May 2017 Vol. 16 二零一七年五月 第十六期

HIG

HLIG

HTS 本

期要

目4 5

Young Entrepreneur Scheme (YES)青年企業家計劃

6 Business Press商業新聞精選

8 Business Dim Sum商管點心

3 Challenge Yourself自我挑戰

7Guessing Game有獎競猜遊戲

2Marketing Professional Series市場營銷專業系列

Higher Diploma in Financial and Investment Planning 8C121-FIPProgramme Leader: Mr Michael Wong (ccwongcw@hkcc-polyu.edu.hk)

Why should students choose Higher Diploma in Financial and Investment Planning?• As an important economic pillar in Hong Kong, the financial services

industry provides abundant job opportunities.

• In Hong Kong, the market for financial planning services is growing unprecedentedly fast due to the rise in the population of the middle-aged and the elderly.

• The need for risk management for critical illnesses is increasing due to the lack of a comprehensive government-regulated health insurance scheme.

What are the special features of this programme? • Graduates can articulate to bachelor’s degree programmes in related

disciplines.

• The programme facilitates students’ career development in financial and investment planning. Graduates are granted exemption from taking certain examination papers or courses of the Society of Registered Financial Planners, the Institute of Financial Planners of Hong Kong, and The Hong Kong Institute of Bankers.

• Various training and internship opportunities are provided for students.

• With professional training provided by the financial industry, students can obtain Insurance Intermediaries Qualifying Examination licences before graduation to enhance their career development.

Programme website: www.hkcc-polyu.edu.hk/prog/hd_fip

Higher Diploma in Service Management 8C121-SVMProgramme Leader: Dr Doreen Tse (ccdoreen@hkcc-polyu.edu.hk)

Why should students choose Higher Diploma in Service Management?• Service industries play a major role in Hong Kong’s economy. Data

from the Information Services Department and Census and Statistics Department show that the share of the services sector in Hong Kong’s Gross Domestic Product (GDP) rose from 89.8%1 in 2003 to 92.6%2 in 2015 .

• The employment growth of the services sector witnessed an increase of 0.28% from June 2015 to June 20163. As the services sector continues to grow, the demand for talents in service management will rise.

What are the special features of this programme?• The articulation rate is high. In 2016, it peaked at around 92%.

• Diverse elective subjects offer students a multi-dimensional perspective on the service management industry.

• Company visits help students understand more about the operations of the service management industry.

• Industry professionals are invited to deliver talks and seminars.

• Collaborating with companies including Island South Property Management Limited, MTR Corporation Limited and Shangri-La Hotel, Harbin, the programme provides ample internship opportunities to prepare students for their further studies and career development.

Programme website: www.hkcc-polyu.edu.hk/prog/hd_svm

1 Census and Statistics Department, 2015 Gross Domestic Product (February 2016) 2 Census and Statistics Department, National Income (29 November 2016)3 Census and Statistics Department, Quarterly Report of Employment and Vacancies Statistics (June 2016)

財務及投資策劃高級文憑8C121-FIP課程統籌: 黃俊偉先生 (ccwongcw@hkcc-polyu.edu.hk)

為 甚 麼 要 選 讀 財 務 及 投 資 策 劃 高 級 文 憑 課程？•金融服務是香港經濟的重要產業，提供大量就業機會。

•香港中老年人口比例正以空前的高速上升，對理財策劃需求殷切。

•香港目前沒有政府規管的全面醫療保障，市民對危疾風險管理服務的需求增加。

這個課程有甚麼特點？•畢業生可升讀相關的大學學士學位課程。•課程有助同學在財務及投資策劃方面的專業發展，同學畢業後可獲註冊財務策劃師協會、香港財務策劃師學會及香港銀行學會豁免部分試卷或課程。

•課程為同學提供培訓及實習機會。•藉著業界培訓，同學可於畢業前考取保險中介人資格牌照，促進事業發展。

課程網址：www.hkcc-polyu.edu.hk/prog/hd_fip

服務管理高級文憑 8C121-SVM課程統籌：謝耀屏博士 (ccdoreen@hkcc-polyu.edu.hk)

為甚麼要選讀服務管理高級文憑課程？•服務業是香港的經濟支柱之一。根據政府新聞處及政府統計處的數據，服務業所佔的本地生產總值比重，由2003年的89.8%1上升至2015年的92.6%2。

