2019 International Symposium on Education and Humanities Sciences (ISEHS 2019) ISBN: 978-1-60595-642-8

Talents Training Model of MICE Major in Universities Based on the Post Demand of Enterprises Jie CHEN , , Guizhou, [email protected]

Keywords: MICE Major, Guizhou Province, Talent Training Model

Abstract. Convention and Exhibition industry enjoys rapid development in our country, and the international influence is unprecedented. Under this background, the Convention and Exhibition Economy ＆ Management education will also deepen from the stage of quantity growth to the stage of quality improvement. In Guizhou province, in order to maintain high-quality development of Convention and Exhibition industry and realize branding and internationalization, it is necessary to explore and analyze the education of talents. This paper analyses the present situation of Guizhou Convention and Exhibition industry, and puts forward the idea of curriculum reform of the major based on the post requirements. It is hoped that talents suitable for the needs of the industry will be trained to provide intellectual support for the development of Guizhou Convention and Exhibition industry.

Introduction With the development of the economy, the connotation of convention and exhibition is constantly enriched, that is defined as MICE (Meeting, Incentive tour, Convention, Exhibition and events). The MICE industry has become an important tool to improve regional economic growth, and plays an increasingly significant role in enhancing the city's visibility and competitiveness. Data show that from 2011 to 2018, the total number of exhibitions in China increased by 48.55% from 7330 to 108.89, and the exhibition area increased from 81.6 million square meters to 14.55 million square meters, with a growth rate of 78.38% [1]. With the maturity of the industry, it is predicted that the number of exhibitions will decline, but the scale and quality of exhibitions will be significantly improved in the next ten years. Under the background of industry transformation, exhibition education will also deepen from the growth stage of quantity to the upgrading stage of quality.

The Current Situation of MICE Talent Training in Guizhou Universities Although Guizhou exhibition industry is developing at an unprecedented speed and is gradually maturing, there are embarrassing situations in the training of MICE professionals at different levels. Take Colleges and Universities as an example, there are four universities offering undergraduate majors of MICE, namely Guizhou Minzu University, of Finance and Economics, Guizhou Business College and Guizhou Normal College. The several universities are facing the same problems. First, the MICE major started late and lacked some experience in enrollment, teaching and employment. Second, the teachers of MICE major are limited, most of them are not graduates of exhibition specialty, lack of solid theoretical basis and rich practical experience, and lack of deep understanding of the industry. Thirdly, courses are offered on the basis of business management and tourism management. Fourthly, professionals are facing the contradiction between supply and demand [2]. Most of the students majoring in exhibition do not do exhibition work after graduation.

75 Table 1.The Professional Situation Table of MICE in Guizhou Universities. Name of Time of Major Offer Courses Institution Establishment Guizhou 2014 Management, Economics, Exhibition University of Introduction, Exhibition Economics, Finance and Tourism Introduction, Project Economics Management, Exhibition Planning and Marketing, Tourism Psychology, Strategic Management, Service Management, Communication, etc. Guizhou 2015 Exhibition Planning and Management, Minzu Exhibition Policies and Regulations, University Exhibition English, Business Etiquette, Exhibition Financial Management, Human Resources Management, Conference Organization and Management, Exhibition Equipment Management, Event Planning and Management, Advertising, Consumer Behavior, Public Relations, Exhibition Logistics, Management, Economics, Exhibition Profile Discussions, Exhibition Economics, Introduction to Tourism, Hotel Management, Exhibition Planning and Marketing, Tourism Psychology, Strategic Management, Service Management, Communication, etc. Guizhou 2015 Management, project management, Business exhibition planning, exhibition marketing, College exhibition space design, large-scale event planning and management, conference operation and management, exhibition copywriting, etc. Guizhou Filing in 2018 Normal College and enrollment in 2019

