Slide 1 - Executive Summary Speaker: Zi Shuo(CEO)
幻灯片 1 - 执行摘要演讲者：Zi Shuo（首席执行官）
Hello, my name is Zi Shuo and I am the CEO of Team Projects.Now,I will outline the overall strategic direction of Resorts World Sentosa (RWS).
您好，我是 Zi Shuo，是 Team Projects 的 CEO。 现在， 我将概述圣淘沙名胜世界 （RWS） 的整体战略方向。
Our mission is to provide an integrated resort experience that maximizes the travel experience and takes it to new heights.
我们的使命是提供综合度假村体验，最大限度地提高旅行体验并将其提升到新的高度。
After that, Our mission is to make Resorts World Sentosa the ultimate luxury leisure resort in Asia, from theme parks to fine dining, all in one brilliant location.
之后， 我们的使命是将 Resorts World Sentosa 打造成亚洲的终极豪华休闲度假村，从主题公园到美食，应有尽有 。
Our strategy includes attracting more overseas visitors, enabling e-engagement through digital channels and making our venues sustainable (The Sentosa Company, 2023).
我们的战略包括吸引更多的海外游客，通过数字渠道实现在线参与，并使我们的场馆可持续发展（圣淘沙公司，2023 年）。
Specifically, we aim to increase guest traffic by 15% in one year and then accelerate our green efforts in line with Singapore's national environmental program (The Sentosa Resort & Spa, 2025).
具体来说，我们的目标是在一年内增加15%的客人流量，然后根据新加坡的国家环境计划（圣淘沙度假村和水疗中心，2025）加快我们的绿色努力。
By striking a balance between innovation, luxury and responsibility, we are working towards long-term success at a healthy scale for the Rongsheng Group.
通过在创新、奢华和责任之间取得平衡，我们正在努力为熔盛集团实现健康规模的长期成功。
Slide 2 - Business Information Speaker: Zi Shuo (CEO)
幻灯片 2 - 商业信息演讲者：Zi Shuo （首席执行官）
Officially opened in 2010, Resorts World Sentosa is strategically located on Singapore's Sentosa Island, one of Southeast Asia's most renowned leisure destinations (The Sentosa Company, 2023).
圣淘沙名胜世界于 2010 年正式开业，位于新加坡圣淘沙岛的战略位置，是东南亚最著名的休闲目的地之一（圣淘沙公司，2023 年）。
Sentosa boasts of a wide range of attractions, with Universal Studios Singapore, SEA Oceanarium and Aqua Adventure Park being the main highlights, appealing to visitors of all ages (The Sentosa Group, 2023).
圣淘沙拥有众多景点，其中新加坡环球影城、海洋水族馆和水上冒险乐园是主要亮点，吸引着各个年龄段的游客（圣淘沙集团，2023 年）。
In addition to attractions, Resorts World Sentosa includes six luxury hotels, a casino, upscale shopping and dining experiences, and event venues for large business gatherings.
除了景点外，圣淘沙名胜世界还包括六家豪华酒店、一家赌场、高档购物和餐饮体验，以及适合举办大型商务聚会的活动场所。
Our target audience is diverse - international tourists, families and business travelers, especially those attending MICE (Meetings, Incentives, Conventions, Exhibitions and Conferences).
我们的目标受众是多样化的 - 国际游客、家庭和商务旅客，尤其是参加 MICE（会议、奖励、大会、展览和会议）的人。
This diversity gives RWS a unique advantage in an increasingly competitive hotel market.
这种多样性使 RWS 在竞争日益激烈的酒店市场中具有独特的优势。
Slide 3 - STP Speaker: Junkai (Marketing Manager)
幻灯片 3 - STP 演讲者：Junkai （市场经理）
I shall then present our STP analysis of Segmentation, Targeting and Positioning.
然后，我将介绍我们对细分、定位和定位的 STP 分析。
We have three general criteria for segmentation:
我们有三个一般的细分标准：
1. Geography - we target Southeast Asian, Chinese and Australian tourists. These markets are experiencing high outbound travel growth and their geographical proximity to Singapore make them a good target market to pursue.
1. 地理 - 我们针对东南亚、中国和澳大利亚游客。这些市场正在经历出境游的高速增长，而且它们在地理上靠近新加坡，这使它们成为很好的目标市场。
2. Demographic - We market to families with young children, young professionals and working professionals. These people usually take short-term leisure vacations, family bonding or team building.
2. 人口统计 - 我们向有小孩的家庭、年轻的专业人士和在职专业人士进行营销。这些人通常会参加短期休闲度假、家庭团聚或团队建设。
3. Behaviour - Thrill-seekers who frequent theme parks, leisure travelers looking for an entire vacation experience, and business travelers, especially those involved in MICE (Meetings, Incentives, Conferences and Exhibitions), form our primary target market segments. All of these travelers value convenience, luxury and thrill in their destination.
