of Meetings in Changning Area of Shanghai Year Number Attendees In 2004 there were over ,400 various types of meetings in Changning area with over 260 thousand attendees.

17 The Reception Establishment of MICE Industry in Changning Area of Shanghai Year Items No. % No. % No. % No. % No. % MICE Centers Hotels Five-star hotel Four-star hotel Three-star hotel Travel Agencies International Domestic Reception Conferences Reception Exhibitions The MICE establishment in Changning Area tended to be top and middle-top level in Shanghai A Study on the Development Features and Countermeasures of MICE Industry in China:

18 Segmentation of MICE Establishment of Changning Area in Shanghai Functions Number of Enterprises for Survey Number of Enterprises for Functions Putting as theatre style Capacity for over 1000 attendees Capacity for attendees Capacity for attendees Capacity for attendees Capacity for attendees Capacity for attendees Capacity for below 100 attendees Putting as teaching style Capacity for attendees Capacity for attendees Capacity for attendees % had big screen 4 and hightime projections, % had Capacity for attendees Capacity for attendees 26 Capacity for below 100 attendees 26 establishment 2 such as 7.7 Ladder Style 26 simultaneous interpretation, 0 - Cutting off Big Screen 26 voting implement, 21 and longdistance video frequency, 21 which High-time Projection 26 Simultaneous Interpretation could be rent for clients. 50% had Implement for Voting Long-distance Video Frequency 26 internet pages. 0 - Internet Stations A Study on the Development Features and Countermeasures of MICE Industry in China: Ratio (%)

19 Analysis of MICE Establishment of Changning Area in Shanghai Items MICE Center (4) 5-star hotels (6) 4-star hotels (6) 3-star hotels (10) Ratio No. % No. % No. % No. % Putting as Theatre Style For over 1000 attendees 1 25 For attendees For attendees For attendees For attendees For attendees below 100 attendees Putting as Teaching Style For attendees 1 25 For attendees For attendees For attendees For attendees For below 100 attendees Ladder Style The - relative - large-capacity Cutting off conference 67 4 establishment Big Screen High-time Projection were 83 mainly 5 in four-star 83 8 and 80 Simultaneous Interpretation five-star hotels and Implement for Voting Long-distance Video Frequency exhibitions Internet Stations A Study on the Development Features and Countermeasures of MICE Industry in China:

20 Comparison of Areas for Some Exhibitions in Shanghai Name Commercial Town of World Trade International Exhibition Center Agriculture Exhibition Center Commercial Building of New Jinjiang Guangda Exhibition Center Shanghai Exhibition Center International Conference Center New International Exhibition Center Areas (10,000 M 2 ) 2.5 Floors Establishment Notes 1 st, 3 rd, 4 th floor floors exhibition halls 2 exhibition halls 8 conference room, 7-floor functional halls, For over 1000 attendees 3 conference room, For 200 attendees of maximum 1 conference room, For 90 attendees of maximum Many conference rooms, For 200 attendees of maximum Changning in Puxi of Shanghai, open in 1997 Changning in Puxi of Shanghai Changning in Puxi of Shanghai Changning in Puxi of Shanghai floors - Puxi of Shanghai floor - Puxi of Shanghai floor 10 conference rooms The location of exhibitions in Changning area were relatively concentrated in the western Shanghai. Pudong of Shanghai, open in floor For 200 attendees Pudong of Shanghai

21 SWOT Advantages Weaknesses Opportunities Threats

22 Advantages critical node to connect Shanghai with other cities in Yangtse River with Hongqiao international airport inside it one of three economic development areas in Shanghai with unique features of the third industry in China the earliest one with MICE establishment in Shanghai

23 Uprising of MICE establishment in Pudong area Weaknesses The number MICE places in Changning area accounted for 50% in Shanghai with only 25.9% reception. There were differences between domestic& international in quality, capacity, and management of Changning area There were no certificated PCO and DMC in Changning area

24 Competitions from those of new MICE establishment in Pudong new area of Shanghai Threats Competitions from those of Hong Kong, Guangzhou, and Shenzhen in the areas of Pearl River Economic Circles Competitions from those of Jing-Jin-Tang in the areas of Surrounding Bo Sea Economic Circles

25 A lot of international high-level conferences brought by a lot of cross-national companies The established MICE cooperations between Shanghai and Hong Kong Opportunities A lot of domestic conferences annually held by civilian enterprises in Yangtse River Areas Chances brought by 2010 Shanghai World Expo

26 Countermeasures General Strategies To combine MICE industry in Changning area with total industrial structures in Shanghai To become one of regional commercial, MICE and service centers in Shanghai To be one of the most important nodes in the areas of Yangtse Rivers To develop MICE industry in special tourism ways

27 Countermeasures Market Positioning international conferences by international enterprises in Shanghai and in Yangtse River Areas domestic conference by those in Yangtse River Areas and China exhibitions with life-style and special ones

28 Countermeasures Integer Combination to combine conference with exhibition to combine exhibition with related industries to combine exhibition with environment to combine enterprise behavior with governmental guide

29 Countermeasures Incentive Tourism to combine incentive tourism with conference to combine incentive tourism with governmental guidance

30 Countermeasures Sales Promotion to actively join the famous special international exhibitions to have stable MICE professionals to be ready to have new information

31 Countermeasures Invitation Promotion Debouch Promotion Channel Promotion Settling Institutions

32 Further Discussion Further Case study about MICE industry in Changning Quantity study about MICE industry in Changning

33 Discussions (1). What are the features of Chinese MICE tourism industry according to materials and the discussion in your group? (2). If you are a CEO of Chinese MICE company, how could you make marketing policies according to different features on the base the tourism marketing theories you had learned before?

34 A Study on the Development Features and Countermeasures of MICE Industry in China: