September 2016 Vol. 15 二零一六年九月 第十五期

HIG

HLIG

HTS 本

期要

目4 5

ACCA Hong Kong Business Competition 2015特許公認會計師公會香港分會商業比賽2015

6 Business Press商業新聞精選

8 Business Dim Sum商管點心

3 Challenge Yourself挑戰自己

7Guessing Game有獎競猜遊戲

2 Celebrity Talks名人講座

Associate in Business (Business Management) 8C108-BMProgramme Leader: Ms Daphne Wong (ccdaphne@hkcc-polyu.edu.hk)

Why should students choose Associate in Business (Business Management)?Business management can be found in every aspect of our daily life. It is a core function that is generic to any kind of business anywhere. With the implementation of the “One Belt, One Road” strategy, students will find immense opportunities in the business field ahead. The Business Management programme is a good starting point for students to plan their future studies in business. It is also a good choice for those who are planning to have a business career in the future, and / or to develop a career path with diverse opportunities. Besides, the programme not only introduces students to a wide range of business subjects which are essential in today’s business world, but also equips them with fundamental knowledge which is useful and applicable to most business situations.

What are the special features of this programme? • Multi-faceted knowledge for managing business enterprises: The

curriculum provides students with knowledge in different business domains such as financial accounting, economics, marketing, financial management, organisational behaviour, and international business.

• Business-related student development activities: Students have ample opportunities to participate in various activities such as competitions, guest talks, company visits, and ethics enhancement workshops for holistic development.

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

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

Why should students choose Higher Diploma in Event Management?Crowned as the "Best Business City in the World" in the 2014 Business Traveller Asia-Pacific Travel Awards, and named the "Best City for Business Events" in the 2015 Conferences, Events & Incentives (CEI) Industry Survey organised by CEI Asia, which is a prestigious Meetings, Incentives, Conventions and Exhibitions (MICE) magazine, Hong Kong plays a prominent role in the global convention and exhibition industry. Also, the prospect for the industry is promising. In the 2015 Policy Address, the Chief Executive announced that the government would consider constructing a new convention centre above the Exhibition Station of the Shatin to Central Link around 2020. Besides, there are ample employment opportunities. In 2012, the exhibition industry contributed around HK$40.8 billion to Hong Kong's economy (equivalent to 2.0% of Hong Kong's GDP), up 14% from 2010, and the activities of the industry during that year were estimated to have provided around 69,600 full-time jobs across a number of related industries.

What are the special features of this programme?• The programme is vocation-focused and meets the needs of the

promising new industries in Hong Kong, Macau and the Chinese mainland.

• Students can choose to articulate to bachelor's degree programmes related to event management or in other disciplines upon graduation.

• Supported by industries, year-round internship opportunities are provided.

(Source: http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Convention-and-Exhibition-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X0018NP.htm )

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

工商業副學士（商業管理）8C108-BM課程統籌: 黃寶美女士 (ccdaphne@hkcc-polyu.edu.hk)

為甚麼要選讀工商業副學士（商業管理）課程？在我們日常生活中，總離不開商業管理，因為這是各行各業的基本活動。隨著中國推動「一帶一路」政策，商界將有大量機遇。對於有意學習工商管理、計劃將來投身商界或在機遇廣闊的行業裏發展事業的同學來說，修讀本課程是不錯的選擇。本課程教導的多個科目，均為現今商界重要的課題。此外，學生修讀本課程亦可掌握實用的基本知識，能夠應用於大部分的商業情境。

這個課程有甚麼特點？• 教授商業機構管理的多方面知識：課程教授學生多

個商業領域的知識，例如財務會計、經濟、市場營銷、財務管理、組織行為及國際商業。

• 提供與商業範疇相關的學生發展活動：課程為學生提供大量機會參與各種活動，以促進全人發展，例如比賽、嘉賓講座、企業參觀以及商業道德工作坊。

課程網址：www.hkcc-polyu.edu.hk/prog/ad_bm

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

為甚麼要選讀會展與項目管理高級文憑課程？香港在2014年Business Traveller Asia-Pacific Travel Awards中獲選為「全球最佳商業城市」。此外，在會議、展覽及獎勵旅遊業權威雜誌《CEI Asia》進行的2015年會議展覽及獎勵旅遊行業調查中，香港榮膺「最佳商業活動舉辦城市」。由此可見，香港在全球會議及展覽業的地位舉足輕重。此外，行業的發展前景秀麗。行政長官在2015年施政報告中宣布，考慮於2020年左右在沙中線會展站上蓋興建新的會議中心。還有，行業提供大量的就業機會。展覽業於2012年為香港經濟帶來約408億港元收入(較2010年上升14%)，相等於本地生產總值的2.0%。另外， 2012年的展覽業活動為多個相關行業提供約69,600個全職職位。

