威尼斯人酒店竞争力分析

VenetianCompetitorAnalysisPreparedby黄冰纯薛颖芮陈璇黄佳欣徐子强March24,20111CONTENTSPAGEBackground……………………………………………………………2Financials……………………………………………………………....2Vision,MissionandValuesStatements………………………………..4ProductandService……………………………………………………5Venetian--HumanResources………………………………………….11MarketingAnalysis…………………………………………………...15MarketingStrategy…………………………………………………....22Nowandfuturetrendanalysis………………………………………...25Reference……………………………………………………………...2521.Background：TheVenetianMacaoisahotelandcasinoresortinMacauownedbytheLasVegasSandsCorporation.TheVenetianisa40-story,$2.4billionanchorforthe7hotelsontheCotaiStripinMacau.The980,000m2VenetianMacaoismodeledonitssistercasinoresort–TheVenetianinLasVega–andisthelargestsinglestructurehotelbuildinginAsiaandthefifth-largestbuildingintheworldbyarea.ThemainhoteltowerwasfinishedinJuly2007andtheresortofficiallyopenedonAugust28,2007.Theresorthas3000suites,1,200,000sqftofconventionspace,1,600,000sqftofretail,550,000squarefeetofcasinospace–with3400slotmachinesand800gamblingtablesanda15,000seatarenaforentertainment/sportsevents.2.Financials：FortheVenetianMacaowhichisaverysuccessfulyearin2007.Although,withintheopeningofthenewLisboahotelandCrownhotelduringtheyear,greatlyincreasingthemarketcompetitiveness,adeclineinnetincome.Thegamblingreceiptsandotherincomehadincreased.TheVenetianMacaohasastrongcompetitive.In2007TheVenetianMacaoalsoimplementedanumberofstrategicresolutionstoincreasetheoveralloperationalefficiency.FortheVenetianMacaowasachallengingin2008.FromJune2008,3Chinahasincreasinglytightenedthefreeexerciseofpolicy.Thisrestrictionisstillinforceuntiltheendoftheyear.Theprojectfinancingwaslimitedbytheglobalcreditcrunch.Thisisalsobeginningtoaffectthegamingindustry.ForVenetianthethirdandfourthquartersof2008,thefinancialpositionwasadversely.Thenetincomewascontinuedtodecline.Inorderfortheweakrevenuetrends,themanagementhastakenseveralimportantmeasures.First,thecompanywillactivelyexploreotherAsiangamingmarketstoseeknewbusiness.Second,thecompanyworkscloselywithCotaiJetCo.Ltdtoincreasevisitorsinthepromotionstrategy.Finally,theyhadimprovedoveralloperationalefficiencyandpromotecostsavings.Thesemeasureswerestillquitesuccessful.Wecanseethatthegamblingreceiptsandotherincomegrowth.Thecompany’sperformancewasbetterin2009.MainlyduetotheAsianeconomyfromtheglobaleconomiccrisisbegan,andshadowofswineflurecovery.VisarestrictionforMainlandChinahasalsobeenrelaxed.Sothatthegamingindustry’sMarketwasexpansion.Revenuefellinthepast2yearshavebeenpickedup.Overall,thecompany’sfinancialconditionanddevelopmentprospectsarebright.43.Vision,MissionandValuesStatements3.1VisionTheVenetianTeamMemberswillcreatealastingimpressionthroughcaring,genuineservicethatwilltransformtheentertainmentindustryinAsia.BycreatingadestinationresortuniquetoAsiaandbroadeningourappealtonewmarkets,wewilldeliveranextraordinaryguestexperienceworthyofreturn.53.2MissionWestandaloneamongthedestinationsofAsiaindeliveringanextraordinaryexperience,adedicationtoguestserviceandacommitmenttoanexceptionalworkenvironment.Inachievingourmission,everyonewillbenefitfromtheexcellenceofTeamMemberswhoembracethechallengesanddemandsofadynamic,leadinginternationalorganization.3.3ValuesCommitmenttoandrewardforexcellenceTreatingpeoplewithrespectanddignitySuccessthroughempowerment,sharedresponsibilityandmutualsupportInnovationbychallengingassumptionsandprovidingvalue-addedsolutionsExceedingexpectationseveryday,everystay,everyway4.ProductsandService4.1HotelVenetianisaresorthotelwhichislocatedonCotaiStripinMacauwithsuperluxurysuites,gambling,conventionandshopping.Ithasworld-classfacilitiesandthescalemorethanLasVegasinvolvedineveryareasothatattractmanytouriststocomehere.Thehoteloffers3000suiteswith39accommodationfloorswhichisthe6largesthoteltowerinMacau.Thespacioussuitesforcustomerstochoosefrom–theRoyale,BellaorRialtothatalloftheyareover70sqm.VenetianhotelroomsarefamousforitssumptuousdécorwithItalystylethatdifferentfromotherhotels.Thesuitesareeitherforbusinessorforfamilyleisurewithasetofavailablefacilitiesservedsuchasking-sizedcanopy-drapedbed,ornateItalianmarblebathrooms,fullystockedmini-bar,andPersonalsilentfax/printer/copier,suitesforhandicappedguestsavailableandsoon.ForanotherspecialservicethatistheHospitalitySuitescanofferguesttohostabridalshower,birthdayparty,anniversarygathering,privatemeeting,cocktailorreception.What’smore,thehoteloffersmorenoblesuiteswhicharenamedThePrivilegesofPaiza.ThisPaizaclubsuitecanofferguestsreceivecomplimentarysuchasVenetianlimousinetransfertoTheVenetianMacao,Exclusivecheck-inatourPaizaClubreceptioncounter,andEspressocoffeemaker.AccordingtothedatafromtheStatisticsandCensusServiceMacaoSARGovernmentrecently,theavailableguestroomsinJanuaryare19,890,thehoteloccupancyrateinJanuaryis80.32%,Occupancyratebyclassificationof5-starhotelsis79.16%.VenetianthehoteloccupancyrateamongtheOccupancyratebyclassificationof5-starhotelsis58.71%.74.2VLeisureCenterMALOCLINICHealth&WellnessfeaturesaClinic,amedicalSpa,aBeautyLab,Leisure&Fitnessandmore,withateamofhealthp