¡¼ MARKET SEGMENT WITHIN TOURISM 2

1. Segment basis 2
2. Market Segment of BrandHK within tourism 2

¡¼ UMBRELLA POSITION OF BRANDHK 3

¡¼ HOW SHOULD BRANDHK BE POSITIONED? 4

¡¼ LEARNING FROM HKTB AND OTHER BRAND SATE PROGRAMS 5

¡¼ STRENGTH AND RESOURCES OF THE HKTB 6

HKTB (The Hong Kong Tourism Association) 6

¡¼ ISD¡¦S STRATEGIES 9

1. Customized tourist service. 9
2. Overcome the Chinese Regulation 9
3. Adopting Chinese good images 9
4. Getting Main Land people 10

¡¼ MARKETING STRATEGY 11

¡¼ CAPITALIZE ON THE INTERNET 11

¡¼ MEASURING THE EFFECTIVENESS 12

¡¼ Market segment within tourism

1. Segment basis

Five percent of Hong Kong¡¦s GDP was generated from the tourism industry and the earnings in 2000 were about HK$76.4 billion (US$9.7 billion). Around 50,000 visitors have arrived each year since Hong Kong Tourist Association was established in 1957. In 2000, Hong Kong was the world¡¦s 14th ¡Vmost-popular tourist......

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Title: Brandhk
Approximate Word Count: 2181
Approximate Pages: 9 (250 words per double-spaced page)

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