HIGHLIGHTS 本期要目

Oct 2020 Vol. 23 二零二零年十月 第二十三期

工商業副學士（物流及供應鏈管理） 8C108-LM課程統籌：戴志樂博士(andy.tai@cpce-polyu.edu.hk)

為何選擇工商業副學士（物流及供應鏈管理）課程？香港地理位置獨特，是中國對外貿易的大門，為來往珠江三角洲以至整個亞太地區提供便利。這個角色在《內地與香港關於建立更緊密經貿關係的安排》（簡稱CEPA）落實後更見重要。CEPA允許香港的本地及外資企業利用中國所提供的龐大商機，使物流、貨運代理、倉儲、航空運輸銷售代理，以及海陸運輸公司均可在中國內地成立獨資企業。

香港擁有世界級的運輸及資訊科技基礎設施，是全球最繁忙的國際機場及貨櫃港之一，這些優勢使香港成為全球主要的物流樞紐。電子商貿的蓬勃發展亦刺激了物流行業對人才的需求。

本課程有何特色？• 以全人教學和專業培訓為教學目標和理念，助學生掌

握物流及供應鏈管理所需的知識和技能。

• 課程內容廣博，畢業生可升讀不同學科的學士學位課程。2019年，本課程的升學率超過97%，其中理大、城大、浸大、中大及港大提供的教資會資助課程佔50%。

• 有機會參加業界人士講座及參觀物流公司。• 有機會參加師友計劃及在物流公司實習，向物流業資

深從業員學習。• 可獲香港運輸物流學會豁免部分專業資格考試考卷。• 畢業生可申請成為香港運輸物流學會附屬會員及香港

航運物流協會副會員。課程網址：www.hkcc-polyu.edu.hk/prog/ad_lm

工商業副學士 (國際商業) 8C108-IB課程統籌： 周寶健博士(jack.chow@cpce-polyu.edu.hk)

為何選擇工商業副學士（國際商業）課程？ • 藉著探索跨國與跨文化營商環境的互動關係，同學可掌

握多方面的工商業知識，包括：國際貿易及金融、物流及供應鏈管理、市場學及管理，以及國際營商策略等。

• 國際商業課程內容廣博，為同學提供靈活多元的升學途徑，畢業後可以升讀不同學科的學士學位課程。

• 修讀國際商業的學生，就業前景良好，因為國內及外國投資者對於具備良好語文水平、又熟悉中國及西方營商文化的香港專才，需求甚殷。

• 同學可以汲取國際工作經驗，從中獲得啟發，並學習應付挑戰，加強人際溝通及跨文化技能。

本課程有何特色？• 課程內容廣博，畢業生可升讀不同學科的學士學位課

程。2019年，本課程的升學率超過90%，其中理大、城大、浸大、港大及科大提供的教資會資助課程佔60%。

• 畢業生將具備全球化思維、國際商業技能及對不同文化的認識，在升學及就業方面均具競爭優勢。

• 畢業生可申請擔任美國佛羅里達州迪士尼樂園的文化大使，為期6-12個月，汲取國際工作經驗。

• 同學可透過參加海外遊學團、實習、公司探訪，以及跨國企業領袖的嘉賓講座，拓寬國際視野。

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

Associate in Business (Logistics and Supply Chain Management) 8C108-LMProgramme Leader: Dr Andy Tai(andy.tai@cpce-polyu.edu.hk)

Why should students choose Associate in Business (Logistics and Supply Chain Management)?Hong Kong’s unique geographical position makes it the premier gateway to China’s trades. It provides convenient access not only to the Pearl River Delta but also to the entire Asia-Pacific region. The role of Hong Kong as China’s gateway for both imports and exports has become more significant after the implementation of the Closer Economic Partnership Arrangement (CEPA), which allows local and foreign-owned businesses in Hong Kong to tap the vast opportunities on the Chinese mainland, enabling service providers in logistics, freight forwarding, storage, air transport sales agency, and maritime and road freight transport to set up wholly-owned enterprises on the Chinese mainland.

With world-class transport and IT infrastructure, Hong Kong has one of the world’s busiest international airports and container ports, and these advantages allow Hong Kong to be a major logistics hub in the world. The fast growing “E-commerce” has also stimulated an increasing demand for talents in the logistics sector.

