HIG

HLIG

HTS

本期

要目

2 Celebrity Talks名人講座

3 Challenge Yourself挑戰自己

4-5 Creative Marketing Competition 2013 / 14創意營銷比賽 2013 / 14

6 Business Press商業新聞精選

8 Business Dim Sum商管點心

7Guessing Game有獎競猜遊戲

??? ?

May 2014 Vol. 11 • 二零一四年五月 第十一期

Associate in Business (China Business) 8C108-CBProgramme Leader: Dr Andy Tai (ccandy@hkcc-polyu.edu.hk)

Why should Students Choose the China Business Programme? • Over the past three decades, China’s economy and its political

importance have been growing rapidly. Understanding the Chinese culture, language and business environment, as a result, is also increasingly important to students.

• More and more multinational companies are investing in China, and job opportunities for people trained in the Chinese culture and language increase every year.

• Merging the knowledge of the mainland and Hong Kong gives students an advantage to explore opportunities in China.

• Students can consider developing their career in the fields such as new media, finance, banking and logistics in China.

What are the Special Features of the China Business Programme?• Uniqueness: The China Business Programme emphasises the latest

developments in China. After studying discipline-specific subjects, students can apply their specialised knowledge to prepare for their career in China Business or related areas.

• Global Exposures: Supported by HKCC Travelling Scholarships and International Summer School Scholarships, students are given ample opportunities to participate in study trips abroad. Also, they can study in a university for a summer term on the mainland, or gain internship experience in China.

• Guest Talks: Attending seminars hosted by industry practitioners, students can gain more knowledge about the industry they are interested in.

Associate in Business (International Business) 8C108-IB Programme Leader: Dr Theresa Choi (cctchoi@hkcc-polyu.edu.hk)

Why should Students Study the International Business Programme? • Exploring the dynamics of multinational and multicultural business

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

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

• With a global mindset and knowledge about different cultures, students’ competitive advantage in employment will be enhanced.

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

What are the Special Features of the International Business Programme?• Further Studies: With the guidance of the Programme Leader

and the support of alumni, students can maximise the chance of further studies.

• Training and Work Experience: Students can apply to work as Cultural Representatives with Disney Florida U.S. for a 6 to 14 months’ employment contract after graduation to gain international working experience.

• Guest Talks: Students can gain more knowledge about the real business practice, and develop professional networks with business communities.

• Global Exposures: Students can join various overseas study tours through the support of HKCC Travelling Scholarships and International Summer School Scholarships.

工商業副學士(中國商業) 8C108-CB課程統籌：戴志樂博士 (ccandy@hkcc-polyu.edu.hk)

為何選擇中國商業課程?

‧過去三十年，中國的經濟大幅增長，政治地位亦顯著提升。因此，了解中國語言、文化及營商環境，對學生十分重要。

‧愈來愈多跨國企業在中國投資，具備中國語言及文化知識的專才，就業機會亦與日俱增。

‧融會貫通中國與香港的知識，有助同學發掘在內地發展的機會。

‧同學可以考慮在內地從事新媒體、金融、銀行，以及物流業。

中國商業課程有何特色?

‧內容獨特：中國商業課程著重學習中國的最新發展。同學修讀多個專業教育科目，掌握專業知識，為日後可在中國商業或相關領域發展事業，做好準備。

‧國際視野：同學有機會獲HKCC遊學獎學金及海外暑期學習獎學金贊助，參加各類海外遊學團，亦可申請到內地大學修讀暑期課程或在內地汲取實習經驗。

‧專業人士講座：邀請工商界專業人士演講，增進同學的知識。

工商業副學士(國際商業) 8C108-IB課程統籌：蔡嘉敏博士 (cctchoi@hkcc-polyu.edu.hk)

為何選擇國際商業課程?

‧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，升讀不同學科的學士學位課程。

‧有助同學培養國際視野，了解不同文化，從而增加就業競爭力。

‧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，加強人際關係及跨文化 技能。

國際商業課程有何特色?

