by Cheung Wai-Leung, Shao Yuk-Yin Rebecca. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (p. 75). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / Chapter CHAPTER 1 --- BACKGROUND AND RESEARCH OBJECTIVE --- p.1 / Marketing Opportunities --- p.2 / Research Objective --- p.3 / Hindrance one - Web traffic --- p.3 / Hindrance two - Web measurement --- p.3 / Hindrance three - Web advertising know-how --- p.4 / Research Methodology --- p.4 / Literature review and WWW search --- p.4 / Survey on Web Promotion Strategy in Greater China --- p.5 / Research Limitation --- p.6 / Chapter CHAPTER 2 --- ENVIRONMENTAL ANALYSIS ON WEB PROMOTION STRATEGY --- p.7 / Hong Kong --- p.8 / China --- p.9 / Taiwan --- p.11 / Chapter CHAPTER 3 --- INTERNET AS A MARKETING MEDIUM --- p.13 / SWOT analysis on the internet as a marketing media --- p.13 / Marketing Resources on The Internet --- p.16 / Web Site Promotion Methods and Tools --- p.16 / Measurement --- p.33 / Chapter CHAPTER 4 --- ANALYSIS ON FACTORS AFFECTING WEB SITE PROMOTION --- p.40 / Company Profile --- p.40 / Types of On-line Business --- p.40 / Company Resources and Capabilities --- p.44 / Product Profile --- p.44 / Consumer Profile --- p.47 / Types of Searching Behaviors --- p.49 / Web Site Promotion Objective --- p.50 / Evaluation of Web Promotion Tools --- p.50 / Reach --- p.50 / Efficiency --- p.51 / Chapter CHAPTER 5 --- THE FORMULATION OF THE WEB SITE PROMOTION STRATEGY --- p.57 / Company Resources --- p.60 / Chapter CHAPTER 6 --- SURVEY FINDINGS --- p.61 / Observations on the Web Site Promotion Tools --- p.62 / The Airline --- p.64 / The TV --- p.65 / The Hotel --- p.65 / The Florist --- p.66 / The Bookstore --- p.67 / The Media --- p.68 / The Org --- p.69 / The ISP --- p.69 / Observations on the Web Traffic Measurement strategy --- p.70 / Observations on the overall web promotion strategy --- p.70 / Observations about Internet marketing development in the region --- p.71 / Chapter CHAPTER 7 --- CONCLUSION --- p.72
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322112 |
| Date | January 1998 |
| Contributors | Cheung, Wai-Leung., Shao, Yuk-Yin Rebecca., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, v, 115 leaves : ill. ; 30 cm. |
| 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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