•由2015年6月至2016年6月，整體服務業就業人數增加了約0.28%3。由於服務業持續增長，服務管理人才的需求亦隨之增加。

這個課程有甚麼特點？•升學率高：2016年升學率近92%。•多元化的選修科，讓同學從多方面了解服務管理行業。

•同學可參加公司考察，實地了解服務管理行業的運作。

•同學可參加業界專業人士講座。•與南盈物業管理有限公司、香港鐵路有限公司及哈爾濱香格里拉大酒店等機構合作，為同學提供實習機會，為日後升學及就業打好基礎。

課程網址：www.hkcc-polyu.edu.hk/prog/hd_svm

1政府統計處，2015年本地生產總值（2016年2月）2政府統計處，本地居民總收入（2016年11月）3政府統計處，就業及空缺按季統計報告（2016年6月）

-

Theresa ChoiHKCC has launched the Marketing Professional Series since September 2006. It aims to sharpen students’ practical insights, provide marketing students with more learning experiences, and update students’ marketing knowledge and real-life cases through interacting with marketing professionals. It also covers various activities such as personality workshops, guest talks by experienced marketers, company visits, graduate sharing sessions, and service learning through supporting the events of The Chartered Institute of Marketing and The Hong Kong Institute of Marketing.

On 28 October 2016, Mr Alfred Cheng, General Manager of Sales of POAD, was invited to deliver a talk to students on “What Makes an Impactful Outdoor Campaign?” In the talk, Mr Cheng taught students how to develop a creative outdoor campaign to better reach their target markets by demonstrating several insight-stimulating international outdoor campaigns. A lot of students participated in the Student Reflection Competition after attending this inspiring talk. The following is the reflection of the champion:

賴美琳

香港專上學院自2006年9月開始推行「市場營銷專業系列」，旨在 豐富學生的洞察力，為市場學學生提供更多的學習機會，同時讓他們接觸市場營銷專業人士，學習最新的市場學知識及真實個案。此外，還有個性工作坊、資深市場營銷人士講座、企業參觀、畢業生分享會等，並安排學生協助英國特許市務學會及香港市務學會舉辦項目， 從服務中汲取經驗。

2016年10月28日，博納戶外廣告有限公司銷售部總經理鄭康翔先生獲邀發表題為「有影響力的戶外廣告需要具備甚麼要素?」的演講。鄭先生引用多個具啟發的國際戶外廣告，教導同學如何策劃具創意的戶外廣告計劃，更有效地接觸目標市場。很多同學出席講座後參加 反思寫作比賽。以下是冠軍得主的文章：

Champion: Cheng Ka-yee, Yvonne Year 2 student of Associate in Business (Marketing)In the past, I often regarded outdoor advertisements as something boring and standardised. To me, they just publicised products and services on billboards, in public places, or inside physical stores. However, what Mr Cheng shared in the talk has completely changed my mindset. I now realise that outdoor campaigns can be launched through many layers of meaning. They not only focus on transmitting marketing messages to potential customers, but also include the important elements of interaction and innovation.

The talk introduced the elements and formats of a successful outdoor campaign. Through case studies, Mr Cheng has inspired me that interactive, experiential advertising is an indispensable element in any outdoor campaigns. Amongst all the international outdoor campaigns presented, I found McDonald’s the most impressive. McDonald’s created an interactive outdoor sign-billboard with a challenging game. Passers-by were invited to use their smartphones as controllers to recover a melted ice-cream. If they completed the task successfully, they could get a free ice-cream at the nearest McDonald’s within a specific time period. The use of scarcity appeal was very effective and coherent to convey a message – a time limit to enjoy and redeem your own ice-cream. This game created an incentive for participants to visit McDonald’s.

The talk has also further broadened my horizons. I have learnt to think out of the box, which is a key to success. I believe a wide vision and creative thinking can facilitate my studies and career development in the marketing industry.

冠軍：鄭嘉儀工商業副學士（市場學）二年級學生

以前我看到戶外廣告時，總覺得這些廣告既沉悶又走不出既定 框框，只是在廣告牌、公眾地方或店內宣傳產品或服務。然而，鄭先生的講座內容徹底改變了我的想法。現在，我知道戶外廣告計劃可以具備多重意義，不單著重向潛在顧客傳遞市場銷售訊息，也包括彼此互動及創新的要素。

講座介紹了一個成功戶外廣告計劃的要素及形式。鄭先生所舉的個案研究，令我領悟到互動及體驗式廣告是戶外廣告計劃不可 缺少的部分。在講座中列舉的多個國際戶外廣告計劃之中，給我最深印象的是麥當勞。麥當勞創作了一個附設遊戲的互動戶外廣告牌，邀請行人使用手提電話作控制器，還原一杯融化了的 雪糕。成功的話，他們可以在指定時間內到最近的一間麥當勞 免費享用一杯雪糕。利用這種「稀少訴求」策略，能夠既有效又清楚地表達一個訊息：在指定時間內免費享用你的雪糕。這個 遊戲提供了獎勵，吸引參加者光顧麥當勞。

這個講座也擴闊了我的眼界。我學會跳出固有的思想框架，這是成功的關鍵。我相信擴闊目光及創意思考有助我學習市場營銷及 發展事業。

Marketing Professional Series 市場營銷專業系列

2

* These are suggestions only. There could be several approaches to the same case.