What are the special features of this programme?• A broad-based and holistic approach to equip students with the necessary

competence, knowledge, skills and techniques of the logistics and supply chain management discipline.

• The broad coverage of the programme provides graduates with flexible articulation pathways to degree programmes in different disciplines. In 2019, the articulation rate of the programme was over 97%, with 50% for UGC-funded degree programmes offered by PolyU, CityU, HKBU, CUHK, and HKU.

• Opportunities for attending industry seminars and visiting logistics companies.• Mentorship and internship opportunities to gain insights from logistics industry practitioners.• Partial exemption from professional qualifying examination papers granted by The

Chartered Institute of Logistics and Transport in Hong Kong.• Graduates can apply for affiliate membership of The Chartered Institute of Logistics

and Transport in Hong Kong and associate membership of Hong Kong Sea Transport and Logistics Association.

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

Associate in Business (International Business) 8C108-IBProgramme Leader: Dr Jack Chow(jack.chow@cpce-polyu.edu.hk)

Why should students choose Associate in Business (International Business)?• Exploring the dynamics of multinational and multicultural business environments,

students are equipped with sound knowledge of international trade and finance, logistics and supply chain management, marketing and management, and global business strategies.

• The broad coverage of the International Business Programme enables students to have flexible articulation pathways to bachelor's degree programmes in different disciplines.

• Studying International Business will translate into a bright career prospect as both mainland and foreign investors have a great demand for Hong Kong talents with a winning combination of language proficiency and knowledge of Western and Chinese business cultures.

• Working internationally offers students a range of enlightening, challenging and exciting experiences which can strengthen their interpersonal communication and cross-cultural skills.

What are the special features of this programme? • The broad coverage of the programme provides graduates with flexible articulation

pathways to degree programmes in different disciplines. In 2019, the articulation rate of the programme was over 90%, with 60% for UGC-funded degree programmes offered by PolyU, CityU, HKBU, HKU, and HKUST.

• With a global mindset, international business skills and knowledge about different cultures, graduates have a competitive advantage in further study and career development.

• Graduates can apply for the position of Cultural Representative with Disney Florida US for a 6-12 months' employment contract to gain international work experience. .

• Students can gain international exposure through various overseas study tours, internships, company visits and guest talks from business leaders of multinational enterprises.

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

6The HKCC Business Excellence Contest 2019/20 「HKCC卓越商業 大賽」2019/20

7Guessing Game有獎競猜遊戲

3Business Sustainability Awards – Competition 企業可持續發展 大獎—比賽

8Business Dim Sum 商管點心

4Central Vietnam Service & Culture Exploration Tour越南中部服務及 文化探索團

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會展與項目管理高級文憑 8C121-EM課程統籌：劉健威先生(danny.lau@cpce-polyu.edu.hk)

翻譯：葉漫翹為何選擇會展與項目管理高級文憑課程？會議展覽業涉及多個部門，例如：組織統籌、管理公司、承辦商、場地，以及人手供應等。每個部門都扮演著舉足輕重的角色，包括改善及維持香港會議展覽質素、支持本地及國際商業活動，以及透過參與會展來提高香港人的生活質素。

會展及項目管理逐漸變成振興經濟和加強社區連繫的一門專業。透過掌握會展與項目管理的知識，我們可以把各行各業的人士連結起來。會展的影響不可小覷：它涵蓋政治、經濟、社會和環境等諸多範疇。

畢業生可選擇投身組織統籌、活動場地策劃、活動管理公司、承辦商以及相關行業，為社會和經濟帶來福祉。

本課程有何特色？• 課程按會議展覽業的實際需求來設計，有助同學掌握會議展覽

業所需要的實用知識、技巧和專業工作態度。• 課程與業界有緊密的聯繫：全年提供與會展有關的兼職和實習

機會，同學可以親身體驗會展的工作環境。• 畢業生可以升讀香港理工大學等本地大學提供的各種相關的

學士學位課程。同學亦可考慮在日益興起的會議展覽業發展事業。

課程網址：www.hkcc-polyu.edu.hk/prog/hd_em

Higher Diploma in Event Management 8C121-EMProgramme Leader: Mr Danny Lau(danny.lau@cpce-polyu.edu.hk)

Why should students choose Higher Diploma in Event Management?The event sector is made of various sub-sectors such as hosting organisations, management companies, contractors, venues, and personnel suppliers. Each sub-sector plays an important role in developing and maintaining quality events in Hong Kong, supporting local and international business, and enriching the quality of life of Hong Kong people.

