항만공사의 마케팅 촉진전략 평가에 관한 연구

마혜민(Ma, Hye-Min),오재균(Oh, Jae-Gyun),여기태(Yeo, Gi-Tae) 한국항만경제학회 2018 韓國港灣經濟學會誌 Vol.34 No.1

본 연구에서는 인터뷰를 통한 실제 항만의 마케팅 전략을 분석하였으며 Fuzzy TOPSIS 방법론을 이용하여 부산항과 비교를 통한 인천항, 평택 · 당진항의 항만별 마케팅 전략을 도출하였다. 선행연구 분석결과, 항만 마케팅 연구는 부산항 등 소수항만에 집중되어 있었고, 현황분석 및 마케팅 믹스를 통한 4P전략을 제시한 연구가 다수였다. 전체 응답자를 종합한 항만 마케팅 전략요소 분석결과, 인센티브 제공이 가장 높은 순위를 기록하였으며 유관기관과 기업 간의 중개역할, 현지 네트워크 구축을 위한 대리인 제도가 그 뒤를 이었다. Fuzzy TOPSIS 분석결과 마케팅 성과가 가장 좋은 항만은 부산항이었다. 민감도 분석 결과 인천항은 유관기관과 기업간의 중개역할, 평택 · 당진항은 인센티브 제공이 가장 민감한 것으로 분석되었다. 본 연구의 시사점은 실제 항만 관리기관의 마케팅 전략이 과거 항만 마케팅 촉진전략과 유사하여 각 항만별 대상 타겟 및 특징을 정확히 설정하여 마케팅 전략을 구사할 필요성이 있음을 제시하였다. 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.

항만마케팅의 운영실태와 미래 전략방향

김홍섭 한국유통과학회 2004 유통과학연구 Vol.2 No.1

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 ofprivate capital in port development. Therefore, the competition among ports is severer than before, especially in container cargos. Almost allports 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 portand 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 appliedin 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.

e-CRM을 위한 光陽港의 e-Port化 戰略要素(6C)에 대한 硏究

崔興燮 한국통상정보학회 2001 통상정보연구 Vol.3 No.1

The managing strategies of each enterprise has been fundamentally changed due to the emergence of digital economics by using the Internet. Therefore it is indispensable for each enterprise to be changed their business strategies. With a view to meeting the change of new economic paradigm, they are efforting to build a infrastructure for information and communication, induce foreign capital, reconsider their conditions of location, draw the law concerned and reinforce education for experts etc. In consideration of these change, the KwangYang port have to introduce e-Business for the purpose of increasing the level of their competition. We - our government, the companies - concerned with port management should recognize and use efficiently our core competence and potentiality of our port management. To achieve it, firstly port industries are to handle not only international logistic system but also communication, finance and sightseeing. Secondly, the developed off-line system have to be harmonizing with the on-line. Therefore, this paper are focused to suggest the theoretic background by analyzing the strategic points of e-port which are divided in 6C - Contents, Community, Connection, Commerce, Communication and Customization.