* 以上分析僅供參考。同一個案可以從多個不同的角度分析。

1. Was Samsung’s recall of Note 7 a correct decision? Please explain.

2. What consequences would Samsung have borne if Note 7 had not been recalled?

1. The recall was a correct decision. To Samsung, the most important and valuable asset is its reputation and goodwill, which is an intangible asset of the company. If Samsung had failed to take such an action, it could have lost more than US$5 billion since people would lose confidence in this brand. The benefits of the recall, in fact, have outweighed the costs.

2. The combustible Note 7 could endanger its users and damage their property. If there had been no recall of Note 7, not only the brand and reputation would have been damaged, but also lawsuits and users’ claims would have incurred, resulting in compensation and settlements. Besides, there would have been an adverse impact on the sales volumes of other Samsung’s products.

1. 三星回收Note 7手機的決定是否正確？請解釋。

2. 假如三星沒有回收Note 7手機，會有甚麼後果？

1. 回收手機是正確的決定。 對三星而言，公司最重要及最寶貴的無形資產是口碑和商譽。如果三星不採取行動，大眾便會對品牌失去信心，公司的損失或會多於50億 美元。因此，回收手機實際上是利大於弊。

2. Note 7手機自燃有可能對用家構成危險，以及造成財物損失。如果三星沒有回收Note 7，不單損害了公司的品牌和 聲譽，更會招致訴訟和用家索償，最終需要賠償及達成和解，此外，其他三星產品的銷情亦會受到不利影響。

Questions

Answers*

問題

答案*

3

Challenge Yourself 自我挑戰

Case study can help you develop critical thinking and problem-solving skills,

and train you to apply knowledge practically in different real-life business

situations. They are commonly used by business schools around the world.

個案研究有助你培養慎思明辨的能力及解決問題的技巧，並應用於實際商業情況。因此，世界各地不少商學院常會利用個案研究作輔助教學。

In September 2016, Samsung, a tech giant in South Korea, recalled a total of 2.5 million Galaxy Note 7 smartphones after a number of cases where the flagship product had caught fire. To ensure customers’ safety, Samsung stopped the production of Note 7, and users could exchange for other Samsung phones.

Samsung announced that the recall would cause a loss of US$10 billion in sales and an estimated US$5 billion drop in profit. Besides, the company projected that the stock price of Samsung Electronics Co. Ltd. would be adversely affected due to the incident. Though the company’s stock price dropped to KRW1.46 million in mid-September 2016, it gradually went up to KRW1.97 million in early February 2017.

2016年9月，南韓科技界巨頭三星電子的旗艦手機Galaxy Note 7因發生多宗起火事件，三星決定回收250萬部 Note 7。為保障消費者安全，三星停止生產Note 7，並容許用家更換其他三星型號手機。

三星表示，回收計劃會令公司銷售額損失達100億美元，利潤預計下跌達50億美元，預計三星電子的股價亦會受挫。三星的股價於2016年9月中曾跌至146萬韓圜，但在2017年2月初逐步回升至197萬韓圜。

Case AnalysisAndy Tai

個案研究龍諾宜

(Sources of information資料來源: http://www.phonearena.com/news/Samsung-total-Note-7-recall-costs-now-5-billion-cue-significant-quality-assurance-changes_id86583; https://www.bloomberg.com/news/articles/2016-10-13/samsung-sees-additional-mid-3-trillion-won-impact-from-note-7)

Young Entrepreneur Scheme (YES) 青年企業家計劃

Jandia Poon

The final round of the Young Entrepreneur Scheme (YES) Competition 2015/16 was held on 20 February 2016 on PolyU West Kowloon Campus. With support from three professional bodies, namely the Association of Chartered Certified Accountants (ACCA) Hong Kong, The Association of International Accountants (AIA) Hong Kong Branch, and the Hong Kong Institute of Accredited Accounting Technicians (HKIAAT), the competition attracted a record high of 70 teams to participate. Before presenting their business ideas in front of a panel of judges, all teams were required to take part in a series of six workshops and a company visit, and regularly meet their facilitators who were lecturers from the Division of Business of HKCC.