Event management has become a profession enhancing the economy of cities and the connection of community members from time to time. Acquiring the knowledge and skills of event management will enable us to connect people from all walks of life, and the impacts of such events cover political, economic, social, and environmental aspects.

Graduates could choose their careers in hosting organisations, event venues, event management companies, contractors, and corporates, etc. Graduates can serve various stakeholders and ensure the well-being of the community as well as the economy.

What are the special features of this programme?• Our programme is designed according to the genuine needs of the event industry, covering the

knowledge, skills and professionalism required in the market. • We are connected to the event industry: various event-related part-time jobs and internship

placements are offered throughout the year so that our students could be exposed to the event environment.

• Graduates could further their studies for a bachelor’s degree in various event-related programmes offered by local universities such as The Hong Kong Polytechnic University, while others could embark on their careers in the rising event businesses.

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

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

為何選擇服務管理高級文憑課程?服務業是香港重要的經濟支柱，對服務管理人才的需求殷切。服務管理涵蓋多個行業，包括營銷及貿易、會議及展覽、酒店及旅遊、銀行及金融服務、保險，以及物流等。本課程提供多元化的選修科目，涵蓋不同的服務行業知識，令你在計劃升學或就業時，更有靈活性。

在不同的服務行業，你會有很多機會跟不同文化背景及不同需求的客戶接觸。因此，除了具備專業知識及技能外，你亦要懂得聆聽客戶的需要，才可以將服務管理做到最好。本課程助你掌握服務管理、服務營銷以及客戶關係管理等知識及技能。你亦有機會參與實習，學以致用，並累積相關工作經驗。此外，你亦可參加公司考察和業界講座，深入了解服務行業的運作。

本課程有何特色?• 多元化的選修科，涵蓋不同的服務行業知識。• 有機會參與實習，學以致用，並累積相關工作經驗。• 參加公司考察，實地了解服務行業的運作。• 參加業界講座，擴闊對不同服務行業的認識。課程網址：www.hkcc-polyu.edu.hk/prog/hd_svm

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

Student Translator: Hon Sze-nga Angel

Why should students choose Higher Diploma in Service Management?Being an important economic pillar in Hong Kong, the service industry is in keen demand for service management talents. Service management covers a wide range of industries including marketing and trade, event management, hotel management and tourism, banking and financial services, insurance, and logistics. This programme offers diverse elective subjects that cover the knowledge required in the market, giving you more flexibility in planning for further studies or employment.

In different service industries, you will have many opportunities to contact customers with different cultural backgrounds and personal needs. Therefore, in addition to equipping yourself with professional knowledge and skills, you should also be able to listen carefully to your customers in order to provide clients with the best service. This programme helps you acquire the knowledge and skills of service management, service marketing, and customer relationship management, etc. You will also have the opportunity to participate in internships to apply what you have learnt and accumulate relevant work experience. Besides, you may also attend company visits and industry talks to gain an in-depth understanding of the operation of the service industry.

What are the special features of this programme?• There are diverse choices of elective subjects covering a wide range of service industry knowledge.• Internship places are offered so that students can apply what they have learnt and accumulate

relevant work experience.• Students can participate in company visits to learn more about the operation of the service industry.• Talks related to service management are provided to broaden students’ understanding of

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

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Business Sustainability Awards – Competition 企業可持續發展大獎—比賽Jack Chow

The Business Sustainability Awards (BSA) is a case competition that provides a platform for students of the Division of Business and Hospitality Management (BHM) to showcase their analytical, problem solving, critical thinking and communication skills as well as ethical and professional attitude.

This competition is co-organised by HKCC and National Taiwan University of Science and Technology (NTUST). The theme of BSA 2019/20 was “Enhancing Customer Experience with VR/AR Technology in the Service Industry”.

The five finalist teams were selected from 14 participating teams to join a five-day Taiwan trip from 12 to 16 January 2020. During the trip, HKCC students were required to team up with NTUST students for completing tasks such as company visits, data collection, and presenting findings. HKCC students treasured those opportunities to interact with industry practitioners, university professors and local students, which broadened their knowledge of sustainable development from the perspective of the overseas market.

