Analytical Research On The Guest Service Marketing Strategy Of Macau Gaming Industry

Macau tourism and gaming industry is generally becoming world famous due to the in-pouring of huge amount of foreign investment. However, gaming industry is a very special industry with its uniqueness. There is no solid production sold to the customers, they are only playing different games to consume. Customers spend money and time to buy service, however service is untouchable, intangible and special. Customers come to casino to gamble where they are only purchasing the service, so customer service strategy to gaming industry is so important that it is just like the driving force to propel the locomotive.Focused on guest service marketing, this essay is trying to propose an analytical research on market segment, the use of differentiation strategy, upgrading the customer service and improving the systematic management of gaming profit. It is an exploration to find a new route of the guest service marketing strategy of Macau gaming industry and a search to find a new route in convergence with related field in the world.