by Lui Ping Sang, Tong Chi Kong. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaf 51). / Chapter CHAPTER I --- INTRODUCTION --- p.4 / Chapter CHAPTER II --- RESEARCH METHODOLOGY --- p.5 / Defining the Problem --- p.5 / Research Direction --- p.5 / Internet Usage --- p.6 / Internet shopping --- p.7 / Literature Review --- p.8 / Sampling --- p.8 / Data Collection --- p.9 / Interpretation of Result --- p.9 / Company survey --- p.10 / Chapter CHAPTER III --- LITERATURE REVIEW --- p.11 / Objective of employing Internet --- p.11 / Web Users Characteristics --- p.12 / The Audience Mix --- p.12 / Selectiveness in viewing --- p.13 / What to market --- p.14 / how to market on the web --- p.15 / Identifying a market segment --- p.15 / Challenge for Netpreneurs --- p.16 / Chapter CHAPTER IV --- RESULTS FROM THE 1997 HONG KONG WEB USER SURVEY --- p.18 / Usage Behavior of Internet User in Hong Kong --- p.19 / Purpose of Using Internet --- p.19 / Registration of Web Sites --- p.22 / Accept Promotion --- p.22 / Information Sources related to Internet --- p.23 / Attitude towards Internet Shopping --- p.23 / Chapter CHAPTER V --- INTERVIEW WITH COMPANIES ENGAGING IN MARKETING THROUGH INTERNET --- p.29 / Case 1 : Unihall - Leed & Wood Company Ltd --- p.29 / Case 2: In Flower --- p.33 / Chapter CHAPTER VI --- MARKET ANALYSIS OF INTERNET SHOPPING --- p.36 / Internet Market Overview --- p.36 / Customer Segments on the Internet --- p.37 / Current Market Players on the Internet --- p.38 / Threats and Opportunities on Internet Shopping in Hong Kong --- p.40 / Chapter CHAPTER VII --- MARKETING STRATEGY ON INTERNET SHOPPING --- p.42 / Promotion Strategies --- p.42 / Pricing Strategies --- p.44 / Product Strategies --- p.44 / Distribution Strategies --- p.47 / Chapter CHAPTER VIII --- SUMMARY --- p.49 / Reference --- p.51 / Appendix A --- p.52 / Appendix b --- p.53 / Appendix C

by Lai Wing-Lok & Wong King-Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 82-84). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- BACKGROUND --- p.4 / Chapter CHAPTER III --- OPPORTUNITIES --- p.13 / Chapter CHAPTER IV --- Present Development - Internet Payment System --- p.25 / Chapter CHAPTER V --- FUTURE TREND --- p.32 / Chapter CHAPTER VI --- REAL LIFE EXAMPLES --- p.36 / Chapter CHAPTER VII --- CHALLENGES TO FACE --- p.56 / Chapter CHAPTER VIII --- LOCAL SURVEY --- p.64 / Chapter CHAPTER XI --- RECOMMENDATIONS --- p.73 / Chapter CHAPTER X --- CONCLUSIONS --- p.79 / BIBLIOGRAPHY --- p.82 / APPENDIX I SAMPLE QUESTIONNAIRE --- p.i / APPENDIX II - LOCAL SURVEY ON APPLYING INTERNET ON BUSINESS IN HONG KONG - CONSOLIDATED RESPONSES --- p.v

by Chan Chui Yiu, Chan Wai Ying. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 150-153). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.viii / LIST OF TABLES --- p.x / ACKNOWLEDGMENT --- p.xi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- PROJECT OBJECTIVE AND OUTLINE --- p.3 / Chapter 3. --- RESEARCH METHOD --- p.7 / Chapter 3.1 --- Research Design --- p.7 / Chapter 3.1.1 --- Exploratory Research --- p.7 / Chapter 3.1.2 --- Descriptive Research --- p.7 / Chapter 3.2 --- Questionnaire Design and Data Collection Method --- p.8 / Chapter 3.3 --- Sampling --- p.9 / Chapter 