Chu Chun-hoi’s team won the “Best Presentation Award” during the Taiwan trip and all five finalist teams were asked to finish their written reports after the trip. Finally, a six-member judging panel formed by a Taiwan service industry practitioner, NTUST professors and HKCC BHM colleagues selected the awardees of champion, first runner-up and second runner-up in March 2020.

劉卲盈

企業可持續發展大獎是一個案例分析競賽，給予工商及款待業管理學部學生一個平台，展示分析、解決疑難、慎思明辨及溝通能力，並培養道德與專業態度。

比 賽 由 H K C C 及 國 立 臺 灣 科 技 大 學 ( N T U S T ) 合 辦 。2019/20年度企續獎比賽主題為「通過虛擬/擴增實境技術在服務業中改善客戶體驗」。

大會從14支參賽隊伍中選出5隊，參與2020年1月12日至16日的台灣五天考察團。考察期間，HKCC學生須與NTUST學生合作完成訪問公司、收集數據、發表調查結果等任務。HKCC學生非常珍惜與從業員、大學教授和台灣本地學生的交流機會，從海外市場的角度增加對可持續發展的認識。

朱駿凱團隊在是次台灣之行中獲得「最佳報告獎」。五支入圍隊伍均須在考察團完結後完成書面報告。最後，來自台灣的服務業從業員、NTUST教授、HKCC工商及款待業管理學部同儕組成了六人的評審團，於2020年3月選出冠、亞、季軍。

Benny Chan

Thirty students majoring in Tourism Management, Hospitality Management, Event Management and Service Management participated in the “Central Vietnam Service & Culture Exploration Tour” led by Senior Lecturer Dr Benny Chan from 9 to 14 January 2020.

The students visited various attractions, such as the Champa Museum and Linh Ug Pagoda in Da Nang. Through visiting pagodas, museums and historical sites, the students learnt more about the culture, history, religion and beliefs of Vietnam. The Kingdom of Champa, for example, was once a French colony that was later invaded by Japan. The tour also arranged a meal on the cruise that sailed over the Han River in which students enjoyed the beautiful view of the Golden Dragon Bridge. In Hoi An, the group went to the Marble Mountain and Huyen Khong Cave. All the students climbed up the hilltop successfully. Another focus of the tour was visiting the well-known attraction, Ba Na Hill.

The highlight of the trip was meeting the orphans in the Village of Hope. Our students played and talked with the children and taught them simple Cantonese. The children did not have any electronic products such as mobile phones, so they had to be creative and come up with new games by themselves. Our students brought some presents from Hong Kong. Even a small gift such as candies brought much joy to the children. After the visit, our students reflected on their life and felt very much blessed. They also believed that they should care more about other people around them. More importantly, through this trip, they made more friends and had an unforgettable memory at HKCC.

尹子妍

2020年1月9日至14日，30名分別修讀旅遊管理、酒店管理、會展與項目管理以及服務管理的同學參與了由高級講師陳文亮博士帶領的「越南中部服務及文化探索團」。

在這次旅程中，同學參觀了不同的景點，如峴港的占婆博物館和靈應寺觀音。透過參觀寶塔、博物館和歷史古蹟，同學進一步了解了越南的文化、歷史、宗教和信仰。例如，占婆王國曾是法國殖民地，後來被日本侵佔。同學亦一嘗在瀚江龍船上進餐的滋味，飽覽金龍大橋的美景。而在會安古城，上至五行山，下至玄空洞，同學克服重重難關，成功抵達山頂。旅程的另一焦點是參觀著名的景點——巴拿山。

本次旅程的特別安排是與「希望之村」的孤兒見面。同學與這些孩子玩耍、交談，並教他們簡單的粵語。孤兒院裏沒有任何電子產品，孩子們都是自行創作遊戲。同學則送上從香港帶來的禮物。即使只是糖果等小禮物，也讓孩子們開心不已。透過探訪「希望之村」，同學感恩現有的生活，也明白將來應該多關心身邊的人。更重要的是，同學在這次旅程中認識了很多新朋友，在就讀HKCC期間留下難忘的回憶。

Central Vietnam Service & Culture Exploration Tour越南中部服務及文化探索團

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Awards 獎項 Name of School 學校名稱 Brand of Study 研究品牌

