Application of marketing strategies in wine retailing business in Hong Kong

1992 ◽  
Author(s):  
Yee-kin, Philip Tong
Keyword(s):  
Hong Kong ◽  
Marketing Strategies ◽  
Retailing Business

Predicting Browsers and Purchasers of Hotel Websites

2012 ◽  
Vol 54 (1) ◽  
pp. 38-48 ◽  
Author(s):  
Edmond H. C. Wu ◽  
Rob Law ◽  
Brianda Jiang
Keyword(s):  
Data Mining ◽  
Hong Kong ◽  
Predictive Power ◽  
Decision Rules ◽  
Customer Segmentation ◽  
Marketing Strategies ◽  
Weight Of Evidence ◽  
Marketing Resources ◽  
Hotel Websites ◽  
Analytical Power

A study of the online browsing and purchasing habits of some 1,400 outbound travelers in Hong Kong demonstrates the analytical power of weight-of-evidence (WOE) data mining. The WOE approach allows analysts to identify and transform the variables with the most predictive power regarding the likelihood of tourists’ online preferences and decisions. The study found that just over one-third of the respondents browsed hotel-related websites, and about half of those browsers had booked a room on those sites. Browsers in Hong Kong tended to be young, well educated, and well traveled. Those who used the hotel websites for purchases were, of course, part of the browser group, and were likewise relatively well educated. However, one unexpected variable set off those who used the websites for a hotel purchase, the length of their most recent trip. One possible reason is that long-haul tourists want to be sure of their accommodations, or this may reflect hotels’ free-night offers. The convenient use of model-based customer segmentation and decision rules would help hospitality practitioners effectively manage their marketing resources and activities, and enhance information-based marketing strategies to attract target customers.

scholarly journals Examining Antecedents of Brand Loyalty on Sportswear: An Empirical Investigation of University Students in Hong Kong

2017 ◽  
Vol 5 (7) ◽  
pp. 87 ◽  
Author(s):  
Xiaoxin Dai ◽  
Kuan-Chou Chen
Keyword(s):  
College Students ◽  
Hong Kong ◽  
University Students ◽  
Product Quality ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Vital Role ◽  
Marketing Strategies ◽  
Brand Name ◽  
Store Environment

To extend the current understanding of brand loyalty in the sportswear industry, this article discusses six factors that influence brand loyalty of university students towards the Hong Kong sportswear market. Conclusions were drawn based on responses collected through online questionnaires. A total of 205 college students participated in the study. The final results showed that only product quality and brand name affect Hong Kong university students’ brand loyalty towards sportswear. However, based on the whole study, other factors (i.e., service quality, store environment, style and promotions) also play a vital role in sportswear marketing. This research provided insight for sportswear marketers in creating proper marketing strategies for the sportswear industry.

MFA in transition: Examining marketing strategies and organisations of the clothing manufacturing firms in Hong Kong

1997 ◽  
Vol 1 (3) ◽  
pp. 238-246 ◽  
Author(s):  
Ka‐leung Moon ◽  
Chun‐sun Leung ◽  
Man‐tsun Chang ◽  
Kwok‐wing Yeung
Keyword(s):  
Hong Kong ◽  
Manufacturing Firms ◽  
Marketing Strategies

Exporting Hong Kong’s Higher Education to Emerging Asian Markets

2011 ◽  
pp. 1-24 ◽  
Author(s):  
Alan C. K. Cheung ◽  
Y. C. Cheng ◽  
Timothy W. W. Yuen ◽  
Celeste Y. M. Yuen
Keyword(s):  
Higher Education ◽  
Hong Kong ◽  
International Students ◽  
Higher Education Institutions ◽  
Marketing Strategies ◽  
Government Policies ◽  
Education Services ◽  
Asian Region ◽  
Low Visibility ◽  
Market Strategies

The purpose of this study is to examine the current conditions of higher education services in three Asian markets and to explore effective market strategies and supportive government policies to further promote Hong Kong’s higher education in the region. It is evident from the findings that the visibility of Hong Kong’s higher education in these Asian markets was extremely low. The low visibility of Hong Kong’s higher education in the Asian region was due to a lack of concerted and coordinated effort between the Hong Kong government and higher education institutions in promoting their higher education. The study points to the need for more wide-ranging and coherent marketing strategies and government policies in order to attract the growing number of international students.

Food and beverage advertising in Hong Kong mass transit railway stations

2020 ◽  
Vol 23 (14) ◽  
pp. 2563-2570
Author(s):  
Steven Ka Ho Lo ◽  
Billy Yin Sing O ◽  
Jimmy Chun Yu Louie
Keyword(s):  
Hong Kong ◽  
Mass Transit ◽  
Marketing Strategies ◽  
Food Advertising ◽  
Low Ses ◽  
Junk Food ◽  
Railway Stations ◽  
Food And Beverage ◽  
School Zones

AbstractObjectives:To examine the extent and characteristics of food and beverage (F&B) promotion in Hong Kong mass transit railway (MTR) stations in districts with different socioeconomic statuses (SES) and school density.Design:All advertisements located in the eight selected MTR stations were recorded by photographs or videos, and classified into F&B and non-F&B. The percentage of F&B advertisements and unhealthy F&B being promoted, and common persuasive marketing strategies used in F&B advertisements were compared between low v. high SES districts and school zones v. non-school zones.Setting:MTR stations in Hong Kong.Participants:Not applicable.Results:Of the 8064 advertisements documented, 861 (10·7 %) were F&B advertisements, promoting 1860 F&B items. More than half of the these were unhealthy foods. Stations in high SES districts or school zones tend to advertise more unhealthy items (high v. low SES: 55·8 v. 50·8 %, P = 0·049; school v. non-school: 60·8 v. 49·3 %, P < 0·001). More than one-third of the F&B advertisements recorded did not utilise any of those persuasive marketing techniques that were examined, and using models (13·9 %) or providing discounts (8·8 %) were the two most frequently used non-festival-related persuasive marketing strategies.Conclusions:Unhealthy F&B advertising in MTR stations is prevalent regardless of SES and school density, and persuasive marketing strategies were infrequently used. These suggest that a ban on unhealthy F&B advertising around schools or the use of persuasive marketing strategies alone would be ineffective in Hong Kong. To align with the recommendation from WHO, a universal ban of junk food advertising should be enacted.

Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance: A Study of Hong Kong Exporters

2001 ◽  
Vol 9 (4) ◽  
pp. 59-81 ◽  
Author(s):  
Gerald Albaum ◽  
David K. Tse
Keyword(s):  
Hong Kong ◽  
Competitive Advantage ◽  
Foreign Market ◽  
Adaptation Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Adaptation Process ◽  
Foreign Markets ◽  
International Marketing Strategy ◽  
And Performance

The authors examine how firms adapt different components of their marketing strategies in foreign markets compared with their domestic market and how such adaptation decisions influence the firms' competitive positions and performance in foreign markets. The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the firm's success. The authors propose that the adaptation process helps define a firm's competitive advantage, which in turn affects its performance in the foreign market. The authors develop hypotheses and propositions and test them with a sample of 183 export firms in Hong Kong.

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