這個課程有甚麼特點？• 課程內容以專業培訓為主導，並配合中、港、澳

具前景新行業的需求而設計。• 同學畢業後既可選擇升讀會展與項目管理相關的

學士學位課程，亦可銜接其他學士學位課程。• 與業界緊密合作，全年均有實習機會。

(資料來源： http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Convention-and-Exhibition-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X0018NP.htm )課程網址：www.hkcc-polyu.edu.hk/prog/hd_em

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Theresa ChoiHKCC regularly organises Celebrity Talks for students, aiming to enrich their insights, provide them with more learning experiences, update their knowledge and real-life cases, and help them establish networking with the community through getting in touch with industry practitioners and public sector professionals.

Mr Orpheus Choy, Chief Executive Officer of One Concept Group, was invited to deliver a talk to HKCC students on “How to Start and Develop International Business Successfully?” on 18 April 2016. In the talk, Mr Choy shared some interesting stories in the business world, the critical factors for success, and essential qualities for excelling in the international business career.

A lot of students participated in the Student Reflection Competition after attending the inspiring talk. Below is the reflection of the champion in the competition:

賴美琳

HKCC定期舉辦名人講座，藉此豐富同學的識見及學習經歷，讓他們汲取最新的知識及了解真實個案，並有機會接觸業界專才及公共部門的專業人士，拓寬人際網絡。

美之至集團行政總裁蔡明峰先生應HKCC邀請，於2016年4月18日以「如何成功開創和發展國際業務」為題舉行講座，與HKCC學生分享商界一些有趣的故事、成功的關鍵因素，以及在國際商業發展所需的特質。

這個講座極具啟發性，很多同學出席講座後參加學院舉辦的反思寫作比賽。以下是冠軍得主的文章：

Champion: Ng Yuen-ying Year 2 student of Associate in BusinessOpening the talk with an inspiring quote “If there is no risk, there is no opportunity”, Mr Choy stressed the importance of risk-taking. To become successful in the ever-changing environment and in places with diverse cultural backgrounds, all international business firms need to take risks. From what he said, I have learnt that the relationship between supply and demand, in fact, is not just about timing, but more importantly, about the ways to create substantial demand by delivering value to target customers. Also, a leading company can always turn risks into opportunities, and make substantial profits through innovative ways. Since adaptation is a crucial factor for successfully managing an international business, all companies should market and modify their products and services to suit local culture, needs and preferences. Local purchasing power of target customers, therefore, needs to be measured so as to set a right price and enhance profitability.

Mr Choy also shared some useful tips on how to get enough capital for international business and find a suitable international business partner. Through a real case, he reminded us that we should not blindly believe what our business partner said, but should take precautionary steps to verify details and ensure efficient operations. A successful manager always strikes a balance between trust and verification, and prepares for the worst through a contingency plan. At the end of the talk, Mr Choy gave us some useful advice on our career development. To be successful in my career, I should be smart, more active and risk-taking to seize every opportunity in life. In addition, I have to adapt myself to the changing business environment.

