关键词: 会奖市场; 组织购买者行为; 营销创新

Abstract:

For many tourism cities, attracting the MICE tourists can be one of the vital approaches as far as the economic development of local tourism is concerned. The MICE tourism market has the advantages of quick, high-yield, easy to operate, and small side effect, which has become one of the major tourism marketing efforts of many big business cities of tourist destinations. Based on the analysis of the characteristics of organizational buyers’ behavior, the necessity of marketing innovation of MICE was discussed. Taking Tianjin as an example, by drawing lessons from international successful experiences, improving the marketing model of MICE was suggested in two aspects: convention service suppliers and destination management organizations. This article points out that Tianjin needs to innovate the MICE marketing strategy in order to change the current status. Firstly, Tianjin needs to require the meeting service providers of hotels and conference reception centers continue their self-construction and improvement of their marketing efforts; secondly, Tianjin needs to take efforts to develop and foster professional meeting planning providers, and complement the marketing capabilities of MICE reception hotels and conference reception centers; thirdly, Tianjin Tourism Bureau needs to play an irreplaceable role in the implementation of MICE tourism marketing as a destination marketing organization. In other words, MICE marking innovation requires the collaboration of MICE service providers and tourism destination management organizers to work together to form a new MICE marketing pattern of three-pronged partnership and cooperation among the conference services providers, meeting planners and the Tourism Administration inner meetings.

Keywords: MICE; organizational buyers'behavior; marketing innovation