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Mice Industry. 林依璇 黃郁庭 呂慧勤 廖 翎 江欣憫 邱佩珊. Why MICE Industry?. The promising future of MICE industry “High-growth rate, high additional value, and high effectiveness in creativity” “Dramatic increase in output value, job opportunities, and interaction between industries”

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Mice industry

Mice Industry

林依璇 黃郁庭 呂慧勤

廖 翎 江欣憫 邱佩珊

Why mice industry

Why MICE Industry?

  • The promising futureof MICE industry

    • “High-growth rate, high additional value, and high effectiveness in creativity”

    • “Dramatic increase in output value, job opportunities, and interaction between industries”

    • “Excellent human resources, excellent technique, and excellent efficiency”

      MICE industry is a good way to promote a city

The benefits of mice industry

The Benefits of MICE Industry

  • According to UFI (The Global Association of the Exhibition):

    The investment of MICE industry per dollar can generate a profit of 8 ~10 dollars from the revenue of other industries.

  • Its great effect on other industries

    EX: computer exhibition

Global mice industry

Global MICE Industry

  • According to UIA ( Union of International Association) :

    In 2004; the biggest market was in Europe--56.8% ; second place was Asia--14.9%, and third place was U.S--13.9%.

    60 % of international conferences were held in Europe, and 18% in Asia. The total output value was about 150 billion U.S dollars.

    57.5 % of international exhibitions were held in Europe, and 21.2% in Asia. The total output value was about 760 billion U.S dollars.

    Growth rate of MICE industry in Asia is twice that of Europe

Mice industry in asia

MICEIndustry in Asia

  • Korea, Macao : Casino

  • Singapore : Integrated city mode

    (exhibition hall, conference center, and tourist hotels, latest construction in casino business)

  • Thailand : Combined recreation mode

The mice industry in taiwan

The scale of the market is small

Conventional industries are off-shoring

Mainland China constitutes menace to Taiwan’s IT Industry

Lack of global version

Hardware and software facilities are outdated

Lack of an objective and authoritative government agency  supra-ministerial jurisdiction

Limited experience in organizing for mega events

The MICE Industry in Taiwan

Industrial context

Industrial Context

  • Manufacturing Industry  Service Industry

  • Export Trade  Import Trade

  • Manufacture  Research and Development

The prospect of mice industry

The Prospect of MICE Industry

  • Promote the synergy of the whole industry

  • Expand the scale of MICE

  • Adopt the Blue Ocean strategy

  • Integrate government resources

  • Provisions to encourage buyers

  • Combination of culture, tourism and Mice together

  • Regional design of the venue

The role of taitra

The Role of TAITRA

Taiwan External Trade Development Council


In Taiwan, this is the only NBA team in MICE industry.

Critics say TAITRA should:

  • Be a consultant, a coordinator, not a competitor.

  • Share resources with other private enterprises

  • Construct a new and creative MICE environment

The role of taiwan government

The Role of Taiwan Government

2009 is a year of “MICE expansion”

Critics suggest: combine governmental resources and private enterprises to make Taiwan a potential player in MICE industry.

  • Create more rational distribution of resources

  • Avoid holding similar exhibitions in the same time

  • Reduce the limitation of subvention and rewards

Mice industry

Lisa 廖翎

Nangang Exhibition Hall’s Current Situation and Future



  • export-oriented exhibition center, platform for large-scaled trade show of domestic market, channel for import trade show

  • 60,000 square meters of show space; 6 exhibition halls, 2,467 booths, and 8 VIP rooms

  • Other facilities: public areas, function rooms, shops, restaurants and public art design

Public art design

Taipei Grand Hyatt restaurants

Rates of development

Rates of development

  • 2005 March~ Construction

  • 2008 March Opening

  • 2008~2009 Development (24% utility rate)

  • 2010~2011 Expansion (31% utility rate)

  • 2012~2017 Stable growth (Over 45% utility rate)

Recent trade shows

Recent Trade shows

  • 2008-Taipei International Cycle Show


  • 2009-Taipei International Machine Tool Show TIMTOS 2009 (2009 台北國際工具機展)

2008 Taipei International Cycle Show

2009 Taipei International Machine Tool Show

Developing opportunities and threats

Developing opportunities and threats

Exhibition in germany

Exhibition in Germany

  • Economic contribution

    • Promote the service industry

  • Promotion of trade itself

    • Placing orders through exhibitions

    • Companies that rely on exhibition

      Ex : the Berlin aviation exhibition

      → long-distance transportation

Mice industry

  • Promote the City Image –

    • Benefit the local tourist industry

    • Helpful in creating city image

    • Exhibition companies can gain fame

  • Germany is the kingdom of exhibition

    • Having ten indoor exhibition centers with more

      that 10 million square meters in space

    • Being the platform for 200 thousand exhibitors

    • Over ten thousand conferences per year

Mice industry

  • Secret to Germany’s success

    • 56000 enterprises participate in exhibitions

    • centrally located

    • reputation of manufacturing industry in Germany

  • Future trends in exhibition

    • The exhibition industry is concentrating

    • Competition for foreign exhibition market and clients is keen

Mice industry

  • Provide attentive service and advice for


  • Cooperation between exhibition companies

  • Environmental protection oriented

Mice industry

Credit is the point in MICE-city

City image connected to its noted exposition (Hannover Messe, Bauma, etc)

China’s lesson from Germany

Ways to credit

Ways to credit

  • Government - Establish system for accreditation to both organizer & attendee

    eg. Themed EXPO.

  • Organizer - Assessment of attending fair for manufacturers

    eg. Systematic consultation


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