by Chan Kam Hung, Chan Wai Loi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaf 146). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.viii / LIST OF CHARTS --- p.ix / Chapter / Chapter I --- INTRODUCTION --- p.1 / Chapter II --- METHODOLOGY --- p.3 / Chapter III --- COMPETITIVE PROFILE REPORT --- p.5 / HANG SENG BANK --- p.5 / Products and services offered by HSB --- p.7 / STANDARD CHARTERED BANK --- p.12 / Products and services offered by SCB --- p.13 / CHEKIANG FIRST BANK --- p.18 / CONCLUSION --- p.20 / Chapter IV --- MARKET PROFILE REPORT --- p.21 / BANKING INDUSTRY IN HONG KONG --- p.21 / MARKET STRUCTURE --- p.22 / PRODUCT CLASSES IN BANKING INDUSTRY --- p.22 / TECHNOLOGY TREND --- p.23 / ECONOMIC GROWTH AND TREND --- p.25 / MARKET SIZE --- p.29 / FACTORS AFFECTING DEMAND --- p.31 / POLITICAL FACTORS --- p.31 / CONCLUSION --- p.32 / Chapter V --- CUSTOMER PROFILE REPORT --- p.34 / RESULTS OF THE SURVEY --- p.35 / CONCLUSION --- p.41 / Chapter VI --- PRODUCT PROFILE REPORT --- p.42 / CONCLUSION --- p.47 / Chapter VII --- COMPANY PROFILE REPORT --- p.48 / STRENGTHS --- p.49 / WEAKNESSES --- p.50 / CONCLUSION --- p.51 / Chapter VIII --- MARKET SEGMENTATION AND TARGET SEGMENTS --- p.53 / MARKET SEGMENTATION --- p.53 / TARGET SEGMENTS --- p.55 / Chapter IX --- MARKET OBJECTIVES --- p.64 / EXPAND THE CUSTOMER BASE AND INCREASE REVENUE --- p.64 / ESTABLISH A GOOD COMPANY IMAGE --- p.65 / "PRODUCT OBJECTIVES & STRATEGY," --- p.66 / Product objectives --- p.66 / Product strategy --- p.68 / SERVICES OBJECTIVES & STRATEGY --- p.72 / Services objectives --- p.72 / Services strategy --- p.74 / PRICE OBJECTIVES & STRATEGY --- p.77 / Price objectives --- p.77 / Price strategy --- p.77 / COMMUNICATIONS OBJECTIVES & STRATEGY --- p.78 / Communications objectives --- p.78 / Communications strategy --- p.80 / SALES FORCE OBJECTIVES & STRATEGY --- p.83 / Sales force objectives --- p.83 / Sales force strategy --- p.84 / DISTRIBUTION OBJECTIVES & STRATEGY --- p.84 / Distribution objectives --- p.84 / Distribution strategy --- p.85 / Chapter X --- TACTICAL ACTION PLAN --- p.87 / Chapter XI --- CONTROL/MONITORING MEASURING EFFECTS --- p.89 / Chapter XII --- BUDGET --- p.103 / Chapter XIII --- CONCLUSION --- p.116 / APPENDIX I DR. C. F. STEILEN'S MARKETING MODEL --- p.118 / APPENDIX II QUESTIONNAIRE AND SUMMARY ON THE RESPONSES …… --- p.120 / APPENDIX III ANALYSIS OF RESPONSES BY SEGMENTATION OF PROFESSIONAL AND NON-PROFESSIONAL --- p.132 / APPENDIX IV PRELIMINARY FEEDBACK FROM CSSB --- p.142 / BIBLIOGRAPHY --- p.146

published_or_final_version / Urban Studies / Master / Master of Social Sciences

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

by Chu Wou-ming. / Bibliography: leaf 61 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1986

