威尼斯人酒店競(jìng)爭(zhēng)力分析

VenetianCompetitorAnalysisPreparedby黃冰純薛穎芮陳璇黃佳欣徐子強(qiáng)March24,2011CONTENTSPAGEBackground……………2Financials……………2Vision,MissionandValuesStatements………………..4ProductandService……………………5Venetian--HumanResources………….11MarketingAnalysis…………………...15MarketingStrategy…………………22Nowandfuturetrendanalysis………...25Reference……………...25Background：TheVenetianMacaoisahotelandcasinoresortinMacauownedbytheLasVegasSandsCorporation.TheVenetianisa40-story,$billionanchorforthe7hotelsontheCotaiStripinMacau.The980,000m2VenetianMacaoismodeledonitssistercasinoresort–TheVenetianinLasVega–andisthelargestsinglestructurehotelbuildinginAsiaandthefifth-largestbuildingintheworldbyarea.ThemainhoteltowerwasfinishedinJuly2007andtheresortofficiallyopenedonAugust28,2007.Theresorthas3000suites,1,200,000sqftofconventionspace,1,600,000sqftofretail,550,000

squarefeetofcasinospace–with3400slotmachinesand800gamblingtablesanda15,000seatarenaforentertainment/sportsevents.Financials：FortheVenetianMacaowhichisaverysuccessfulyearin2007.Although,withintheopeningofthenewLisboahotelandCrownhotelduringtheyear,greatlyincreasingthemarketcompetitiveness,adeclineinnetincome.Thegamblingreceiptsandotherincomehadincreased.TheVenetianMacaohasastrongcompetitive.In2007TheVenetianMacaoalsoimplementedanumberofstrategicresolutionstoincreasetheoveralloperationalefficiency.FortheVenetianMacaowasachallengingin2008.FromJune2008,Chinahasincreasinglytightenedthefreeexerciseofpolicy.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.Vision,MissionandValuesStatementsVision

TheVenetianTeamMemberswillcreatealastingimpressionthroughcaring,genuineservicethatwilltransformtheentertainmentindustryinAsia.

BycreatingadestinationresortuniquetoAsiaandbroadeningourappealtonewmarkets,wewilldeliveranextraordinaryguestexperienceworthyofreturn.Mission

