Research on Repositioning of the Hong Kong Ocean Park Corporation

Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal ofto 50346885 Research on repositioning of the Hong Kong Ocean Park Corporation Revised Graduation Proposal School of Creative Media, City University of Hong Kong Student Name: Student No. : Principal Advisor: Second Advisor: Date: To, On Fun 50346885 Mr. Philip Lee Miss Jacqueline Liu 31 October, 2003. 1 Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal ofto 50346885 Contents Cover Contents 2 Introduction Objective Approach Working Schedule Equipment List 3 4 5 6 7 2 Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal ofto 50346885 Introduction The Hong Kong Ocean Park, a tourism node for both local and overseas visitors, providing entertainment and a practice of wildlife conversation since 1977. The Ocean Park, which famous in its globally-recognized oceanarium and a diverse range of activities, faces the ongoing economic recession in Hong Kong these years.

The establishment of the Hong Kong Disneyland in 2005 further threatens the position of the Ocean Park. Thus, this is a crucial time to strengthen its position in the market. 3 Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal ofto 50346885 Objective The project aims to analyze the threats that challenge the Ocean Park’s position. Advices about how to reposition it would be given. 4 Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal fto 50346885 Approach Phrase 1: Research Data would be collected via three different ways in order to have a comprehensive analysis of the Ocean Park. Documents (from newspaper, the internet, reference books and annual reports) Interviews with the officials in the Ocean Park Questionnaire to local and overseas visitors of the Ocean Park. Phrase 2: Analysis Analysis would be based on the research findings in Phrase, and suggestions about the possible way to reposition the Ocean Park would be made in the latter part of the report.

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Phrase 3: Production of the Ocean Park promotion package One of the suggestions for repositioning the Ocean Park in Phrase 2 would be executed. 5 Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal ofto 50346885 Working Schedule Date Description Estimated time Sep 2003 – Research 5 months mid-Jan 2004 9 Jan 2004 Form submission of equipment required – Jan 2004 Location scout of the Ocean Park 3 days Distribution and collection of questionnaires 1 month Feb 2004 Interview of the Ocean Park officials weeks Analysis the data and report writing 1 month Mar 2004 Creative brief of the Ocean Park 2 weeks Production of the promotion package of the Ocean Park 1 month 22-26 Mar 2004 Presentation of final draft – 1 Apr 2004 Submission of proposed venue for graduation presentation to – the FYP coordinator, Phoebe Man. 26-27 Apr 2004 Submission of finished project – May 2004 Oral Presentation 6 Research on repositioning of the Hong Kong Ocean Park Corporation – Revised Graduation Proposal ofto 50346885 Equipment List

Equipment Video Cameras DSR-150AP DSP 300 video camera Video Cameras Tripods Sachlter Video 18 Manfrotto 128/144RC Sachlter Baby Leg Video Cameras Accessories Wide Angle Len Fijinon 19X Zoom Lenses JVC 5” Monitors Track & Dolly Lighting 800 W lighting with stand 2K lighting with stand HMI Lighting Accessories C-Stands with Gobo Arms Gel paper and poly and black flat Reflectors Light Meters Spot Meters Audio Equipment Sennheiser Head Phone Boom Mic (With wind shelf) Sennheiser Wireless Clip Mics Quantity 1 1 1 1 1 1 1 1 1 2 1 1 5 1 lot 1 1 1 2 1 1 7

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