冠軍：吳婉盈工商業副學士二年級學生

蔡先生以「有危才有機」這句發人深省的話作為開場白，強調冒險的重要性。所有國際商業機構都需要承擔風險，才能在瞬息萬變的環境及不同文化背景的地方取得成果。從黎先生的演講中，我學會了供求之間的關係，不單只講求時機，更重要的是以一些方式令目標顧客感到物有所值，令需求大增。另外，龍頭公司往往可以轉危為機，並以創新的方法賺取龐大利潤。由於適應力是經營國際業務的要素，所有公司都應該推廣和改進其產品及服務，以迎合當地人的文化、需要和喜好。因此，我們需要衡量當地目標顧客的購買力，設定適合的價格以增加盈利。

蔡先生也建議如何得到足夠資本發展國際業務以及尋找適合的商業夥伴。他以一個真實的例子提醒我們不應盲目相信商業夥伴所說的話，應該採取預防措施，核實所有細節，並確保公司有效率地運作。一個成功的管理者應該懂得平衡互信與求證，以及準備應急方案，應付最壞的情況。在講座的尾聲，蔡先生給了我們很多事業發展方面的實用意見。為了事業成功，我要變得精明、更加主動和勇於冒險，以把握生命中的每個機會。我也要學會適應千變萬化的商業環境。

Celebrity Talks 名人講座

2

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

* 以上分析僅供參考。同一個案可以有多個不同的分析角度。

Mr Chan has started his own business recently. Having to travel to Shenzhen frequently, he has decided to buy a 7-seater second-hand car for business use. Mr Chan has searched information on the internet and sought his friends’ opinions, finding that the current market value of such vehicle ranges from HK$150,000 to HK$200,000. He is not concerned about the model as long as the car is in good condition, and its price and colour can satisfy his needs.

Mr Chan’s ex-colleague Joseph is ready to sell his Honda 2004 7-seater car at HK$150,000. Mr Chan has made an appointment with Joseph to negotiate the purchase. Mr Chan understands that he has to prepare well in order to get the best deal. He also sets the target point and the bottom line at HK$140,000 and HK$150,000 respectively. Any offer which is higher than the bottom line will not be accepted.

Which of the following is the most appropriate strategy for Mr Chan to negotiate the best price?

Option 1: Mr Chan makes a counter-offer immediately to buy Joseph’s car at HK$140,000.

Option 2: In order to persuade Joseph to reduce the price, Mr Chan says if he cannot get a good bargain from Joseph, he can buy a similar car from his friend at HK$150,000.

Option 1 is the best strategy because Mr Chan’s counter-offer is realistic with reference to the current market value (i.e. HK$150,000-HK$200,000). It creates room for Mr Chan to make concession and negotiate a price which is lower than his bottom line. Option 2 is not the right strategy because it is unwise for Mr Chan to disclose the details of his alternative that will enable Joseph to estimate the bottom line (i.e. HK$150,000), and to offer a price which is only a bit lower than HK$150,000.

陳先生最近創業，需要經常到深圳。為方便工作，他決定購入一輛二手七人車。他已上網搜集資料，亦徵詢了朋友的意見，發現二手七人車目前的市價大約是港幣150,000至200,000元。只要汽車性能良好，價錢及顏色能符合陳先生的要求，他不介意車輛的型號。

陳先生的舊同事Joseph正計劃把他的本田2004年型號的七人車以港幣150,000元出售。陳先生預備與Joseph見面，商討交易。陳先生知道要做足準備功夫，才可以最佳價格購入車輛。他將目標價及最高願付的價格分別定為港幣140,000元和150,000元。任何超出了他心目中的最高價，他都不會接受。

陳先生想以最佳價格購入車輛，以下哪項是他的最佳策略？

選項一： 一開始即向Joseph提出以港幣140,000元購入車輛。

選項二： 為了說服對方降價，陳先生應表示如果Joseph的出價不夠相宜，他可以用港幣150,000元向另一位朋友購買同類車輛。

選項一為最合適的策略。以當時的車輛市價（港幣150,000至200,000元）來說，陳先生的還價是合理的，使他有讓步餘地，商議一個低於他心目中最高價的價錢。選項二並不是合適的策略。假如陳先生透露自己的另一選擇，Joseph便能估算出陳先生願付的最高價格為港幣150,000元，於是只會開出比港幣150,000元低少許的價錢。

Case AnalysisJessie Ho

Question

Answer*

個案分析張家瑩

問題

答案*

Challenge Yourself 挑戰自己

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能力及解決問題的 技巧，並應用於實際商業情況。因此，不少商學院 常會利用個案研究作輔助教學。

How to Negotiate the Best Price?如何商議最好價錢？

3

ACCA Hong Kong Business Competition 2015 特許公認會計師公會香港分會商業比賽2015

It can be a bad experience if passengers keep waiting in a long queue at the bus station but the bus they are waiting is full. To help passengers, the bus company hires the disabled to install bus sensors on buses. Connected with the mobile application (app), the bus sensors can help check seat vacancies. Passengers can simply download and install the app on their smartphones. The bus sensors can accurately tell the number of passengers on the coming bus, and a signal about the number of vacancies and other real-time bus information will also be shown on the app.