WestandaloneamongthedestinationsofAsiaindeliveringanextraordinaryexperience,adedicationtoguestserviceandacommitmenttoanexceptionalworkenvironment.Inachievingourmission,everyonewillbenefitfromtheexcellenceofTeamMemberswhoembracethechallengesanddemandsofadynamic,leadinginternationalorganization.ValuesCommitmenttoandrewardforexcellenceTreatingpeoplewithrespectanddignitySuccessthroughempowerment,sharedresponsibilityandmutualsupportInnovationbychallengingassumptionsandprovidingvalue-addedsolutionsExceedingexpectationseveryday,everystay,everywayProductsandServiceHotelVenetianisaresorthotelwhichislocatedonCotaiStripinMacauwithsuperluxurysuites,gambling,conventionandshopping.Ithasworld-classfacilitiesandthescalemorethanLasVegasinvolvedineveryareasothatattractmanytouriststocomehere.Thehoteloffers3000suiteswith39accommodationfloorswhichisthelargesthoteltowerinMacau.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,thehoteloccupancyrateinJanuaryis%,Occupancyratebyclassificationof5-starhotelsis%.VenetianthehoteloccupancyrateamongtheOccupancyratebyclassificationof5-starhotelsis%.VLeisureMALOCLINICHealth&WellnessfeaturesaClinic,amedicalSpa,aBeautyLab,Leisure&Fitnessandmore,withateamofhealthprofessionalsandwellnesstherapistsrecruitedfromaroundtheworldtodeliverthehigheststandardsofservicesinahealthyandrelaxingspaenvironment.MaloClinicintegrativeall-inclusiveapproachtocompletewellnesscoversfourprofessionalareas:OralRehabilitation&DentalCosmetic,Preventive&CurativeMedicalCare,Dermo-Cosmetics,andHealthCheck-ups.Therealsoofferanextensivearrayofworld-classtreatmentsfeaturingsparituals,facials,bodytreatments,men’streatments,hairstyling,beautyservices,steamshowers,saunas,andhammams.Besides,thereare4poolslocatedoutdoorandthepoolhouseforgueststorelax.ThepoolalsocanbehostbirthdaypartyorprivatepartyandtherentofpoolhouseisMOP300per4hoursorMOP600perday.Inthe5thfloornotonlyhaveMaloCliniccenter,spacenter,andpoolsidebutalsohaveKid’sZoneoffermanydifferentandexcitingkid’sactivitiesInthe7thfloorthereisaspecialplacecalledGradoMiniGolfonlyprovidesforguestsandthegolfingfeeisMOP50.TheGrandCanalShoppesTheGrandCanalShoppesisthelargestindoorshoppingcenterinMacau.Itareaof??968,000squarefeet,gatheredmorethan350shopswithFashion,jewelry,accessories,gifts,services,restaurantsandevensports.MAN-UExperienceisthefirstinteractivefootballexperienceinAsia.Andguestscanpracticeskillslikeawareness,dribbling,ontheturn,shoot,andgoalkeeping.TherearedozensoffoodshopsthatsomeofthemwerefirststationedinMacao,includingbluefrog,3monkeys,boardbeforethesushi,LeiGardenRestaurant,CafeDeco,etc.IntheGrandCanalShoppesprovidealotofperformancessuchasOPERA,CIRQUEVENETIANA,LIVINGSTATUES,DANCINGActandSTRINGQUARTETS.ThecharacteristicinVenetianthatistheGondolarides.Thereare3canalswhichcalledtheSanLuca,MarcoPoloorGrandCOTAIARENACOTAIARENAisthelargestindoorstadiumwhichcanaccommodatemorethan15,000people.IthasbeenheldseveralinternationaleventsandconcertincludeNBAChinaGames,heavyweightChampionship,TennisShowdown,WorldGrandPrix,internationalsingerBeyonce,CelineDion,BlackEyedPeas,ThePolice,TaiwanSingerJayChou,KoreasingerRain,MAMAMusicFestivalandMissMacauandsoon.Itattractsmanysportsfansandsingerfanstocomeheretobringbigrevenue.ZAIAZaiaisthefirstperformedregularlyinacustom-builttheaterinAsia.Thetheaterhousingtheperformancecanseat1,852spectatorsduringasingleshow,andthetheatreperformanceheld6daysaweek.AfterZaiaperformanceinVenetiantoleadotherhotelimitatelikeCityofDreampromotetheDancingWater.ConventionCentreTheVenetianCasinoTheVenetiangamblingisthelargestcasinointheworldwhichmeasures550,000sqft.TheVenetiangamblingisthelargestcasinointheworldwhichmeasures550,000sqft.Itisfurtherdividedinto4themedgamingareasnamelyGoldenFish,ImperialHouse,RedDragonandPhoenix.Thecasinoconsistsofover3400slotmachinesand800gamblingtables.CasinoisalsoamainincomefortherevenueofVenetian.It’sexpectthereareover60%incomearecomefromcasinoin2011throughVenetianistransformation.Venetian--HumanResourcesEmployees:Venetiantotallyhasaround10,000employees(NotincludethesellersintheGrandCanalShops)Venetianwantsthiskindofemployees:Theyseeallemployeesasateam,allemployeesareteammembers.Theywantemployeeswhoalwaysembracechallenges,whoalwaysrespectcustomersandwhoseeVenetianashisorherteam,canworkharderandhappierinthisenvironment.OneoftheessentialelementsofthiskindofenvironmentistreatingTeamMemberswithintegrityandrespectatalltimes.Thisinvolves:EstablishingandmaintainingaworkenvironmentfreeofdiscriminationandharassmentEstablishingsystemsthatencourageopencommunicationandthatensurepeoplearetreatedfairlyCommunicatingclearlyexpectations,requiredperformancestandards,policiesandrulesRespondingtopeople'scomplaints,concerns,andsuggestionsinatimely,honestwayWelfare:Excellentwage(Thepaymentbaselineis8,000/month)Insurance(Medicalcoverage)ProvidentfundBonus(SuchasVenetianwillpayemployeesdoublesalaryneartheNewYear)Awards(Forthosewhohashighperformanceintheirjobs)Deliciousfreegourmetmealstoteammemberswhileonduty(Ithasa24-hourteammemberdiningroom)Afullyequippedgymnasiumandclubforteammembers5.3.1MedicalcoverageDentalClinicalHospitalizationSurgicalFeesX-RayandLaboratorytestSpecialistPhysician'sConsultationBonesetter&ChineseHerbalistPrescribedMedicine

