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

Abstract

This 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.