‧升學：課程統籌的指導及校友的支援，有助增加同學的升學機會。

‧訓練及工作經驗：畢業後，同學有機會申請擔任美國佛羅里達州迪士尼樂園的文化大使，為期6至14個月，汲取國際工作經驗。

‧專業人士講座：同學可以了解更多關於商業社會的運作，並與商界建立人際關係網絡。

‧國際視野：同學有機會獲HKCC遊學獎學金及海外暑期學習獎學金贊助，參加不同主題的海外遊學團。

Celebrity Talks名人講座

我非常榮幸能夠參加田北辰議員的講座，了解香港品牌如何拓展內地市

場。田先生講述最初帶領G2000進軍內地時處理官方程序所付出的莫

大努力、時間及金錢。他花了數年時間才克服重重難關，為超過400間

零售店舖的長期租約洽商，完成G2000繁複的商標註冊程序，並獲得

政府許可於內地放寬嚴格的歐盟品質保證標準。要將國際性的業務引入

高風險國家，實在極具挑戰。

講座增加了我對建立品牌的認識。正如田先生所說，發展一個經得起考

驗的品牌就好比養育幼兒成材。要以有限資源開拓一門業務，我們必須

對自己的產品及業務相當熟悉，並要充滿熱誠，方能成功。堅毅不拔的

精神，則是發展事業的另一要素。此外，一間公司開始業務時應先集中

於一個地區，測試市場反應，再循序漸進將業務擴展到其他區域，從而

減低投資風險。

冠軍：林勇序

工商業副學士（國際商業）一年級學生

Champion: Lam Yung Chui

Year 1 student of Associate in Business (International Business)

It is my great pleasure to attend Hon Michael Tien’s sharing on how to successfully expand a Hong Kong brand into China’s market. In the talk, Mr. Tien shared that when he established G2000 in China, he had to spend exceptional efforts, time and money to cope with official procedures. It took him a few years to overcome the difficulties in negotiating long-term rental contracts for over 400 retail outlets, completing the complicated trademark registration procedures for G2000, and obtaining the government approval for relaxing the stringent European Union's quality assurance standards in China. Indeed, conducting international business in countries with high risk is a very challenging task.

The talk has developed my insights about brand building in several ways. As what Mr. Tien told us, developing a strong brand identity is just like nurturing a baby. With limited resources to start a business, we must be knowledgeable and extremely passionate about our products to make business successful. Also, perseverance is another driving force to help us develop our career path. Besides, to reduce investment risks, a company should start its business in one region to test the market, and expand to other regions in a gradual manner.

Kingie Mak

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

Michael Tien Puk-sun, Chairman of The G2000 Group and Member of the Legislative Council, shared his business experience with more than 100 students on 1 April 2014 at HKCC. In his talk titled “How can a Hong Kong brand expand into China successfully using G2000 as an example,” he inspired the audience with his insightful ideas.

A number of students participated in a “Student Reflection Competition” after attending this talk. Below is the reflection of the champion:

黃詩蘊

香港專上學院定期舉辦名人講座，藉此豐富同學的識見及學習經歷，也讓

同學有更多機會接觸業界專才及公共部門的專業人士，汲取最新的知識及

了解真實個案，並與專業人士交流，從而拓寬人際網絡。

立法會議員及縱橫二千集團(G2000)主席田北辰先生於2014年4月1日蒞

臨HKCC，與超過100名學生分享多年營商經驗，講座主題為「以G2000

為例，闡釋香港品牌如何拓展內地市場」，其獨到見解令學生深受啟發。

部分學生參加了講座後的「學生感想比賽」，以下是冠軍作品：

2

Case Analysis*June Lau

Hoi Tin Tong is a chain store well-known for its herbal turtle jelly. Its founder, Mr. Ng Yiu Ming, made strenuous effort in promoting his business by even acting in TV ads with his distinctive feature of moustache. A video posted on the internet went viral in September 2013, showing the company using tap water to clean mouldy herbal turtle jelly for re-sale. City University of Hong Kong’s Department of Biology and Chemistry randomly selected four brands of herbal turtle jelly samples and found that one of the Hoi Tin Tong samples contained no turtle shell at all and the other two had only very little. Many customers asked for refund of prepaid coupons. The Food and Health Bureau and the Consumer Council both expressed concern about the incident. After the scandal, the company’s turnover sharply dropped by 50%. Ng held a press conference, categorically denied the allegation and arranged refund to customers.

