Basic HTML Version
SESSION II: Meeting the Ever-changing & Challenging Demands
of Consumers Today
第二節：「領先一步．掌握顧客之道」
How can corporatemake good use of social media and various digital
tools to keep upwith the transforming consumption behavior?
企業如何利用社交媒體及其他數碼工具緊貼消費行為的變化？
Mr. Thomson Cheng
Managing Director, ImagineX Group
俊思集團
集團常務董事
鄭偉雄先生
研討會的第二部分圍繞零售發展策略及現今顧客需
要，鄭偉雄先生認為，消費行為不斷改變，緊貼消費
行為變化是零售業不可忽略的。他強調低成本的媒體
工具，特別是互聯網及以流動電話作基礎的社交媒
體，不但促進了營銷人員與顧客的互動交流，更加有
利產品的市場策略，有效建立企業的品牌形象。
In the s e cond s e s s i on on re t a i l bus ine s s s t rategi e s and
contemporary customer needs, Mr. Thomson Cheng commented
that consumption behavior is always changing and keeping up
with the transformation is essential in retail business. He said
that low-cost, typically Internet or mobile-based social media
tools not only allow social interaction between marketers and
their customers, but also help in marketing of products and
brand-building of corporations.
Meeting customers’ new communication demands
配合客戶通訊的新趨勢
Mr. Tom Chan
Managing Director, Consumer Group, PCCW Ltd
電訊盈科有限公司
個人客戶業務董事總經理
陳紀新先生
陳紀新先生指出，當今嶄新的無線上網及流動通訊設
備，不單改變人們的生活方式，更影響零售市場的運
作。他表示零售業從業員要提升自身的競爭力，便要
跳出傳統的框框，了解社交群體的影響力及滿足顧客
對流動網絡的需要。
Mr. Tom Chan shared the idea that nowadays, new wireless
and mobile devices are changing people’s way of life and the
retail marketplace. He said that to enhance competitiveness,
retail practitioners should go beyond the traditional approach to
understand the influence of social groups and satisfy the mobility
needs of customers.
Die or Change?
變與不變？
Mr. Daniel Chong
Managing Director, YATA Department Store
一田百貨
常務董事
莊偉忠先生
莊偉忠先生認為，要提升客人的滿意度，企業策略需
處處表現出公司細心、真誠、靈活及以人為本的態
度，更要協助員工盡展所長。另外，他向與會者分享
如何以建立品牌形象及善用危機管理，來贏取顧客的
支持，並以其公司於
2006
年重新定位，及對最近日
本核電廠危機作出的迅速反應，加以闡釋企業成功的
要素。
To achieve customer satisfaction, the business approach has
to be attentive, whole-hearted, flexible and people-oriented,
commented Mr. Danie l Chong. In addi t ion, he said that
companies should maximize staff talent. He also shared with the
audience how brand-building and crisis management can win the
support of customers by citing examples of repositioning of their
Department Store in 2006 and swift response to the recent crisis
of nuclear power plant in Japan respectively.
Rejuvenating a heritage brand – The journey of TSL Jewellery
經典品牌 星光再現– TSL│謝瑞麟
Mr. Lambert Chan
Chief Operation Officer, TSL Jewellery
TSL
│ 謝瑞麟
首席營運總監
陳立業先生
把握商機、看準顧客的需要絕對是企業成功的先決條
件。陳立業先生指出，近年中國經濟的蓬勃發展和增
長強勁的消費力，意味著珠寶業巨大的發展潛力。因
此，公司看準市場對珠寶的龐大需求，實行創新的市
場營銷計劃，以提高競爭力，例如於店內推出
Wi-Fi
網
絡服務，讓顧客享有全新的購物體驗。
It is essential that companies can grasp market opportunities
in order to address customers’ needs. Mr. Lambert Chan said
that the booming China economy and its burgeoning increase
in consumption power in recent years represent huge growth
potential for the jewellery industry. So, the company capitalizes on
the growing market demand of jewellery and implements creative
marketing campaigns in order to enhance its competitiveness. For
example, TSL provides Wi-Fi services in their retail shops so that
customers can enjoy a brand-new shopping experience.
第二節討論環節
主持人：
Ms. Caroline Mak
Chairman, HKRMA
香港零售管理協會
主席
麥瑞琼女士
在最後的討論環節，麥瑞琼女士總結道，企業如要掌握
令顧客滿意的技巧，他們需要靈活運用市場營銷學中的
「
4P
」。她表示在
4P
當中，以「人」（
People
）這一環
最為重要，因為人可以改變一切，因此管理層應信任下
屬，並適度下放權力，讓員工得以發揮才能。
In the final panel discussion, Ms. Caroline Mak concluded that for
corporations to master the skills of achieving customer satisfaction,
they have to exercise with flexibility the 4Ps in marketing. “Among
these, ‘people’ is the most important because people make it a big
difference.” Mak added that the management should have trust
in their staff and exercise empowerment.
Highlights of the Retail Conference can now be viewed on HKRMA website: www.hkrma.org
歡迎各位到本協會網站：www.hkrma.org，回顧零售研討會的精彩片段。
12
13
HKRMA NEWSLETTER
零售商