The Current Situation and Trend of Guizhou MICE Industry Guizhou MICE industry started with the development of reform and opening up,since 2007, with the strong support of relevant government policies, its convention and exhibition economy has begun to take off. In recent years, Guiyang, the provincial capital city, has been awarded "China's Top Ten Most Potential Exhibition Cities", "China's Top Ten Brand Exhibition Cities", "China's Best Green Conference Destination City", "China's Top Ten Festival Industry Cities" and other domestic and industry-renowned awards. The Quantity and Scale of Stable Growth of MICE According to the data in Table 2, the number of MICE in Guiyang City has increased dramatically from 21 in 2011 to 137 in 2018, especially in 2013, the number and area of exhibitions increased rapidly compared with 2012.But it can also be seen that the number of exhibitions and the growth rate in 2012, 2014 and 2017 in the previous year have dropped significantly. Although the number of exhibitions fluctuated, the exhibition area increased from 657,000 square meters to 15846,000 square meters from 2014 to 2018.The development of Guiyang MICE industry shows an

76 unstable state from the initial stage, and gradually realizes a steady and rising state of sustainable development [3].

Table 2. Relevant Data of Guizhou MICE from 2011 to 2018. Year Number of Exhibition area Quantitative Area Growth Convention and (10,000 square growth rate Rate exhibitions meters) 2011 21 42 —— —— 2012 7 4.6 -66.67% -89.05% 2013 94 89 1242.86% 1834.78% 2014 56 65.7 -40.43% -26.18% 2015 136 128 142.86% 94.82% 2016 150 146 10.29% 14.06% 2017 114 150.6 -24% 3.15% 2018 137 158.46 20.18% 5.22% Note: Data from Statistical Report on Exhibition Data in China Development Trend Characteristics of MICE Industry Branding. China International Big Data Industry Exposition, China International Wine Exposition and Guiyang International Forum on Ecological Civilization have become the national famous brand exhibition of Guiyang Convention and Exhibition Industry. Especially in the fields of ecological civilization and big data, it has gradually become an important platform for Guizhou and even the whole country to open to the outside world [4].

Table 3. The Key MICE Projects regularly held in Guizhou. Number Category Name of Convention and Held Time exhibition 1 The International Big Conference May Data Industry Expo 2 Eco Forum Global Conference Annual Conference June and July Guiyang 3 China-ASEAN Education Conference July Cooperation Week 4 Conference, International Mountain October Match Tourism Congress 5 China International Wine Exhibition September Exposition 6 Guiyang International Exhibition April Automobile Expo, China 7 China (Guizhou) irregularly Exhibition International Green Tea scheduled per Exposition year 8 Asian Youth Animation irregularly Exhibition, and Digital Art scheduled per Match Competition year 9 Guiyang International Match July Marathon ...... Scaling. According to the exhibition area of the categorized industry "Food, beverage, sugar, tea, wine and drinks" in the Statistical Report of China Exhibition Data in 2018, the exhibition area of

77 the 8th China (Guizhou) International Wine Exposition in 2018 is 100,000 square meters, ranking third in this category. This shows that the "Wine Fair" has reached the national leading position in the scale of the national classified "Food and Beverage-Sugar, Tea, Wine and Drinks" exhibition. Regularization. "China International Big Data Industry Exposition" held a series of activities in Guiyang in May. "Guiyang International Forum on Ecological Civilization" held related conference and forum activities in July. The "China International Wine Exposition" opened in September every year.

Analysis on Post Demand of Guizhou MICE Enterprises Take Project Manager, Activity Planning, Execution, Sales and Design as an example, table 4 reflects the professional competence needs of Each Position through the investigation and analysis of the recruitment positions and job demands of some large MICE companies in Guizhou Province [5].

Table 4. Decomposition Table of Post Capability Demand of MICE Enterprises. Operating Task decomposition Post Competence Needs post Project Ability to make proposals, Manage Manager Responsible for project project implementation, control Position writing and integration, project progress and be responsible project management and for implementation results; implementation. Innovative thinking; Strong business insight Planning Survey, conference, and exhibition, festival, Ability of exhibition planning and Executive event planning and practice, project writing, exhibition Position execution of exhibition planning and management planning Sales post Exhibition Brand Image Marketing, Recruitment Marketing Ability, Merchant-inviting and Booth Sales, Ability, Communication and Investment Planning and Coordination Ability with Customers Exhibition Promotion, of Exhibition Products Customer Relations and After-sales Service Exhibition Design and layout of Display design and layout Design exhibition halls, capabilities (including design Position pavilions, booths, capabilities for venues, pavilions, exhibition materials and booths, conference brochures, gifts invitations, gifts, etc.)

