An assessment of the performance of Kowloon East as a central business district (CBD) from the workers’ perspectives

Abstract

This study examines the performance of Kowloon East (KE) as a second Central Business District (CBD2) from the workers’ perspectives, aiming to assess the strengths and weaknesses. Suggestions for improvement are provided by studying the factors that workers are concerned with most and successful Central Business Districts (CBDs) worldwide based on the analysis of the 7Ps marketing concept. The research explored the reasons for studying KE, applied the 7Ps marketing framework to analyse its performance, and suggested recommendations to enhance its appeal to workers. KE, located in Hong Kong, was planned to be a CBD2 12 years ago. This area's rapid development, strategic location, and government initiatives make it an ideal case for study. Understanding the performance of the place is crucial as it holds potential for further economic growth and expansion, ultimately benefiting workers and the overall business environment in Hong Kong. By focusing on the workers' perspectives, this research provided valuable insights into the strengths and weaknesses of KE as a CBD. To analyse its performance, the study applies the 7Ps marketing concept, including product, price, place, promotion, people, process, and physical evidence. Each element of the marketing mix was examined concerning KE's performance, shedding light on the factors that contribute to its success or hinder its development. The research comprehensively assessed its status by evaluating CBD through marketing principles.