3. 行为 - 经常光顾主题公园的寻求刺激的人、寻求完整假期体验的休闲旅客以及商务旅客，尤其是那些参与 MICE（会议、奖励、会议和展览）的旅客，构成了我们的主要目标细分市场。所有这些旅行者都重视目的地的便利、奢华和刺激。
Our market target are middle- to high-income families and corporate groups who want to indulge in quality leisure or event services within Singapore. These travelers often consider comfort and entertainment when choosing a destination.
我们的市场目标是希望在新加坡尽情享受优质休闲或活动服务的中高收入家庭和企业团体。这些旅行者在选择目的地时通常会考虑舒适和娱乐。
Our positioning is absolute:
我们的定位是绝对的：
"The only resort in Singapore that provides luxury and entertainment."
“新加坡唯一一家提供豪华和娱乐的度假村。”
This value proposition makes Resorts World Sentosa stand out. Other hotels may provide luxury or entertainment, but Resorts World Sentosa provides both.
这一价值主张使圣淘沙名胜世界脱颖而出。其他酒店可能提供豪华或娱乐，但圣淘沙名胜世界两者兼而有之。
Slide 4 - SWOT Analysis Speaker: Junkai (Marketing Manager)
幻灯片 4 - SWOT 分析演讲者：Junkai （市场经理）
And lastly, I would like to show you our SWOT analysis - a precious resource that will help us identify the state of play and directions going forward.
最后，我想向您展示我们的 SWOT 分析——这是一个宝贵的资源，可以帮助我们确定进展情况和前进的方向。
Strengths:
优势：
We are situated in a strategic position on Sentosa Island, close to the city and the airport. With all these attractions like Universal Studios, aquariums, luxury hotels and casinos, we have everything that the tourist could want. The international brand power of Resorts World Sentosa's (RWS) gives us global awareness and recognition (Team, 2025).
我们位于圣淘沙岛的战略位置，靠近城市和机场。 拥有环球影城、水族馆、豪华酒店和赌场等所有这些景点，我们拥有游客可能想要的一切。 圣淘沙名胜世界 （RWS） 的国际品牌影响力为我们赢得了全球知名度和认可度（团队，2025 年）。
Weaknesses
弱点:
Due to the number and nature of our services, our operating costs are high. We rely heavily on foreign tourists, but foreign tourism came to a standstill when the New Crown pandemic struck, which was risky (Team, 2025).
由于我们服务的数量和性质，我们的运营成本很高。我们严重依赖外国游客，但当新冠大流行来袭时，外国旅游业陷入停滞，这是有风险的（团队，2025 年）。
Opportunities:
机会：
We see strong growth potential in digital marketing, which allows us to reach more travellers in a targeted and cost-effective way. Growing incomes in Asia mean that more people can afford luxury travel. Demand for environmentally friendly travel is also growing, which is in line with our sustainability efforts (Team,2025).
我们看到了数字营销的巨大增长潜力，这使我们能够以有针对性且经济高效的方式触达更多旅客。亚洲收入的增长意味着更多的人能够负担得起豪华旅行。对环保旅行的需求也在增长，这与我们的可持续发展努力（Team2025） 相一致。
Threats:
威胁：
We face increasing competition from similar resorts in Macau and Malaysia. Global issues such as travel restrictions or economic recession may reduce the number of international tourists (Management Handbook, 2025).
我们面临着来自澳门和马来西亚类似度假村的日益激烈的竞争。旅行限制或经济衰退等全球问题可能会减少国际游客的数量（管理手册，2025 年）。
In summary, SWOT analysis helps us to develop adaptive strategies. by building on our strengths and seizing opportunities while preparing for the future.
总之，SWOT 分析有助于我们制定适应性策略。通过发挥我们的优势并抓住机遇，同时为未来做准备。
Slide 5 - 4P Marketing Mix Speaker:Zhili (Marketing Executive)
幻灯片 5 - 4P 营销组合演讲嘉宾：Zhili （营销主管）
Hello, I am Zhili, Marketing Executive. I shall now introduce our marketing strategy according to the 4P principle: Product, Price, Place and Promotion.
您好，我是 Zhili，营销主管。现在，我将根据 4P 原则介绍我们的营销策略：产品、价格、 地点和促销。
Product:
产品：
Resorts World Sentosa offers an entire range of luxury experiences. Among our key attractions are Universal Studios Singapore, SEA Oceanarium, Water Adventure Park, six five-star hotels, fine dining and casino. These cater to families and business travelers, and are particularly attractive to those for MICE events.
圣淘沙名胜世界提供全方位的豪华体验。我们的主要景点包括新加坡环球影城、海洋水族馆、水上冒险乐园、六家五星级酒店、高级餐厅和赌场。这些活动适合家庭和商务旅客，对参加 MICE 活动的人特别有吸引力。
Price:
价格：
We use tiered pricing in a bid to appeal to different customer segments. As an example, we offer package deals and promotions, mostly around school holidays or off-season times. This way, we can attract price-sensitive visitors as well as individuals looking for quality service.
