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MICE tourism, one of the hottest tourism patterns, having great economic and social potentials and a favorite development prospects, has become a hot spot of tourism development and tourism academic research. Thispaper takes the"rise of mid-China"strategy as the main background, takes the MICE tourism brand as a core of the study, takes to improve Changsha MICE tourism brand competitiveness,the improvement of mid- China and make a discussion of MICE tourism brand related theory as the goal. Uses theoretical research; questionnaire survey and interview method to correctly grasp MICE tourism,MICE tourism brands and other related concepts, and also make a comprehensive understanding of the development state of MICE tourism and MICE tourism brand in Changcha. Then based on the evaluation of the cities developing potentiality, puts forward to suggestions on improve Changsha MICE tourism brand competitiveness which to deal with the competition from other cities in the mid-China.Main finding of this research: Firstly, make clear the connotation and essence of MICE tourism brand on the basis of defines of MICE tourism. Secondly, based on the discussion of the MICE tourism and MICE tourism brand, the text uses the index system of appraising the development ability of MICE tourism from many levels among Changsha, Wuhan, Zhengzhou, Nanchang, Hefei, Taiyuan. At last, put forward the proper location of MICE tourism in Chasha combining reality,and proposes the counter measures and the suggestions about the development of Chasha MICE tourism product brand and the optimization of MICE tourism development environment.
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