陳妙嫺

「青年企業家計劃2015/16」決賽於2016年2月20日在理大西九龍校園

舉行。是次比賽獲特許公認會計師公會香港分會、國際會計師公會香港

分會及香港財務會計協會支持，吸引了多達70支隊伍參加。在向評審團

闡述商業理念前，所有隊伍均參加了六個工作坊及一次企業考察，並定期

與擔任顧問的HKCC工商管理學部講師會面。

All Day Picnic provides theme-oriented picnic package services, sells picnic-related items, and organises workshops for customers. The picnic setting, picnic items, food and drinks are designed for a particular theme. This uniqueness enables the company to differentiate itself from its competitors. Its target market includes small groups of individuals, especially families and teenagers who are interested in picnics. The company promotes its business through Facebook, competitions, sales promotion, leaflets, and website advertisements. The sales forecast reveals that the business is highly profitable, and can yield profit starting from the second year. Being a responsible company, All Day Picnic will collaborate with Food Angel and Green Production (Overseas) Group to promote environmental awareness.

All Day Picnic提供主題式野餐套餐服務，售賣野餐用品，並為客人舉辦工作坊。野餐的 佈置、用品、飲品及食品都有特定的主題。這個創新的意念令公司顯得更為獨特，有別於 其他競爭者。All Day Picnic的目標客戶為一般市民，特別是喜歡野餐的家庭和青少年。 該公司以Facebook、比賽、優惠宣傳單張及網站廣告作宣傳。按銷售預測，這門生意回報率高，第二年開始便會有盈利。All Day Picnic亦重視企業良心，會與惜食堂和綠藝（海外）制作合作推動環保。

Team Name 隊伍名稱: All Day Picnic

Team Members 隊伍成員: Cheung Lok-lam, Ng Yuen-mei, Yeung Shuk-lin, Yu Man-hin 張樂琳、吳婉薇、楊淑蓮、余文軒

4

Champion

冠軍

The popularity of aerial photography has been growing rapidly in Hong Kong. To capture this niche market, Flyers offers products, services and training courses concerning a series of unmanned aerial vehicles and drone photography to meet the needs of customers from diverse backgrounds including both amateurs and professionals. Flyers will open a retail shop in Wan Chai and set up a studio in Kwun Tong for the post-production of aerial photographs. Considering the growing market, the company anticipates that the business will break even in the first year of operation and will continue to increase profit thereafter. Since the business idea is new and the target market is growing, it is believed that Flyers will become a profitable and sustainable company.

近 年 ， 航 拍 愈 來 愈 受 歡 迎 。 為 捕 捉 這 獨 特 市 場 的 商 機 ， F l y e r s 提 供 一 系 列 無人 機 航 拍 產 品 、 服 務 和 訓 練 課 程 ， 以 滿 足 不 同 背 景 的 客 戶 需 求 ， 包 括 業 餘 愛好 者 及 專 業 人 士 。 F l y e r s 計 劃 在 灣 仔 開 設 零 售 店 ， 並 在 觀 塘 設 立 工 作 室 ， 為航 拍 照 片 進 行 後 期 製 作 。 由 於 市 場 正 不 斷 增 長 ， 公 司 預 期 首 年 營 運 已 能 達 至收 支 平 衡 ， 往 後 利 潤 將 持 續 增 長 。 由 於 經 營 理 念 嶄 新 ， 而 且 目 標 市 場 不 斷 擴大，相信Flyers將成為一間有利可圖及持續發展的公司。

iCare is a small-scale business engaging in online grocery shopping. Its target market is Hong Kong’s middle-class families or individuals who seek high-quality food ingredients but have no time to shop in wet markets or supermarkets. iCare sells a wide range of packaged organic food ingredients together with recipes of main dishes, salads, soups, and desserts in Chinese and Western styles. The total calorie content for each package is also indicated on the packaging. Customers can easily place their orders through its app or official website. Statistics have shown that 46% of the middle-income people in Hong Kong consume organic products, and an increasing trend of this consumption pattern has been observed. Apparently, iCare has tremendous potential as the market is sufficiently large and growing.

iCare是一家在網上售賣雜貨的小型企業，目標客戶是中產家庭或個人客戶，他們講究食材質素，卻沒時間到菜市場或超級市場選購。iCare售賣各種包裝好的有機食材，並附上食譜，包括中西式主菜、沙律、湯和甜點，並在包裝上標明總熱量。客戶可以利用iCare的手機程式或網站輕鬆訂購食材。據統計，香港46％的中產人士喜歡食用有機產品，這種消費模式愈來愈普及，可見市場龐大，需求亦不斷增長，iCare具有很大的發展潛力。

