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postgraduate thesis: Shopping mall repositioning : a case study of New Town Plaza

TitleShopping mall repositioning : a case study of New Town Plaza
Authors
Issue Date2013
PublisherThe University of Hong Kong (Pokfulam, Hong Kong)
Citation
Lai, W. [賴慧君]. (2013). Shopping mall repositioning : a case study of New Town Plaza. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5118513
AbstractHong Kong is an international metropolis and “Shopping Paradise”. Therefore, shopping in Hong Kong becomes one of the popular and important customary activities for the people. To compete with the keen and rapid change of market competition and shoppers’ living style and prevent old and deteriorated mall image, it is important for mall owner and operator to upkeep mall’s competitiveness by refurbishment work and repositioning exercises. To examine the repositioning strategies of Shopping Mall in Hong Kong, case study of New Town Plaza would be the selected mall in this research for further evaluation. Face to face interviews were conducted with Shoppers and Tenants respectively regarding their perception of mall image and competiveness attributes, including mall image, shopping environment and accessibility attributes among selected shopping mall-New Town Plaza before and after refurbishment work. At last, it found that mall repositioning exercise had drawn a great influence on different stakeholders. Based on research result, it showed that interviewees generally recognized that brand image of tenants, mall’s image and competiveness were improved after mall refurbishment. Also, more high-ended shoppers were attracted to visit and shop in the mall. As comparing with before refurbishment work, Interviewees were visited more and stayed longer due to its freshness image and modern design. Although mall refurbishment work and repositioning exercise brings lots of positive feedbacks for different stakeholders and extend the product life of the mall, it does not represent such exercise appropriate for applying in all shopping mall. Therefore, mall owner or operator was reminded to take further consideration for planning such work and finally recommendations were suggested for them in considering the repositioning and refurbishment work in the future too.
DegreeMaster of Housing Management
SubjectShopping malls - Remodeling - China - Hong Kong - Case studies
Dept/ProgramHousing Management
Persistent Identifierhttp://hdl.handle.net/10722/194922

 

DC FieldValueLanguage
dc.contributor.authorLai, Wai-kwan-
dc.contributor.author賴慧君-
dc.date.accessioned2014-02-20T23:11:09Z-
dc.date.available2014-02-20T23:11:09Z-
dc.date.issued2013-
dc.identifier.citationLai, W. [賴慧君]. (2013). Shopping mall repositioning : a case study of New Town Plaza. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5118513-
dc.identifier.urihttp://hdl.handle.net/10722/194922-
dc.description.abstractHong Kong is an international metropolis and “Shopping Paradise”. Therefore, shopping in Hong Kong becomes one of the popular and important customary activities for the people. To compete with the keen and rapid change of market competition and shoppers’ living style and prevent old and deteriorated mall image, it is important for mall owner and operator to upkeep mall’s competitiveness by refurbishment work and repositioning exercises. To examine the repositioning strategies of Shopping Mall in Hong Kong, case study of New Town Plaza would be the selected mall in this research for further evaluation. Face to face interviews were conducted with Shoppers and Tenants respectively regarding their perception of mall image and competiveness attributes, including mall image, shopping environment and accessibility attributes among selected shopping mall-New Town Plaza before and after refurbishment work. At last, it found that mall repositioning exercise had drawn a great influence on different stakeholders. Based on research result, it showed that interviewees generally recognized that brand image of tenants, mall’s image and competiveness were improved after mall refurbishment. Also, more high-ended shoppers were attracted to visit and shop in the mall. As comparing with before refurbishment work, Interviewees were visited more and stayed longer due to its freshness image and modern design. Although mall refurbishment work and repositioning exercise brings lots of positive feedbacks for different stakeholders and extend the product life of the mall, it does not represent such exercise appropriate for applying in all shopping mall. Therefore, mall owner or operator was reminded to take further consideration for planning such work and finally recommendations were suggested for them in considering the repositioning and refurbishment work in the future too.-
dc.languageeng-
dc.publisherThe University of Hong Kong (Pokfulam, Hong Kong)-
dc.relation.ispartofHKU Theses Online (HKUTO)-
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.rightsThe author retains all proprietary rights, (such as patent rights) and the right to use in future works.-
dc.subject.lcshShopping malls - Remodeling - China - Hong Kong - Case studies-
dc.titleShopping mall repositioning : a case study of New Town Plaza-
dc.typePG_Thesis-
dc.identifier.hkulb5118513-
dc.description.thesisnameMaster of Housing Management-
dc.description.thesislevelMaster-
dc.description.thesisdisciplineHousing Management-
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.5353/th_b5118513-
dc.date.hkucongregation2013-

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