by Chung Wai Yin, Jessie. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF FIGURES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- History of the Hong Kong Container Port X / Chapter 1.2 --- Present Operations in the Port --- p.3 / Chapter 1.3 --- Future Expansion --- p.6 / Chapter 1.4 --- Regional and Local Competition --- p.8 / Chapter CHAPTER II --- RESEARCH OBJECTIVES AND METHODOLOGY --- p.13 / Chapter 2.1 --- Background and Overview --- p.13 / Chapter 2.2 --- Research Objectives --- p.15 / Chapter 2.3 --- The Belief --- p.16 / Chapter 2.4 --- Significance of the Research --- p.18 / Chapter 2.5 --- Research Methodology --- p.18 / Chapter 2.5.1 --- Personal Interviews --- p.19 / Chapter 2.5.2 --- Literature Survey --- p.20 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.22 / Chapter 3.1 --- Terminal Capacity --- p.22 / Chapter 3.2 --- Huge Rise in Future Throughput --- p.23 / Chapter 3.3 --- Handling Efficiency --- p.25 / Chapter 3.4 --- Tariff --- p.26 / Chapter 3. 5 --- New Threats --- p.27 / Chapter 3.6 --- Consolidated Bibliography --- p.28 / Chapter CHAPTER IV --- PRESENT MARKETING STRATEGIES --- p.30 / Chapter 4.1 --- "Mission, Goals and Objectives" --- p.30 / Chapter 4 .2 --- Strategic Plan --- p.31 / Chapter 4.3 --- Marketing Strategy Review --- p.32 / Chapter 4.3.1 --- Service Quality --- p.32 / Chapter 4.3.2 --- Tariff Policy --- p.37 / Chapter 4.3.3 --- Market Share --- p.39 / Chapter 4.3.4 --- Customer Relationship --- p.41 / Chapter 4.3.5 --- Other Business Opportunities --- p.44 / Chapter 4.3.6 --- Company Image --- p.45 / Chapter CHAPTER V --- SUMMARY OF PRINCIPAL FINDINGS --- p.46 / Chapter 5.1 --- Research Results and Analysis --- p.46 / Chapter 5.2 --- Marketing Objectives --- p.47 / Chapter 5.3 --- Maintain Existing Customers and Marketing Share --- p.50 / Chapter 5.4 --- Evaluate Existing customer Base --- p.51 / Chapter 5.5 --- Increase Yard Capacity --- p.52 / Chapter 5.6 --- information Technology --- p.54 / Chapter 5 .7 --- Competitive Pricing --- p.56 / Chapter 5.8 --- Cost Strategy --- p.58 / Chapter CHAPTER VI --- CONCLUSIONS AND IMPLICATIONS --- p.59 / Chapter 6.1 --- Control --- p.59 / Chapter 6.2 --- Uncertainties --- p.60 / APPENDICES / Chapter A. --- LIST OF INTERVIEWEES (SHIPPING LINES) --- p.A1 / Chapter B. --- LIST OF INTERVIEWEES (MTL PERSONNEL) --- p.A2 / Chapter C. --- NOTES AND MAJOR ASSUMPTIONS --- p.A3 / GRAPH A HK THROUGHPUT AND GROSS DOMESTIC PRODUCT --- p.A5 / GRAPH B REGRESSION ANALYSIS ON HK GROSS DOMESTIC PRODUCT AND THROUGHPUT --- p.A6 / TABLE A HK GROSS DOMESTIC PRODUCT FORECAST --- p.A7 / TABLE B THROUGHPUT HANDLED IN HONG KONG --- p.A8 / Chapter D. --- PERFORMANCE INDICATORS --- p.A9 / Chapter E. --- CUSTOMER LINES --- p.A10

