城市会展品牌构建与创新策略

Research on Construction of Urban MICE Brand and Innovative Strategies

随着现代会展经济的不断发展,会展品牌对于城市经济的拉动作用日益突显,许多会展品牌甚至已经逐渐成为一个城市形象的代表,城市会展品牌的构建对于社会经济的发展意义重大。从对城市会展品牌基本特征的分析入手,在探讨了会展品牌的定位和成功要素的基础之上,提出了城市会展品牌构建的五大创新策略。

With the continuous development of modem MICE economy, the driving effect of MICE brand on urban economy is more and more obvious, and even some MICE brands have become the symbol of image of a city. So the construction of urban MICE brand has important significance on the development of social economy. Starting with analysis of basic characteristics of urban MICE brand, the paper puts forward five innovative strategies of construction of urban MICE brand based on discussion of orientation and successful dements of MICE brand.