Source 資料來源: 維基百科 (2014) 海天堂 http://zh.wikipedia.org/wiki

1. Based on Henry Mintzberg’s theory of Management Roles, evaluate the role of Ng Yiu Ming in the incident.

2. How should Hoi Tin Tong react to the incident to rebuild consumer confidence in its herbal turtle jelly?

1. 試根據亨利‧明茨伯格的管理角色理論，分析吳耀明在事件中

的角色。

2. 海天堂應如何處理事件，恢復顧客對龜苓膏的信心？

問題

1. 吳耀明在事件中的角色包括：領導者、發言人、企業家，以及

處理混亂事件者。

2. 海天堂應該嚴格管理廣東生產廠房的員工及衛生情況，以保證

其產品的品質。吳耀明可以邀請傳媒及市民免費參觀有關廠

房，並邀請香港城市大學再做龜板測試，以認明其產品的品質

合乎規格，並藉傳媒發放有關訊息，以恢復顧客的信心。

答案

Questions

Answers

The Hoi Tin Tong Herbal Turtle Jelly Incident海天堂龜苓膏事件

個案分析*潘達康

海天堂是一家連鎖式龜苓膏專門店，創辦人吳耀明先生積極參與營

運，並以「鬍鬚佬」的形象多次在公司的宣傳片中演出。2013年

9月，有人上載一條短片，顯示公司將發霉的龜苓膏用水喉水清洗

後售賣給客人。香港城市大學生物及化學系抽驗市面四個品牌的龜

苓膏，發現海天堂其中一個龜苓膏樣本完全沒有龜板成份，其餘兩

個樣本只含極微量龜板成份。不少已購買該店現金券的顧客要求退

款。食物及衛生局和消委會均關注事件。海天堂龜苓膏醜聞曝光

後，香港生意大跌近五成。吳耀明召開記者會，矢口否認醜聞，並

向購買該店現金券的顧客退款。

1. Ng played the roles of a leader, a spokesperson, an entrepreneur and a disturbance handler in this incident.

2. Hoi Tin Tong should strictly monitor the work of its staff and hygiene standard of its plant in Guangdong to ensure the quality of its products. Ng could arrange free tours of his plant for the media and the public. He could also invite CityU to conduct a test again to prove the quality of his products. Publishing the test result via the media can help regain consumers' confidence.

Challenge Yourself 挑戰自己Case studies 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批判思考及解決問題的技巧，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。

* 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。

3

Creative Marketing Competition 2013 /14 – POAD Outdoor Advertising Awards創意營銷比賽2013/14—博納戶外廣告大獎

黃樞海

HKCC主辦的「創意營銷比賽2013 /14—博納戶外廣告大獎」，決賽

及頒獎典禮於2014年2月5日圓滿舉行。該項比賽得到博納(中國)戶外

廣告有限公司贊助，旨在讓HKCC的市場學同學展現創意，將廣告知識

學以致用。比賽要求每隊同學設計一項新商品，提交具創意的綜合營

銷推廣計劃書，建議如何利用戶外廣告媒介為新商品宣傳。

Carmen SumSponsored by POAD Group Limited and organised by HKCC, Creative Marketing Competition 2013 /14 – POAD Outdoor Advertising Awards provided an opportunity for HKCC’s marketing students to showcase their creativity and utilise their advertising knowledge. Each participating team was required to design a new product with a creative integrated marketing communication plan, particularly with the use of outdoor advertising media. The final round adjudication and award presentation ceremony were successfully held on 15 February 2014.

Below are the business ideas of the winning teams this year 以下是今年勝出隊伍的營商意念：

The champion team designed a pair of contact lens entitled iConTech for Apple Inc. It is a tiny mobile device allowing users to perform multiple tasks including photo-taking, filming, media sharing, messaging, Internet navigation, App Store and iTunes connection, and synchronisation with other Apple devices. This pair of contact lens is also equipped with auto-correction for users with eye defects such as short-sightedness. Other than using traditional advertising and interactive media like broadcast advertisements and YouTube, the team proposed water projection at the Victoria Harbour and 3D lenticular flipping technology billboard outside Apple retail store in ifc Mall to promote the product.