4. --- LITERATURE REVIEW --- p.12 / Chapter 4.1 --- Internet Development in the World --- p.12 / Chapter 4.1.1 --- Demographic Information --- p.13 / Chapter 4.1.2 --- Internet Tools and Major application --- p.20 / Chapter 4.1.3 --- Marketer's Activities --- p.23 / Chapter 4.1.4 --- Shopping On-Line --- p.25 / Chapter 4.2 --- Internet Development in Hong Kong --- p.27 / Chapter 4.2.1 --- Users Number And Growth Rate --- p.27 / Chapter 4.2.2 --- Internet Started Differently In Hong Kong When Compared To US --- p.28 / Chapter 4.2.3 --- HKIX Help The Development Of Internet In Hong Kong --- p.29 / Chapter 4.2.4 --- Legal Issues --- p.30 / Chapter 4.2.5 --- Other Concerns --- p.32 / Chapter 4.2.6 --- On-Line Business --- p.33 / Chapter 4.2.7 --- Cost --- p.35 / Chapter 4.2.8 --- Future Development --- p.36 / Chapter 4.3 --- Characteristics Of Internet Marketing --- p.38 / Chapter 4.3.1 --- Target Customers --- p.41 / Chapter 4.3.2 --- Communication --- p.42 / Chapter 4.3.3 --- Product --- p.49 / Chapter 4.3.4 --- Service --- p.53 / Chapter 4.3.5 --- Sales Forces --- p.54 / Chapter 4.3.6 --- Price..................................…….…… --- p.56 / Chapter 4.3.7 --- Distribution --- p.57 / Chapter 4.3.8 --- Other Characteristics of Internet Marketing --- p.57 / Chapter 4.3.9 --- Some other thorny issues of Internet-marketing on World Wide Web --- p.59 / Chapter 4.4 --- Businesses Suitable for Marketing on the Internet --- p.64 / Chapter 5. --- SURVEY FINDING: INTERNET USERS PROFILE --- p.67 / Chapter 5.1 --- Demographic Information --- p.68 / Chapter 5.2 --- Major Applications of Internet Users --- p.73 / Chapter 5.3 --- Preference on Information of Internet Users --- p.79 / Chapter 5.4 --- Perception of Shopping on Internet --- p.80 / Chapter 5.5 --- Internet Users' Likes and Dislikes …………… --- p.86 / Chapter 5.6 --- Summary.........................................................................…… --- p.89 / Chapter 6. --- CASE STUDIES OF HONG KONG COMPANIES --- p.90 / Chapter 6.1 --- VTECH Group of Company --- p.90 / Chapter 6.1.1 --- Company Background --- p.90 / Chapter 6.1.2 --- Web Page --- p.92 / Chapter 6.1.3 --- Strategy for the Internet --- p.93 / Chapter 6.1.4 --- Experience about Marketing on the Internet --- p.94 / Chapter 6.1.5 --- Future Planning --- p.96 / Chapter 6.1.6 --- Analysis and Comments --- p.96 / Chapter 6.2 --- Chow Sang Sang Jewllery Company Limited --- p.98 / Chapter 6.2.1 --- Company Background…..……………… --- p.98 / Chapter 6.2.2 --- Web Page --- p.99 / Chapter 6.2.3 --- Strategy for the Internet --- p.100 / Chapter 6.2.4 --- Experience about Marketing on the Internet --- p.102 / Chapter 6.2.5 --- Future Planning --- p.103 / Chapter 6.2.6 --- Comments --- p.104 / Chapter 6.3 --- Cathay Pacific --- p.105 / Chapter 6.3.1 --- Company Background --- p.105 / Chapter 6.3.2 --- Web Page --- p.105 / Chapter 6.3.3 --- Strategy for the Internet --- p.106 / Chapter 6.3.4 --- Experience about Marketing on the Internet --- p.108 / Chapter 6.3.5 --- Analysis and Comments --- p.109 / Chapter 6.4 --- Bar Tech Company Ltd --- p.110 / Chapter 6.4.1 --- Company Background --- p.110 / Chapter 6.4.2 --- Web Page --- p.110 / Chapter 6.4.3 --- Strategy for the Internet --- p.111 / Chapter 6.4.4 --- Experience about Marketing on the Internet --- p.112 / Chapter 6.4.5 --- Analysis and Comments --- p.112 / Chapter 7. --- STRATEGY FOR MARKETING ON THE INTERNET --- p.114 / Chapter 7.1 --- Industry Analysis and Segmentation --- p.114 / Chapter 7.2 --- Market Objectives and Internet Objectives --- p.117 / Chapter 7.3 --- Six Marketing Mix Weapons --- p.117 / Chapter 7.3.1 --- Communication Weapon --- p.118 / Chapter 7.3.2 --- Service Weapon --- p.123 / Chapter 7.3.3 --- Distribution Weapon --- p.124 / Chapter 7.3.4 --- Products Weapon --- p.125 / Chapter 7.3.5 --- Price Weapon --- p.126 / Chapter 7.3.6 --- Sales Force Weapon --- p.126 / Chapter 7.4 --- Measuring Efficiency…… --- p.127 / Chapter 7.4.1 --- Conceptual Model of Web efficiency --- p.127 / Chapter 7.4.2 --- Feasible Measures...............................................................……… --- p.130 / Chapter 7.5 --- Conclusion..................…………………………............................….… --- p.131 / Chapter 8. --- OUR EXPERIENCE AND THE LIMITATIONS OF DOING SURVEYS ON THE INTERNET --- p.132 / Chapter 8.1 --- Our Experience of Doing Survey on the Internet --- p.132 / Chapter 8.2 --- The Limitations of Our Survey --- p.134 / APPENDIXES / Chapter 1. --- Questionnaire Web Page --- p.137 / Chapter 2. --- VTECH Web Page --- p.142 / Chapter 3. --- Chow Sang Sang Jewllery Company Web Page --- p.144 / Chapter 4. --- Cathay Pacific Airways Limited Web Page --- p.146 / Chapter 5. --- Bar Tech Company Limited Web Page --- p.148 / REFERENCES --- p.150

by Ma Tsz Chun and Sin Chung Kai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Incldues bibliographical references (leaves 37). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / Chapter / Chapter I --- BACKGROUND --- p.i / Nature of the Internet --- p.1 / Opportunities for Business --- p.2 / Set Objectives for Overall Marketing Campaign --- p.3 / Integration with Overall Marketing Strategy --- p.3 / Importance of the Formulation of an Internet Marketing Strategy --- p.4 / Security --- p.5 / Communication speed --- p.5 / Language --- p.6 / Consider your target viewers and define the target market --- p.6 / Examine all Internet features and determine the appropriate tools for marketing campaign --- p.7 / Creative content --- p.7 / Chapter II --- INTERNET USER PROFILE SURVEY --- p.9 / User Profile in US and UK --- p.9 / User Profile in Hong Kong --- p.11 / Objective of the Survey --- p.13 / Chapter III --- METHODOLOGY --- p.14 / Chapter IV --- FINDINGS --- p.16 / Access --- p.16 / Alternatives --- p.19 / Opinions --- p.20 / Behavior and Preferences --- p.22 / Internet Experience and Computer Literacy --- p.23 / Demographics --- p.25 / Chapter V --- IMPLICATION FOR INTERNET MARKETING STRATEGY --- p.29 / Demographic Trend --- p.29 / Internet as a Tool to Reach Overseas Customers --- p.30 / Internet Experience --- p.30 / Security --- p.31 / Communication Speed --- p.31 / Target Viewers --- p.32 / Search Engine --- p.32 / Potential Products --- p.33 / Insight for Business --- p.34 / Limitations of the Survey --- p.35 / Chapter VI --- CONCLUSION --- p.36 / REFERENCES --- p.37 / APPENDICES --- p.38

published_or_final_version / abstract / toc / Industrial and Manufacturing Systems Engineering / Master / Master of Philosophy

