• Journal of Korean Society of Transportation
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• v.20 no.6
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• pp.17-30
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• 2002

부산항은 컨테이너터미널 운영사별로 마케팅 전략 수립 및 마케팅 활동이 개별적으로 이루어질 뿐 항만 관련 유관기관(부산시, 부산지방해양수산청, 한국컨테이너부두공단, 부산본부세관)의 조화된 항만 마케팅 전략 및 역할이 수립되지 않은 상태이다. 따라서 본 연구에서는 부산항 활성화를 위한 각 주체별 활동 현황을 조사하고, 항만 이용자인 선사 및 포워더를 대상으로 마케팅 믹스(Mix, 4P: Product, Place, Price, Promotion)에 대한 설문조사를 토대로 부산항 마케팅 분석을 실시한다 이를 바탕으로 부산항이 동북아 중심항만으로 성장하는데 필요로 하는 부산항 관련 각 주체별 마케팅 관계 그리고 역할을 제시한다. IPA(Importance-Performance Analysis) 분석 결과를 살펴보면 전체 고객을 대상으로 평가했을 때 가격 믹스와 촉진믹스는 가장 중요도가 높은 것으로 분석되었으며 특히, 촉진믹스는 중요도는 매우 높으나 만족도가 낮은 것으로 분석되었다. 그러므로 마케팅 전략 수립 시 촉진 부문에도 높은 비중을 두어 선사들에게 공격적인 마케팅 활동이 요구된다고 할 수 있다. 부산항 관련 각 주체별 마케팅 역할에서 부산광역시는 부산지방해양수산청과 함께 촉진믹스에 중점을 두어야하고, 부산지방해양수산청은 촉진믹스 외에 가격믹스에서 항만 요율의 적절성과 경로믹스인 철도 수송 망의 확보가 시급한 것으로 나타났다. 한국컨테이너부두공단은 촉진믹스 외에 가격믹스에서 항만시설 사용료의 체계적인 개편이 요구되고, 터미널 운영사는 제품믹스 서비스인 공컨테이너의 효율적인 재고관리 업무서비스와 가격믹스에서 하역요율의 탄력적인 제공이 필요하다.

• Journal of Navigation and Port Research
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• v.31 no.3 s.119
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• pp.179-186
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• 2007

Fierce competition to attract the increasing container cargoes of north China in competitive ports has make port marketing to be desperate necessity. In this situation, port marketing of Incheon container ports is requisite conditions to leap one step. Therefore, this study aims to propose core factors for marketing strategy by the feasible marketing analysis. The major shows as follows. Incheon is required to adjust port tariff and handling cost by incentive policy, enhance service coming alongside the berth, increase efficiency of port handling service and inland transportation system.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• v.1
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• pp.301-308
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• 2006

Fierce competition to attract the increasing container cargoes of north china in competitive ports have make port marketing to be desperate necessity. In this situation, port marketing of Incheon container ports is requisite conditions to leap one step. Therefore, this study aims to propose core factors for marketing strategy, by the feasible marketing analysis. The major shows as follows. Incheon is required to adjust port tariff and handling cost by incentive policy, enhance service coming alongside the berth, increase efficiency of port handling service and inland transportation system.

• Journal of Korea Port Economic Association
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• v.18 no.1
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• pp.159-186
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• 2002

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.

• Journal of Korea Port Economic Association
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• v.27 no.2
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• pp.195-215
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• 2011

The purpose of this article is to provide data to be utilized for marketing to attract future container cargo to the Korea-China Car Ferry Service and to estimate container traffic for the development of the International Passenger Terminal to be newly built in the Incheon Southern Port. An analysis of container traffic through the Passenger Terminal of Incheon Port showed that the container throughput of Incheon Port comprised 20% of traffic. The export cargo traffic in the International Passenger Terminal, 71.4%, or 111,698 TEU of 156,284 TEU in total, was brought from metropolitan areas. To increase the container traffic of the car ferry service currently concentrated on the metropolitan areas, more endeavor is required to strengthen marketing competence to attract container traffic to other regions apart from the metropolitan areas as well as provide general services.