주요항만의 항만인센티브제도 분석

박병인 ( Park Byung-in ) 한국물류학회 2016 물류학회지 Vol.26 No.6

우리나라의 여러 항만들에서 물동량 유인 도구로 활용중인 항만인센티브제도는 지원 항목이 너무 일반적이며, 항만 간 차별화도 크지 않고, 상당한 금액의 항만시설사용료도 실질적으로 감면하지만 효과적인 인센티브로는 크게 인정받지 못하고 있다. 이러한 문제는 각 항만에서 인센티브제도를 신규도입하고 개선할 때 국내외 여러 항만의 다양한 인센티브제도에 대한 분석에 소홀하였던 때문에 초래된 것으로 판단된다. 본 연구는 국내외 항만에서 운영되는 항만인센티브제도를 분석하여 우리나라 항만에서의 인센티브제도 발전과 신규도입에의 시사점을 제공하는데 목적이 있다. 본 연구결과 확인된 것은 다음과 같다: 첫째, 항만인센티브의 효과가 불확실한 것으로 평가되고 있지만, 제도를 운영 중인 항만에 비해 가격 경쟁력이 낮아 인센티브 제도를 신규 도입 또는 개선하고자 하는 항만은 신중한 설계가 필요하다. 둘째, 시설사용료 감면 등 직접적인 금전 비유출방식의 인센티브를 실행하고 활용하는 것이 항만의 지원 부담이나 활용가능성 측면에서도 매우 중요하다. 셋째, 단순 리베이트형지원보다 비용지원을 위한 목적지향적 인센티브가 더 의미 있는 것으로 판단된다. 비용지원형 인센티브는 항만 이용에 추가되는 비용을 보전하여 항만 고객이 특정 항만에 대한 기항이나 활용 행위를 지원한다는 측면에서 소중한 전략 도구가 될 수 있다. 마지막으로, 화주가 지역 항만을 이용 할 때 지방세를 할인해주는 방식도 의미가 있다. 이는 지역 항만의 이용을 촉진하는 역할을 수행할 수 있기 때문이다. 지속적 연구를 통해 더 많은 항만에서 운영되는 인센티브까지 분석하고, 각각의 시사점에 대한 도입 전후 분석을 통해 효과가 더욱 충실하게 평가된다면 각 항만에서 인센티브제도의 도입 필요성을 판단하거나 활용중인 제도를 개선하는데 많은 도움이 될 수 있을 것이다. Port incentive schemes, which serve as a tool to attract container throughput in the ports of Korea, are too general to support port customers. Moreover, ports currently lack differentiation and the substantial reduction in the port facility fee is not used as a viable incentive. These problems are caused by the lack of analysis on the diverse incentive schemes of ports in Korea and abroad when introducing and improving such systems. Based on the foregoing, this study analyzes the port incentive systems operated by domestic and overseas ports and provides implications for the development of such schemes as well as their introduction in Korean ports. The findings of this study are fourfold. First, the effectiveness of port incentive schemes is uncertain; hence, ports that intend to introduce or improve the system need to pursue a careful design because ports without such a system may lack price competitiveness compared with ports in operation. Second, it is crucial to implement and use incentives related to the direct non-discharge method of money (e.g., reducing the port infrastructure charge) to relieve the support burden and enhance the availability of ports. Third, purpose-oriented incentives for cost support are more meaningful than simple rebate-type support. Port incentives for cost support can be a valuable strategic tool for supporting the cost of adding to port usage and helping port customers call or use specific ports. Finally, it would be meaningful to credit local taxes when shippers use local ports in order to promote the use of regional ports. It may also be helpful to judge the need to introduce an incentive system in each port or improve the system in use by analyzing the incentives operated by more ports and evaluating the preliminary effects.

우리나라 港灣의 e-Port 具現戰略에 관한 硏究

송채헌(Song Chae Hun),오한모(Oh Han mo),배상목(Bae Sang mok) 한국통상정보학회 2002 통상정보연구 Vol.4 No.2

Lately, one of the most representative phases on business world is the diffusion of internet business. This change has been making new port business model called ‘e-Port’ in maritime transport. The focus of this article is to suggest some strategies on the implementation of e-Port in Korea. To research and analyze the e-Port realities, we first reviewed the previous study on Internet Marketing and e-Business. Six strategies that are critical on e-Port model were classified: (1) contents, (2) community, (3) commerce, (4) connection, (5) communication, (6) customization. Secondly, we chose and evaluated website of eight ports: Hongkong, Singapore, Antwerp, Hamburg, as successful e-port models. And then, we investigated actual conditions of e-Port in Pusan, Inchon, Kwangwang, and Gusan. And then we try to find effective plan on the operation of e-Port.

