by Kong Wing Yee, Iris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves [92]). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF FIGURES --- p.ix / Chapter CHAPTER I --- INTRODUCTION / Chapter 1.1 --- Background of the Pricate Sector Real Estate Market in Hong Kong --- p.1 / Chapter 1.2 --- Trend of the Real Estate Market --- p.4 / Chapter CHAPTER II --- RESEARCH OBJECTIVES AND METHODOLOGY / Chapter 2.1 --- Background of the New Product: Industrial-Commercial Building --- p.10 / Chapter 2.2 --- Legal Status of I-C Buildings --- p.12 / Chapter 2.3 --- Research Objectives & Methodology --- p.13 / Chapter 2.3.1 --- General market environment --- p.13 / Chapter 2.3.2 --- Business definition & development pattern --- p.14 / Chapter 2.3.3 --- Marketing strategy of major players --- p.15 / Chapter 2.3.4 --- Survey --- p.16 / Chapter 2.3.5 --- Customer profile --- p.16 / Chapter 2.3.6 --- Rating of brands --- p.16 / Chapter 2.3.7 --- Rating of I-C buildings --- p.17 / Chapter 2.3.8 --- Attributes in purchase --- p.17 / Chapter 2.3.9 --- Advantages of I-C buildings --- p.17 / Chapter 2.3.10 --- Future market --- p.17 / Chapter CHAPTER III --- FINDINGS FROM LITERATURE SURVEY & INTERVIEW / Chapter 3.1 --- General Market Environment of the Real Estate Industry --- p.18 / Chapter 3.2 --- Business Definition of I-C Buildings --- p.21 / Chapter 3.3 --- Market Environment of I-C Buildings --- p.22 / Chapter 3.4 --- Development of I-C Buildings --- p.24 / Chapter 3.4.1 --- Location --- p.26 / Chapter 3.4.2 --- Product Features --- p.27 / Chapter 3.4.3 --- Pricing --- p.28 / Chapter 3.5 --- Competitors Analysis & Marketing Strategies --- p.30 / Chapter 3.5.1 --- Sun Hung Kai Properties Ltd --- p.30 / Chapter 3.5.2 --- Sino Land & TST Properties Ltd --- p.31 / Chapter 3.5.3 --- Cheung Kong (Holdings) Ltd --- p.34 / Chapter 3.5.4 --- New World Development Co Ltd --- p.35 / Chapter 3.5.5 --- Tai Cheung Properties Ltd --- p.35 / Chapter CHAPTER IV --- FINDINGS FROM QUESTIONNAIRE SURVEY / Chapter 4.1 --- Background --- p.37 / Chapter 4.2 --- Customer Profile --- p.38 / Chapter 4.2.1 --- Trade of customers --- p.38 / Chapter 4.2.2 --- Unit area required --- p.40 / Chapter 4.2.3 --- Use of the unit --- p.41 / Chapter 4.2.4 --- First-time or repeat customers --- p.42 / Chapter 4.3 --- Pre-purchase Information Source --- p.44 / Chapter 4.4 --- Trend of Customer Trades --- p.46 / Chapter 4.5 --- Rating of Developers/ Brands --- p.47 / Chapter 4.6 --- Rating of Five I-C Buildings --- p.49 / Chapter 4.7 --- Rating of Attributes in Purchasing --- p.53 / Chapter 4.8 --- I-C Building Compared to Two Competitive / Chapter 4.8 --- I-C Building Compared to Two Competitive Products:Industrial & Office Building --- p.57 / Chapter CHAPTER V --- ANALYSIS OF THE I-C BUILDING NICHE MARKET / Chapter 5.1 --- Business Problems --- p.61 / Chapter 5.1.1 --- General Economy --- p.61 / Chapter 5.1.2 --- Competition from substitute products --- p.61 / Chapter 5.1.3 --- Lack of Sites --- p.62 / Chapter 5.1.4 --- Legal Status --- p.63 / Chapter 5.2 --- Target Customers --- p.63 / Chapter 5.3 --- "Strengths, Weaknesses, Opportunities & Threats of the I-C Building Niche Market" --- p.64 / Chapter 5.3.1 --- Strengths --- p.64 / Chapter 5.3.2 --- Weaknesses --- p.64 / Chapter 5.3.3 --- Opportunities --- p.65 / Chapter 5.3.4 --- Threats --- p.66 / Chapter CHAPTER VI --- FUTURE STRATEGY & CONCLUSION / Chapter 6.1 --- Future Strategy for the I-C Building Niche market --- p.69 / Chapter 6.1.1 --- Legal status --- p.69 / Chapter 6.1.2 --- Location --- p.69 / Chapter 6.1.3 --- Product --- p.70 / Chapter 6.1.4 --- Price --- p.71 / Chapter 6.1.5 --- Promotion --- p.71 / Chapter 6.2 --- Uncertainties --- p.72 / Chapter 6.2.1 --- Legislative --- p.72 / Chapter 6.2.2 --- Political --- p.73 / Chapter 6.2.3 --- Economic --- p.73 / Chapter 6.2.4 --- Environmental --- p.74 / APPENDICES / Chapter 1. --- Questionnaire --- p.A1 / Chapter 2. --- Record of Interview - Tai Cheung Properties Ltd --- p.A4 / Chapter 3. --- Record of Interview - Sun Hung Kai Properties Ltd --- p.A6 / Chapter 4. --- Photographs and plates --- p.A9
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_319264 |
| Date | January 1993 |
| Contributors | Kong, Wing Yee Iris., 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, ix, 74, [18] leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong, 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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