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This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Liu Hao, who provided information and insights for this video. This case discusses how the Chinese tea brand Naixue collaborated with musician Jay Chou's Fantasy album to create a successful marketing campaign. Naixue leveraged Chou's massive fanbase by co-branding with the album, allowing them to use Chou's image and music without the high endorsement fees. They created a "Fantasy Music Universe" virtual space where consumers could access digital products and rewards by purchasing co-branded items. This innovative digital and experiential marketing strategy led to record-breaking sales, enhanced Naixue's brand image, and showcased the power of AI and digital technology in modern marketing. However, the case also highlights the need for brands to balance technological innovation with maintaining brand integrity and transparency to sustain long-term consumer trust.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝劉昊為本視頻提供信息和見解。本案例討論了中國茶飲品牌奈雪如何與音樂家周杰倫的Fantasy專輯合作，打造成功的營銷活動。奈雪利用周杰倫的龐大粉絲群，與周傑倫的專輯進行聯合品牌推廣，使他們能夠使用周杰倫的形象和音樂，而無需支付高昂的代言費。他們創建了一個「范特西音樂宇宙」虛擬空間，消費者可以通過購買聯名商品來獲得數位產品和獎勵。這種創新的數位和體驗式行銷策略帶來了創紀錄的銷售額，提升了奈雪的品牌形象，並展示了人工智慧和數位技術在現代行銷中的力量。然而，該案也凸顯了品牌需要在技術創新與保持品牌完整性和透明度之間取得平衡，以維持長期的消費者信任。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Strategic planning Beverages -- Marketing
- Resource Type:
- Others
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This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to He Dan, who provided information and insights for this video. This case discusses the formation of the IHA (International Hotel Alliance) by the Gloria Hotel Group and other hotel chains to expand their global reach and customer base. The alliance aimed to improve service quality, increase brand awareness, and facilitate cross-border hotel reservations and promotional opportunities. The positive trend in outbound tourism, driven by expanded visa-free policies, has further bolstered the IHA's goals of joint branding, channel interconnection, and leveraging the growing Chinese outbound travel market. While the IHA has achieved some initial success, the case highlights ongoing challenges in recruiting more members, ensuring consistent quality across the alliance, and navigating the complexities of cross-border operations and changing travel policies.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝何丹為本視頻提供信息和見解。本案例討論了凱萊酒店集團和其他連鎖酒店成立IHA（國際酒店聯盟），以擴大其全球影響力和客戶群。該聯盟旨在提高服務品質，提高品牌知名度，並促進跨境酒店預訂和促銷機會。在免簽政策擴大的推動下，出境旅遊呈現出良好的發展趨勢，這進一步促進了IHA的目標，即聯合打造品牌、渠道互聯和充分利用日益增長的中國出境旅遊市場。雖然IHA已經取得了一些初步的成功，但該案例凸顯了在招募更多成員、確保整個聯盟的一致品質以及應對跨境運營的複雜性和不斷變化的旅行政策方面的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Hospitality industry -- Marketing
- Resource Type:
- Others
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Dr. Tulio Maximo is an Assistant Professor at The Hong Kong Polytechnic University School of Design. Tulio aims to improve society collaboratively by including individuals and institutions in knowledge development. His research interests include intergenerational and inclusive design, mobility devices, sitting ergonomics, design-led social entrepreneurship, healthcare services, and inclusive education. Tulio teaches ergonomics, capstone projects, and cooperative projects and has created the elective subject Design Meets Disabilities. He has received numerous awards for his design and teaching, including the UGC Teaching Award 2022 as an Early Career Faculty Member and the Red Dot Product Design Award 2022 for the design of the Omni Study System for children living in subdivided flats. Tulio’s teaching philosophy is inspired by value creation education and universal design for learning, and he advocates empathy as a core teaching and learning strategy. In this case study of teaching good practices, Tulio share how he uses empathy as a core teaching strategy.
- Subjects:
- Good Practices
- Keywords:
- Effective teaching Teaching
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- Others
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Every day, we are bombarded by information. From the morning paper to news and on social media throughout the day. We might not think of it much now but, that’s an overwhelming amount of information.
