by Chan Hung-Chin, Fu Lai-Yan, Carmen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 47-50). / APPROVAL --- p.ii / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGMENTS --- p.viii / Chapter CHAPTER 1 - --- INTRODUCTION --- p.1 / Chapter 1.1 --- Main Theme --- p.2 / Chapter 1.2 --- Objective --- p.2 / Chapter 1.3 --- Methodology --- p.3 / Chapter 1.3.1 --- Interview --- p.3 / Chapter 1.3.2 --- Primary Data --- p.3 / Chapter 1.3.3 --- Secondary Data --- p.3 / Chapter 1.4 --- Report Structure --- p.4 / Chapter CHAPTER 2 - --- CASE DESCRIPTION --- p.5 / Chapter 2.1 --- What is Interactive Television? --- p.5 / Chapter 2.1.1 --- Potential Applications --- p.6 / Chapter 2.1.2 --- Value Chain --- p.7 / Chapter 2.2 --- Hongkong Telecom and iTV --- p.8 / Chapter 2.2.1 --- Company Background --- p.8 / Chapter 2.2.2 --- Why Developing i TV? --- p.8 / Chapter 2.3 --- Launching iTV in Hong Kong' --- p.10 / Chapter 2.3.1 --- Target Market --- p.10 / Chapter 2.3.2 --- Branding and Positioning --- p.10 / Chapter 2.3.3 --- Marketing Objectives --- p.11 / Chapter 2.3.4 --- Marketing Plan --- p.11 / Chapter 2.4 --- Current Situation --- p.12 / Chapter 2.4.1 --- Today's iTV --- p.13 / Chapter 2.4.2 --- Challenges --- p.14 / Chapter CHAPTER 3 - --- FOCUS GROUP INTERVIEWS --- p.18 / Chapter 3.1 --- Rationales of Using Focus Group Interviews --- p.18 / Chapter 3.2 --- Sample --- p.19 / Chapter 3.3 --- Specific Question Areas --- p.19 / Chapter 3.4 --- Summary of Findings --- p.21 / Chapter 3.5 --- Limitations --- p.25 / Chapter CHAPTER 4 - --- CASE ANALYSIS ……… --- p.27 / Chapter 4.1 --- Consumer Analysis --- p.27 / Chapter 4.2 --- 5Ps Analysis --- p.28 / Chapter 4.2.1 --- Product --- p.28 / Chapter 4.2.2 --- Price --- p.31 / Chapter 4.2.3 --- Promotion --- p.32 / Chapter 4.2.4 --- Place --- p.33 / Chapter 4.2.5 --- Personnel --- p.34 / Chapter 4.3 --- Factors Affecting Adoption Rate --- p.34 / Chapter 4.3.1 --- Relative Advantage --- p.34 / Chapter 4.3.2 --- Compatibility --- p.35 / Chapter 4.3.3 --- Complexity --- p.35 / Chapter 4.3.4 --- Trialability --- p.36 / Chapter 4.3.5 --- Observability --- p.36 / Chapter CHAPTER 5 - --- RECOMMENDATIONS --- p.37 / Chapter 5.1 --- Corporate-level Strategies --- p.37 / Chapter 5.2 --- Business-level Strategies --- p.38 / Chapter CHAPTER 6 - --- CONCLUSION --- p.40 / APPENDIX 1 --- p.41 / APPENDIX 2 --- p.42 / APPENDIX 3 --- p.43 / APPENDIX 4 --- p.44 / APPENDIX 5 --- p.45 / APPENDIX 6 --- p.46 / BIBLIOGRAPHY --- p.47
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322458 |
| Date | January 1999 |
| Contributors | Chan, Hung-Chin., Fu, Lai-Yan Carmen., 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, viii, 50 leaves ; 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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