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
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321819 |
| Date | January 1997 |
| Contributors | Lui, Ping Sang., Tong, Chi Kong., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, 54, [3] leaves : col. ill. ; 30 cm. |
| Coverage | China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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