Research Of The Marketing Challenge And The Opposed Policy Faced By The Macau Horse-Racing Industry After The Regression To PRC Of Macau

The development of Macau Jockey Club has been experienced the rise and the decline of the nineteen century. Presently. Macau Jockey Club is established on 1989 (Officially registered as "Macau Horse Racing Company Limited"). Before the return of Macau to Mainland China, the development of Macau Jockey Club was on smooth pace and the corporate business achievement steadily was on rise. But after the Macau had been handover, she started to cope with enormous difficulties that she hadn't encountered before. Hereafter, whatever the result of the development of Macau Jockey Club that definitely will affect the local economy.The contents of this thesis are divided into six charters. The first charter is introduction. It is mainly to describe the background of this thesis, the aim and the value of the study, and the structures of all charters. The second charter is briefly introduced the development progress of Macau Jockey Club and the information of all aspects. The third charter is told the factors of difficulties and challenges that Macau Jockey Club currently copes with. And analyzing and studying the causes of all those factors. The factors mainly classified into external uncontrollable factors and internal factors respectively. The external factors mainly are from the changes of politics and legislative environment after the return of Hong Kong to Mainland China, as for the internal factors are from the fault of policy decision of Macau Jockey Club and the chaos of administration. The fourth charter includes the study of external uncontrollable factors, and to recommend some relevant strategies simultaneously. The relevant strategies are included to suggest involving intervene from the local government, reciprocal betting and the internal administration's innovation. The fifth charter is the main core of this thesis. Firstly, it analyzes the present position of Macau Jockey Club on the market including the strengths, the weakness, the changesand the obstacles. Then, the market segmentations of racing field on both of Hong Kong and Macau, and reselecting two aim markets by according to the market segmentations. The followings are the suggestions of improvement and enhancement on software and hardware in line with the advertising strategies. Hardware are included the exterior and the facilities of catering, entertainment and recreation. Software are included the improvement on the service standard and the measures in line with the board casting the horse racing programs on the media. As for the promotion's aspects, which are included rebuilding the image and public promotion. Rebuilding the image is based on the need of the strategic promotion, but public promotion also as social activities is always being scanty by Macau Jockey Club. As on the aspect of strategic promotion, it has been analyzed the good and the bad points of the present strategize and reestablished the new strategize simultaneously. Promotion plan focusing on the tourist market is come under the last part of strategic promotion. As for the sixth charter, the author has according to the present and the future situation to analysis on the development trend of Macau Jockey Club. The last charter is the conclusion of this thesisThis thesis is focusing on reestablish the relevant strategies according to the influence of both the external and internal factors on the whole process of the development of Macau Jockey Club starting from the starting up, flourishing and till the present difficulties. Executing the strategies successfully will be definitely beneficial to Macau Jockey Club to eschew the dilemmas, and to diminish the unfavorable influence in order to seek for the preferable development. The said strategies are also the conclusion of this thesis, and they can solve the problem that Macau Jockey Club is coping on the new stage.