Interactive television in Hong Kong: a case study on iTV.

• Other Authors: Chan, Hung-Chin.
• Format: Others
• Language: English
• Published: 1999
• Subjects: Interactive television; Interactive television > China > Hong Kong > Case studies
• Online Access: http://library.cuhk.edu.hk/record=b5889481; http://repository.lib.cuhk.edu.hk/en/item/cuhk-322458

by Chan Hung-Chin, Fu Lai-Yan, Carmen. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. === Includes bibliographical references (leaves 47-50). === APPROVAL --- p.ii === ABSTRACT --- p.iii === TABLE OF CONTENTS --- p.iv === LIST OF ILLUSTRATIONS --- p.vi === LIST OF TABLES --- p.vii === ACKNOWLEDGMENTS --- p.viii === Chapter CHAPTER 1 - --- INTRODUCTION --- p.1 === Chapter 1.1 --- Main Theme --- p.2 === Chapter 1.2 --- Objective --- p.2 === Chapter 1.3 --- Methodology --- p.3 === Chapter 1.3.1 --- Interview --- p.3 === Chapter 1.3.2 --- Primary Data --- p.3 === Chapter 1.3.3 --- Secondary Data --- p.3 === Chapter 1.4 --- Report Structure --- p.4 === Chapter CHAPTER 2 - --- CASE DESCRIPTION --- p.5 === Chapter 2.1 --- What is Interactive Television? --- p.5 === Chapter 2.1.1 --- Potential Applications --- p.6 === Chapter 2.1.2 --- Value Chain --- p.7 === Chapter 2.2 --- Hongkong Telecom and iTV --- p.8 === Chapter 2.2.1 --- Company Background --- p.8 === Chapter 2.2.2 --- Why Developing i TV? --- p.8 === Chapter 2.3 --- Launching iTV in Hong Kong' --- p.10 === Chapter 2.3.1 --- Target Market --- p.10 === Chapter 2.3.2 --- Branding and Positioning --- p.10 === Chapter 2.3.3 --- Marketing Objectives --- p.11 === Chapter 2.3.4 --- Marketing Plan --- p.11 === Chapter 2.4 --- Current Situation --- p.12 === Chapter 2.4.1 --- Today's iTV --- p.13 === Chapter 2.4.2 --- Challenges --- p.14 === Chapter CHAPTER 3 - --- FOCUS GROUP INTERVIEWS --- p.18 === Chapter 3.1 --- Rationales of Using Focus Group Interviews --- p.18 === Chapter 3.2 --- Sample --- p.19 === Chapter 3.3 --- Specific Question Areas --- p.19 === Chapter 3.4 --- Summary of Findings --- p.21 === Chapter 3.5 --- Limitations --- p.25 === Chapter CHAPTER 4 - --- CASE ANALYSIS ……… --- p.27 === Chapter 4.1 --- Consumer Analysis --- p.27 === Chapter 4.2 --- 5Ps Analysis --- p.28 === Chapter 4.2.1 --- Product --- p.28 === Chapter 4.2.2 --- Price --- p.31 === Chapter 4.2.3 --- Promotion --- p.32 === Chapter 4.2.4 --- Place --- p.33 === Chapter 4.2.5 --- Personnel --- p.34 === Chapter 4.3 --- Factors Affecting Adoption Rate --- p.34 === Chapter 4.3.1 --- Relative Advantage --- p.34 === Chapter 4.3.2 --- Compatibility --- p.35 === Chapter 4.3.3 --- Complexity --- p.35 === Chapter 4.3.4 --- Trialability --- p.36 === Chapter 4.3.5 --- Observability --- p.36 === Chapter CHAPTER 5 - --- RECOMMENDATIONS --- p.37 === Chapter 5.1 --- Corporate-level Strategies --- p.37 === Chapter 5.2 --- Business-level Strategies --- p.38 === Chapter CHAPTER 6 - --- CONCLUSION --- p.40 === APPENDIX 1 --- p.41 === APPENDIX 2 --- p.42 === APPENDIX 3 --- p.43 === APPENDIX 4 --- p.44 === APPENDIX 5 --- p.45 === APPENDIX 6 --- p.46 === BIBLIOGRAPHY --- p.47