Gold 金 Sacred Heart Canossian College 嘉諾撒聖心書院 Chan Yee Jai 陳意齋

Silver 銀 Shek Lei Catholic Secondary School 石籬天主教中學 Bossini

Bronze 銅 Ying Wa Girls’ School 英華女學校 CD Warehouse

Merit 優異 Po Leung Kuk Yao Ling Sun College 保良局姚連生中學 瓜子大王

Merit 優異 Pui Ching Middle School 香港培正中學 益力多

曾茵悅

HKCC每年都會舉辦「卓越商業大賽」，比賽專為中四至中六學生而設，本年度比賽主題為「品牌活化計劃」。

品牌活化是一種市場營銷策略，旨在把品牌改頭換面，賦予煥然一新的形象，從而達至多項目標，如取得更大的市場優勢、增加客戶的最佳利益、進軍新市場、實踐長遠目標，以及增加銷量和盈利等。當品牌的營商及市場環境陷入低迷，例如產品生命周期將近完結、客戶的口味及喜好轉變、新競爭對手竄起、科技更新換代，以及市場規模縮小，企業就會採取此策略。

是次比賽，同學需要就香港一家真實企業的品牌進行商務及市場分析，並藉此發揮創意及思辨能力，從而制訂品牌活化計劃。

是次比賽於2020年1月17日於理大西九龍校園正式展開。我們很榮幸邀請到聯合國兒童基金香港委員會總幹事陳立業先生擔任客席講者，為同學講解制訂品牌活化計劃的重點。是次演講吸引了約150名來自20間中學的同學和老師參與。

激烈的決賽順利舉行，評審結果也於2020年6月24日公布。特別鳴謝三位評審：陳立業先生、大昌行助理總經理蕭慧賢女士和全球財智薈萃主席及行政總監黃忠建先生。衷心感激他們的貢獻和專業意見。

基於新冠肺炎疫情肆虐，有別於以往的親身匯報，今年參賽組別需要遞交一份配有15分鐘旁白的簡報。從56個參賽組別當中，我們挑選了5支傑出隊伍晉身決賽。雖然參賽者無法當面向評審團匯報，但他們的努力和熱誠都充分展現在其書面報告及有聲簡報中。金、銀、銅及優異獎的得獎名單如下：

Sherry Leung The HKCC Business Excellence Contest is an annual business competition organised by HKCC for Secondary 4 to Secondary 6 students in Hong Kong. The theme of this year’s contest was “A Brand Revitalisation Campaign”.

Brand revitalisation is a marketing strategy that transforms every aspect of the brand into a whole new brand image in order to accomplish various objectives such as obtaining a stronger marketing position, optimising customer benefits, capturing new markets, achieving long-term organisational goals, and increasing sales and profit. This strategy is adopted when a brand is facing an adverse business and market environment which may include hovering at the later stage of a product life cycle, changes in consumer tastes and preferences, emergence of new competitors, technological innovations, and reduction in market size.

In this competition, students were required to select a brand of a real corporation in Hong Kong, conduct a business and market analysis, and make use of their creativity and critical thinking skills to develop a Brand Revitalisation Campaign for this corporation.

The contest kicked off with a Guest Talk held on 17 January 2020 on the PolyU West Kowloon Campus. It was our honour to have Mr Lambert Chan, Chief Executive of UNICEF Hong Kong, as the guest speaker to deliver the key features of developing a Brand Revitalisation Campaign. Around 150 students and teachers from 20 secondary schools attended the talk.

The final round adjudication of the competition was held on 24 June 2020. Special thanks were given to the Honourable Judges Mr Lambert Chan, Ms Wendy Siu, Assistant General Manager of Dah Chong Hong Ltd and Dr John Wong, Chairman and CEO of Executives’ Global Network for their dedication and expertise.

Amidst the coronavirus pandemic, the final round adjudication was replaced by the submission of a PowerPoint file with a 15-minute voice-over presentation instead of an in-person presentation by the five finalist teams selected from a pool of 56 teams. Although the finalist teams could not do face-to-face presentations to the judges this year, students’ passion was not compromised: their written reports and voice-over PowerPoint presentations maintained excellent quality. The Gold, Silver, Bronze and Merit awards were confirmed by our honourable judges as follows:

恭喜以上獲獎同學。

在這充滿挑戰的一年，我們對所有參賽學校的耐性、靈活變通的能力和合作精神深表謝意。希望是次大賽能有助參賽者增廣見聞，加強同學對商業理論和實務的理解，並幫助他們培養創意、觀察力、溝通能力、團隊合作精神、以及分析和組織能力。我們期待未來的大賽能繼續得到中學伙伴的支持。

Congratulations to all the awardees!

