by Chang Hsiao Hui Virina and Lee Kin On. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 81-83). / ABSTRACT --- p.ii / TABLE OF CONTENT --- p.iii / ACKNOWLEDGEMENT --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Commercial Multimedia Applications --- p.2 / Home Multimedia Application --- p.2 / Research Objectives --- p.3 / Structure of the Report --- p.3 / Chapter II. --- LITERATURE REVIEW --- p.5 / Existing Research Results in Hong Kong --- p.5 / World Market Vendor --- p.7 / Definition of Multimedia --- p.9 / Applications --- p.10 / Benefit to Customers --- p.11 / Customer Demand --- p.12 / Technological Development --- p.12 / Market Situation --- p.15 / Vision or Perceived Role of World Players --- p.18 / Positioning --- p.18 / Problems Encountered --- p.21 / Business Strategies --- p.21 / Multimedia in Hong Kong --- p.23 / Chapter III. --- METHODOLOGY --- p.25 / Purpose of Interview --- p.25 / Questionnaire Design --- p.26 / Selection of Appropriate Vendors --- p.26 / Preliminary Screening of Vendors --- p.27 / Face-to-Face Interview --- p.28 / Lists of Vendor Interviewed --- p.28 / Chapter IV. --- RESULTS --- p.30 / Vendors' Definition of Multimedia --- p.30 / Application & Applied Industry/Sector --- p.31 / Perceived Benefits to Customers --- p.32 / Perceived Customer Demand --- p.33 / Technology Development --- p.34 / Local Market Situation --- p.35 / Perceived Role --- p.36 / Vendor Positioning --- p.37 / Problems Encountered --- p.38 / Business Strategy (& Future Plan) --- p.39 / Chapter V. --- ANALYSIS --- p.41 / Customer Demand and Application --- p.41 / Problems Encountered --- p.43 / Local Characteristics --- p.44 / Business Strategy --- p.45 / Chapter VI. --- LIMITATIONS --- p.48 / Selection Bias --- p.48 / Non-coverage Bias --- p.48 / Interviewee Bias --- p.48 / Refusal to Disclose Sales Figures --- p.49 / Suggested Rectification --- p.49 / Further Research Area --- p.50 / Chapter VII. --- CONCLUSION --- p.51 / APPENDICES --- p.52 / Appendix 1 - Interview Result With CIM Systems Ltd --- p.52 / Appendix 2 - Interview Result With Apple Computer Ltd --- p.55 / Appendix 3 - Interview Result With Philips HK Ltd --- p.58 / Appendix 4 - Interview Result With Asia-CD --- p.61 / Appendix 5 - Interview Result With KPS --- p.64 / Appendix 6 - Interview Result With IBM HK Corporation --- p.66 / Appendix 7 - Interview Result With Pancha Books --- p.68 / Appendix 8 - Interview Result With System General Ltd --- p.71 / Appendix 9 - Interview Result With HK Productivity Council --- p.73 / Appendix 10 - Questionnaire On Multimedia Supplier --- p.76 / Appendix 11 - HK Economic and Socio-Demographic Environment --- p.78 / BIBLIOGRAPHY --- p.81

by Kong Hiu-Shun, Wu Hui-Yu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 124-126). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF ILLUSTRATIONS --- p.vii / LIST OF TABLES --- p.viii / ACKNOWLEDGMENT --- p.ix / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- WHAT IS INTERACTIVE MULTIMEDIA? --- p.5 / Definition of Interactive Multimedia --- p.5 / Five Components of Interactive Multimedia --- p.6 / Importance of Interactive Multimedia --- p.7 / Chapter III. --- KEY APPLICATIONS OF INTERACTIVE MULTIMEDIA --- p.9 / Business --- p.9 / Education and Training --- p.12 / Education --- p.12 / Training --- p.15 / Communication --- p.18 / Entertainment --- p.20 / Chapter IV. --- IMPACT OF INTERACTIVE MULTIMEDIA --- p.21 / Chapter V. --- INTERACTIVE MULTIMEDIA SERVICES IN HONG KONG --- p.26 / Hongkong Telecom and Its Interactive Multimedia Services (IMS) --- p.26 / Legal Environment of Telecommunications in Related to IMS Development --- p.28 / Analysis of Industry Environment --- p.31 / Competitors and Substitutes --- p.31 / Suppliers --- p.33 / New Entrants --- p.34 / Customers --- p.34 / Assessment of Opportunities and Threats --- p.36 / Opportunities --- p.36 / Threats --- p.36 / Chapter VI. --- MARKETING PLAN OF HONGKONG TELECOM IMS --- p.38 / Target Customer --- p.38 / Marketing Mix of IMS --- p.39 / Product --- p.39 / Place --- p.42 / Price --- p.44 / Promotion --- p.45 / Assessment of Strengths and Weaknesses --- p.47 / Strengths --- p.47 / Weaknesses --- p.50 / Chapter VII. --- MARKET RESEARCH ON IMS --- p.51 / Purpose of Survey --- p.51 / Research Objectives --- p.51 / Research Methodology --- p.52 / Analytical Techniques --- p.53 / Data Analysis and Finding --- p.58 / Demographic Information --- p.58 / Current and Past Experience --- p.60 / "Awareness of Interactive Multimedia Service, VOD and Home Shopping" --- p.63 / Perception on the Importance of Factors in Considering the Subscription of VOD --- p.65 / Perception on the Importance of Factors in Considering the Use of Home Shopping Services --- p.66 / Willingness of Purchasing Products through Home Shopping Service --- p.67 / Willingness of Subscription of VOD at Different Monthly Charge --- p.69 / Willingness of Subscription of VOD at Different Charge Per Movie --- p.71 / Willingness of Subscription of Home Shopping Services at Different Product Prices --- p.76 / Willingness of Subscription of IMS --- p.79 / Chapter VIII. --- RECOMMENDATIONS --- p.83 / Awareness of the Services --- p.83 / Target Customer --- p.84 / Recommended Marketing Mix --- p.85 / Product --- p.86 / Price --- p.88 / Place --- p.89 / Promotion --- p.89 / Chapter IX. --- CONCLUSION --- p.91 / APPENDIX --- p.93 / BIBLIOGRAPHY --- p.124