by Elaine Bien McKay. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 36-38). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.0 --- Overview --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objective --- p.2 / Chapter 1.3 --- Conceptual Model --- p.3 / Chapter 1.4 --- Outline of the Paper --- p.3 / Chapter CHAPTER II --- A BACKGROUND OF THE INSURANCE INDUSTRY / Chapter 2.0 --- Overview --- p.4 / Chapter 2.1 --- Hong Kong - General Statistics --- p.4 / Chapter 2.2 --- Hong Kong Insurance Market --- p.5 / Chapter 2.3 --- The Online Insurance Market / Chapter 2.3.1 --- Hong Kong Insurance Online --- p.6 / Chapter 2.3.2 --- United States Insurance Online --- p.7 / Chapter 2.4 --- Conceptual Framework --- p.9 / Chapter 2.4.1 --- Product Related Factors --- p.10 / Chapter 2.4.2 --- Internet Related Factors --- p.11 / Chapter 2.4.3 --- Personal Characteristics --- p.12 / Chapter 2.4.4 --- Attitudes and Intentions --- p.13 / Chapter CHAPTER III --- RESEARCH DESIGN AND METHODOLOGY / Chapter 3.0 --- Overview --- p.14 / Chapter 3.1 --- Data Collection --- p.14 / Chapter 3.2 --- Operationalization --- p.15 / Chapter 3.3 --- Data Analysis --- p.17 / Chapter CHAPTER IV --- ANALYSIS AND RESULTS / Chapter 4.0 --- Overview --- p.19 / Chapter 4.1 --- Measurement Model Evaluation --- p.19 / Chapter 4.2 --- Structural Model Results --- p.20 / Chapter CHAPTER V --- CONCLUSION / Chapter 5.0 --- Overview --- p.23 / Chapter 5.1 --- Managerial Implications --- p.23 / Chapter 5.2 --- Limitations --- p.25 / APPENDIX / BIBLIOGRAPHY

by Yau Yin Fong, Yip Claudia. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 49-51). / ABSTRACT --- p.I / TABLE OF CONTENT --- p.II / LIST OF FIGURES --- p.IV / PREFACE --- p.V / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- HONG KONG'S TRAVEL AND TOURISM INDUSTRY_ --- p.5 / Chapter II.a. --- Performance in 2000 --- p.5 / Chapter II.b. --- Plans in 2001 --- p.6 / Chapter CHAPTER III --- INTERNET MARKETING FOR TOURISM --- p.8 / Chapter III.a. --- Traditional Method of Tourism Promotion --- p.8 / Chapter III.b. --- Internet - The Most Important Mass Medium --- p.8 / Chapter III.c. --- The World Wide Web (WWW) --- p.9 / Chapter III.d. --- Advantage of WWW --- p.10 / Chapter III.e. --- HKTA's Web Site --- p.11 / Chapter III.f. --- Why Marketing Destinations Online is Important to the Tourism Industry --- p.12 / Chapter III.g. --- Extending the Usefulness of WWW --- p.14 / Chapter CHAPTER IV --- ITINERARY PLANNING MODEL --- p.16 / Chapter IV.a. --- Requirement for Itinerary Planning Model --- p.16 / Chapter IV.b. --- The Input Process --- p.19 / Chapter IV.c. --- Conversion of Hours to Numbers and Types of Travel Session --- p.22 / Chapter IV.d. --- How does the Matching Process Work --- p.27 / Chapter IV.e. --- A Matching Approach to Itinerary Planning --- p.33 / Chapter IV.f. --- Tourist as Variety Seeker --- p.39 / Chapter IV.g. --- A Buffet Approach to Itinerary Planning --- p.40 / Chapter IV.h. --- Extension - Web-mining --- p.433 / Chapter CHAPTER V --- CONCLUSION --- p.444 / APPENDIX --- p.466 / BIBLIOGRAPHY --- p.499

