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 declare that 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 other institution 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 of Tables………………………………………………………………………………………….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 ..……………………………………………...3 1.2.2 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