This mobile app also provides a one-stop service, which is a point-to-point public transport route enquiry. Passengers can use the route search function to look for route choices and bus stop locations. They can also check the walking distance between the boarding and alighting stops, as well as the regular and special service routes.

相信很多人都曾經有過排隊苦候巴士，最後卻因巴士滿座而未能上車的不快經歷。有見及此，巴士公司聘請殘疾人士為巴士安裝乘客感應器，探測巴士空位數量，並配合智能手機程式為乘客服務。乘客只要下載該程式到智能手機，便可以隨時查看下一班巴士的乘客數量、座位情況和其他實時的巴士資訊。

這個手機程式更會提供一站式服務，解答有關各站之間交通路線的查詢。乘客可以利用路線搜尋功能，找出不同路線和相關的巴士站位置，亦可查看各上落站之間的步行距離，以及日常和特別日子的路線資訊。

Arison Woo

HKCC students garnered four prizes in the “ACCA Hong Kong Business Competition 2015 (Sub-degree)” co-organised by HKCSS-HSBC Social Enterprise Business Centre and the Association of Chartered Certified Accountants Hong Kong in November 2015. With the theme “Building a Better Society, Stronger Business: Youth can do it”, the competition required participants to develop a business proposal with the aim of building a better society in Hong Kong. They were also provided with the opportunity to develop sensible and innovative business proposals to sharpen their business analytical and communication skills. Among a total of 443 teams with around 1,700 students taking part in the competition, a group of HKCC students from Associate in Business (International Business) claimed the second runner-up, and three teams of our students from Associate in Business (Accounting) received the Judges’ Commendation Award.

葉嘉敏

特許公認會計師公會香港分會於2015年11月與社聯–滙豐社會企業商務中心合辦了「ACCA商業策劃大比拼2015」，HKCC同學參加了大專生組別比賽，榮獲四個獎項。

今屆比賽的主題是「建設更好社會，建立更強企業：年輕人做得到」，參賽隊伍需要提交一份商業計劃書，建議如何建立一個更美好的香港。參加者亦可藉此機會學習如何撰寫既實用又創新的商業計劃書，鍛鍊商業分析及溝通能力。

比賽共有約1,700位學生組成443支隊伍參加。HKCC工商業副學士（國際商業）同學組成的隊伍勇奪季軍，工商業副學士（會計）三支隊伍則獲評判嘉許獎。

Second

Runner-up

季軍

Team members 組員：

Ng Pei-ying, Mayu To, Tricia Hernandez, Yu Po-lee

伍姵螢、藤真優、Tricia Hernandez、余寶莉

「輕鬆坐巴士」手機程式Next Bus Mobile App

4

Customers not showing up may not cancel their reservations, and restaurants may want to know if the dining parties are able to honour their bookings. The online booking system can help a restaurant automatically compile a waiting list and streamline the list by sending its customers SMS messages when tables are available. It also helps develop a customer database and improve profits using effective marketing tools. Besides, the online system also saves the restaurant from taking the time to answer phones and reply emails, and allows it to take reservations 24 hours a day and 7 days a week.