And it can be dangerous in some cases. From fake news or inaccurate information, or the information heavily biased.
This, in turn, impacts you. It impacts who you vote for, what you buy and maybe how you feel. In a sense, the information we consume dictates our entire life.
As a result, critical thinking skills become our saving grace in our lives. It’s a skill that so many of us lack in our lives and yet it’s one of the most critical.
- Keywords:
- Critical thinking
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- Others
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Critical thinking is the art of filtering through information to reach an unbiased, logical decision that guides better thought and action. It can be learned through powerful techniques listed in this article.
Before you read further, it is important for you to know that critical thinking is a state of mind, not a tool or strategy.
If you are bogged down in the trivial day to day matters of your professional and personal life, learning how to think critically can help you rise above these issues and focus your energies where they are needed – to solve problems and accomplish objectives.
It stands to reason that the better the learning techniques, the better critical thinking and reasoning will be. My experience in helping people grow means I know exactly what is needed to learn critical thinking (hint: it’s not just pondering over the problem).
- Keywords:
- Critical thinking
- Resource Type:
- Others
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Do you take long to solve career or business problems? It may be time to learn how to use the 5 Whys to make the process simpler.
Maybe you believe that you need to know 1000 techniques to solve problems faster. The truth is that there isn’t a single technique that can solve all your problems. But despite this reality, you can still solve most of your problems in an effective way.
How? By leveraging Sakichi Toyoda’s 5 Whys technique. Toyoda used this technique for the Toyota production system, but you can apply it to most of your problems[1]. So, stop trying to memorize dozens of techniques and get ready to work smarter!
- Keywords:
- Decision making Problem solving
- Resource Type:
- Others
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Have you ever thought of yourself as a problem solver? I’m guessing not. But in reality, we are constantly solving problems. And the better our problem solving skills are, the easier our lives are.
Every day, you’ll be faced with at least one problem to solve. But it gets easier when you realize that problems are simply choices. There’s nothing ‘scary’ about them other than having to make a decision.
No matter what job you’re in, where you live, who your partner is, how many friends you have, you will be judged on your ability to solve problems. Because problems equal hassles for everyone concerned. And people don’t like hassle. So the more problems you can solve, the less hassle all-round, the happier people are with you. Everyone wins.
- Keywords:
- Decision making Problem solving
- Resource Type:
- Others
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Others
Design thinking is playing an increasingly significant role in the business world. Companies doing some of the most innovative work, such as Apple, Amazon, and Google, use this approach to help solve complex problems and develop highly-creative solutions, products, and services. The need for design thinking is especially urgent now, given the constantly increasing pace of innovation.
- Keywords:
- Strategic planning Creative thinking Problem solving Critical thinking Creative ability in business
- Resource Type:
- Others
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Networking is, as its name implies, work. And like any job, networking takes skills.
That's right: there’s more to the networking hustle than showing up at an event and hitting the bar. (It takes more than inviting someone to meet for a cup of coffee, too.) Networking has its own skillset, one that you have to work to hone. But luckily, you can get good at networking. Here's a guide on how to network—from how to view this often-dreaded activity to what to say and how to keep the conversation going.
- Keywords:
- Job hunting Career development Interpersonal relations Business networks Social networks
- Resource Type:
- Others
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Picture this: You step into an elevator, and right after you steps in a well-dressed woman. She looks familiar, and as you squint your eyes you realize she is the CEO of the company where you’ve always wanted to work, a woman who you once met earlier in your career. She presses the button for floor 43. Can you tell her who you are, what your goals are, and leave a memorable impression before the elevator stops? The answer, of course, is yes – if you have a good elevator pitch!
This guide will give you the tools to craft a winning elevator pitch. It will take you through the elements of an elevator pitch, how to draft and practice the pitch, and how to deliver it successfully to anyone, whether it’s the CEO in the elevator or a person you bump into at a networking event.
- Keywords:
- Business presentations Job hunting Employment interviewing Interviewing
- Resource Type:
- Others