• Proceedings of the KSR Conference
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• 2005.05a
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• pp.942-946
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• 2005

This study investigate both the structure and characteristics of world railway market and major railway manufacturers' major business fields and their strategies to go abroad. Based on this market analysis, we study the SWOP analysis by dividing the important factors that affect railway system into strength, weakness, opportunity, threat factors, and suggest marketing strategies for advancing railway system into foreign countries.

• Proceedings of the KSR Conference
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• 2009.05a
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• pp.1878-1885
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• 2009

The railway advance policy from Korea government, KORAIL have to reduce a half of his railway business loss until 2010 and turnout railway business black ink until 2012. To overcome this difficult management situation, KORAIL has been set up new marketing organization in Seoul station which is necessary and venerable. According to the leadership of Seoul station master, Seoul station's marketing team was launched at April 2008. The marketing team will introduce total marketing for KORAIL corporation in their marketing activity such as advertisement, B to B railway tickets, railway travel package sales and customer satisfaction event with other corporations, and so on. After automated ticket system(SMS and Home-printed ticket) will lead to existing ticket sales persons to become activating marketing team members. In the organization case study in Seoul station, this study how to manage new marketing team have a great performance last 8 months and analysed what was a successful factors and principals, and also their team limits within KORAIL's organization structure. In the long run, we suggest that how can be this team to be support within KORAIL system such as incentive system, payment system, and marketing budgets etc.

• Proceedings of the KSR Conference
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• 2011.10a
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• pp.2174-2181
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• 2011

The purpose of this article is to highlight the relationships among market orientation, environmental turbulence, marketing capabilities, and organizational performance in railway industry(616 participants). Major findings are: 1) market orientation showed a significant effect on marketing capabilities, and organizational performance, 2) environmental turbulence functioned as a moderator not to organizational performance, but to marketing capabilities, 3) and marketing capabilities showed a strong effect on organizational performance. These findings imply that market orientation, as well as marketing capabilities, are so essential for creating a supreme performance in the railway industry.

• Journal of the Korean Society for Railway
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• v.12 no.6
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• pp.915-920
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• 2009

Place Marketing is a new strategy for the regional development, using the regional image, facility and history. The purpose of this paper is to search the possibility of place marketing in the area of railway. Already there were some cases to vitalize the close line and out-of-business station. In this context, some ideas to connect the railway with trip, leisure and regional festival are recommended. For the market place, the cooperation with local government is essential.

• Proceedings of the KSR Conference
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• 2005.11a
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• pp.1287-1292
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• 2005

With opening of KTX, Korea Railway have carried out a variety of marketing strategies unprecedented, which have brought successful results for dramatical increasing passengers in KTX from 72 thousand passengers per day in 2004 to 85 thousand passengers per day in 2005. These marketing strategies for Korea Rail to use in increasing passengers for KTX are the following: special discount fare system for non-season to penetrate into transport market in the first time, fare system reform considering to customers' willing to pay, new item development by each specific market like contracting transport, YMS(Yield Management System) by stages, Home-ticket-and-e-ticket and tele-marketing service, and wide range covering sales network making it comfortable for users in KTX. This paper discusses these successful marketing strategies and its performance and finally suggests strategic implications for KTX growth.

• Proceedings of the KSR Conference
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• 2009.05a
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• pp.1708-1727
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• 2009

Even though we usually analyze logistic market based on confined railway logistics, but this study would like to judge what is potential demand transferable to railway goods through accurate analysis of railway sharing rates by the analysis of origin and destination of each item in total freight transportation market. Accordingly, by analyzing each items transferable to railway, excluding items stuck to original market, this study wants to choose some major items which are expected to lasting demand and activate railway logistics plan by focusing on major items for marketing strategy.

• Proceedings of the KSR Conference
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• 2005.05a
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• pp.971-978
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• 2005

21century world is changing by leaps and bounds and this among one of new issue ready front environment be. Specially, the human social economy enemy, current of change is already happening even if there is in traffic industry that back activity. That is, point that railroad has competitive power and comparative advantage than other transportation until transportation system construction that is environment-friendly as part of country comparative power strengthening is embossed newly. On this time, railroad reached time that environment management that it is applied that is environment-Paradigm over management whole as well as field of technology such as construction and rolling stocks is necessary. This paper wishes to grope plan that introduce this in railroading hereafter by examining necessity introduction in railway operation through environment marketing example. It must go to Ready front Green-railway.

• Proceedings of the KSR Conference
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• 2005.11a
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• pp.552-557
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• 2005

With the opening of the KTX and establishing the KORAIL(Korea Railroad Corporation) in January 2005, KORAIL would like to go aboard to oversea railway market. The purpose of this study suggests how to facilitate and manage international marketing method such as 3C's analysis on KORAIL oversea railway development business. This study findings suggest both KORAIL change integrated international organization and KORAIL should have strategic alliance with other special railway-fields korean companies to deal with oversea E&M turn-key projects.

• Proceedings of the KSR Conference
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• 2004.06a
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• pp.445-450
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• 2004

A railway station is a place where the railway operator concretize his marketing policy to meet the internal and external changes of a railway. Hence the analysis on the railway stations could give some useful information on the conditions which influence the shape of railway station. The purpose of this study is to analyze the development of Japanese railway stations. This study shows that the influencing factors on the shape of Japanese railway stations are as follows: invitation of investment from outside the japanese railway, necessity to define measures against the cut off the urban fabric by the railway facilities, profitability of the railway operator by the creation of subsidiary business, integration of administrative or public function into the station building. And the future of Japanese railway stations is now preparing by the policies on the accessibility and commodity of users and by the research projects on the environmental quality, user satisfaction.

• Journal of the Korean Society for Railway
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• v.15 no.1
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• pp.71-79
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• 2012

The main purpose of this study is to depict the causal relationship among Market Orientation(MO), Marketing Capabilities(MC), and Organizational Performance(OP) with the moderating effect of Environmental Turbulence(ET), especially comparatively highlighting the differences between Korail and Subway firms. Findings show that there partly existed significant interactions effects between ET and MO in case of subway firms, whereas Korail did not reveal any significant results. When considering the strong relationship between MO and MC shown in the subway firms' case, it can be inferred that subway firms continuously have attempted to adapt to the external environment facing them more flexibly and actively over their counterpart, by which the degree of their MC became positively enhanced over Korail. These results give us some implication that MO should be internalized and also MC should get a higher consideration than ever throughout the railway public enterprises in order to strengthen their performance.