ProvidentFundEmployer’sContributionEmployee’sVoluntaryContribution5.3.2Leaves&PublicHolidaysAnnualleaveSickleaveStatutoryPublicHolidaysOtherleaveMatrimonialleaveMaternityleaveCompassionateleave5.3.3FreeDutyMeals:

TheVenetianMacao-Resort-HotelTeamMemberswhoareondutyareprovidedwithfreegourmetmealsintheTeamMemberDiningRoom24hoursaday.

EducationalAssistance:

Full-timeandFull-timeFlexTeamMemberswhohavecompletedoneyearofemploymentwithTheVenetianMacauLimitedareeligibleforeducationalassistanceforcourseswhicharedirectlyrelatedtotheirpresentjob,orwhichwillhelpthemachieveapromotion.

FlexibleWorkSchedules:

WeallowlocalTeamMemberstoworkflexibleschedulesinsomepositionswhilestillenjoyingsomeofourbenefits.

TeamMemberClub:

TeamMembersareencouragedtouseourTeamMemberClub.

TMCLoungeArelax&restareaforwatchingTVComputerterminalsforinternetsurfingReadingcornerforbooks&magazineToprovideavarietyofrecreationalfacilities:Tabletennis/poolChess/ChineseChessFortheemployee'sevaluationandmanagement,Venetiansetmailboxandspecialhotlineforemployeestogiveadvicesabouttheirworkandgiveadvicestothecompany.DirectCommunicationChannels:AdesignatedinternalemailaccountforreceivingTeamMembersuggestionsandcommentsAface-to-faceinterviewwithTeamMemberRelationsRepresentativesfromtheHumanResourcesDepartmentSuggestionboxeslocatedinthe-heart-of-the-houseareasAmonthlyTeamMemberFocusForumwithrepresentativesfromalldepartmentsAnOmbudsmanhotlinetoreportanyethicalviolation

Allcommentsandsuggestionswillbeprocessedinatimelyandfairmanner.TeamMemberSatisfactionSurveys:

WeconductTeamMembersatisfactionsurveysregularlyinordertoidentifyTeamMemberconcernsandtoaddressthemaccordingly.

TownHallMeetings:

