基于SSPAB模型的MICE业进入性分析

An Analysis of Accessibility into MICE Industry Based on SSPAB Model

MICE业是一个综合性极强的产业,涉及多行业、多领域,上下游产业链丰富,这些层面之间的相互协作、上下游的有机衔接,将会影响MICE业的预期效益,因此明确各个链条上的业务关系至关重要。本文以归纳法、演绎法和综合法为基本的分析研究方法,创建SSPAB模型,给MICE业一个新的产业链的研究角度,深入分析4个分支行业的共性和个性,明确该产业链的构成体系可以帮助各MICE企业摆正其在整个行业中的定位,找到适宜的进入契机,明确其发展的竞争优势,确定发展战略及管理重点。

In recent years, MICE tourism has witnessed substantial development in China. MICE tourism is a complex industry that involves dozens of businesses （ DMC, PCO, hotel, travel agency, etc）. Normative research approaches have been used to study the four parts of MICE （ meetings, incentives, conventions, exhibitions and events ） separately, working over their generalities and uniqueness. However, most studies are very theoretical; the inter relationships of the four have not been studied thoroughly. This paper considers MICE tourism in a more practical way. It first discusses all the businesses that MICE tourism is related to, and divides them into five sections （Sponsor, Supportive system, Place, Agency, and Buyer）. Using the so-called SPPAB model, we study： （1） which kinds of businesses are involved in each section？ （Who are the major sponsors ; who are providing places; who is doing the agency job; what kinds of supportive systems are needed; and finally who buys it？） （2） what kind of roles these sections are playing in the whole MICE proceedings; （3） how units of each section cooperate with each other？ （4） if there＇s any possibility for a company to have businesses of several sections at the same time （for example： supportive system, place and agency）.