Study on Mergence of E-commerce in MICE Industry

Natures of service industry along with changing environments results in mergence of e-commerce in MICE industry nowadays. The paper firstly analyzed e-commerce possibilities and necessities in MICE industry and concluded that the trend of mergence is inevitable. Based on this conclusion, the author launched a survey in large scales. It found that there are three modes with respective advantages during the process of mergence, including MICE enterprises developing web exhibition with help of e-commerce platform, e-commerce companies developing business belonged to MICE industry and MICE enterprises carrying out e-commerce strategy. However, there are many obstacles in the development of these three modes, which needed to be settled by more studies.