金獎隊伍為Apple Inc.設計了名為iConTech的隱形眼鏡。用戶配戴了該微型流動裝置眼鏡，可以進行多項工作，包括拍照、錄影、媒體分享、 發送短訊、網絡導航、連接App Store和iTunes，並能跟其他Apple裝置同步。對於患有近視等眼疾的使用者，眼鏡更可為其自動調校度數。金獎隊伍的計劃書除了建議使用傳統的廣告和互動媒體，例如廣播類廣告和YouTube網站，更提議在維多利亞港海上展示投影廣告，並在國際金融中心商場Apple零售店的外牆，利用3D柱狀透鏡變圖技術廣告牌推銷產品。

Team members :

HO Man To 何文韜KO Ka Chun 高家俊LAM Shuk Kwan 林淑君WONG Fu Man 黃富文WONG Shuk Ying 黃淑盈

Gold Award 金獎

Apple iConTech

4

The team created a pair of newly designed basketball shoes for Adidas, featuring a motion sensor and a myoelectric stimulation device with a three-step mechanism to monitor and prevent spraining ankles. Achilles, who is a Greek hero of the Trojan War in Greek mythogology, was adopted as the central theme in its print, outdoor and Internet advertisements. Klay Alexander Thompson, who plays for the Golden State Warriors of the National Basketball Association (NBA), was proposed to be the spokesperson of this new product. Besides, the team suggested offering sponsorship to Ying Wa College Basketball Team in order to attract young basketball lovers aged 15 to 24.

銅獎隊伍為Adidas公司設計了一雙新款籃球鞋，內置運動感應器及肌

電刺激裝置，配合三步機制，監察足部運動，防止足踝扭傷。阿基

里斯是希臘神話特洛伊戰爭中的希臘英雄。銅獎隊伍選了阿基里斯

為印刷丶戶外和網絡廣告的主題，又提議邀請效力美國國家籃球協

會金州勇士球隊的克萊‧亞歷山大‧湯普森為產品代言人。另外，

他們還提議贊助英華書院籃球隊，盼能吸引15至24歲、愛打籃球的

青少年。

Team members :

CHAN Chak Long 陳澤朗CHEUNG Pui Sze 張佩斯LEUNG Ka Kiu 梁嘉翹MA Ching Yan 馬靖欣WONG Ching Man 黃靜雯YAU Shuk Yu 丘淑瑜

Bronze Award 銅獎

Adidas The Achilles阿基里斯－Adidas的神話

Silver Award 銀獎

Sony PlayStation 4

Team members :

CHAN Shuk Ling 陳淑玲HO Lok San 何樂燊LEE Chun Hon 李真漢YU Hin Shing 余軒丞

Sony's PlayStation 4 Console (PS4TM) is a video game console equipped with a professional graphic processor and an ultra-fast system memory to deliver high-resolution graphics. Players can enjoy real-time interactions with other players worldwide by using its touch pad and hitting the “SHARE” button. This new version also features two innovative functions: “Play as you Download” and “PlayStation® App”. The winning team has developed an interactive and experiential marketing campaign to engage audience in participation and to boost purchase desire by using videos on YouTube, Internet advertising and blogs. To enhance promotion effectiveness, the team proposed several outdoor events including product demonstration, trial in shopping malls and trucks, and street dance performance.

Sony公司設計的電視遊戲機 P l a y S t a t i o n 4 Co n s o l e (PS4TM )，配置了專業圖像處理器及極速系統記憶體，圖像極為清晰。玩家只需點擊觸控板上的分享按鈕「SHARE」，即可與世界各地的玩家連線交流。新版本遊戲機還配置了兩項全新功能：「同步下載即時玩」（Play as you Download）及「PlayStation® 應用程式」（PlayStation® App）。銀獎隊伍建議的推廣策略包括上傳影片至YouTube網站，並利用網絡廣告和網誌，進行互動體驗市場推廣，吸引玩家，提高他們的購買意欲。為了加強宣傳，銀獎隊伍亦建議舉行數項戶外宣傳活動，包括產品展覽，在商場和流動車提供遊戲機試玩，以及街舞表演。

