| Nowadays Macau Special Administrative Region (known as Macau) has presented a whole new image to the world, by transforming from a small fishing village into a metropolitan city that attracts millions of tourist throughout every year. As a result, government tax income has created an outstanding achievement, the performance of tourism and entertainment can be compared to the most famous casino city, Las Vegas. The tremendous growth of Macau economic development is benefited from the open attitude of gambling industry, the influx of foreign investors has pushed forward the overall development of Macao's economy. Among which, the concepts of management and business operations have impose a great impact on Macau's the gaming industry.MSAR government opened up the gaming concession license policy broke S.T.D.M. monopoly on gaming industry in 2002. During S.T.D.M. business operated successfully without any competitor interfere the market during it monopolized the whole Macau gambling industry. But the service provided was substantially monotype and majority focuses on casino business. As a result of over concentration on the development of the gambling sector, therefore, they did not get full support for all audience but only gamble-lovers. When the gambling license was opened up to the market, the foreign investor companies was started to intervene to the business. Images of pestilential atmosphere were immediately changed into impression of integrated and comprehensive casinos. The foreign investor companies'intentions are not only focus on gamble section but also introduces multi-function mode in order to cover pubic attraction. New facilities other than casino itself includes branding shopping centers, spa soothing centers, large-scale performing hall, international high-end restaurants, convention and exhibition halls etc. These transformations will bring a new development opportunity to entirely casino business.This article will look at the history and the future development of Macao's gaming industry. Include the monopoly history of S.J.M., which will be followed by examining the development plans of the three new concessionaires after the open-up of the market. S.J.M., the former monopoly company in Macao's gaming industry, is now facing serious challenge from world-class competitors. Reformation of operation model and strategies are required for SJM to face the challenges. At the end of the article, I have brought out suggestions to S.J.M. to gear up its operation model, such as staffs training regularly and care of their benefit in the part of human resource, in the business strategies are focus the publicity for improving it's well known, the operational model should be diversified, brand creation etc., which allow SJM to maintain its competitive edge in the market and to increase its market share. |
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