The purpose of this report is to analyze the MICE industry in a new develop area. The author have chosenShen Zhen, China to be the area where need to deeply analyzed.
The analysis will include market share for surrounding areas and the characteristic in relation with both general and tourism development. There is also going to be an analysis discovering why investors would like to choose this particular area as their future MICE development. Apart from that, the author will also clearly state which type of MICE fits the best in this area for both current and future developments. Last, the author will evaluate the destination with PEST analysis in order to have a clear vision what are pros and cons of this area as MICE destination.
The author will be gathering information from government data base online, in order to generates useful figures that can be analyze. The author will also do a site visit to Shen Zhen to discover more about this area in order to have more clear vision on the development of the city.
1.2 Background Information
The city of Shen Zhen also known as “City of Peng” is a modern international city which also being foreseen as the next important economic city after Shanghai and Hong Kong. Apart from economic and the size of the city, the city Shen Zhen also coherent as the garden city, many plants and flowers surround the city.(Chinese National Geography 2012)
On 26th Aug 1980 follow by the announcement of China state council; the city is then officially becoming one of the major cities among China. Its swift development has not only amazed China but also the world. Today’s Shen Zhen is a major technological development center, the fourth biggest terminal for both airplane and container ships. It is also a good tourist destination due to its good geographical location; the city is adjacent with Hong Kong. Many tourist travel from Hong Kong to main land by pass this city. The economic, business and tourism growth allowing Shen Zhen to become a pivotal position in China (Shen Zhen Gov 2011).
The city of Shenzhen is located in the east coast of the Pearl River Delta, under the jurisdiction of Guangdong Province; it is adjacent to Hong Kong. The city's average altitude is 70-120 meters. The city area is 1,991.64 m2, a subtropical maritime climate zone, warm seasons, plenty of sunshine and rich in fruits. By end of 2011, the city has 1046.74 million of residence population and out of which 13.22 million were migrate populations. The GDP of Shen Zhen is ranked 4th among China, the GDP growth rate is 10% and the average GDP per person is 18.000 USD (CEINET 2011).
The history of Shen Zhen is fairly short only 30 years of time, but there are some major changes amongthese 30 yrs. of time. However according to anthropology the movement history of mankind on this land can be traced back to 6700 yrs. ago. At dynasty of Song, the city of Shen Zhen has already become a major port for domestic transportation; it was the main pivot for transporting daily goods. Due to the loss of the war, the Shen Zhen have to be break in to a part and some of them were under control by the GB. The city then starting to be separate into two parts. One falls under the manipulate by the government of Hong Kong, and the other one belongs to China. Due to the transportation issues, a rail way that link between Guang zhonu and Kowloon is established and the rail bypass this city allowing it to be more of economic growth. Follow by the further development, on 2004, the city of Shen Zhen becomes first china’s no rural area city and its position same as the first line city. And maybe in the future it will be promote as municipality city like Shanghai, Beijing, etc (Shen Zhen Devp 2011).
The reason why author have chosen city as their MICE destination to analyze is because this city has being the next major center for both culture,...