• Journal of Korea Port Economic Association
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• v.26 no.1
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• pp.83-104
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• 2010

The purpose of this paper is to prepare container port policy and to contribute to the regional economy by forecasting of the container freight volume for the Donghae Port and Sokcho Port. As a methodology a survey and O/D technique were adopted. O/D technique was applied to the container freight data of Korea Maritime Institute. The main results of this paper are as follows: First, it is adviserable that Gangwondo Province should adopt incentive program of 100,000 won Per TEU rather than 50,000 won per TEU. Secondly, container freight volume for Donghae Port and Sokcho Port is forecast to be 22,388 TEU in 2010, 152,367 TEU in 2015 and 354,217 TEU from 6,653 TEU in 2008. Thirdly, joint port marketing is required for the Donghae Port and Sokcho Port in terms of same region in one hour drive.

• Journal of Navigation and Port Research
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• v.36 no.8
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• pp.673-681
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• 2012

As competition increases among ports, new marketing strategies and differentiated means in addition to the existing core services are needed to prevent existing container shipping companies from escaping and to attract new customers. The additional services and reward programs are investigated. How these variables affect relational commitment in terms of customer retention is examined. Customers of the container terminals are examined in terms of psychological behavior. This study presents the structural equation model that shows the connection among benefits, rewards, switching costs and relational commitment. The empirical analysis is done with the subject of the container terminal users and the implications are derived.

• Journal of Navigation and Port Research
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• v.29 no.10 s.106
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• pp.921-926
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• 2005

The purpose of this paper is to conduct a comparative analysis of container terminal operation in Busan and Kwangyang port. The research method used for this study is DEA(Data Envelopment Analysis} and among DEA methods CCR and BCC model has been used. According to the results of CCR model Gamman in 2004 and Gamcheon in 2004 are found to be the most efficient terminals in the sample and the inefficient terminals include Gwangyang Phase 2 terminal. Based on BCC model Gamcheon and Uam are identified as the most efficient terminals in three consecutive years including Gamman terminal in 2004. The inefficient terminals include New Gamman in 2002 and Hutchison in 2002. The research findings show that inefficient terminals need to fully utilise their terminal facilities and increase container throughput through effective marketing activities.

• Journal of Navigation and Port Research
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• v.36 no.1
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• pp.59-67
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• 2012

This study shows how the logistics capability of container terminal impacts with service quality and customer response. Result of this study would be utilized in marketing strategy for container terminal. Sample design is based on shipping companies which are registered in Korea Shipowners' Association and Korea Shipmanagers' Association from Dec. 5 through 23 in 2011. And total of 243 questionnaires are collected through a personal visit. The result of empirical analysis, management capability of logistics capability factor which have an effect on service quality and customer response is the biggest influence to them. At the same time, Sympathy of service quality factor which have an effect on customer response is the biggest influence to it. Therefore, customers' requirements would be analyzed specifically when loading and unloading plans are devised in container terminal, and based on customers' requirements, best customer service would be provided.

• Journal of Korea Port Economic Association
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• v.26 no.4
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• pp.19-39
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• 2010

The growth of T/S cargoes maintained a highly upward trend by an increase of throughputs of North Chinese ports in the early 2000s. Recently, however, it has fallen dramatically due to large developmental projects of infrastructures for North Chinese ports. Despite this situation, an increase rate of T/S cargoes between Korean and Japanese ports is showing relatively high by 8 to 9 percent. Therefore this study pursues to choose objectives for marketing target of a total of 23 ports in the west of Japan by analyzing factors like a trade characteristics with Busan ports, an increase rate, a market share and a fluctuation rate of throughputs. The result of this study shows that Moji, Niigata, Naha, Shimonoseki and Kanazawa port are selected as the objectives for core marketing and Hakata, Akita, Tokuyama, Imari, Ishikari and Sakata port are chosen as ports for continuous marketing.