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Contexts of Blue Ocean Strategy & Its Implications To Market Regional Shopping Arcades –

An Analysis on Marketing Strategies of The APM Shopping Mall & The Link Shopping Centre

By

YUEN Chi Kong, Andy

DISSERTATION

Submitted in Partial Fulfillment of the requirements for the degree of Master of Housing Management, The University of Hong Kong March 2009

Declaration

I declarethat this dissertation, entitled Contexts of Blue Ocean Strategy & Its Implications To Market Regional Shopping Arcades – An Analysis On Marketing Strategies Of The APM Shopping Mall & The Link Shopping Centre, represents my own work, except where due acknowledge is made, and that its has not been previously included in a thesis, dissertation or report submitted to this University or to any otherinstitution for a degree, diploma or other qualification.

_________________________ Yuen Chi Kong

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Table of Contents
Page
Declaration …….………………………………………………………………………………………i Table of Contents ..……..…………………………………………………………………………….ii Acknowledgements …..…....……………………………………………………………………….. .iv Abstract…..…………………………………………………………………………………………....v List ofTables………………………………………………………………………………………….vi List of Figures……….……………………………………………………………………………….vii List of Annex………………………………………………………………………………………...viii Chapter 1…………….. ……………………………………………………………………………….1 Introduction………...............................................................................................................................1 1.1 Background …………………………………………………………………………1 1.2 Scope of Study ……………………………………………………………………...3 1.2.1 Salient Goals of this Dissertation ..……………………………………………...31.2.2 Objectives of this Dissertation ………………………………………………….3 1.3 Methodology ………………………………………………………………………..5 1.3.1 Overall Framework of this Dissertation …………………………………………5 1.3.2 Hypothesis & Data Collection ………………………………………………….10 Chapter 2……………… ……………………………………………………………………………..14 Literature Review………….…………………………………………………………………………14 2.1 Contexts of Blue Ocean Strategy ………………………………………………….14 2.2 Contextsof Privatization ………….……………………………………………….18 2.3 Contexts of Regional Shopping Centre ……………………………………………21 Chapter 3 ……………….………………….…………………………………………………………25 Data Analysis & Findings…………………………………………………………………………....25 3.1 Shoppers’ Views on Visiting the Regional Shopping Centre ……………………...28 3.1.1 Products & Services ………………………………………………………….....28 3.1.2 Place / Location of the Malls…………………………………………………...32 3.1.3 Promotion ……………………………………………………………………….33 3.1.4 Price …………………………………………………………………………….34 3.2 Demographics Characteristics & Motives to Patronize in Regional Shopping Centre …………………………………………………………35 3.2.1 Gender & Age …..………………………………………………………………...35 3.2.2 Martial Status …..………………………………………………………………...36 3.2.3 Living District ………………………………………………………………..…..37 3.2.4 Motives to Patronize in Regional Shopping Centre..………………………….....37 3.2.5 Occasions to Patronize the Regional Shopping Centre ………………………......38 3.2.6 Transport Modes & Commute Time to the Subject Regional Shopping Centre ....39 3.2.7 Frequency & Time Duration Visiting the Subject Regional Shopping Centre ......40 3.2.8 Items which Deserved Most for Improvements ……………………………….....41 3.2.9 Respondents’ Most Favored Shopping Centre to Patronize ..………………….....42 3.3 Tenants’ Views onthe Marketing Strategies of the Subject Regional Shopping Centres ………………………………………………………..43 3.3.1 Product & Services ……………………………………………………………….43 3.3.2 Place / Location of the Mall …..………………………………………………….45 3.3.3 Promotion ………………………………………………………………………...46 3.3.4 Price …………..…………………………………………………………………..47

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Factors Affecting Tenants to Lease / Renew Tenancies in the Subject Regional ShoppingCentres …………………………………………….…47 3.4.1 Tenants’ Views on Further Improvements on the Subject Malls ..…………….…48 3.4.2 Tenants’ Intention to Renew Tenancies in the Subject Malls ..…………………..49 3.4.3 Categories of the Responding Tenants’ Trade ……………………………….......50 3.4.4 Presence...
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