进入21世纪以来,随着中国社会经济的飞速发展,旅游产品的种类逐渐向多元化的方向发展,以满足人们越来越个性化的需求,会展旅游就在这种形势下产生和发展起来。会展旅游与传统的观光旅游相比具有自己独特的内涵,所以有必要对会展旅游进行全新的研究和探讨。本文通过对会展旅游市场营销特点的分析,得出了几项适合开展会展旅游市场营销的策略。 Since the 21st century, with the rapid development of China’s social economy, the types of tourism products have been gradually diversified to meet the increasingly individualized needs of the people. Therefore, MICE tourism has emerged and developed in this situation. Compared with the traditional tourism, MICE has its own unique connotation, so it is necessary to conduct a brand new research and discussion on MICE. This article through the analysis of the characteristics of MICE tourism marketing, draws a number of suitable MICE marketing strategies.