MICE 산업론

CHAPTER 01 ★ MICE 산업의 이해
1. MICE의 개념 ·············································································································· 013
2. MICE 산업의 구조 ······································································································ 015
3. MICE 산업의 경제적 파급효과 ··················································································· 017
1) 경제적 효과 ············································································································ 017
2) 사회문화적 효과 ······································································································ 018
CHAPTER 02 ★ MICE 산업 통계
1. MICE 산업통계에 대한 이해 ······················································································· 023
2. 세계 국제회의 개최 현황 ···························································································· 024
1) 세계 주요 국가별 국제회의 개최 현황 ····································································· 025
2) 세계 주요 도시별 국제회의 개최 현황 ····································································· 026
3) 아시아 지역 국제회의 개최 현황 ············································································· 028
3. 국내 MICE 산업 통계 현황 ························································································· 030
1) 컨벤션 분야 통계 현황 ···························································································· 031
2) 컨벤션, 인센티브 투어 & 전시분야 월별통계 ···························································· 035
3) 국내 국제회의 개최 현황 ························································································· 038
4. 제3차 국제회의산업 육성 기본계획 ············································································ 043
CHAPTER 03 ★ MICE 융복합 전략
1. 융복합의 개념과 의의 ································································································ 051
2. MICE 산업의 융복합 전략 ·························································································· 052

1) MICE 산업 융복합의 의미 ······················································································· 052
2) 융복합 MICE 사례 ·································································································· 052
3) MICE 산업의 융복합 가능사례 예시 ········································································ 058
3. MICE 융복합 산업의 발전방향 ··················································································· 062
1) 융복합을 통한 새로운 가치 창출 ············································································· 062
2) 융복합을 통한 새로운 콘텐츠와 서비스 제공 ···························································· 062
3) 지역 비교우위 산업과 손잡는 융복합 상품개발 전략 필요 ········································· 062
4) 정부의 융복합 정책에 적극 반응 ············································································· 063
5) MICE 산업 융복합 상품개발 및 사업관리 시스템 구축 ············································· 063
6) 융복합의 범위 확장 ································································································· 063
CHAPTER 04 ★ MICE 기획
1. MICE 기획의 개념 ······································································································ 067
2. 개최지 선정 ··············································································································· 068
1) 개최도시 선정 ········································································································· 069
2) 컨벤션 개최지와 개최장소 이미지의 상호관계 ··························································· 080
3. 예산수립 ···················································································································· 083
1) 예산계획의 수립 ······································································································ 084
2) 예산서 작성 ············································································································ 088
4. 현장운영 ···················································································································· 090
1) 현장운영의 의미 ······································································································ 090
2) 현장진행의 내용 ······································································································ 091
5. 의전 및 공항영접/영송서비스 ····················································································· 098
1) 의전 ······················································································································· 098
2) 공항 영접/영송 서비스 ···························································································· 100
6. 연사 관리 ··················································································································· 103
1) 연사 섭외 ··············································································································· 103
2) 연사 관리 ··············································································································· 105
7. 식·음료 기획 ············································································································ 106
1) 휴식을 위한 음료서비스 ·························································································· 107
2) 리셉션 ···················································································································· 107
3) 테마파티 ················································································································· 110
4) 참석자 개런티 ········································································································· 111
5) 식음료 행사장 서비스 제공 ···················································································· 111

8. 현장진행인력의 개념 ·································································································· 112
9. 동시통역 관리 ············································································································ 117
10. 컨벤션 ····················································································································· 119
1) 컨벤션 기획가의 유형 ····························································································· 119
2) 컨벤션 기획사의 역할과 자질 ·················································································· 120
3) 컨벤션 기획사와 호텔기업 간 파트너십 구축 ···························································· 122
CHAPTER 05 ★ MICE 유치 전략
1. 유치조건 검토 ············································································································ 129
2. 유치위원회 업무 ········································································································· 130
3. 유치활동의 전개 ········································································································· 131
4. 조직위원회와 사무국의 역할 ······················································································ 132
CHAPTER 06 ★ 국내외 주요 전시컨벤션센터
1. 국내 전시컨벤션센터 ·································································································· 138
2. 국외 전시컨벤션센터 ·································································································· 147
CHAPTER 07 ★ 인센티브 투어
1. 인센티브 투어의 정의 ································································································ 151
2. 인센티브 투어의 개요 및 발달과정 ············································································· 154
3. 인센티브 투어의 효과 ································································································ 156
4. 인센티브 투어의 종류 ································································································ 156
1) 순수 인센티브 투어 ································································································· 156
2) 판매 인센티브 투어 ································································································· 157
5. 인센티브 투어 상품의 특성 ························································································ 157
6. 인센티브 투어 유치를 위한 홍보마케팅 전략 ······························································ 159

