Translator Reviews ( Japanese → English )

Japanese

進行役を務めた高見牧人参事官はMICE強化を　プロダクト・プライス・プレイス・プロモーションというマーケティングの4つのPの観点で日本MICEの課題を提起。
弱点である開催費用の高さを克服する総額での提案や、MICE独自のブランディングの必要性、積極的な海外メディアの活用などをあげた。

一方で競争相手となるアジア各国の多大な政府の支援に、助成金額で対抗するのではなく、日本の各都市がハブとスポークのように連携できるしくみづくりなど、行政の舵取りについても要請があった。

English

Counselor Makito Takami, who moderated the subcommittee, brought up Japan’s challenges in strengthening its MICE business by pointing out the 4Ps marketing paradigm - product, price, place and promotion. Mr. Takami made proposals on financial effort to overcome the country’s weak point of high cost of hosting exhibitions. He also mentioned the need for MICE-focused branding, and suggested participants to actively use the overseas media.

On the other hand, the participants pointed out that the other Asian countries - Japan’s competitors - receive subsidies from their governments. And, they suggested the Japanese government should take a good control of its administrative systems, such as building a mechanism which enable each Japanese city to cooperate with the government as the hub and a spoke, instead of simply competing against the competitors with the amount of subsidy that it offers.