5

Business Press 商業新聞精選

The EconomistGraft in India has been damaging Asia’s third largest economy over the last decade. There were incidents that public resources in India were put into private hands. In a recent poll, 96% of respondents said corruption was holding their country back, and 92% thought the problem was getting worse in the past five years. What is the corruption situation in India? How corruption is affecting India’s economy? What the country has done to deal with corruption? The answers can be found in:

“Fighting Corruption in India – a bad boom” (March 15 – 21, 2014)

經濟學人過去十年，貪污問題一直損害印度這個亞洲第三大經濟體，公共資源

落入私人手中的情況屢見不鮮。最近一項民調中，九成六受訪者表示

貪污窒礙國家發展；九成二人認為過去五年貪污問題不斷惡化。印度

的貪污情況到底如何？貪污怎樣影響印度經濟？印度政府採取了甚

麼措施對付貪污？答案盡在2014年3月15日至21日一期的《經濟學

人》，請閱文章：

“Fighting Corruption in India – a bad boom”。

Forbes AsiaEveryone has his / her dream, and wants the dream to come true. How Jan Koum, one of the founders of WhatsApp, made his dream come true by building this mobile application into Facebook’s new US$19 billion baby? Read:

“Welfare Billionaire” (March 2014)

福布斯亞洲每個人都有夢想，亦希望夢想成真。WhatsApp創辦人之一庫姆是

怎樣將這個手機程式變成Facebook以190億美元收購的新寵兒，從

而達成夢想？ 請閱2014年3月出版的《福布斯亞洲》，文章標題為

“Welfare Billionaire”。

Bloomberg BusinessweekFacing a backlash against air pollution in the northern part, China’s new leaders are paying much more attention to the issue. In early March, Premier Li Keqiang declared a “war on pollution” at the National People’s Congress (NPC) and outlined a series of targets, policies and campaigns to address the pertinent issue. If you are interested to know how urgent the task of cleaning up the environment is, you mustn’t miss:

“Opening Remarks – China Wakes Up” (March 17 – 23, 2014)

彭博商業週刊中國北部空氣污染問題引起社會強烈不滿，新任領導人對問題極為

關注。總理李克強於三月初的全國人民代表大會斷言要「向污染宣

戰」，並提出一系列目標、政策及行動，以解決相關問題。若有興

趣了解改善環境有多急切，一定不能錯過2014年3月17日至23日一

期的《彭博商業週刊》，請閱文章：“Opening Remarks – China Wakes Up”。

Harvard Business ReviewBusinesses always claim that they are customer-oriented. However, is it so obvious for them to know who their most important customers are? Robert Simons has presented a customer-driven framework that may help executives build winning business models for their companies. Read:

“Choosing the Right Customer – The First Step in a Winning Strategy” (March 2014)

哈佛商業評論商家總說自己以客為本，但誰才是他們最重要的顧客，真的這麼容

易知道嗎？哈佛商學院教授羅拔‧西蒙斯提出了顧客導向的基礎

概念，可能有助行政人員為公司建立致勝的經營模式。詳情請閱

2014年3月出版的《哈佛商業評論》，文章標題為“Choosing the Right Customer – The First Step in a Winning Strategy”。

FortuneDo you like to learn some good investment tips from a renowned investment figure, Warren Buffett? If you do, don’t miss reading:

“Why I Like to Think of Stocks Like Farms” (March 17, 2014)In the article, Warren Buffett used two tales about his small non-stock investments – a farm and a real estate – that he bought long time ago to illustrate certain fundamentals of investing.

財富想從著名投資專家巴菲特身上學習投資技巧嗎？那就不要錯過2014年

3月17日出版的《財富》，文章標題為

“Why I Like to Think of Stocks Like Farms”。

巴菲特在文章提到自己很久以前購買的一座農場和一項物業，以這兩

項股票以外的小投資闡述若干基本投資原則。

Samuel Chan、盧永卓

6

Guessing Game: Which business group does each set of companies belong to? 有獎競猜遊戲：以下各組公司隸屬於哪個商業集團？

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*.

