MICE拆分开来,便是Meeting、Incentive、Convention、Exhibition。但是当这四个词合在一起时,它就具有了会议、奖励、集会和展览之外的涵义,带来了团队建设和公司理念推广这两项价值。因此,MICE在骨子里,绝不是公司付出代价犒劳员工或客户的旅游产品,而是一种公司形象的营销策略和营销操作。这是传统形象营销——广告所不能理解的地带:现代形象营销已经从简单的批发式广告投放,进入到了个案零售时代。正如《世界是平 Split MICE is Meeting, Incentive, Convention, and Exhibition. But when these four words come together, it has implications beyond meetings, awards, meetings, and exhibitions, bringing with it both value of team building and promotion of corporate philosophy. Therefore, MICE is in no way a company’s tourism product that the company pays for its employees or customers, but is a corporate image marketing strategy and marketing operation. This is the traditional image marketing - advertising can not understand the zone: the modern image marketing has been launched from a simple wholesale advertising into the case of the retail era. As the world is flat