북중국 환적화물 유치를 위한 부산항 마케팅 전략에 관한 연구

서수완(Su wan Seo),한철환(Chul hwan Han) 한국국제상학회 2014 國際商學 Vol.29 No.4

본 연구에서는 북중국 항만의 컨테이너 물동량 변화추이, 항만시설 현황 및 선사들의 기항패턴 분석과 중국 현지 항만운영 당국 및 해운회사 관계자들과의 면담조사를 통해 부산항환적물량에 미치는 영향과 이에 따른 고객관리 측면에서의 마케팅전략을 검토 제시하였다. 분석결과 세부적인 부산항 마케팅전략으로 북중국 항만별 타겟선사 선정과 외국적 타겟선사에 대하여 차별적인 서비스 제공, 타겟선사 개별방문 마케팅 및 정례화 추진, 부산항을 모항으로 하는 국적선사에 대한 이탈방지 마케팅 강화, 부산항 이용 환적선사 초청행사 개최, 환적화물 추이 동향분석 조사연구 기능 강화와 같은 차별화된 마케팅전략 및 신규 환적화물 유치를 위한 시장개척의 일환으로 상설적 포트세일즈단 구성 및 운영, 중국 중소형 항만과의 전략적 제휴(Port Alliance) 확대 등을 제안하였다. 끝으로 고객관리 측면의 미래지향적인 부산항 마케팅전략의 수립이 필요함을 제안하였다. Purpose : The purpose of this study is to suggest the efficient marketing strategy for Busan Port to attract the Transshipment(T/S) cargo in North China, by investigating the market share, growth of T/S cargo volume and interviewing the shipping companies and Chinese port authorities. Research design, data, methodology : This paper takes qualitative research method as it interviewed shipping companies and Chinese port authorities. Results : According to the result of analysis, the relevant marketing strategies of Busan port are suggested as follows: determining of target shipping company; provision of differential service for each foreign shipping companies; efforts to prevent national shipping company from leaving Busan Port; holding the Busan Port visit day for T/S shipping companyt; intension of research study for industrial trend analysis; operation of delegation for permanent port sales and expansion of port alliance with small and medium port in China, and so on. Conclusions : This paper has proposed the establishment of future-oriented marketing strategy in terms of customer management for Busan port.

북방물류시장과 연계한 울산항 경쟁력 평가에 관한 연구

이성우 ( Sung Woo Lee ),손보라 ( Bora Sohn ),이홍원 ( Hong Won Lee ) 한국해운물류학회(구 한국해운학회) 2015 해운물류연구 Vol.31 No.3

본 연구는 IPA 방법론을 이용하여 북방물류시장 및 북극해항로의 성장 등 새로운 환경에 대응하기 위한 울산항의 이용 만족도와 중요도를 분석하였다. 항만의 내·외적 요인, 석유 및 북극해 항로 관련 요인의 세 가지 분야, 총 21개의 세부 요인을 도출하여 울산항 경쟁력 요인을 알아보았다. 분석결과 액체화물 처리 중심의 울산항 특징이 반영되어 액체화물 처리 시설과 같은 요인들의 중요도와 만족도가 높게 나타난 반면 북극해 항로 이용 인센티브, 극동러시아 화주 유치 등 신규물동량 및 부가가치 창출 방안 등에 대한 중요도와 만족도는 낮게 나타나 이러한 요인들의 필요성을 인식하고 대응 방안 마련이 필요한 것으로 분석되었다. 본 연구는 액체화물을 중심의 울산항에 대해 북방물류시장 변화와 연계하여 경쟁력 분석을 했다는 점에서 의미가 있으며, 추후 환동해권의 항만들을 포함한 경쟁력 비교 연구의 진행을 통해 상대적인 경쟁력 수준과 구체적인 항만 경쟁력 제고 방안에 대한 연구가 이루어져야 할 것이다. Recently, the ports in the Circum-East Sea Bloc have been expected to grow with Eurasian initiative policies and commercial use of the NSR (Northern Sea Route). As a result, this opens a new possibility for Ulsan port to be the oil hub of Northeast Asia. Ulsan port is facing a new environment in the form of the Northern Logistics Market and the emergence of the NSR. To cope with this changing market environment, this study has analyzed the importance and satisfaction of Ulsan port through IPA analysis based on a survey of intended Ulsan port users. The analysis revealed that the “scope of concentration” factors of “port investment accounts”, “port expandability” and “logistics cost” are characterized by low satisfaction and high importance. “Infrastructure level”, “port operation” and “network construction” are grouped under the “scope of keep up the good work”, which are characterized by high satisfaction and importance. Therefore, Ulsan port is believed to manage such factors well. The factors under the “scope of possible overkill” include “scale of adjacent economy”, “petroleum refinery” and “tank storage facility”, which are characterized by low importance and high satisfaction. This can reflect the fact that characteristics of Ulsan port such as liquid bulk cargo and handling have been considered, and plans to sustain such factors should be prepared in the near future. Finally, the factors considered in the “scope of possible overkill” include “incentive of using NSR” and “attracting far-east Russian shippers”, which are characterized by low importance and satisfaction. These results show that the importance of competition among the ports for the Northeast Asia Oil Hub port, Russian energy resource development, and trends of world energy development and consumption has not become widely accepted. The result of analysis shows that the factors of satisfaction and importance reflect the features of Ulsan port. Therefore high satisfaction and importance were analyzed for the factors of liquid bulk facilities and port operation. On the other hand, there has been a lack of promotion among logistics companies and shippers regarding the possible changes of growth potential of the Arctic Ocean passage. Ulsan port must establish long-term strategies and continuous interest to prepare for the development of the Russian port as well as the trends of world energy development and consumption. This study is a significant attempt to analyze the competitiveness of Ulsan port to handle liquid bulk cargo in the changing Northern Logistics Market. For the future, through analyses of ports in the Circum-East Sea Bloc, more studies will be undertaken to assess and strengthen the competitiveness of the ports.