by Fu Chi Pang, Wei Hong, Wilson. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 37-38). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / Chapter / Chapter I. --- BUSINESS OBJECTIVE --- p.1 / Chapter II. --- INTERNET INDUSTRY OVERVIEW --- p.2 / Development of the Internet Population --- p.2 / World Wide Web --- p.3 / Asia-Pacific Internet Growth Opportunities --- p.4 / Key Internet Business Opportunities --- p.6 / Advertising --- p.6 / E-commerce --- p.6 / Market Potential --- p.7 / Hong Kong --- p.8 / Chapter III. --- PRODUCT --- p.10 / Love Matching --- p.10 / Love Chat Room --- p.11 / Love Card --- p.11 / Love Web Page --- p.11 / Love Test --- p.12 / Love Horoscope --- p.12 / Love Weekend --- p.12 / Love Flower --- p.13 / Love Restaurant --- p.13 / Love Travel & Hotel --- p.13 / Love Wedding --- p.14 / Love Doctor --- p.14 / Chapter IV. --- COMPETITOR ANALYSIS --- p.15 / Uniqueness of ILove.com --- p.16 / Chapter V. --- MARKETING --- p.18 / Target Market --- p.18 / Launching Plan --- p.19 / Follow-up Plan --- p.20 / Chapter VI. --- "REVENUE, COST & RETURN" --- p.21 / Revenue --- p.21 / Short Term --- p.21 / Long Term --- p.22 / Cost --- p.23 / Equipment and Facility Costs --- p.24 / Human Resources and Office Rental Cost --- p.26 / Human Resources Expenditure --- p.26 / Office Rental Cost --- p.27 / Total Operating Cost --- p.28 / Advertising Cost --- p.28 / Return --- p.29 / Breakeven Analysis --- p.29 / Chapter VII. --- MISCELLANEOUS --- p.32 / Membership Registration --- p.32 / Payment Mechanism --- p.32 / APPENDIX --- p.34 / BIBLIOGRAPHY --- p.37 / ILOVE'S WEB SITE LAYOUT --- p.39

by Lou Suk-Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references. / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.iv / Chapter / Chapter 1. --- BACKGROUND --- p.1 / Study Objectives --- p.1 / Scope --- p.2 / Methodology --- p.2 / Chapter 2. --- INTRODUCTION --- p.4 / Chapter 3. --- BASICS OF DIRECT MARKETING --- p.6 / Direct Response --- p.6 / Direct Mail --- p.6 / Telemarketing --- p.7 / Chapter 4. --- RETAILING ON THE INTERNET --- p.8 / Consumer Involvement --- p.8 / Interactive Marketing Model --- p.9 / Two-step Marketing Model --- p.9 / Categories of Vendors on the Internet --- p.10 / Benefits of Internet Shopping --- p.13 / Arguments Against Internet Shopping --- p.16 / Chapter 5. --- INTERNET SHOPPING IN THE US --- p.20 / Web Citizen Demographics and Preferences --- p.20 / Online Shopping in the US --- p.21 / US Internet Shoppers Profile --- p.22 / Chapter 6. --- INTERNET SHOPPING IN HONG KONG --- p.26 / Hong Kong: A Unique Market --- p.26 / Web Citizen Demographics --- p.28 / Consumer Attitudes --- p.28 / Hong Kong Merchants on the Internet --- p.33 / Chapter 7. --- THE FUTURE OF INTERNET SHOPPING --- p.42 / Infrastructure --- p.42 / Software --- p.42 / Payment System --- p.43 / Fulfillment System --- p.44 / Local/ Regional Search Engines --- p.44 / Chapter 8. --- CONCLUSIONS AND RECOMMENDATIONS --- p.46 / Conclusions --- p.46 / Recommendations --- p.47 / Chapter APPENDIX 1 : --- QUESTIONNAIRE --- p.48 / Chapter APPENDIX 2 : --- PROFILE OF RESPONDENTS --- p.55 / Chapter APPENDIX 3 : --- HONG KONG MERCHANTS ON THE INTERNET --- p.59 / Chapter APPENDIX 4 : --- """ONLINE SHOPPING HONG KONG"" SEARCH RESULTS" --- p.65 / Chapter APPENDIX 5 : --- SAMPLES OF WEB SITES FROM HONG KONG MERCHANTS