請將答案連同個人資料，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) 身分證號碼 (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 2014截止日期：2014年 8月31日

The Young Executive (Volume 10) 年青行政人 (第十期)

The following are the 5 winners: 五名得獎者如下：

1. Cheung Hoi Wing, Hong Kong Community College 張凱詠 (香港專上學院)

2. Lee Kin Ho, Hong Kong Community College 李健豪 (香港專上學院)

3. Ma Chun Cheong, Hong Kong Community College 馬俊昌 (香港專上學院)

4. Ng Ho Lung, Hong Kong Community College 吳浩龍 (香港專上學院)

5. Yeung Yuen Fong, Hong Kong Community College 楊源方 (香港專上學院)

* 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: Where are their head offices? (Answers) 有獎競猜遊戲：總部在哪裡? (答案)

1. London / United Kingdom 倫敦/英國

2. Hong Kong 香港

3. Tokyo / Japan 東京/日本

4. Vevey / Switzerland 沃韋/瑞士

5. Munich / Germany 慕尼黑/德國

6. Cincinnati / Ohio / The United States 辛辛那提/俄亥俄州/美國

An email notification will be sent to the above winners in May for collection of the $100 book coupon. 得獎者將於五月獲電郵通知，領取一百元書券。

Janet Ho、鄭少斌

i-CABLE Communications Limited有 線 寬 頻 通 訊 有 限 公 司

Set A 組別A Set C 組別CSet B 組別B

7

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：Miss Janet Ho 何蕙雯小姐Translator 譯者： Mr Chris Cheng 鄭少斌先生、Chan Hong Li 陳康梨同學、Chan Tsz Wing 陳芷穎同學、June Lau 劉藹珍同學、 Leung Wing Kei 梁詠淇同學、Lo Wing Cheuk 盧永卓同學、Wong Shu Hoi 黃樞海同學、Wong Sze Wan 黃詩蘊同學Contributors 撰稿： Dr Pamela Kwok 郭美卿博士、Dr Kingie Mak 麥淦琼博士、Ms Barbara Ngai 魏仕娥女士、Dr Ted Poon 潘達康博士、 Dr Carmen Sum 沈嘉敏博士、Dr Andy Tai 戴志樂博士、Dr Lancy Tsang 曾詠詩博士

PolyU West Kowloon Campus: 9 Hoi Ting Road, Yau Ma Tei, Kowloon 香港理工大學西九龍校園：香港九龍油麻地海庭道9號Hotline 熱線 : (852) 3746 0123 Fax 傳真 : (852) 2994 8721 / 2625 4159 Email 電郵 : ccoffice@hkcc-polyu.edu.hk

The Young Executive 年青行政人

Business Dim Sum 商管點心

What is Prudence? Barbara NgaiThe Financial Secretary, Mr. John Tsang Chun-wah, GBM, JP, delivered his 2014 / 15 Budget Speech on 26 February 2014. He reiterated the importance of “living within our means” and “fiscal prudence”. What is “prudence” in the field of Accounting? Prudence is a qualitative characteristic of financial statements. Paragraph 37 of the Accounting Framework defines it as “the inclusion of a degree of caution in the exercise of the judgments needed in making the estimates required under conditions of uncertainty, such that assets or income are not overstated and liabilities or expense are not understated”. Below are some examples of the accounting treatments which can help us understand the concept of “prudence” further: • Provisions to be made to reflect the net collectable amount of doubtful receivables• Recognition of depreciation expense by estimating the probable useful life of plant

and equipment• Provisions to be made for expected future liabilities such as the number of

warranty claims• Expenditure such as advertising or employee training programmes to be charged

immediately to expense (it is not possible to objectively estimate the number of accounting periods over which revenue is likely to be produced)

• Write-down of inventory value in the balance sheet by applying the Lower-of-cost-and-Net-Realizable-Value (LCNRV) Rule

Dining Etiquette Lancy TsangEtiquette, which means socially acceptable rules for behaviour, is particularly important in the business sector. Indeed, there is a belief that staff’s etiquette (i.e. table manners) and their career paths are closely connected. Those with good table manners can take prospective clients to dinner, which is a signal for their career advancement. Therefore, to enhance your competitiveness in the career, you need to learn table manners. Below are some of the rules and common practices:• Dress appropriately to give your clients or guests a good impression. • Take the appropriate seat. Being the host, you take the least desirable seat, and

show your clients or guests their seats. If you are the guest, the host will instruct you where to sit.

