SSME背景下的会展服务创新研究——以青岛2014世界园艺博览会为例  

Study on Service Innovation of MICE Based on SSME——A Case Study of 2014 World Horticultural Exposition in Qingdao

作　　者：蔡礼彬[1] 

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《经济管理》2012年第10期116-127,共12页Business and Management Journal ( BMJ )

基　　金：中国海洋发展研究中心项目"海洋节庆品质属性提升研究"(AOCQN2011027)

摘　　要：当前迅速发展的会展业不仅需要提倡精细化的管理思想,而且系统化的服务创新也迫在眉睫。本文借鉴服务科学管理工程的研究方法,以博览会游客和有关专家为对象,运用访谈和问卷调查获得第一手数据资料,并利用SPSS19.0进行因子分析和相关性分析,将游客的需求抽象转换为一系列的工程参数。在绘制会展服务蓝图的基础上,对青岛2014世界园艺博览会服务的38项指标进行质量功能展开分析,结果表明,展会中的人员服务、展会信息和场馆环境对游客来说是最重要的,据此得出资源分配的优先顺序,实现最大化的游客满意度;而对在具体的服务过程中出现的三对相互矛盾的指标,则采用TRIZ理论化解矛盾,最终实现模式化的服务创新选择。Many countries have started to emphasize the economic benefits brought by MICE （Meetings, Incentives, Conventions, ＆ Exhibitions） activities, and in the areas where economy and trade grow rapidly, the MICE ac- tivities have gradually become industrialized. The convention and exhibition industry has witnessed an increasing competition in terms of high service quality and visitor satisfaction, in which service development or innovation processes should be emphasized in every service quality and satisfaction program. In recent decades, the reasons why the countries around the world are actively bidding for the World Horticultural Expo are as follows： Firstly, the host country can take the opportunity to develop international trades and improve technological cooperation, to achieve greater development. Secondly, it can expand the International exchanges and improve its international status and prestige of the host country. Thirdly, it will promote urban construction and economic and social development of the host country. Lastly, business opportunities can be obtained to get for economic benefits. Tertiary industry-oriented, Qingdao is situated in an important base for the development of national tertiary in- dustry in China＇s eastern coastal area, advantages are very evident here, such as its dominant edge of the geograph- ical position, cultural superiority, and its service quality. It is the principal impetus to promote the economic develop- ment in Qingdao by virtue of combining dominant industries with exhibition in order to develop MICE indus- try. Qingdao not only has climatic conditions that suitable for the development of flower industry, but has advantages of the developed urban economy and a good international image . What＇ s more, many trades have been held in Qingdao, so there is a wealth of experience in organizing exhibitions and a perfect service system. With these advan- tages, Qingdao obtains the right to host the 2014 World Horticultural Expo, which is an excellent opportunity for the d

关 键 词：会展服务 服务科学管理工程 质量功能展开 TRIZ理论 精细化管理 

分 类 号：F590[经济管理—旅游管理]