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In recent years, MICE industry is one of the rapidly developing industries in various countries, which lead all countries to take the MICE industry as their development core to enhance the competitiveness of the country and the city as a whole. Holding exhibitions can bring considerable economic benefits to the country and the city. Visibility and influence of host cities and countries can be enhanced through successful exhibitions. As the global economic sector gradually moves to Asia, Asia is expected to become the most popular area for business travel and MICE industry in the world. Based in indicating the developing status of MICE industry in the four Asia MICE cities including Shanghai, Singapore, Tokyo and Seoul and mastering the marketing dynamics in each city, this paper makes analysis and comparison and proposes recommendations. Keywords—exhibition city; marketing strategy; asia

Research on the Marketing Strategy of MICE Cities Taking Asia as an Example