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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 Huang Wenjie, who provided information and insights for this video. This case discusses the strategic brand positioning and marketing initiatives undertaken by Shunde Huaguiyuan Hotel Co., Ltd. to promote the Cantonese cuisine and food culture of Shunde, a well-known culinary destination in China. The hotel launched a high-end Cantonese restaurant called "Finding Shunde's Food," which employed a multifaceted marketing approach, including a digital strategy with online menus and social media engagement, community involvement and tourism partnerships, enhanced customer experience and service quality, as well as offline publicity and event-based promotions. The results were positive, with the restaurant's initial solid performance and positive customer feedback. However, the case also highlights the hotel's ongoing challenges in navigating a highly competitive catering market, managing costs, and adapting to rapidly changing consumer demands and market trends.
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。特別感謝黃文傑為本視頻提供信息和見解。本案例討論了順德區華桂園酒店有限公司為推廣中國知名美食目的地順德的粵菜和飲食文化而採取的戰略性品牌定位和營銷舉措。酒店推出了一家名為「尋味順德」的高端粵菜餐廳，採用多方面的行銷方法，包括通過在線菜單和社交媒體參與、社區參與和旅遊合作的數位化策略，提升客戶體驗和服務品質，以及線下宣傳和活動式促銷。結果是積極的，餐廳的初期表現強勁，客戶反饋積極，儘管該案例也凸顯了酒店在駕馭競爭激烈的餐飲市場、管理成本以及適應快速變化的消費者需求和市場趨勢方面面臨的持續挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Caterers catering Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Cai Qiyao, who provided information and insights for this video. This case discusses that InterContinental Xiamen has created the "Whale Fantasy World" Metaverse family vacation experience, which combines immersive MR technology, interactive devices, and upgraded art and visual displays to provide a unique and engaging parent-child travel experience. The hotel has used a comprehensive digital marketing strategy, including online promotion, offline activities, and strategic partnerships, to attract family tourists and enhance customer satisfaction and loyalty. Despite the high investment and potential competition in the market, the hotel is confident in maintaining its innovation and standing out in the fierce competition by continuously optimizing its product experience and service quality.
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。特別感謝蔡琪瑶為本視頻提供信息和見解。本案例探討廈門洲際酒店打造了「鯨魚奇幻世界」元宇宙家庭度假體驗，結合沉浸式MR技術、互動設備、升級的藝術和視覺展示，提供獨特而引人入勝的親子旅行體驗。酒店採用全面的數字行銷策略，包括線上推廣、線下活動、戰略合作等，吸引家庭遊客，提高客戶滿意度和忠誠度。儘管市場投資高昂，競爭激烈，但酒店有信心保持創新，通過不斷優化產品體驗和服務品質在激烈的競爭中脫穎而出。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Pan Hongling, who provided information and insights for this video. This case discusses the marketing strategies employed by the Altay region in Xinjiang, China, to position itself as a premier skiing destination. The key strategies include: 1) Creating a popular "check-in spot" for skiing experiences by leveraging the region's natural scenery and working with social media influencers, 2) Introducing the Altay Ski Card, which offers unlimited skiing access to drive repeat visits and increase tourist spending on accommodations, dining, and equipment rentals. These strategies have successfully increased tourist traffic, length of stays, and overall revenues for the local tourism industry. However, the case also highlights the need to address challenges around managing the influx of tourists, maintaining service quality, and ensuring sustainable development of the region's natural resources.
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。特別感謝潘虹伶為本視頻提供信息和見解。本案例討論了中國新疆阿勒泰地區為將自己定位為首屈一指的滑雪目的地而採用的行銷策略。主要策略包括：1）通過利用該地區的自然風光並與社交媒體影響者合作，為滑雪體驗創造一個受歡迎的“打卡點”，2）推出阿勒泰滑雪卡，提供無限制的滑雪通道，以推動重複訪問並增加遊客在住宿、餐飲和設備租賃方面的支出。這些策略成功地增加了當地旅遊業的客流量、逗留時間和整體收入。然而，該案例也凸顯了應對遊客湧入、維持服務品質和確保該地區自然資源可持續發展等挑戰的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Skis skiing Mountain tourism Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Li Mengran, who provided information and insights for this video. This case discusses the brand co-creation strategy employed by Singaporean singer JJ Lin and his coffee brand Miracle Coffee. To commemorate his 20th anniversary, Lin launched a world concert tour and leveraged the "celebrity effect" to drive sales at Miracle Coffee's flagship stores and pop-up locations, particularly through a successful flashmob event in Hangzhou, China. The partnership between Lin's music brand and Miracle Coffee allowed the coffee brand to expand its user base and increase store revenue while boosting the popularity of the malls where the Miracle Coffee pop-ups were located. However, the case highlights the need for Miracle Coffee to maintain product quality and for JJ Lin to sustain a positive public image to ensure the long-term success of this brand co-creation strategy.