지역항만 발전을 위한 항만운영기관의 역할에 관한 연구

권세민(Se-Min Kwon),박지영(Ji-Yeong Pak),정현재(Hyun-Jae Jung),왕영(Ying-Wang),여기태(Gi-Tae Yeo) 한국항해항만학회 2011 한국항해항만학회지 Vol.35 No.5

This study is aimed to extract the key role of port operation organizations for the development of region ports and identify the operating efficiency priorities of three ports such as Busan, Incheon and UIsan port operated by PA(port authority). The Factor Analysis(FA) and Fuzzy Method were used as the analysis methodes. As an important role of port authority and regional maritime affairs & port office, thirteen sub-evaluation factors and four top-level evaluation factors were selected using the FA. Among the top-level evaluation factors i.e. 'port security, information management', service for regional society and customers', 'port marketing' and 'customer attraction', the most important factor was identified as 'port marketing'. The total port efficiency was evaluated using these factors and Fuzzy Method. As a result, Busan ranked 1st, followed by Incheon and Ulsan. 본 연구는 지역항만 발전을 위한 항만운영기관의 역할과 관련하여 항만공사(PA)가 운영 중인 부산·인천·울산항을 중심으로 중요 역할을 도출하고 각 부분별 세 항만의 운영 효율 우선순위를 정하는 연구이다. 연구 방법론으로 요인분석 및 Fuzzy분석을 사용하였고, 선행연구를 통해 항만공사 및 지방해양항만청의 중요역할을 총 13가지의 하위평가요인으로 선정하였다. 또한, 요인분석을 통해 항만안전 및 정보관리를 포함한 총 4가지 상위평가요인으로 그룹핑 하였고, Fuzzy분석을 통해 각 항목의 중요도를 선정한 결과 항만마케팅이 가장 중요한 요인으로 선정되었다. 각 상위평가요인 및 측정변수에 따른 부산ㆍ인천ㆍ울산항만 운영기관 순위를 정한 결과, 부산항만운영기관이 1위를 차지하였고, 인천항 만운영기관은 2위, 울산항만운영기관이 3위를 차지하였다. 결론적으로, 각 항목별 항만의 순위 점검을 통해 부족한 부분을 우선적으로 보완해 나간다면 향후 각 지역별 항만의 발전계획에 중요한 지표로 사용될 수 있을 것이라 판단된다.

