港灣서비스의 마케팅믹스戰略 構築 方案

다국어 초록 (Multilingual Abstract)

Internalization and Globalization are typical pheonomina of the world of this century and 21 century. Borderlessness and endless competition among countries and companies are widely spread out in the world after the advent of WTO system. In this severe competition situation of world economy, ports cannot survive or progress without fundamental and sincere change of their goals and activities. Because of the increase of comepetition among ports, the progress of port information system, the introduction of port privatization, and the emphasis of hub port, the concept of port marketing is necessary and many tools and strategy techniques of marketing are needed.<br/>
In this paper, the port marketing concept, the characteristics of port service as a non-profit organization and a service-supplying identity and the 4Ps (product, price, place, promotion) of port marketing are defined and described. And the marketing mix strategies of ports are suggested on the basis of 4Ps. This paper may be a initial trial to identify the concept and characteristics of port marketing and to grope the marketing strategies in terms of 4Ps of port marketing. Therefore some limitations of this paper can be pointed out and more research and studies about this theme should be progressed.

목차 (Table of Contents)

• Ⅰ. 序論
  
• Ⅱ. 항만 마케팅의 필요성
  
• Ⅲ. 항만서비스의 특성
  
• Ⅳ. 항만 마케팅 Mix의 구축
  
• Ⅴ. 결어
  
• 參考文獻
  
• ABSTRACT