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。特別感謝李夢然為本視頻提供信息和見解。本案例討論了新加坡歌手林俊傑和他的咖啡品牌Miracle Coffee所採用的品牌共創策略。為紀念出道20周年，林俊傑發起了世界巡迴演唱會，並利用「名人效應」推動了Miracle Coffee旗艦店和快閃店的銷售，特別是在中國杭州成功舉辦了快閃活動。林俊傑的音樂品牌與Miracle Coffee之間的合作使該咖啡品牌能夠擴大其使用者群並增加商店收入，同時也提高了Miracle Coffee快閃店所在購物中心的知名度。然而，這起案件凸顯了Miracle Coffee需要保持產品品質，林俊傑需要保持積極的公眾形象，以確保這一品牌共創戰略的長期成功。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Actors in the advertising industry Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Yi Liang, who provided information and insights for this video. This case discusses the marketing strategy of Xiangyan Rock Tea, a premium oolong tea brand from the Wuyi Mountain region of China. The company recognized the importance of accurately positioning its high-quality tea and targeting potential customers with the purchasing power and demand for such products. By leveraging relationships with influential figures in the local real estate and cultural tourism industries, the company could effectively introduce its tea to a select group of middle and high-level consumers. The company significantly increased its revenue and established a loyal customer base through personalized product samples, constant communication, and building trust. The case highlights the value of thorough market segmentation, relationship-driven promotion, and emotional preparation in marketing premium tea products to a specific, high-net-worth target audience.
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。特別感謝易亮為本視頻提供信息和見解。本案例討論了中國武夷山區優質烏龍茶品牌響岩岩茶的行銷策略。該公司認識到準確定位其高品質茶葉的重要性，並瞄準具有購買力和需求的潛在客戶。通過利用與當地房地產和文化旅遊業有影響力的人物的關係，該公司能夠有效地將其茶葉介紹給選定的中高端消費者群體。通過個人化的產品樣品、持續的溝通和建立信任，該公司顯著增加了收入並建立了忠實的客戶群。該案例凸顯了徹底的市場細分、關係驅動的推廣和情感準備在向特定的高凈值目標受眾營銷優質茶產品方面的價值。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Bring (Marketing) Marketing Customer relations -- Management
- Resource Type:
- Others
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Others
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 Zhang Kunpeng, who provided information and insights for this video. This case discusses the marketing strategy of the Shanghai Peace Hotel. This historic hotel sought to revitalize its brand by capitalizing on the popularity of a TV series called "Blossoms of Shanghai." The hotel creatively integrated itself into the show through product placements and special themed offerings, tapping into the growing interest of young consumers in built-in advertising in TV dramas. By continuously emphasizing its rich cultural heritage and crafting engaging brand stories, the Peace Hotel significantly boosted its online visibility and guest room sales, underscoring the importance of blending quality products with effective storytelling to revive traditional brands. The case highlights the need for old hotels to find innovative ways to connect with modern audiences and create sustainable value.
