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Survey on Multifaceted Role of Shipping Industry and Measures to Improve Public Perception  

Lee, DongHyon (평택대학교 무역학과)
Publication Information
Journal of Korea Port Economic Association / v.28, no.3, 2012 , pp. 127-150 More about this Journal
Abstract
A survey showed that the public perception of the shipping industry's overall image and economic role was relatively positive. The survey revealed that public perception was mixed with respect to the multifaceted role of the shipping industry. Based on the results of this survey, this paper proposes three approaches to improving the public perception of the shipping industry. The organization contact approach includes establishing shipping institutes for city people, holding various events targeted at the public, establishing a shipping memorial hall, developing a shipping-related culture and tourism, reinventing the image of the shipping industry through a shipping-culture movement, and creating new views of the shipping industry by conducting formal education. The goods and services contact approach includes building a brand image for shipping services, providing B2C services, utilizing the national image for the shipping industry, and participating in international cooperation projects. The text contact approach includes B2B advertising, advertisements focused on the national economic and multifaceted role of the shipping industry, package advertisements for the shipping industry and related industries, the Internet and high-technology media, government-initiated PR activities regarding the multifaceted role of the shipping industry, and funding for advertising the shipping industry.
Keywords
Shipping Industry; Multifaceted Role; Public Awareness; Organization Contact Approach; Goods and Services Contact Approach; Text Contact Approach;
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