WekeepmanagersinformedofCompanystrategiesandannualgoals.They,inturn,keepeveryoneelseinformed.6.MarketingAnalysisTheVenetian?Macao-Resort-Hotelutilizesawholesetofintegratedmarketingstrategiestosupportitscomprehensivehotelbusiness.Thestrategiesgenerallyinclude,Businessassociationwithtravelagenciesatdifferentregions(Chinaandoverseacountries)Permanentdailyupdatedpromotionthroughitsofficialwebsite(Permission-basedemailmarketingcampaigns–toinformcustomersindividuallyoflatesteventsanddiscountsOpenofficeinspecifictargetingmarketstogainmoremarketsharePromotionviaMICEbusiness(meeting,incentives,conventions,andexhibitions)–togainreputationamonggovernments,corporations,andprofessionalelitesMutualsupportwithSandsMacaoandLasVegasSandsCorp,Venetian’sUSbasedparentcompany.ThecooperationwithFourSeasons(atMacao)STPAnalysis6.1.1Segmentation–TheVenetianMacaoutilizesamulti-segmentationstrategywhichincorporatesawidevarietyofhotelbusiness,includingcasinobusiness,hotel,shoppingcentre,conference,dining,entertainment,andweddings.Itcoversalmosteverycustomer’ssegment.(forcasinobusiness,customersneedtobeatleast18yearsold)Target–Customerswithsuperiorconsumptionstandards(nomatterforcasino,hotel,orshoppingbusiness,customerswithhighpurchasingstandardscanhelptogenerateabigamountofrevenueatonetime).Wecanalsoreferthisto80/20rule(formanyevents,roughly80%oftheeffectscomefrom20%ofthecauses.Thisindicatesthatinbusiness,80%ofyoursalescomefrom20%ofyourspecialclients).Position–TheVenetianMacao,definesitselfasa5-starresorthotel,positionsitselfatamiddle-to-highlevelforconsumption4Panalysis:Product(seePricePricingComparison(withotherhotelsinMacao)GuestRoomPricing(standardprice)–TheVenetianMacao(fromHKD1598up),HardRock(fromHKD1088up),Hyatt(fromHKD1388up),MGM(fromHKD1688up),Crown(fromHKD1888up).TheVenetianMacao’spriceliesinthemiddle.(Atweekends,theroompriceofeachhotelwillhaveproportionalincreasebasedonthestandardpriceduetothebiggeramountoftravelerinflux.)ShoppingCentrePricing–TheGrandCanalShoppes(TheVenetianMacao)assemblesagroupofbrandsatdifferentpricepointstomeetdifferentpurchaseneedsoftourists,andthishascreatedmorebusinessopportunitiesforTheVenetianMacaoitself.WhileotherhotelsinMacao.CityofDreams,MGM,Wynn)useluxurybrandstofullytargetonextremelyrichcustomersfromasmallsection.PricingStrategyAnalysisTwoofthemainbusiness(hotel,shoppingcentre)operatingmodesofTheVenetianMacaoindicateadiversifiedandmulti-strategypricingmethod(middle-to-highlevel)toattractcustomersatdifferentconsumptionlevels.PromotionTheVenetianMacaopromotionstrategy(General)LimitedTimeOffers–offerspecialratesfortravelerswithflexibledatesorthosebookinglastminutegatewaysSeasonalPackages–differenteventswithdiscountsduringdifferentperiodsoftheyearZAIAPackages–specialsuiteratewithpremiershowsandconcertsSignaturePackages–avarietyofofferstodiscovertheuniquenessofTheVenetianMacaoTheVenetianMacao’sinternationalpromotionalmovementOfficeinIndia–In2008,Indiarosetomaintainthe5thpositionamongTheVenetianMacao’smajorsourcemarkets.Attheendof2009,TheVenetianMacaosetupofficesinMumbai,Delhi,andBengalurutoboostlocaltravellingbusinesstoMacao.TheIIFA(InternationalIndianFilmAwards)wereheldatTheVenetianinJune2009,andreceivedwidespreadmediacoveragewithinIndiaandacrosstheIndianDiasporas.InFebruary2009,Macaureceivedonly1,507packagetouristsfromIndia.InFebruary2010,therewere5,194—a244%.TheVenetianMacaoalsopromotesitspropertyasalucrativeweddingdestinationintheIndianmarket.SinceIndianweddingisamulti-millionmarket,evenpoorpeoplespendagoodamountofmoneytoconductweddings.“WewillopenofficesinDelhi,MumbaiandBangalorebytheyear-end.TogetherwiththeMacauGovernmentTouristOffice,wewillofferspecialpackagesforIndiantouristsduringtheupcomingfestiveseason.”-MarkRussell,seniorvice-president(salesandmarketing)ofTheVenetianMacaoOfficeinAustralia–AustraliaiscurrentlyTheVenetianMacao’s7thlargestMICEmarketandhasselectedbymanylargeAustraliancorporationsasanincentivedestinationandregionalmeetingdestinationduetoMacau’scentrallocationinAsiaandconveniententryto/fromChina.Inearly2009,underthepressureoftheglobalrecession,TheVenetianMacaofocusedonstrategiestotargetthemarketsandindustriesitbelievesyieldthehighestreturn.In2010,TheVenetianMacaoopenedanAustralianofficeinSydneytoservice