Team Name 隊伍名稱: Flyers

Team Members 隊伍成員: Chung Siu-hin, Fan Chung-man, Tang Pui-ling, Wong Yue-tak 鍾兆軒、范仲文、鄧佩玲、黃裕德

Team Name 隊伍名稱: iCare

Team Members 隊伍成員: Cheung Ho-lam, Kwong Wai-hing, Shek Lok-wan 張皓琳、鄺蕙馨、石樂韻

5

First Runner-up and

Best Company Website

Design Award

亞軍及最佳公司

網頁設計獎

Second

Runner-up

季軍

Bloomberg Businessweek (16-22 January 2017)

彭博商業周刊（2017年1月16至22日）江曉紅

During his presidential campaign, Donald Trump, the elected 45th U.S. President, made a series of promises including calling for additional tariffs on China, Mexico and other countries, withdrawing U.S.A from the Trans-Pacific Partnership (TPP), and attacking those U.S. companies which outsource their jobs. These promises, if carried out, would have adverse impacts on global economic ties, and trigger counter-reactions in global trade and business. Though President Trump has set up a special office on trade and industrial policy led by a harsh critic of free trade, and has chosen a U.S. ambassador who has long experience in promoting bilateral trade to China, it remains unclear how he is to fulfil these promises.

If you are interested in knowing more about those counter-reactions in the existing global trade and business beneficiaries of the new global economic order, please read the article “Trade’s Coming Rough Turn” on page 8 of the aforesaid publication.

第45屆美國總統特朗普參與總統選舉時許下了幾番承諾，包括對中國、墨西哥及其他國家增加關稅，使美國退出跨太平洋戰略經濟夥伴關係協議，並打擊將工作外判的美國公司。如兌現這些承諾，將損害全球經濟關係，亦會為全球貿易及商業交易帶來反效果。雖然總統特朗普設立了特別部門制訂貿易和工業政策，並任命反對自由貿易派人士統領該部門，同時派遣對推廣與中國的多邊貿易關係具豐富經驗的人選出任美國大使，但大眾仍然不清楚他會如何落實這些承諾。

如有興趣認識更多關於現時全球貿易的反效果，以及甚麼商業機構會受惠於全球經濟新秩序，請閱上述刊物第8頁的<Trade’s Coming Rough Turn>文章。

Fortune (1 February 2017)

財富 （2017年2月1日）孔思齊

At present, the U.S. federal government taxes U.S. companies at 35% on all profits they earn on a worldwide basis. Nevertheless, there is leeway under the tax law. If a U.S company earns profits overseas but leaves its foreign earnings, either parked in cash or invested in plants and investments, in the nation(s) where the profits are earned, the earnings are exempted from U.S. tax until they are returned to the U.S. holding company as repatriated income. To avoid the bite from the U.S. tax authority, U.S. multinational companies routinely park a substantial share of their foreign earnings abroad. When these companies need to pay dividends to their shareholders, they will fund their payouts by borrowing. In his presidential campaign, Donald Trump proposed lowering repatriated “untaxed foreign earnings” (UFE) from 35% to 10%.

If you want to know how U.S multinationals and their shareholders will benefit if Trump’s proposal regarding UFE becomes law, please read the article “How Investors Win if Cash Comes Home” on page 22 of the aforesaid publication.

現時，美國聯邦政府向美國企業徵收相當於企業全球業務所得利潤35%的稅款。然而，稅收法例容許彈性安排。若一家公司將海外利潤留在當地，當作現金存款或其他投資（包括投資廠房或設備），就能豁免有關稅項，直到公司將該筆資金轉移回國作匯返收入時才需繳稅。為了避過稅務機關徵稅，美國的跨國公司經常將大部分海外收入留在國外。當需要向股東派發股息時，就會以借貸來應付股息支出。總統特朗普曾在競選時建議將轉移回國的「尚未繳稅的海外收入」徵稅稅率由35%降至10%。

如欲了解特朗普的建議一旦成為法例，美國的跨國公司及其股東將有何得益，請閱上述刊物第22頁的<How Investors Win if Cash Comes Home>文章。

Harvard Business Review (January-February 2017)

哈佛商業評論 （2017年1月至2月）曾曉慧

It has been over 40 years since scholars such as Jacob Getzels and Peter Drucker have empirically demonstrated the central role of problem framing in creativity, and emphasised the importance of proper diagnosis of problems encountered. Today, organisations, however, are still struggling to get it right at their problem solving. According to the result of a survey of 106 C-Suite executives who represented 91 companies in both the private and public sectors in 17 countries, 85% of the respondents either strongly agreed or agreed that their organisations were poor in problem diagnosis. Also, 87% either strongly agreed or agreed that such problem cost the organisation significantly. Here come the questions: Why does it happen? What is the solution?