已訂位的餐廳顧客即使失約也未必會取消預訂，但餐廳當然希望知道顧客能否依約光顧。這個網上訂位系統自動為餐廳列出等候名單，當有餐桌空出時，會以短訊通知客人入座。系統亦會建立顧客資料庫，餐廳可用作更有效的宣傳，從而提高盈利。此外，網上系統可節省餐廳接聽電話和回覆電郵的時間，亦能提供每天24小時的預約服務。

Judges’

Commendation

Award

評判嘉許獎

Team members 組員：

Chau Cheuk-hei, Lam Lap-chi, Wong Wing-yin, Yu Shing-hay 周卓熙、林立志、黃永賢、余承熹

餐廳網上訂位系統Online Booking System for Restaurants

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With the introduction of well-known international coffee chains such as Starbucks and Pacific Coffee, drinking coffee has become a trend and culture among Hong Kong people, especially the younger generation. Following the international coffee shop chains, cafes offering specialty coffee also started to appear in Hong Kong a few years ago. “Happy Cup” is a new specialty coffee shop using local organic coffee beans. Grown on the roof of a building located in Sai Kung, the coffee beans are healthier as no synthetic pesticides are used in the planting process. Besides, the disabled are employed to take care of and pack the coffee beans. Not only can more employment opportunities be provided for the disabled, but consumers are also offered healthier coffee.

自從星巴克及太平洋咖啡等國際知名連鎖咖啡店陸續進駐香港，喝咖啡已成為香港流行文化，特別受年輕一代歡迎。幾年前，精品咖啡亦跟隨國際連鎖咖啡店的步伐，在香港乘勢而起。「咖啡樂」便是專門採用本地有機咖啡豆的精品咖啡店，咖啡種植場位於西貢一座大廈的屋頂，種植過程絕不使用化學農藥，因此更適宜飲用。此外，「咖啡樂」僱用殘疾人士照料和包裝咖啡豆，這不但提供就業機會，也為消費者提供更健康的咖啡。

Judges’

Commendation

Award

評判嘉許獎

Team members 組員：

Chu Long-hin, Lo Hiu-lam, Tsui Sze-yan, Yang Xiaoling 朱塱軒、羅曉琳、徐詩茵、楊小玲

使用本地有機咖啡豆的「咖啡樂」 咖啡館“Happy Cup”– Coffee Shop with Local Organic Coffee Beans

The company provides job opportunities for the deaf-mutes to make waterproof shoe covers. These shoe covers not only keep our feet dry, but also prevent making a mess or tracking wet mud everywhere such as homes and offices, especially during rainy days. Apart from hiring the underprivileged in society, the company uses recycled materials to make these tailor-made, functional and environmentally-friendly shoe covers.

公司聘請聾啞人士製作防水鞋套。這種鞋套能夠保持雙腳乾爽，特別在下雨天時，更可避免把家裡或辦公室等地方弄得一團糟或泥濘處處。除了聘用弱勢社群外，公司更利用循環再用物料，為顧客量身定製既實用又環保的防水鞋套。

Judges’

Commendation

Award

評判嘉許獎

Team members 組員：

Chan Ka-sing, Lai Kin-ming, So King-yip 陳嘉陞、賴健明、蘇敬業

「星級」防水鞋套生產商“STARs” – Waterproof Shoe Covers Manufacturer

The Economist經濟學人In 1975, two-thirds of British citizens voted in a referendum to remain in the European Economic Community (EEC). Unlike that, on 23 June 2016, 52% of Britons voted to leave. The choice made by the simple majority will have profound consequences for Britain. If you are interested in learning more about the potential consequences of Brexit, please read: “Consequences of Brexit: Beyond the Fringe”, The Economist, 11–17 June 2016, pp. 55–56.

19 7 5 年，三 分二英 國 國 民在一項 全 民 公 投 中支 持 留在 歐 洲 經濟共同體。時移世易，2016年6月23日，52%的英國人支持 脫離歐盟。這次簡單的多數票決定脫歐，將對英國造成深遠的 影響。欲知英國脫歐後可能會有甚麼後果，請閱2016年6月11至17日一期的《經濟學人》第55至56頁，文章標題為〈Consequences of Brexit: Beyond the Fringe〉。

Forbes Asia福布斯亞洲In the past, when people considered buying a TV set, they might think of one made by Panasonic, a household name from Asia to North America. Nevertheless, facing strong competition from the South Korean rivals – Samsung and LG, Panasonic has seen its market presence wither. What Panasonic President, Mr Kazuhiro Tsuga, had to do when he took the helm in 2012 was to devise and embark revolutionary changes in Panasonic so as to turn this consumer-electronics giant around. To know more about what Mr Tsuga has brought into Panasonic and what he has done to change its profit figures from “red” to “black” since 2014, please read: “Saving Panasonic: Kazuhiro Tsuga Plans More for the Consumer-Electronics Giant ”, Forbes Asia, June 2016, pp. 22–29.

