• 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 Korea Port Economic Association
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• v.34 no.1
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• pp.19-34
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• 2018

This study analyzed specific ports' marketing strategies through interviews and, using fuzzy TOPSIS methodology, derived marketing strategies for the Incheon and Pyeongtaek-Dangjin ports by comparing them with the Busan port. Previous studies had concentrated on the Busan port, and the majority of these studies analyzed the present conditions and suggested 4P strategies using a marketing mix. After weighting all of the respondents' answers, the results show that among all marketing strategies, incentive provisions ranked the highest, followed by the intermediary role between the relevant agencies and companies, and last- the agent system for establishing local networks. The fuzzy TOPSIS analysis results showed that the Busan port had the best marketing performance. The most sensitive strategies, based on the sensitivity analysis, were the intermediary role between relevant agencies and companies in the Incheon port, and the incentive provision in Pyeongtaek-Dangjin port. The implications of this study are that the port management agencies' actual marketing strategies were similar to the marketing promotion strategies suggested by previous research, and thus, each port's marketing targets and their characteristics should be clearly defined.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• v.29 no.1
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• pp.345-352
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• 2005

Recently the large shipping companies are reducing a port of call to cut down on expenses related to the large size of ship for economy of scale. Due to this, it is necessary to work out a strategy to overcome the severe competition among ports. According to the importance of port marketing, there were many studies on port marketing. But previous studies for domestic port marketing are considered more importantly Products, Price and Promotion than Place of the 4Ps of marketing mix strategy. But it has to preferentially consider the place strategy in Busan Port because the best advantage is geographical position. So this paper shows the strategic plan of Place Marketing.

• Journal of Korea Port Economic Association
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• v.29 no.1
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• pp.215-245
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• 2013

In this world, the interest in the marine leisure-sports, nature friendly oriented, has been increased. The width of leisure activities has became enlarged because of expansion of leisure time and the changes of recognition on the rational management and use of marine resources. Marina ports influence significantly marine leports and this paper reviewed the maria ports status and problems. This Country has strived to develop marina ports in local areas, designing the 1st basic National Plan of Marina Development. We have keen interest in Marina but have no detail strategy and preparation. This paper suggested how marina port shall be developed for the expansion of marine leports and what strategies shall be adopted for the activation of the facilities. After reviewing the previous researches and with the results of questionnaire survey, this paper suggested two types strategies. First on the policy oriented point, it suggested 10 alternatives on the perspectives of development and operation areas. Secondly, it proposed some strategies for the activation of marina ports on the aspects of 4Ps of marketing. This paper theoretically groped the activation schemes with the knowledge and experiences of experts, but it is recommended furthermore some survey on the practical field and user attitude must be progressed.

• Journal of Korea Port Economic Association
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• v.24 no.3
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• pp.101-123
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• 2008

This paper is intended to suggest a development device for Gwangyang Free Economic Zone(GFEZ) to strengthen the competitiveness of its maritime port of Gwangyang and promote the regional development in Gwangyang Bay Area. This study will evaluate the background, processes, and targets for foreign investment, I examined historical treatises as they relate to inducing investments to Free Economic Zones. I will explore good operation and inducing investment methods GFEZ within the 4P(product, price, promotion, place) framework. I tried to suggest a new management methodology for the Free Economic Zones as suggested by the central government from the regional view point. The purpose of this paper is to investigate the marketing strategies; compare them to the 4P for deploying an actual more efficient governing structure body for the GFEZ. As proposals to promote and activate GFEZ, I recommended in this paper several benchmarks. First, GFEZ must construct good clusters related to regional strengths as they relate to products. Second; to give more flexible incentives to foreign companies as compared with China, England, Ireland, India, Malasia, Thailand and Vietnam using prices as a guideline. Third, it is required to cultivate expert manpower who can communicate with foreign clients relate to promotion. A proactive public information system is also required in addition to marketing strategies for inducing investment. Lastly, GFEZ needs to became independent and separate from the central government and even from regional province.

• Journal of Korea Port Economic Association
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• v.28 no.4
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• pp.39-57
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• 2012

This study aims to find out the relationship of customer behavioral intention and marketing variables such as service quality and customer satisfaction which are regarded as its determinants. And then this study has suggested what service factors shall be emphasized to induce the latent customers. And it has grouped strategic Schemes on which service variables shall be focused to enhance the existing customer behavioral intentions. This study has found, to the existing customers, only physical environments among 3 dimension components of Service quality significantly affects to the Behavioral intentions. Priorly, marketing efforts, namely, expansion of convenient facilities such as special berth construction is necessary. To the latent customer, service delivery is the most powerful factor to the behavioral intentions. Consequently, frequency of cruise calling, Facilities of shopping and eating, issues and their development of cruise goods and publicity and promotions are needed.