한국컨테이너터미널 마케팅전략수립에 관한 연구

Abstract

The customer's position in the world container terminals is increasing through strategic alliance of shipping companies and most ports try to become main port and hub-port because of large-sized and high speed vessels.

As especially in the case of the Northeast Asia, the amount of cargo has increased, ports of China and Japan make their own ports' facility enlarged and they try to make an effort in order to supply much better port service for customers of ports,

So, in the viewpoint that Busan port becomes main port, the necessity of port marketing is required.

In this thesis Korea port marketing strategy is divided into 4P's such as products, price, promotion and people and then compared with successful marketing strategy of other countries.

In the case of Products, Korea container terminal doesn't have rich port facility compared with developed foreign container terminal, and that container terminal operators don't also realize the discriminated service for customers.

So as to innovate these weak points this thesis is suggested that port facility is made enhanced, and several distinguished service strategy is asked to perform.

In the case of Price, the rate of discharging is so strict that container terminal operators cannot perform various marketing strategy, so first of all the elastic price marketing strategy is forced to execute.

In the case of promotion, this thesis is focused on port sales committee. The structure and activity of port sales committee are suggested so that promotion strategy is taken advantage too much.

In the case of people, it is composed of port union and marketing department in container terminal. In order to decrease logistic cost and make loading and unloading facility automated, port union should be keeping employed and each terminal should establish marketing department to perform efficient marketing strategy.

The structure of this thesis is as follows:

In chapter 2, this thesis is showed the environment change of the world container terminal and shipping in the view of finding the reason why we need marketing strategy in Korea container terminal.

In chapter 3, in order to investigate the current condition and controversial of Korea container terminal, this thesis takes advantage of interview with each container terminal operator and Korea container terminal authority

In chapter 4, Korea container terminal is made compared with the world container terminals in order to find much better marketing strategy in the viewpoint of 4P's.

In chapter 5, this thesis is suggested hereafter the course of Container terminal from now on the innovation of the present condition and weak point.

Chapter 6 is conclusion. in this chapter, all the chapters are arranged.

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In future the competition of each port in the world is getting intensive. So in order to maintain the position of hub-port in the Northeast Asia, we should take advantage of marketing strategy.