Suggestions on Training Talents of MICE Major in Guizhou Colleges and Universities The course content keeps pace with the industry, and the practice teaching is close to the exhibition front The teaching content is closely followed by the most advanced information in the development of the MICE industry, in order to enable students to keep abreast of the latest situation of the industry and understand the latest job demand information. In practice teaching, we adopt the mode of "1 fixed exhibition hall + N typical exhibitions" to form a point-to-area practical teaching with fixed exhibition hall as the main part and typical exhibition practice as the supplement [6,7]. For example,

78 Guizhou Minzu University seeks cooperation with the exhibition hall of China-ASEAN Education Cooperation Week, the two sides signed a trusteeship agreement at the end of 2018.The students majoring in MICE of the University participated in the management and operation of the exhibition hall, which provided a relatively stable place for practical teaching. At the same time, typical exhibitions are selected as practical teaching projects, such as international automobile exhibitions, wine fairs, digital expositions, international conferences of ecological civilization, etc., to provide students with volunteer service posts, forming a practical teaching mode guided by cases in the classroom, integrating after-class into the exhibition, realizing the integration of teaching, learning and doing, and the organic combination of specialty and industry. In this phase, we present a training judged as the best in relation to the chosen profession and other pedagogical and personal criteria [8]. Improving discipline construction and teaching staff, employing industry experts to guide teaching As the demand for MICE talents has the characteristics of interdisciplinary and interdisciplinary, the training of exhibition talents needs multidisciplinary support. Four different types of Guizhou universities offering this major should give full play to their own professional background advantages, find the entry point for training MICE talents, improve the construction of disciplines with their own advantages, and strive to cultivate talents with their own school characteristics in a certain field of MICE specialty. For the construction of teaching staff, on the one hand, we should aim at the market demand and train high-level and middle-level scientific research personnel of MICE disciplines; on the other hand, we should reduce the educational requirements and entry threshold, and introduce enterprise talents [9]. Meanwhile to guide teaching activities in schools by employing industry experts, entrepreneurs or well-known experts who have some research in the field of exhibition and Convention, let students have a more comprehensive understanding of the frontier information of the industry. Diversification of teaching methods to improve students' participation According to the characteristics of the course, through the teaching method of "small discussion in class + big discussion in project" [10], students can complete the study of exhibition project in simulated situation, deepen their understanding and application of the major, and really learn by doing and do by learning [11]. The selection of teaching cases must be based on exhibition cases. At the beginning of each project teaching, case guidance should be given to arouse students' thinking about this stage of learning. At the end of the project, typical case analysis should be selected as a summary to deepen students' understanding. During the discussion, the whole group participates in grouping according to different levels, forming a 3-5 minutes discussion in each class, and arranging a 20-40 minute group discussion in each teaching project to communicate with the whole class. In addition to methods, guided by teachers, assisted by role-playing, debating and industry research after class, students' participation can be improved and their thinking level on the curriculum can be brought into full play [12]. Design of Evaluation System Adopting various assessment methods and formulating specific scoring ratios, such as paying attention to students' normal performance, students' normal performance ratio can be increased to 70%. Peacetime performance is composed of classroom performance, classroom discussion, project discussion, participation in debate, industry research and other modules [8]. Professional knowledge and basic skills are taken as the final comprehensive assessment 30% of the grade. At the same time, it establishes the evaluation methods of students' self-evaluation and group mutual evaluation, and avoids the arbitrariness of evaluation.

79 Conclusion In order to educate MICE talents in colleges and universities to meet the market demand, we should, under the guidance of the government, go deep into the industry, combine university education with enterprise practice and social training. On the basis of post demand, colleges and universities should carry out curriculum reform, improve discipline construction and teaching staff, employ industry experts to guide teaching, etc. The training of MICE professionals is a long-term process. With the development of the industry, the division of labor will become more and more detailed, and there will be more content worthy of study.

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