Study on the Marketing Strategy for the Attraction of Container Cargo to Incheon Port

인천항의 컨테이너화물 유치를 위한 마케팅전전략에 관한 연구

As the competition among ports emphasizes container cargo nowadays, it is essential for Incheon Port to respond wisely to the trend. But the timely establishment of basic logistics infra for the attraction of container cargo is delayed in comparison with rival ports; marketing activity is also depressed. Furthermore the understanding and the effort for the marketing of the institutions and businesses concerned with Incheon Port are less than sufficient. The marketing research for customers who are the basis and axis of marketing activities is almost wholly lacking. Things investigated by rival ports and external research institutions differ much in statistic according to the persons who cite them. As the study of port marketing is very theoretical and general, its application to reality is so much restricted. Therefore, this thesis considers ways for the main group of marketing to think and behave, from the viewpoint of shipping agents and the owners of cargo - the practical using group of Incheon Port. This thesis aims to deliver the systematic information and consistent view concerned with marketing.