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。特別感謝張鯤鵬為本視頻提供信息和見解。本案例討論了上海和平飯店的行銷策略。這家歷史悠久的酒店試圖通過利用一部名為「繁花」的電視連續劇的受歡迎程度來振興其品牌。酒店通過植入式廣告和特別主題產品，創造性地將自己融入節目中，利用了年輕消費者對電視劇內置廣告日益增長的興趣。通過不斷強調其豐富的文化底蘊和製作引人入勝的品牌故事，和平飯店顯著提升了其在線知名度和客房銷售額，凸顯了將優質產品與有效故事相結合以重振傳統品牌的重要性。該案例凸顯了老酒店需要找到創新的方式來與現代受眾建立聯繫並創造可持續的價值。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Television broadcasting -- Economic aspects Beverages -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Yin Bo, who provided information and insights for this video. This case discusses how a luxury hotel in Changsha, China, collaborated with a popular local milk tea brand, SexyTea, to address the hotel's traditional off-season during the Spring Festival. By offering a unique "Tea+Hotel" package and providing door-to-door delivery of the milk tea, the hotel could significantly boost its room reservation rate, increase brand exposure, and achieve higher customer satisfaction, even during the typically slow season. The successful partnership demonstrated the power of cross-industry alliances and the effectiveness of leveraging a reputable brand in joint marketing efforts, allowing the hotel to maintain service quality while generating good business returns and laying a strong foundation for its continued growth, particularly in the online OTA market.
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。特別感謝尹波為本視頻提供信息和見解。本案例討論了中國長沙的一家豪華酒店如何與當地受歡迎的奶茶品牌茶顏悅色合作，以解決酒店在春節期間的傳統淡季問題。通過提供獨特的“茶+酒店”套餐和奶茶送貨上門服務，酒店能夠顯著提高客房預訂率，增加品牌曝光率，並實現更高的客戶滿意度，即使在通常的淡季也是如此。此次成功的合作展現了跨行業聯盟的力量，以及在聯合行銷中利用知名品牌的有效性，使酒店在保持服務質量的同時，產生了良好的業務回報，為酒店的持續發展，尤其是在在線OTA市場的發展奠定了堅實的基礎。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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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Video
The lecture commenced with a welcome speech and speaker introduction by Prof. WANG Zuankai, Associate Vice President (Research and Innovation). In his presentation, Prof. Chen first gave a brief introduction to the United Nations’ 17 Sustainable Development Goals (SDGs) as well as the SDG monitoring practices in Mainland China. He pointed out that the Nation has adopted the high quality sustainable development concept, which emphasises harmonising the social, economic and environmental aspects in national development. Next, he elaborated on a pilot project that he led to measure Deqing County’s progress towards SDGs using geospatial and statistical information. The project was selected by the UN Department of Economic and Social Affairs as one of the first 16 good SDGs’ practices in 2020. After that, Prof. Chen shared that the achievement of sustainable development requires holistic and systematic research to build a digital governance system that can provide the basis for the scientific and orderly development of national territorial space. He also explained how territorial space sustainability studies can help unveil and analyse various patterns, such as the distributions of population, enterprises and public service facilities, and the relationships between them. To conclude, Prof. Chen introduced the national program on the development of the Realistic Geospatial Landscape Model (3dRGLm), which can generate digital description and representation of the real 3D geospatial spaces. This new geographic information system can support the Nation in achieving natural resources management and high quality sustainable development.
A question-and-answer session moderated by Prof. DING Xiaoli, Director of the Research Institute for Land and Space (RILS) and Prof. WENG Qihao, Associate Director of RILS, followed. The online and on-site audience engaged in a productive discussion with Prof. Chen.
Event date: 27/03/2024
Speaker: Prof. Jun CHEN (National Geomatics Center of China)
Hosted by: PolyU Academy for Interdisciplinary Research
- Keywords:
- Sustainable development Geospatial data China Sustainable Development Goals Geographic information systems
- Resource Type:
- Video
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Video
We have witnessed a rapid expansion of the global Chinese medicines market in recent years. Herb-based products are becoming an integral part of health management not only in the East, but also in the Western world. Notwithstanding the booming of herbal markets, there are challenging issues and concerns from the medical/healthcare professionals, the nutritional/pharmaceutical communities, regulatory agencies, as well as the general public. In this presentation, a closer look will be taken at the scientific challenges of the quality, safety, and effectiveness of herbal products. While some of these difficulties are unlikely to be overcome within a short period of time, there are wide-open opportunities for international collaborative research to help meet the demands for high-quality Chinese medicine products.
Event date: 01/12/2023
Speaker: Prof. CHE Chun-Tao
Hosted by: PolyU Academy for Interdisciplinary Research
- Subjects:
- Medicine
- Keywords:
- China Drugs -- Quality control Herbs -- Therapeutic use Medicine Chinese Materia medica
- Resource Type:
- Video