台灣地區貨櫃集散站利益區隔之研究

Benefit Segmentation of Container Freight Station Operator in Taiwan

連淑君(Shu-Chun Lien) ； 曾世隆(Shih-Lung Tseng) ； 桑國忠(Kuo-Chung Shang)

《航運季刊》 17卷4期 (2008/12) Pp. 55-74

摘要

本研究主要針對台灣地區貨櫃集散站爲研究產業，探討使用貨櫃集散站顧客群的利益區隔，其研究對象分別爲：船舶運送業、船務代理業及海運承攬運送業，透過問卷調查法當作資料蒐集的主要方法，並將問卷回收後以因素分析找出該顧客群在利益因素方面的七項重要構面，包括專業能力與顧客管理、效率、資訊技術、安全、價格、專業化機具及便利等。此外，利用集群分析將顧客群區分爲三個群組，分別爲「專業化服務導向群」、「便利性服務導向群」及「科技服務導向群」。本研究之結果可供業者做爲集散站經營業者市場區隔策略的參考。

關鍵字

貨櫃集散站 ； 利益區隔 ； 市場區隔

並列摘要

This study aims to explore the benefit segmentation of container freight station in Taiwan from the perspective of shipping companies, shipping agencies and ocean freight forwarders. Based on the factor analysis, seven benefit dimensions were identified: professional ability and customer management, efficiency, information technology, safety, price, specific equipment and convenience.
The cluster analysis was subsequently performed. On the basis of the factor scores in benefit segmentation, respondents are categorized into three groups: profession and service oriented group, convenience oriented group, and science technology oriented group. The results may be referred to as an approach to augment the strategic management in technical terms of.

並列關鍵字

container terminal ； benefit segmentation ； market segmentation