Zhu Hai Da Hengqin - Research on Consumer Needs in Hengqin Tourism
Company overview
Zhu Hai Da Hengqin Shareholding Company is a wholly-owned subsidiary of Zhu Hai Da Hengqin Group Company, which itself is a state-owned enterprise fully funded by the Hengqin New Area. As the primary development platform for the Hengqin New Area, Zhu Hai Da Hengqin focuses on land development at the primary level, municipal infrastructure construction, sponge city initiatives, and regional integration projects. It bears the important mission of promoting industrial structure optimization, urban function enhancement, and ecological environment improvement in the Hengqin New Area. Leveraging its geographical advantages and policy benefits, the company aims to transform the region into a modern industrial demonstration zone with leading significance in the Guangdong-Hong Kong-Macao Greater Bay Area
Research background
As the last undeveloped strategic region in the Guangdong-Hong Kong-Macao Greater Bay Area, the Hengqin New Area faces both opportunities and challenges in its development. In line with the national strategy of the Guangdong-Hong Kong-Macao Greater Bay Area, Zhu Hai Da Hengqin plans to build the new area into a modern industrial cluster centered on high-end services. However, how to establish a sustainable and attractive commercial development path under policy guidance, and effectively stimulate consumer demand, remains a key issue in current project decision-making. Therefore, the company requires the support of a third-party professional research institution to deeply investigate the alignment between regional development and market demand, enabling scientific planning and rational positioning.
Research scope
In September 2015, CEIDEA Research was commissioned by Zhu Hai Da Hengqin Shareholding Company to conduct a comprehensive market study for the preliminary commercial development of the Hengqin New Area using an integrated approach of "desk research, expert seminars, and consumer surveys." The study first analyzed macro-level policies, regional development plans, and industrial direction to understand the policy environment and development trends in the Hengqin New Area. Subsequently, seminars were held with experts involved in regional development, industry representatives, and government stakeholders to collect frontline strategic and practical insights. Finally, questionnaires and in-depth interviews were conducted with target consumer groups to identify their genuine needs and preferences regarding commercial formats, service content, consumption motivations, price tolerance, and future expectations. The survey covered major cities in Zhuhai and the broader Guangdong-Hong Kong-Macao Greater Bay Area, ensuring diversity and representativeness of the sample.
Expected outcomes
The research findings will provide Zhu Hai Da Hengqin with solid market-based evidence for innovation in business models and project format design in the Hengqin New Area, clarifying feasible development pathways under the strategic direction of high-end service industries. By accurately identifying target consumer segments, recognizing market gaps and consumption trends, the report will offer systematic recommendations for sustainable project development, including assessments of policy alignment, product structure rationality, and market acceptance—ensuring optimal balance among policy compliance, market orientation, and commercial returns
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