新加坡与杭州政府主导型会展产业发展比较研究

本文从发展条件、政府角色、宣传营销、品牌策略、个性与特色五个方面对新加坡与杭州两个典型的政府主导型会展产业发展的异同进行比较研究,结果表明:便利的区位与交通条件、强大的产业基础、发达的服务业、开放的社会环境、政府的大力扶持、注重城市营销与会展品牌建设、积极打造城市会展产业发展个性与特色,是新加坡与杭州成功推进会展产业发展的共同之处,虽然具体做法有所差异,但对我国其他城市推进会展产业发展都具有较高的参考价值和借鉴意义。

This research has analyzed and compared the development of MICE industry between Singapore and Hangzhou at five aspects,including development conditions,role of the government,marketing and promotion,brand strategies and character and unique feature.The results indicate that,as to Singapore and Hangzhou in developing MICE industry,there is something in common in terms of convenient location and good accessibility,solid industrial foundation,developed service industry,open social environment,powerful supports of the government,city marketing and MICE brand construction,as well as cultivation of the unique city MICE industry.This research is of great significance to push forward the development of MICE industry in MICE cities of China.