以前，人們考慮購買電視機時，總會想到Panasonic（松下電器）這個從亞洲到北美家喻戶曉的品牌。然而，面對南韓品牌三星及LG的強大競爭，Panasonic的市場佔有率逐步下降。Panasonic社長津賀一宏於2012年上任，隨即為這家消費電子產品巨企制定及實施改革，希望扭轉頹勢。如欲知道津賀先生為Panasonic帶來甚麼改革，以及如何令業績自2014起扭虧為盈，請閱2016年6月一期的 《福布斯亞洲》第22至29頁，文章標題為〈Saving Panasonic: Kazuhiro Tsuga Plans More for the Consumer-Electronics Giant〉。

Fortune財富Have you ever bought a cup of Latte or Frappuccino from Starbucks? If you are doing business, do you know how to ride with technology to boost your profits? If you are interested in learning about how Starbucks doubles down on extracting dollars from its mobile app, please read: “Contents May be Hot”, Fortune, 15 June 2016, p. 24.

你有買過星巴克的鮮奶咖啡或星冰樂嗎？假如你是從商的，你知道如何借助科技提升盈利嗎？如欲知道星巴克如何加緊利用手機應用程式賺錢，請閱2016年6月15日一期的《財富》第24頁，文章標題為〈Contents May be Hot〉。

Harvard Business Review哈佛商業評論Nowadays, teamwork is common work practice not only in the business sector, but also in many other aspects. Nevertheless, in terms of team members, today’s teams have become far more diverse, dispersed, digital and dynamic than ever before. These new characteristics make team collaboration especially challenging. Prior studies have shown that what matters most to team effectiveness are not personalities, attitudes or behavioural styles of team members but certain “enabling conditions”. To explore more about these “enabling conditions”, namely compelling direction, strong structure, supportive context and shared mindset, which help attain high performance, please read: “The Secrets of Great Teamwork”, Harvard Business Review, June 2016, pp. 71–76.

今時今日，團隊合作這種常見的工作模式並不限於商界，而是擴展至廣泛的範圍。儘管如此，對組員來說，如今的團隊相比以前不但類別更多、分佈更廣、更為數碼化，也變得更互動。這些新的團隊特色令團隊合作更具挑戰。研究顯示，影響團隊效率的最重要因素不是組員的性格、態度或行事方式，而是一些有助達到高績效的「有利條件」，即令人信服的方向、健全的架構、有利的環境，以及共同的思維。欲知詳情，請閱2016年6月一期的 《哈佛商業評論》第71至76頁，文章標題為〈The Secrets of Great Teamwork〉。

Bloomberg BusinessWeek彭博商業週刊In China, 90% of internet users go on the Internet through a mobile device. On average, these internet users spend over one-third of their internet time on WeChat. In other words, using WeChat is basically how people in China communicate nowadays. WeChat is fundamentally a messaging app which serves multi-functions of PayPal, Yelp, Facebook, Uber, Amazon, Expedia, Slack, Spotify, Tinder and more. Today, there are many stories of sudden success of employing WeChat. To learn more about this online mainstream in China and those WeChat successful stories, please read: “Life in the People’s Republic of WeChat”, Bloomberg BusinessWeek’s Global Tech Issue, 13-26 June 2016.

中 國 百 分 之 九 十 的 網 民 都 使 用 流 動 裝 置 上 網，平 均 三 分 一 上網時間用於 微信( We C hat )。換言之，微信已成為今日中國網民 主 要 的 通 訊 渠 道。基 本 上，微 信 是 一 個 通 訊 程 式，包 含 P a y P a l （電子付款）、Yelp（食評網）、Facebook（社交網）、優步（預約車輛服務）、亞馬遜（網上購物）、智遊網、Slack（團隊通訊程式）、Spotify （音樂 程式），以及T in de r（交 友程式）等功能。現今善用微信而一舉成功的故事多不勝 數，欲 知詳情，請閱2016年6月13至 26日 一期的《彭博商業週刊─全球科技特刊》，文章標題為〈Life in the People’s Republic of WeChat〉。