The article “Are You Solving the Right Problem?” elaborates the issue and proposes a new approach in the form of seven practices for successfully reframing problems and finding creative solutions. If you are interested in enhancing your problem-solving skills, please read the article on page 76 of the aforesaid publication.

葛佐爾斯和彼得．德魯克等一眾學者40多年前以經驗證實了界定問題對激發創意起關鍵作用，指出正確分析問題十分重要。然而，許多機構現今仍對解決問題感到棘手。有調查訪問了17個國家91家公私營機構的106名高層管理人員，發現85%受訪者非常同意或同意他們的公司不擅於判斷問題。此外，87%受訪者非常同意或同意這種情況令機構蒙受重大損失。為甚麼會這樣？有甚麼解決方法？

如欲改善解決問題的能力，請閱上述刊物第76頁的<Are You Solving the Right Problem?>文章。文中對解決問題這一課題進行詳細論述，並介紹七種新方法，教導讀者如何成功界定問題及找出創新的解決方案。

The Economist (21-27 January 2017)

經濟學人（2017年1月21至27日）江曉紅

Though some British people still cannot accept the result, Brexit is a piece of hard fact. What remains to be done is how to take Britain out of the EU’s single market and customs union. The Brexit goals, therefore, have become the main paradox to Theresa May since she became the UK Prime Minister in July 2016. She has been urged by businesses to clarify her detailed thinking on Brexit. From her past speeches on Brexit, May seems to opt for a “hard”, or so called “clear” as preferred by her advisers, break with Europe. So far, nothing is certain on this issue, except that negotiations for a comprehensive deal with the EU would still be tricky and time-consuming.

To know more about the possible approach that Britain is going to take to achieve the Brexit goals, please read the article “Brexit – Doing It the Hard Way” on page 46 of the aforesaid publication.

雖然部分英國人至今仍未能接受英國脫歐的公投結果，但脫歐已成鐵一般的事實。現時要解決的是英國如何脫離歐盟的單一市場和關稅同盟。對文翠珊來說，如何達成脫歐的目的是她自2016年7月上任英國首相以來面對的一大矛盾難題。商家一直促請文翠珊清楚說明脫歐的詳細計劃。從文翠珊早前的公開演說中，她似乎傾向以「硬朗手法」（或其智囊團所謂「乾脆利落」的手段）脫歐，但至今仍未落實任何方案。相信英國要與歐盟達成全面協議，必須經過艱難及費時的談判。

如欲了解更多關於英國達成脫歐目的之可行方案，請閱上述刊物第46頁的<Brexit - Doing It The Hard Way>文章。

Forbes Asia (December 2016)

福布斯亞洲 （2016年12月）曾曉慧

Netmarble is the largest mobile-gaming company in South Korea. According to App Annie, a firm tracking the iOS and Google Play markets, Netmarble ranked No. 8 in app sales in 2015 worldwide. Netmarble’s unambiguous success is attributable to its founder, Bang Jun-Hyuk. Similar to Steve Jobs of Apple, Bang left the tech companies he started, and then managed to bring them back into the fold and engineered their striking revivals when these companies nearly tanked. With his 32% stake in Netmarble and a current net worth of US$1 billion as Forbes Asia estimates, Bang broke into the billionaire rank for the first time at his age of 47.

If you want to know how Bang, a high school dropout who is not fluent in English, becomes South Korea’s richest technology entrepreneur, please read the article Mobile Master” on page 29 of the aforesaid publication.

網石遊戲是南韓最大的手機遊戲公司。根據專門分析 iOS及Google Play市場的 公司App Annie，網石遊戲於2015年的應用程式全球銷售榜排名第八。該公司取得顯著的成功，有賴創辦人Bang Jun-Hyuk。他像蘋果公司的喬布斯一樣，曾經離開自己創辦的科技公司，但在公司快要倒閉時回去救亡，令公司起死回生。Bang持有網石遊戲32%股份，福布斯亞洲估計他現有財富達10億美元，令他在47歲首次躋身富豪榜。

