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postgraduate thesis: A study of marketing strategies of shopping centres for promotion in Hong Kong

TitleA study of marketing strategies of shopping centres for promotion in Hong Kong
Authors
Issue Date2015
PublisherThe University of Hong Kong (Pokfulam, Hong Kong)
Citation
Ng, W. [吳永治]. (2015). A study of marketing strategies of shopping centres for promotion in Hong Kong. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5611869
AbstractThis paper examines the major components and effectiveness of the marketing strategies in promotion mix of shopping centres in Hong Kong. In order to attract as many as visitors, many shopping centres in Hong Kong have implemented different promotional strategies with a hope to successfully deliver valuable goods and services to their customers. This paper studies what kinds of promotional mix those shopping centres are being implemented and its effectiveness on attracting shoppers. Three famous shopping centres are selected for the study. They are the Pacific Place at Admiralty, Harbour City at Tsim Sha Tsui and New Town Plaza at Sha Tin. They are separately located in Hong Kong Island, Kowloon and New Territory but they all successfully attract shoppers from local residents to tourists. On site investigation and customer survey from shoppers will be conducted to collect views and opinions regarding shopping centres’ promotional strategies. Analysis for customer survey and recommendations would be suggested to shopping centres management for modifying their promotional strategies. It wishes to give the management more insights and different considerations to adjust their current promotional mix so that their promotional strategies could be more comparable and better deliver their goods and services to their existing and potential customers. In view of emerge of change in technology, mobile communication recently becomes more and more popular and seems to be more influential than traditional public media. This paper also suggests measures for shopping centre management adjusting their promotion mix by taking advantage of the technology to enhance their marketing strategies and allow direct marketing with their customers.
DegreeMaster of Housing Management
SubjectShopping centers - China - Hong Kong - Marketing
Dept/ProgramHousing Management
Persistent Identifierhttp://hdl.handle.net/10722/221261

 

DC FieldValueLanguage
dc.contributor.authorNg, Wing-chi-
dc.contributor.author吳永治-
dc.date.accessioned2015-11-17T23:11:45Z-
dc.date.available2015-11-17T23:11:45Z-
dc.date.issued2015-
dc.identifier.citationNg, W. [吳永治]. (2015). A study of marketing strategies of shopping centres for promotion in Hong Kong. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5611869-
dc.identifier.urihttp://hdl.handle.net/10722/221261-
dc.description.abstractThis paper examines the major components and effectiveness of the marketing strategies in promotion mix of shopping centres in Hong Kong. In order to attract as many as visitors, many shopping centres in Hong Kong have implemented different promotional strategies with a hope to successfully deliver valuable goods and services to their customers. This paper studies what kinds of promotional mix those shopping centres are being implemented and its effectiveness on attracting shoppers. Three famous shopping centres are selected for the study. They are the Pacific Place at Admiralty, Harbour City at Tsim Sha Tsui and New Town Plaza at Sha Tin. They are separately located in Hong Kong Island, Kowloon and New Territory but they all successfully attract shoppers from local residents to tourists. On site investigation and customer survey from shoppers will be conducted to collect views and opinions regarding shopping centres’ promotional strategies. Analysis for customer survey and recommendations would be suggested to shopping centres management for modifying their promotional strategies. It wishes to give the management more insights and different considerations to adjust their current promotional mix so that their promotional strategies could be more comparable and better deliver their goods and services to their existing and potential customers. In view of emerge of change in technology, mobile communication recently becomes more and more popular and seems to be more influential than traditional public media. This paper also suggests measures for shopping centre management adjusting their promotion mix by taking advantage of the technology to enhance their marketing strategies and allow direct marketing with their customers.-
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 centers - China - Hong Kong - Marketing-
dc.titleA study of marketing strategies of shopping centres for promotion in Hong Kong-
dc.typePG_Thesis-
dc.identifier.hkulb5611869-
dc.description.thesisnameMaster of Housing Management-
dc.description.thesislevelMaster-
dc.description.thesisdisciplineHousing Management-
dc.description.naturepublished_or_final_version-

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