MGM China has completed a unique seminar series in collaboration with the University of Macau aimed at providing staff with an understanding of mainland Chinese consumption habits and preferences, factors seen as crucial for mapping out effective marketing strategies and plans to revive the economy.
Advised by the Economic Affairs Department of Liaison Office of the Central People’s Government in the Macau SAR, the “MGM Talent Development Series Seminar – Chinese Consumer Behavior: Challenges and Trends” was held at MGM Cotai with more than 200 participants being provided insights into the SAR’s tourism industry to capture emerging opportunities as mainland residents resume visiting Macau.
With a focus on consumer research in Mainland China and Macau – the latter of which centered around integrated resorts – participants were able to understand the difference of consumer behavior and habits between the two areas. The information helps optimize strategies in brand positioning, tailor-made service, advertising and promotional activities, which will enhance the sustainable development of Macau’s integrated resorts.
“The integrated resorts industry not only serves as the economic backbone in Macau, it also fully drives the development of peripheral industries,” said Jean Chen, Dean of FBA of the University of Macau.
“Co-organizing with MGM, this seminar created a platform for industry professionals and scholars to explore on topics such as Chinese consumer behavior, digital transformation of the industries and post-pandemic economic situation, facilitating the recovery of Macau’s economy. I look forward to similar events in the future, joining hands with enterprises to push forward the economic diversification of the city.”
MGM China’s previous work with the University of Macau has included the company supporting the university’s study tours to Las Vegas, with participating students touring properties owned and operated by MGM Resorts International and meeting with senior management, allowing them to gain a deeper understanding of integrated resorts.
Guests of the MGM Talent Development Series Seminar included Zuo Xianghua, Director of Economic Affairs Department of the Liaison Office of the Central People’s Government in the Macau SAR; Chan Ioc Sut, Head of Research and Investigation Department of the Gaming Inspection and Coordination Bureau; Amy So, Head of Research and Planning Division of the Macau Government Tourism Office; Jean Chen, Dean of Faculty of Business Administration (FBA) of UM; Lawrence Fong, Assistant Dean of FBA of UM; Cheris Chow, Associate Professor of FBA of UM; Liu Guanhua, Executive Director of Shenzhen Overseas Chinese Town Tourism Destination Limited Company (joined virtually); Zhang Xianchun, Dean of Belt and Road International School of Guilin Tourism University (joined virtually); Wendy Yu, Executive Vice President of Human Resources and Tian Han, Senior Vice President of Gaming Operations & Strategic Marketing of MGM.
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