• Place the napkin on the lap after being seated. • Be polite. You should not use any distracting items (e.g. smartphones) during the

meal.• Speak softly at the table. • Start eating when all are seated. • Maintain good postures. While eating, you should neither drink nor talk. • Remember to say “please” and “thank you” when being served.

Why is Market Research Essential for Both Profit-making and Non-profit Making Companies?Pamela KwokBusiness environment is ever changing and dynamic. Without market information, managers are not able to make good decisions for their business. All successful companies need to conduct market research on a regular basis in order to sustain their market share or leadership position. Furthermore, market research also helps managers working for both profit-making and non-profit-making companies to:• Identify potential or new target markets or new business opportunities;• Discover changes in target market’s needs, e.g. the demand for 24-hour hotline

support and a higher speed of customer services;• Obtain valuable and latest information about existing customers such as usage

patterns or any changes in their buying behaviour;• Make informed decisions on 4Ps, namely product, price, place (i.e. distribution

channel), and promotion;• Uncover business problems in a proactive manner, e.g. a drop in the customer

satisfaction level or service quality.

甚麼是審慎理財？ 陳芷穎

財政司司長曾俊華於2014年2月26日發表2014 /15年度財政預算案演辭時，多次重申「量入為出」及「審慎理財」的重要。到底會計界裏所謂的「審慎原則」表示甚麼呢？審慎原則是會計報表的一項特質。根據香港會計準則第37號，審慎原則指「在不確定情況下作出所需估計時，有關判斷須有一定程度的謹慎，以免高估資產或收入，及低估負債或支出。」

以下處理會計帳目的例子，可以讓我們更了解何謂「審慎原則」：‧為反映應收呆帳淨額所作的撥備；‧預計廠房及設備的可用年期以確認相關折舊開支；‧為預期負債作撥備，例如保用索賠數目；‧將廣告及培訓員工等開支即時記作支出(由於無法客觀預計這些開支會

在多少個會計結算期內帶來盈利，因此宜將此類開支視作當期費用)；‧在資產負債表上，應按成本與淨變現價值孰低法作存貨減值。

餐桌禮儀 梁詠淇

禮儀是社會認同的行為準則，在商界尤其重要。有人認為員工的禮儀 （即餐桌禮儀）與他們的升遷前景有密切關係。餐桌禮儀良好的員工，能夠邀請有機會合作的客戶共晉晚餐，顯示他們有機會晉升。因此，你應該學習餐桌禮儀，以增強職場上的競爭力。以下是一些規則和適當行為：‧合適的衣著能給客戶或賓客良好的印象。‧在適當的位置就坐。假如你是東道主，你應帶領客戶或賓客就座，並將

最不理想的座位留給自己。假如是你作客，主人則會指示你就坐。‧就坐後，把餐巾放在膝上。‧保持禮貌。用餐時，不應使用任何令人分心的物品，例如智能手機。‧席上應小聲說話。‧所有賓客就坐後才開始進食。‧保持良好的坐姿。進食時，不應喝飲品或說話。‧當有人為你服務時，謹記要說「有勞」和「謝謝」。

為甚麼市場調查對牟利及非牟利機構來說都不可缺少呢？陳康梨

商業環境瞬息萬變，若不緊貼市場動向，企業管理人員就無法為業務作出明智決定。因此，所有成功企業都要定期進行市場調查，以維持市場佔有率及領先地位。此外，市場調查可從以下幾方面幫助牟利及非牟利機構管理人員：‧發掘有潛質或新目標市場和新商機；‧了解目標市場的需求變化，例如對二十四小時熱線服務和更有效率的客

戶服務需求；‧獲取現有客戶的最新資訊，例如使用模式或消費行為的轉變；‧掌握充分資料，就產品、價格、分銷渠道，以及推廣四方面作決定；‧主動找出業務問題，例如客戶評價轉差或服務質素下降。

Accounting and Finance 會計及金融

Hospitality Management 酒店管理

Marketing 市場學

Source 資料來源: Chaney, L.H. & Martin, J. (2007). The essential guide to business etiquette. Westport, London: Praeger Publishers.

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。