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Members' Corner
Focus on Core values
Implementation of sustainable strategy
"Stand by Our Market" is the key project launched by The Link recently. The
project has successfully turned traditional wet market into a fresh market
with a new image, providing residents and young customers a unique
shopping experience. Mr. Ng indicated that enterprises often build their
brands around their own "visions", "missions" and "values", setting the
"objectives", "rationales" and "strategies" of their brand management. The
key to success is to connect the investors, tenants, employees and the
community in order to implement the sustainable development strategy.
Unqiue Study
Know Your Customers' Mind
To create a brand to build brand differentiation, the indispensible strategic
action is to know the mind of your customers. It is easy to know what your
customers dislike, but to discover their preference and likings is a much
more difficult thing. Therefore, The Link especially investigate what their
customers dislike, and through the upgrade of the interior, hardware and
product to enhance their experience. For examples, keeping the floor dry
and clean, install more customer service counters with market ambassadors,
and provide "experts' tips" services, etc.
Development plan should based on capability
Mr. Ng pointed out that the enterprise should devise their own brand
management strategy according to their capability. The Link has now
launched 5 new Fresh Market, and they will rebuild 5 Fresh Market every
year, taking into consideration their capability.
圍繞核心價值
積極實踐可持續發展策略
「街市
˙
『嚐』在」是領匯近年推行的重要項目，
成功地把傳統鮮活街市華麗轉身，重新塑造鮮活街
市的形象，為區內居民及年青顧客創造一個嶄新的
購物體驗。吳鴻揮先生指，企業建立品牌離不開
圍繞其遠景、使命及核心價值來擬定品牌策略的目
標、合理性及策略；而重點是必須把投資者、商
戶、員工及社區連繫起來，才能實踐可持續的發展
策略。
另類調查
洞悉顧客心態
建立「品牌」創建「差異」，洞悉顧客心態是不可
缺少的策略行動
(Strategic actions)
。但要知道顧客
喜歡甚麼比知道他們不喜歡的來得困難，因此領匯
另類地調查顧客不喜歡的東西，透過改進其環境、
硬件及產品來提升顧客體驗，例如地面不再充滿水
漬、增設客戶服務櫃檯及客戶服務大使及提供「專
家教路」等服務。
因應企業能力
按步就班推展
吳先生指出，企業必須按能力推行品牌策略。領匯
現時已改造了五個鮮活街市，考慮到企業的承載能
力，未來目標也是按年推出五個。
Sharing talk on "Marketing Strategies for Building Differentiation"
品牌策略：如何創建品牌差異
On 25 June, 2015, the Association invited Mr. Myron Ng, Assistant General Manger of Fresh
Market Asset Management of The Link Management Limited, to share how The Link builds its
brand differentiation on the Fresh Market Project successfully. This sharing talk also provides a
networking platform for SME retailers to share their insights on branding management.
協會於
2015
年
6
月
25
日舉辦了以「品牌策略：如何創建品牌差異」為題的分享會，邀請了領匯管理
有限公司街市資產管理助理總經理吳鴻揮先生蒞臨，分享領匯如何在鮮活街市項目
(Fresh Market)
創
建了成功的品牌差異。是次活動為中小企零售商提供交流平台，彼此分享品牌管理的心得。
SME Value-
added series
SME
增值系列
38