CHAPTER 08 ★ 전시회
1. 전시회의 특성 ············································································································ 163
1) 전시회의 유래 ········································································································· 163
2) 전시회의 유형 분류 ································································································· 164
3) 전시회의 구성요소 ·································································································· 168
2. 전시회의 기능 ············································································································ 171
1) 세일즈 공간으로서의 전시회 ···················································································· 171
2) 통합적 마케팅 믹스 전략의 활용 공간 ···································································· 172
3. 전시주최자 운영전략 ·································································································· 172
1) 시장변화에의 대응 ·································································································· 172
2) 참여업체에 전시공간 할당 ······················································································· 174
3) 예산관리 ················································································································· 176
4. 기업체의 전시회 선정 ································································································ 179
1) 선정기준 ················································································································· 179
2) 선정과정에서 고려해야 할 요소 ··············································································· 180
5. 전시회 참여기업 예산편성 ·························································································· 182
1) 전시회 참가에 따른 지출 항목 ················································································ 183
2) 지출관련 주요 항목 ································································································· 183
6. 전시회 프로모션 ········································································································· 186
1) 전시회 프로모션의 의의 ·························································································· 186
2) 전시회 프로모션 전략 ····························································································· 186
7. 전시회에서 세일즈 리드의 중요성 ·············································································· 189
1) 리드의 중요성 ········································································································· 189
2) 리드 작성방법 ········································································································· 190
8. 전시회 공동개최의 필요성 ·························································································· 191
CHAPTER 09 ★ 컨벤션뷰로
1. 컨벤션뷰로 ················································································································· 201
2. 컨벤션뷰로의 역할 ····································································································· 202
1) 회의 유치 활동 ······································································································· 203
2) 행사 진행 ··············································································································· 204

3) 사후관리 ················································································································· 204
3. 국내 주요 컨벤션뷰로의 기능 ····················································································· 205
1) Korea MICE Bureau ····························································································· 206
2) 서울컨벤션뷰로 ······································································································· 207
3) 제주컨벤션뷰로 ······································································································· 208
4. 컨벤션뷰로 관련 국제조직 ·························································································· 208
CHAPTER 10 ★ 현지운영대행사
1. 현지운영대행사 ·········································································································· 213
2. DMC의 자원 확보 ······································································································ 215
1) 포트폴리오 ·············································································································· 216
2) 브랜드 가치 ············································································································ 216
3) 행사 경험 ··············································································································· 216
4) 지역업체와의 네트워크 ·························································································· 217
3. DMC의 업무진행절차 ······························································································· 217
1) 잠재고객의 발굴 ······································································································ 218
2) 사업제안서 작성 ······································································································ 218
3) 현장 조사 ··············································································································· 219
4) 계약 및 행사진행 ···································································································· 220
5) 사후관리 ················································································································· 220
CHAPTER 11 ★ MICE 산업의 협상과 계약
1. 협상 ··························································································································· 225
1) 협상의 과정과 태도 ································································································· 226
2) 정보수집 방안 ········································································································· 227
3) 계약을 위한 현장조사 ····························································································· 228
4) 업체별 협상내용 ······································································································ 230
2. 계약 ··························································································································· 233

CHAPTER 12 ★ MICE 마케팅
1. MICE 상품의 특성 ······································································································ 237
2. 마케팅 절차 ··············································································································· 238
3. 뉴마케팅 전략 ············································································································ 239
1) 이메일 마케팅 ········································································································· 240
2) 블로그/SNS 마케팅 ································································································ 241
4. 스폰서 마케팅 ············································································································ 242
1) 스폰서십 ················································································································· 242
2) 스폰서의 확보 ········································································································· 243
5. MICE 내부마케팅 전략 ······························································································· 250
1) MICE 관련기관 내부마케팅의 중요성 ······································································· 250
2) MICE 관련기관의 내부마케팅 활동 ·········································································· 252
부록 1 MICE 산업 관련법률 ·························································································· 255
부록 2 전시회 기본계획안 사례 ····················································································· 285
참고문헌 ························································································································ 304