若想知道Bang如何由一個不擅英文的高中輟學生，搖身一變成為南韓最富有的 科技大亨，請閱左述刊物第29頁的<Mobile Master>文章。

Business Press商業新聞精選 Samuel Chan

6

7

Janet Ho、鄭少斌

The Young Executive (Volume 15) 年青行政人（第十五期）Guessing Game: Which of the following nation(s) belong(s) to Eurozone? (Answers)有獎競猜遊戲：以下哪個國家屬於歐元區? (答案)

a) Belgium比利時 d) Malta馬耳他 e) Germany德國 h) Lithuania立陶宛

The following are the 5 winners: 五名得獎者如下：1. Jian Jing-hong (Hong Kong Community College) 簡靖虹 (香港專上學院)2. Kong Shuk-fong (Hong Kong Community College) 江淑芳 (香港專上學院)3. Lee Po-yin Polly (Hong Kong Community College) 李寶然 (香港專上學院)4. Woo Tsz-ki (Hong Kong Community College) 胡梓琦 (香港專上學院)5. Yuen King-yan (Hong Kong Community College) 阮敬恩 (香港專上學院)

An email notification will be sent to the above winners in June 2017 for collection of the $100 book coupon. 得獎者將於2017年6月獲電郵通知，領取100元書券。

Please e-mail the answers with your particulars to ccoffice@hkcc-polyu.edu.hk. A total of 5 winners will each be awarded a $100 book coupon*. 請將答案及個人資料，電郵至ccoffice@hkcc-polyu.edu.hk。 五名勝出者將各獲100元書券*1) Full name in English and Chinese 中英文姓名2) ID card number (the first 4 digits) 身份證號碼（首四個數字）3) School and class attending 學校名稱及就讀年級4) Email address 電郵地址5) Contact number 聯絡電話

Deadline for entry: 31 August 2017 截止日期：2017年8月31日

* Lucky draw will be held if more than 5 participants get all answers correct. * 若超過五名參加者答對問題，將抽籤決定得獎者。

Guessing Game: Which of the following countries are NOT members of the Group of Seven (G7)?

有獎競猜遊戲：以下哪個國家不是七大工業國組織的成員國?

a)

e) f)

b) c)

g)

d)

h)

The Young Executive 年青行政人

PolyU West Kowloon Campus: 9 Hoi Ting Road, Yau Ma Tei, Kowloon 香港理工大學西九龍校園: 九龍油麻地海庭道9號Hotline 熱線 : (852) 3746 0123 Fax 傳真 : (852) 2994 8721 / 2625 4159 Email 電郵 : ccoffice@hkcc-polyu.edu.hk

Hong Kong Community College, an affiliate of PolyU, is a non-profit-making company limited by guarantee. 香港專上學院為香港理工大學附屬機構，是一間非牟利擔保有限公司。

股息及股息政策李笑儀投資者認為股價升值（即從股票買入價與賣出價之差額所得的「資本獲利」）是最常見的投資回報。而公司派發的現金股息亦然。

一般而言，股息忽然增加會令股價上升，股息忽然減少會令股價下跌。由於派息政策的變動可能反映管理層對公司前景的預測，所以公司通常會避免減少派息，維持多年平穩的派息政策。市場一般將增加股息視為公司前景良好的跡象，公司將來亦可能維持高息政策。相反，減少股息通常表示公司未能保持現有的股息水平。

Dividends and Dividend PoliciesPauline Ho

Apart from share price appreciation (i.e.“capital gain” after deduction of the selling proceeds from the original purchasing price of a share), an investor regards cash dividend paid by a company as the most common form of an investment return.

Share prices generally surge with unexpected increases in dividends, and drop with unexpected decreases in dividends. Companies try to avoid reducing dividends and maintain a smooth dividend policy as changes in the dividend policy may imply the management’s prediction about a company’s prospects. The market generally interprets an increase in dividends as a signal of a promising prospect for a company, and it will be able to maintain a higher dividend policy in the future. On the contrary, a decrease in dividends is usually an indication that the firm can no longer sustain the current dividend level.

