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