我们使用分级定价来吸引不同的客户群。例如，我们提供套餐优惠和促销活动，主要在学校假期或淡季期间。这样，我们可以吸引对价格敏感的访客以及寻求优质服务的个人。
Place:
地方：
Our resorts are marketed and booked through different channels: our own website Trip.com or third-party online travel agencies such as Expedia,Global and Domestic Travel Agencies, a multi-channel approach that facilitates easy promotion and booking of travellers from around the globe.
我们的度假村通过不同的渠道进行营销和预订：我们自己的网站 Trip.com 或第三方在线旅行社，如 ExpediaGlobal 和 Domestic Travel Agencies，这是一种多渠道方法，有助于轻松推广和预订来自世界各地的旅行者。
Promotions:
促销：
We place a high priority on online promotions, particularly through:
我们高度重视在线促销活动，特别是通过以下方式：
Social media sites (e.g. Instagram, TikTok) Influencer marketing to build brand credibility Promotions and reward memberships with airlines and banks (Singapore Tourism Board, 2020). A combination of the above strategies ensures that we reach a large and well-defined audience to increase awareness and bookings. A combination of the above strategies ensures that we reach a large and well-defined audience that generates awareness and bookings.
社交媒体网站（例如 Instagram、TikTok） 影响者营销以建立品牌信誉 在航空公司和银行进行促销和奖励会员资格（新加坡旅游局，2020 年）。上述策略的组合可确保我们触达大量且定义明确的受众，从而提高知名度和预订量。上述策略的组合可确保我们触达大量且定义明确的受众，从而产生知名度和预订量。
Slide 6 - Competitive Advantage Speaker: Zhili (Marketing Executive)
幻灯片 6 - 竞争优势演讲者：Zhili （ 市场主管 ）
Now, let me talk about what makes Rongsheng stand out from the crowd.
现在，让我谈谈是什么让熔盛重工在人群中脱颖而出。
Our Unique Selling Points (USP) We are Asia's first and only integrated resort with luxury hotels, theme parks, water parks, aquariums, casinos, convention centres, dining and shopping. Our one-stop facility not only saves visitors time, but also offers a wide range of activities. Resorts World Sentosa is located on Sentosa Island, a man-made recreational island in Singapore. The island is easily accessible by MRT, motorways and even cable cars. Resorts World Sentosa is more convenient for both short and long term visits than Hong Kong Disneyland, which is farther away from the city centre and more expensive to visit. We are also leading the way in sustainable development. Resorts World Sentosa has embarked on energy-efficient buildings and marine life conservation programmes. These initiatives are in line with Singapore's eco-tourism vision and enhance our image in the eyes of environmentally conscious travellers (The Sentosa Company, 2025). In short, our strong positioning, unique personality and environmental endeavours give us an overwhelming advantage in a fast-paced competitive world.
我们的独特卖点 （USP） 我们是亚洲第一家也是唯一一家集豪华酒店、主题公园、水上乐园、水族馆、赌场、会议中心、餐饮和购物于一体的综合度假村。我们的一站式设施不仅可以节省游客的时间，还可以提供广泛的活动。圣淘沙名胜世界位于新加坡的人造休闲岛圣淘沙岛上。乘坐地铁、高速公路甚至缆车都可以轻松抵达该岛。圣淘沙名胜世界比香港迪士尼乐园更适合短期和长期游览，香港迪士尼乐园距离市中心较远，参观费用更高。我们还在可持续发展方面处于领先地位。圣淘沙名胜世界已着手建设节能建筑和海洋生物保护计划。这些举措符合新加坡的生态旅游愿景，并提升了我们在具有环保意识的旅行者眼中的形象（圣淘沙公司，2025 年）。简而言之，我们强大的定位、独特的个性和环保努力使我们在快节奏的竞争世界中具有压倒性的优势。
Slide 7 - Conclusion Speaker: Zi Shuo (CEO)
幻灯片 7 - 总结 演讲者：Zi Shuo （首席执行官）
In a nutshell, Resorts World Sentosa (RWS) is more than just a resort, it is a full-service luxury ecosystem.
简而言之，圣淘沙名胜世界 （RWS） 不仅仅是一个度假村，更是一个提供全方位服务的豪华生态系统。
Our effective STP strategy helps us identify and connect with high-value customer segments.
我们有效的 STP 策略帮助我们识别高价值客户群并与之建立联系。
A strong marketing mix ensures that our offerings are relevant, visible and affordable.
强大的营销组合确保我们的产品具有相关性、可见度和价格合理。
Our SWOT analysis shows how we can overcome threats and turn opportunities such as green tourism and digital growth into real revenue.
我们的 SWOT 分析展示了我们如何克服威胁并将绿色旅游和数字增长等机会转化为实际收入。
As a result, Resorts World Sentosa is poised to increase its international visibility, attract more visitors and remain competitive in the future.
因此，Resorts World Sentosa 已准备好提高其国际知名度，吸引更多游客，并在未来保持竞争力。