The Operation of Port marketing and Future Strategy Directions

항만마케팅의 운영실태와 미래 전략방향

Nowadays port has changed so rapidly as other economic variables. The main issues of these changes are classified with some problems such as the progress of containerization and enlargement of ship size and its speed, the introduction and expansion of EDI system, and the inducement of private capital in port development. Therefore, the competition among ports is severer than before, especially in container cargos. Almost all ports try to strengthen their competitive power and enlarge their port performance and throughput through many kinds of efforts and strategies. Port marketing is important approach and methods in order to make understand port and make call on their ports, of course, realizing the importance of port for the regional economics and employment generation. In this paper, the various marketing concepts are redefined and applied in terms of port and shipping service with which marketing is not so much popular and familiar. After many diagnoses and investigations are executed with special logistical viewpoints and attention, this paper suggests some countermeasures of port marketing in the angles of 4Ps. The strategies and countermeasures are classified in 3 stages according to their broadness and specificity. The privatization of port and port competition need the renovation and rationalization of traditional port activities and old port operation customs. Although this paper suggest many ideas with focusing Busan port, these ideas will be used in other ports. I think it is necessary further study concerned this topics and some limitations which this paper contains.