itsgrowingMICEbusiness.“AustraliaandNewZealandareimportantmarketsforTheVenetianMacao.WiththeopeningofourofficeinSydney,wenowhavesomeoneinmarketthatknowsthecultureandunderstandstheneedsofourlocalclients;MacaoisanidealdestinationforgroupstravelingfromAustraliaandNewZealand.It’seasilyaccessible,affordable,andprovidesendlessentertainmentoptionsforourclients.”-Mr.BrendonElliott,VicePresidentofSales,TheVenetianMacaoPermission-basedemailmarketingcampaignsLeveragingdatatobetterengagecustomerswithrelevantmessagesisanessentialinitiativefordrivinglong-termrevenueandcompetitivedifferentiationintheservice-orientedhospitalityindustry.TheVenetianMacao(togetherwithSandsMacao)hasengagedExperianCheetahMailExperian?CheetahMailisagloballeadingproviderofemailmarketingandcustomerintelligencetechnologiesExperian?CheetahMailisagloballeadingproviderofemailmarketingandcustomerintelligencetechnologiesForVenetianMacao,ExperianCheetahMailcanaidinthesecurealignment,segmentationandmanagementoftheirstrategicallyinformation-drivene-mailcampaigns.PlaceTransportation&LocationLocatingatthemouthoftheCotaiStrip澳門氹仔金光大道澳門氹仔金光大道-Byair–veryclosetoMacao-Fromland–twomainbordergates(GongBei,HengQin)-Bywater–FerryTerminalandTaipaFerryTerminal(CotaiJet?金光飛航has102ferrysailingsperdaytoandfromHongKong,KowloonandHongKong金光飛航-VehicleCharteringService–cars(MercedesMOP450/hr2hrsminimum,Toyota250/trip)andprivateplaneBusinessassociationwithtravelagenciesTheVenetianMacaohaswideassociationswithtravelagenciesaroundtheworld,especiallythoseinmainlandChina,HongKong,Taiwan,andSingapore.Thosetravelagenciesofferdiscountedhotelpricestotravelersallovertheyear.TheVenetianMacaoalsohasitsowntravelagencycalledCotaiTravel.CotaiTravelisafull-servicetravelagencyservingthetravelandticketingneedsofhotelguests,conferenceandexhibitionvisitors,leisuretravelersandvisitorstoTheVenetianMacao.Itsdetailedoffersinclude,-Airlinereservationsandticketing-CotaiJet?ferrytickets-Helicopterbookings-Hotelreservationservicesforlocalandoverseasvisitors-Limousineandbusrentals-Chinavisaapplicationservices-GroupandprivatetoursinMacauandHongKong-EventandshowpackagesatTheVenetian?Macao-TravelInsuranceSWOTAnalysis:STRENGTHSOPPORTUNITIESStrongcustomer-basedoperationGoodbusinessstandardstowardsincreasedindicationofprofitsandsalesGrowthinhumanresourceactivitiesInnovativeserviceforcasinosandotherleisureprogramsWEAKNESSESTHREATSRelianceontourismmarketRisinghotelpricesandhighservicechargesandcostsSlowsalesandprofitsduetocompetitivemarkets7.MarketingStrategyTheVenetian?

Macao-Resort-Hotelcorporateandmarketingstrategies7.1.1LeaderVenetianisaleaderinMacaucasinoindustry;allitsbusinessandmarketingshareareinaleadingposition.TheopeningofVenetianisbeenconsideredasamilestonesinMacaucasinoindustry.TheexhibitioncenterandGrandCanalshopareevenbeenexpectedtobecomenewvehiclesforMacauexhibitionindustryandretailindustry,helptheMacaueconomicdiversifiedandchangetheeconomicpattern.TheCEOofAmericaLasVegasSandsdescribesVenetianasadreamintheopeningceremony,thisdreamistochangethefaceofMacau,makeitbecomeainternationalresortandcommercialconventioncenter.7.1.2PVenetiannotonlyhasthecasinobutalsohaveGrandCanalandCotaiStrip,aseriesofentertainmentbusiness.ThebiggestforceofimpactofVenetianisgathercasino,exhibition,shopping,sports,varietyshowandentertainmenttogether;thisdiversifiedmanagementideabringsanewelementfortheMacauoldcasinoindu