Big thanks to all the participating schools for their patience, flexibility and cooperation in this challenging year. We hope the contest has broadened the horizons of the participating students, expanded their knowledge of business theories and practices as well as enhanced their generic attributes and abilities such as creativity, observation, communication, teamwork, analytical and organisational skills. We look forward to having secondary schools’ support in the coming years.

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The HKCC Business Excellence Contest 2019/20 — “A Brand Revitalisation Campaign” 「HKCC卓越商業大賽」2019/20 — 「品牌活化計劃」

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The Young Executive (Volume 22) 年青行政人（第二十二期） Which of the following brands had the highest market value in 2019? (Answer)以下哪個品牌在2019年市值最高?（答案）C) Apple 蘋果; or 或 D) Amazon 亞馬遜

The following are the 5 winners五名得獎者如下：1) Chung Ka-wan (Hong Kong Community College) 鍾嘉韻（香港專上學院） 2) Chung Pui-shan (Hong Kong Community College) 鍾沛珊（香港專上學院）3) Hung Wing-yin (Hong Kong Community College) 洪穎賢（香港專上學院）4) Kan Siu-ting, Jeffy (Hong Kong Community College) 簡肇霆（香港專上學院）5) Lim Mei-chun (Hong Kong Community College) 林美珍（香港專上學院）

An email notification will be sent to the above winners in November 2020 for collection of the $100 book coupon. 得獎者將於2020年11月獲電郵通知，領取100元書券。

Andy Tai 戴志樂

Guessing Game 有獎競猜遊戲

Which of the following Chinese cities is the most expensive residential property market in 2020?以下哪個中國城市在2020年住宅房價最高?

A. Beijing 北京

C. Guangzhou 廣州

B. Shanghai 上海

D. Shenzhen 深圳

Please e-mail the answer with your particulars to ccoffice@hkcc-polyu.edu.hk. The first 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。 首五名勝出者將各獲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 Jan 2021 截止日期：2021年1月31日

The Young Executive 年青行政人

市場營銷與公共關係有何異同？ 林曉雯市場營銷對企業的生存至關重要。它著重通過建立良好的品牌形象，利用有價值的產品和服務滿足顧客的需求，以創造收入和利潤。 近年，公共關係愈來愈重要。當公關危機如產品召回發生時，公共關係會處理好傳媒通訊及修復公司的受損形象。它也會通過不同的工作，幫助建立公司的良好聲譽，例如參與社會公益事務；促進與持分者的互利關係；以及與傳媒建立互信友好的關係。 簡言之，市場營銷與公共關係的目標皆是儘量提升盈利。為達到這個目標，前者向顧客推廣產品與服務；後者則致力推廣公司形象。

How are Marketing and Public Relations similar and yet different? Aris LamMarketing is vital to the survival of businesses. It focuses on generating revenues and profits through building favourable brand image, fulfilling customer needs with products and services that are perceived to be valuable.Public Relations has become more important in recent decades. When a PR crisis such as product recall happens, PR handles the media and repairs damaged reputation for the company. It also helps to build a company’s reputation by doing good to society, fostering mutually beneficial relationships with key stakeholders, and building trusting relations with the media. In a nutshell, both Marketing and Public Relations aim to maximise profitability. The former does it by promoting products and services to customers, while the latter does it by maintaining the company image to various stakeholders in society.

Marketing and Public Relations 市場營銷與公共關係

酒店及旅遊業：新型冠狀病毒的危與機柯凱薰危機，是突發和無序的，它能令旅遊勝地的經濟受重創，近期香港的情況便是如此。香港經歷過沙士（嚴重急性呼吸道症候群）、甲型流感病毒H1N1型（俗稱豬流感），以及現在的新型冠狀病毒。不容置疑，酒店業、旅遊業，以及會展相關行業的業績，以至整個地區的聲譽均受到了嚴重的打擊。長遠來說，我們應該思考如何把這些困難化為機遇。在家工作這種新工作模式可能為我們提供一種新的契機——讓員工和顧客都轉用網上或電子平台。以酒店業為例，酒店可引進虛擬旅遊、機械人服務、電子服務台及電子支付等，為顧客提供新穎的服務。與此同時，酒店職員也可以彈性上班，網上工作，增強所需要的科技知識及相關新技能以維持效率。這種工作方式也可以幫助酒店和旅行社降低成本，克服這前所未有的危機。

Hotel and Tourism: COVID-19 Crisis and OpportunityBruce TsuiA crisis is an unexpected and disorderly event that can potentially distress a travel destination, and the recent situation in Hong Kong is an example. Hong Kong had experienced SARS (Severe Acute Respiratory Syndrome), Influenza A (H1N1) (also called Swine flu), and now COVID-19. Undoubtedly, the business performance of hospitality, tourism and event-related organisations, as well as destination reputation have been seriously affected. In the long run, however, we should review how to turn these predicaments into opportunities.Work-from-home, this alternate working pattern, may provide us with a new notion – shifting to online/electronic platforms for both staff and customers. Hotels, for instance, can introduce virtual tours, robot service, e-info booths, and e-payment to their guests. Meanwhile, hotel staff can work online with flexible hours to maintain productivity with enhanced knowledge of technology. This approach could help hotel and tourism firms reduce cost and overcome this unprecedented crisis.

Hotel and Tourism Management 酒店及旅遊業管理

Finance 金融

價值投資區靖琳價值投資是指透過一些基本的經濟分析，例如評估股票的利潤或銷售預測，以識別被低估的股價。價值投資者認為，被低估的股票不會長期處於低位，股價將會調整至合理價值。而價值投資的目標股票通常是擁有長期的成功歷史、穩定增長的利潤和收入來源的成熟企業。然而，價值投資者現正面臨重大挑戰。首先，金融衍生產品和持續增加的「交易所買賣基金」交易量導致股票市場扭曲。其次，由於愈來愈多上市公司，尤其是一些製藥和科技公司，既出現負利潤，又因年資尚淺，欠缺充足的營運記錄，令投資者在判斷該公司的合理價值時難上加難。再者，量化寬鬆導致過多的資金流入金融市場，令過去慣用的歷史估值的方法變得不太可靠。

Value InvestingJason ChengValue investing means identification of undervalued stocks through fundamental analysis, such as evaluation of profit or sales forecasts. Value investors believe the undervalued stocks will not be sustained over the longer term and stock prices will adjust upward to justified values. Target stocks for value investing usually are well-established businesses with long histories of success, steady growth of profit and revenue streams. However, value investors are facing substantial challenges nowadays. Firstly, the stock market is usually distorted by increasing trading volumes on derivatives and exchange-traded funds. Besides, more and more listed companies, especially pharmaceutical and technological firms, earn negative profits without a long operational track record, which makes it hard to determine their justified values. Moreover, quantitative easing leads to excessive capital in the financial market, which makes the historical valuation basis less reliable for the estimation of justified prices.

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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。

PolyUHKCC

Editorial Consultants 編輯顧問：Dr Shi Huiwen 時惠文博士　Dr Xilin Guo 郭熙琳博士 Editor 編輯：Dr Andy Tai 戴志樂博士

Assistant Editor 助理編輯：Dr June Chen 陳穎聰博士

Translators 翻譯：Au Ching-lam Kary 區靖琳同學　Hon Sze-nga Angel 韓詩雅同學　 Ip Man-kiu 葉漫翹同學　Lam Hiu-man 林曉雯同學　Lau Shiu-ying 劉卲盈同學　 Or Hoi-fun 柯凱薰同學　Tsang Yan-yuet 曾茵悅同學　Wan Tsz-yin 尹子妍同學

Contributors 撰稿：Dr Benny Chan 陳文亮博士　Dr Jason Cheng 鄭名杰博士　Dr Jack Chow 周寶健博士　Dr Aris Lam 林玉秋博士　Mr Danny Lau 劉健威先生　 Ms Sherry Leung 梁文怡女士　Dr Andy Tai 戴志樂博士　Dr Doreen Tse 謝耀屏博士　Dr Bruce Tsui 徐俊文博士

Business Dim Sum 商管點心