Accounting and Finance 會計及金融

Marketing 市場學

Hospitality Management 酒店管理

為甚麼菠蘿是國際公認的酒店業標誌？譚巧彤

菠蘿一直享有象徵歡迎、友誼及熱情好客的美譽。17世紀，歐洲探險家從西印度群島引入菠蘿，在歐洲培植，用以款待貴族及精英份子。 後來，北美也引進了菠蘿，用以款客。當地人通常會把菠蘿當作告示，掛在門上或門柱，向朋友或相識的人說：「船來了! 一同享用美酒佳餚吧!」。故此，菠蘿獲世界各地視為熱情好客的象徵，代表友誼、 溫情、歡欣、親切及友好。

酒店如何分類？酒店按三項指標分類：位置（即位於市中心、度假區、機場或高速公路）、服務種類（如賭場及會議廳）及價格（即豪華、中價、經濟及 廉價）。美國汽車協會以「鑽石級」制度評價，福布斯旅遊指南則以「五星級」制度評價。

香港酒店分類系統有五大指標，包括設施、地點、職員與客房數目 比例、實際平均房租及商務組合。酒店需自行提供各項指標的資料，而 「實際平均房租」則由酒店入住率統計調查結果來釐定。酒店所得評分即按其提供的資料以及調查結果訂立。

Why have Pineapples been Internationally Recognised as a Symbol of Hospitality? Angel So

Pineapples have enjoyed a rich and romantic heritage as a symbol of welcome, friendship, and hospitality. During the 17th century, European explorers brought pineapples from the West Indies. This fruit was then grown in Europe, and became a favoured fruit to serve the royals and elites. Pineapples were later introduced to North America, becoming a part of hospitality there. They were displayed on doors or gateposts, which acted as an announcement to friends and acquaintances: “The ship is in! Come to join us. Food and drinks are here for all!” Hence, pineapples have been internationally recognised as a symbol of hospitality and a sign of friendliness, warmth, cheer, graciousness and conviviality.

How are Hotels Classified?Hotels can be classified according to location (i.e. city centre, resort, airport, or freeway), the types of services offered (e.g. casino and convention) and price (i.e. luxury, midscale, budget and economy). The American Automobile Association (AAA) classifies hotels by the diamond award, and the Forbes Travel Guide uses a five-star award.

The Hong Kong Hotel Classification System features five key indicators, namely facility, location, staff-to-room ratio, average achieved room rate, and business mix. Hotels provide their own information for each indicator, except “average achieved room rate” which is compiled based on the results of the Hotel Room Occupancy Surveys. Then, a score will be given to each hotel based on their information provided and the survey results.

甚麼是病毒式行銷？鍾佩容大眾普遍認為「病毒」一詞屬貶義，但現今的營銷人員卻不是這麼想。「病毒式行銷」的字面意義，是一種鼓勵使用者散播資訊或與他人分享訊息的市場策略。無論我們利用社交媒體分享智能手機上的一個簡單訊息、一篇新聞報導或一段YouTube影片，都可廣泛散播。「冰桶挑戰」和「定格挑戰」是這方面的好例子。

然而，病毒式行銷還是會引起問題。一些公司在網上迅速發放資訊，但 內容並不吸引，甚至做成訊息氾濫。最終，這些訊息不能傳達至目標 對象。同時，我們亦很難計算每一次訊息的「分享」所帶來的實際得益。

What is Viral Marketing?Hester Chow

“Viral” used to be a negative word for most people, but not for marketers today. Viral marketing, from its literal sense, is a marketing strategy which inspires users to spread information to or share messages with others. A simple message on our smartphones, a news article or a YouTube video that we share with others via social media can go “viral”. “Ice Bucket Challenge” and “Mannequin Challenge” are good examples.

However, viral marketing can create some problems. Companies create and publish online contents quickly, but these messages can be unattractive and their contents can be overloading. As a result, they cannot reach the target audience. It is also difficult to measure the actual benefits behind each “share” of the message.

8

Business Dim Sum 商管點心

PolyUHKCC

Editorial Consultant 編輯顧問：Mr Pong Tsang 曾振邦先生 Editor 編輯：Dr Theresa Choi 蔡嘉敏博士 Assistant Editor 助理編輯：Ms Janet Ho 何蕙雯女士

Contributors 撰稿：Dr Samuel Chan 陳彥森博士、Mr Hester Chow 周育霆先生、Dr Theresa Choi 蔡嘉敏博士、Ms Janet Ho 何蕙雯女士、Dr Pauline Ho 何凱燕博士、Dr Jandia Poon 潘金玲博士、

Dr Angel So 蘇翠盈博士、Dr Andy Tai 戴志樂博士、Dr Doreen Tse 謝耀屏博士、Mr Michael Wong 黃俊偉先生

Translators 翻譯：Chan Miu-han 陳妙嫻同學、 Mr Chris Cheng 鄭少斌先生、 Chiang Hiu-hung, Mica 江曉紅同學、Chung Pui-yung 鐘佩容同學、

Hung Sze-chai 孔思齊同學、 Li Xiaoyi 李笑儀同學、Lung Nok-yee 龍諾宜同學、 Tam Zoe 譚巧彤同學、Tsang Hiu-wai 曾曉慧同學