Business Press商業新聞精選Samuel Chan、鄭少斌

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Janet Ho、鄭少斌

The Young Executive (Volume 14) 年青行政人（第十四期）Guessing Game: Which market structure does each group of companies belong to (Monopoly, Oligopoly or Monopolistic Competition)? (Answers)有獎競猜遊戲：以下各個組別的公司屬於哪種市場結構（壟斷、寡頭壟斷或壟斷性競爭）？ (答案)

1. Monopoly 壟斷 2. Oligopoly 寡頭壟斷 3. Monopolistic competition 壟斷性競爭 4. Monopolistic competition 壟斷性競爭 5. Oligopoly 寡頭壟斷

The following are the 5 winners: 五名得獎者如下：1. Chu Sin-hang (Hong Kong Community College) 朱善珩 (香港專上學院)2. Fong Yun-shing (Hong Kong Community College) 方潤誠 (香港專上學院)3. Law Sin-yee (Hong Kong Community College) 羅倩頤 (香港專上學院)4. Wong Ching-yan Jasmine (Hong Kong Community College) 黃靖恩 (香港專上學院)5. Wong Wai-yan (Hong Kong Community College) 黃慧欣 (香港專上學院)

An email notification will be sent to the above winners in October 2016 for collection of the $100 book coupon. 得獎者將於2016年10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 December 2016 截止日期：2016年12月31日

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

Guessing Game: Which of the following nation(s) belong(s) to Eurozone?

有獎競猜遊戲：以下哪個國家屬於歐元區?

e) f) g) h)

a) b) c) d)

The Young Executive 年青行政人Editorial Consultants 編輯顧問：Dr Samuel Chan 陳彥森博士、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 Ada Chan 陳佩玲博士、Dr Samuel Chan 陳彥森博士、Ms Serina Chak 戚巧兒小姐、Dr Theresa Choi 蔡嘉敏博士、Ms Janet Ho 何蕙雯女士、Dr Jessie Ho 何靜思博士、

Dr Pamela Ho 何秀盈博士、Mr Danny Lau 劉健威先生、Ms Daphne Wong 黃寶美女士、Dr Arison Woo 胡淑媜博士

Translators 翻譯：Mr Chris Cheng 鄭少斌先生、Cheung Ka-ying 張家瑩同學、Lai Mei-lam 賴美琳同學、Lau Hang-yee 劉杏儀同學、

Tang Tak-wai 鄧德偉同學、Yip Ka-man 葉嘉敏同學、Yuen Man-tuen 袁曼端同學

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。

預算盈餘、預算赤字和收支平衡鄧德偉

財政司司長曾俊華宣讀2016/17政府財政預算案時指出，本港連續數年錄得盈餘。截至2016年3月底，香港約有8,600億元財政儲備，相當於政府24個月的開支。

形容政府的財政狀況時，我們經常聽到預算盈餘、預算赤字和收支平衡這些詞彙，究竟是甚麼意思？預算盈餘是指收入大於開支；預算赤字是指支出高於收入；而收支平衡是指開支和收入相同。

連年盈餘有助維持港元穩定，以及應付經濟週期和人口老化帶來的挑戰。例如，1998年至2004年出現嚴重的經濟衰退，香港有五年錄得財政赤字，足足消耗了庫房四成的財政儲備。

資料來源: www.budget.gov.hk/2016/eng/budget40.html 及 www.investopedia.com

Budget Surplus, Budget Deficit and Balanced BudgetAda ChanMr John Tsang Chun-wah, GBM, JP, Financial Secretary, announced in the 2016-17 Budget that successive years of surpluses have been recorded. By the end of March 2016, fiscal reserves were estimated to be $860 billion, equivalent to 24 months of government expenditure.

We often hear the terms Budget Surplus, Budget Deficit and Balanced Budget. What do the terms mean when they are used to describe the financial situations of governments? A Budget Surplus is a situation in which income exceeds expenditure. A Budget Deficit means that expenditure exceeds income. A Balanced Budget occurs when expenditure equals income.