by Yeung Oi Yung, Betty, Lee Wing Kin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 218-222. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF APPENDICES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter PART A --- "INTRODUCTION, OBJECTIVES AND METHODOLOGY" / Chapter I. --- INTRODUCTION / The evolution process --- p.1 / The Third Wave --- p.2 / The local market place --- p.4 / The quest for knowledgeable practitioners --- p.5 / Chapter II. --- OBJECTIVES AND METHODOLOGY / Decision making objectives --- p.7 / Research objectives --- p.9 / Organization of research content --- p.10 / Methodology --- p.12 / Chapter PART B --- RESULTS / Chapter III. --- ENVIRONMENTAL FACTORS FOR DIRECT MARKETING / The world environment in the view of famous marketers --- p.23 / Demographic changes in Hong Kong relating to demassification --- p.25 / Communication and transportation --- p.38 / Interpretation --- p.43 / Chapter IV. --- CHARACTERISTICS OF DIRECT MARKETING AND FEATURES OF FINANCIAL SERVICES / Introduction --- p.45 / Accountability --- p.47 / One-to-one marketing --- p.49 / Scientific orientation --- p.52 / Myths of direct marketing --- p.58 / Comparison with general advertising --- p.61 / Financial services industry --- p.65 / Direct marketing activities in Hong Kong --- p.69 / Chapter V. --- DIRECT MARKETING AS A TOTAL MARKETING CONCEPT / Introduction --- p.74 / Marketing mix and direct marketing --- p.75 / Marketing objective of the graduate card program --- p.76 / Product --- p.77 / Price --- p.78 / Place --- p.79 / Promotion --- p.80 / Evaluation of results --- p.82 / Interpretation --- p.83 / Chapter VI. --- APPLICATION OF DIRECT MARKETING IN THE FINANCIAL SERVICES INDUSTRY / Introduction --- p.85 / Discussion and analysis --- p.89 / Interview reports --- p.98 / Interpretation --- p.100 / Chapter VII. --- SUPPORTIVE SERVICES FOR DIRECT MARKETING / Introduction --- p.104 / Interview reports --- p.108 / Times Direct Marketing --- p.109 / Direct Force --- p.115 / Ad-Post --- p.119 / Nat Alan Direct --- p.124 / H K Cable Communications Ltd --- p.130 / Interpretation --- p.138 / Chapter VIII. --- CONSUMERS ' ATTITUDES AND BEHAVIOURS TOWARDS DIRECT MARKETING A CONSUMER SURVEY ON DIRECT MAIL / Introduction --- p.142 / Design of the survey instrument --- p.144 / Observation of results by overall sample --- p.148 / Observation of results by demographic segments and their interactions --- p.166 / Utilization of mail order service for financial services --- p.186 / Comparison between nominal variables and among batches --- p.189 / Cable television --- p.194 / Interpretation --- p.197 / Chapter PART C --- CONCLUSION / Chapter IX. --- LIMITATIONS / Limitations --- p.200 / Environmental factors (ch.3) --- p.201 / Characteristics of direct marketing and features of financial services (ch. 4) --- p.201 / Direct marketing as a total marketing concept (ch. 5) --- p.202 / Application of direct marketing in the financial services industry (ch. 6) --- p.202 / Supportive services for direct marketing (ch.7) --- p.203 / Consumer survey on direct mail (ch. 8) --- p.204 / Chapter X. --- CONCLUSION / Concluding remarks --- p.207 / Recommendations --- p.211 / Summary of Research --- p.216 / BIBLIOGRAPHY --- p.218 / APPENDICES --- p.Appendices 1 to9

by Lee Yuen-Yee Annisa. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 58-59). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / Chapter / Chapter I. --- Introduction / Objectives of the Project --- p.1 / Scope of Study --- p.1 / What is Private Banking ？ --- p.4 / Chapter II. --- Current Development of Private Banking Industry in Hong Kong Services provided by Banks --- p.7 / Services provided by Non-Bank Institutions --- p.12 / SWOT Analysis of Retail Banks in Hong Kong --- p.14 / Chapter III. --- Application of existing PBS in Marketing Model --- p.23 / Product Strategy --- p.25 / Service Strategy --- p.26 / Price Strategy --- p.27 / Communications Strategy --- p.27 / Sales Force Strategy --- p.27 / Distribution Strategy --- p.28 / Chapter IV. --- Research / Objectives of the Research --- p.30 / Scope of the Research and Design --- p.31 / Findings --- p.31 / Limitations of the Research --- p.38 / Chapter V. --- Recommendations / Target Segmentation --- p.40 / Market Objectives --- p.41 / Marketing Strategy --- p.43 / Chapter VI. --- Conclusion --- p.50 / APPENDIX --- p.51 / BIBLIOGRAPHY --- p.58

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

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration