高雄港貨櫃市場行銷策略之研究

Container Marketing Strategies in Kaohsiung Port

呂錦山(Chin-Shan Lu) ； 方菀萍(Wan-Pin Fang)

《運輸計劃季刊》 30卷2期 (2001/06) Pp. 439-480

https://doi.org/10.6402/TPJ.200106.0439

摘要

近年來，隨著港埠的競爭激烈，港埠行銷日愈重要。本研究目的主要從航商與港埠從業人員立場，探討高雄港務局貨櫃市場之行銷策略。以航商與從業人員對高雄港務局所提供各項行銷方式認知間之差距分析，經由因素分析、集群分析以及統計檢定等方法，針對航商不同的行銷服務需求做市場區隔，以作為擬訂行銷策略之依據。研究結果得出航商與港埠從業人員間，對高雄港所提供各項行銷組和方式，在滿意度水準方面，存有顯著性的差異。依港埠行銷屬性需求之不同，航商可區分為「注重服務與通路型」、「注重價格型」、「注重服務與價格型」與「注重推廣型」等四個群組。本研究方法與結果可提供給港務當局做為擬訂行銷策略之參考。

關鍵字

港埠行銷 ； 貨櫃市場 ； 因素分析 ； 集群分析

並列摘要

Recently, the level of competition in ports has increased dramatically. The importance of marketing in port management and development has been emphasized by the port communities. Therefore, this-paper seeks to evaluate container marketing strategies for Kaohsiung Port Authority. A gap analysis of marketing services between port authority and ocean carriers was examined. This study found that marketing strategies in terms of satisfaction level were signficantly different between ocean carriers and port authority. In order to segment container market, a cluster analysis was used to classify those ocean carriers into four groups based on the key marketing factors obtained from the factor analysis. The use of this framework may be a useful approach for port operators to evaluate their marketing strategies.

並列關鍵字

Port marketing ； Container market ； Factor analysis ； Cluster analysis

參考文獻

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