The successive years of surpluses help to ensure the stability of the Hong Kong dollar and withstand challenges posed by economic cycles and ageing population. Between 1998 and 2004, Hong Kong experienced five years of fiscal deficits which depleted 40% of our fiscal reserves because of the serious economic downturns.

Source: www.budget.gov.hk/2016/eng/budget40.html and www.investopedia.com

Accounting and Finance 會計及金融

Tourism Management 旅遊管理

Marketing 市場學

甚麼是植入式廣告？劉杏儀

你有否留意在電影、電視節目、網上遊戲和小說等傳播媒體出現的真實產品或品牌？它們有些會以背景道具形式出現，有些則融入情節內容之中。這就是植入式廣告，以含蓄的市場營銷手法推廣產品，並以潛移默化的方式影響消費者。經典例子包括1982年《E.T. 外星人》中的Reeses's Pieces糖果和2000年《劫後重生》中的聯邦快遞。

市場採用植入式廣告已有多年。市場營銷人員希望消費者留意到傳播媒體的植入產品，對產品有好感，並樂意購買。然而，觀眾在觀看電影或電視節目時未必察覺自己正被推銷購物，因此這種隱蔽方式的營銷手法引起了道德爭議，普羅大眾和各地政府亦愈來愈關注植入式廣告。

What is Product Placement? Serina ChakAre you aware that real products / brands are placed in media vehicles, such as movies, television programmes, online video games and novels? Some are placed as background props while some are integrated into contents. This is known as “product placement”, a marketing practice subtly promoting products and influencing consumers in a subliminal manner. Typical examples include the integration of Reese’s pieces in E.T. The Extra-Terrestrial (1982) and Federal Express in Cast Away (2000).

Product placement has been used for many years. Marketers hope that consumers will pay attention to the products placed in media vehicles, and have a more favourable attitude towards and preferable purchase behaviour of those products. However, when watching a movie or television programme, the audience may not be aware that they are being persuaded. Due to its covert nature in persuading consumers, this marketing practice has raised ethical issues. Also, the public and governments are now more concerned about product placement.

何謂旅遊景點?袁曼端旅遊景點是旅遊業的一個複雜課題，許多人都弄不清楚。一般來說，旅遊景點大多是一個單位、個別地點，或是清晰界定的細小地方。這些旅遊景點往來方便，能夠吸引大量旅客從遠方抽空短暫到訪。

能夠提供多元化娛樂設施和優質服務的旅遊點最能吸引遊客前往，因此一些旅遊勝地通常擁有多類不同的景點，好讓旅客享受各種各樣的體驗。這些景點可分為以下自然和人造四大類別：

1. 自然景觀： 沙灘、洞穴、河流、湖泊及森林 （例如科羅拉多大峽谷）

2. 非專門打造成景點的人造建築：教堂、寺廟、歷史建築及古蹟（例如萬里長城）

3. 專門打造成景點的人造建築：主題公園、賭場、博物館及郊野公園（例如香港迪士尼樂園）

4. 特別盛事：體育盛事、藝術節、市集、傳統習俗儀式、歷史紀念日及宗教活動（例如奧林匹克運動會）

What are Visitor Attractions?Pamela HoVisitor attractions, a very complex aspect of the tourism industry, have not been well understood. In general, attractions tend to be single units, individual sites or clearly defined small-scale geographical areas. These attractions are accessible and can motivate a large number of people to travel some distance from their home, usually in their leisure time, to visit for a short period.

Tourists are more likely to visit destinations that possess a wide variety of interesting facilities and enjoyable services. We can often find different kinds of attractions in a destination providing visitors with different types of experiences. Some of these attractions are natural while some are man-made. The following are the four main types:

1. Natural features – beaches, caves, rivers, lakes and forests (e.g. The Grand Canyon)2. Man-made buildings, structures and sites originally designed for a purpose other than

attracting visitors – churches, temples, historic sites and archeological sites (e.g. The Great Wall of China)

3. Man-made buildings, structures and sites purposely built to attract visitors and cater for their needs – theme parks, casinos, museums and country parks (e.g. Hong Kong Disneyland)

4. Special events – sporting events, arts festivals, markets and fairs, traditional customs and folklore events, historical anniversaries and religious events (e.g. The Olympic Games)

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Business Dim Sum 商管點心

PolyUHKCC