부산항 제1부두의 건립과 변화과정에 관한 건축적 고찰

남윤순 ( Nam Youn-soon ),김기수 ( Kim Ki-soo ) 동아대학교 석당학술원 2019 石堂論叢 Vol.0 No.73

본 연구는 부산항 제1부두를 대상으로 건립 당시부터 현재에 이르는 변화과정을 고찰한 결과로, 부산항 제1부두의 건립과정과 더불어 변화요인을 고찰함으로써 제1부두가 갖고 있는 의미와 가치를 살펴보고자 하는데 본 연구의 목적을 두고 있다. 나아가 이를 통해 근대기 부산항의 변화와 제1부두가 갖는 역사적 의미와 가치를 재조명해 볼 수 있을 것으로 생각한다. 부산항 제1부두는 매축지인 돌제와 잔교로 구성되어 1911년 3월 7일 준공되었다. 이후 1912년 10월 25일 지상에 서양식 철골상옥이 건립되어 기본적인 시설을 갖추었으며, ‘부산축항제2기공사(1919-1929)’를 통해 각종 부속 시설이 확충되었다. 이후 1937년까지 이어진 공사로 철도 관련 부속시설이 완비되어, 무역 및 철도환승형 여객부두로 사용되었다. 해방 이후 6.25전쟁기에는 일제강점기 당시 시설의 현황이 유지되었고, 귀국민 수송 및 전쟁물자, 피란민 수송 기능을 주로 담당하였다. 특히, 해방 이후 일본과의 국교단절, 전쟁 등으로 국제무역 및 여객수송 기능을 대부분 상실하였던 부산항 제1부두는 1960년 이후부터 크게 변화하였다. 1960년 10월 8일 제1부두 남측을 어시장으로 사용하고자 한 정부의 결정에 따라 관련 시설이 설치되었고, 1963년 11월 1일부터 ‘부산종합어시장’으로 개장하였다. 따라서 부산항 제1부두는 여객수송 기능이 상실되고, 무역 및 어시장의 기능으로 사용되었다. 이후 1970년대 급속한 경제개발로 국제무역 기능이 활발해지면서 1973년 1월 어시장이 남부민동으로 이전하였다. 당시 수립된 ‘부산항 제1단계 개발사업(1974~1980)’에 따라 부산항 제1부두에는 잔교와 국제여객터미널 등이 새롭게 건립되어 현재와 같은 모습으로 변화하였다. 하지만 2000년 중반까지 무역항으로 사용 되었던 부산항(북항)의 기능이 부산진해신항 등으로 이전함에 따라 부산항 제1부두는 새로운 변화를 맞이하고 있다. 이처럼 부산항 제1부두는 개항 이후 약 100여 년 동안 부산항 변화의 한 단면을 충실히 보여주고 있으며, 이와 관련된 항만시설이 남겨져 있는 장소로 역사적 의미와 가치를 가지고 있다. 그러므로 향후 진행되는 북항재개발사업 과정에서 이와 같은 부산항 제1부두가 갖는 역사적 의미와 가치에 대한 논의가 존중되고 지속될 수 있기를 기대한다. The purpose of this study is to analyze the change in Busan Port Pier No.1 from its construction time to present, and to find the meaning and value of the pier No.1 on the basis of its construction process and change factors. In this way, it is possible to shed light on the change of Busan port in the modern age and its historical meaning and value. Completely constructed in March 7, 1911, Busan Port Pier No.1 is comprised of a jetty and a landing pier as reclaimed land. On October 25, 1912, when a western-style steel-frame structure was built, the port had basic facilities. Through ‘the 2nd Busan Port Construction (1919-1929)’, various kinds of supplementary facilities were expanded. In 1937, the facilities related to railway were completely built. So the port was used as the passenger port for trade and railway transfer. During the Korean War, the facilities built under Japanese occupation remained and had been used mainly to transport Korean people overseas, war goods, and refugees. The Busan Port Pier No.1 had greatly changed since 1960. According to the government’s decision made to use the southern side of the pier No.1 on October 8, 1960, ‘Busan Cooperative Fish Market’ was opened on November 1, 1963. For this reason, Busan Port Pier No.1 lost its function of passenger transport and was used for trade and fish market. With the rapid economic development in the 1970s, the fish market had functioned international trade actively and ended up being relocated to Nambumin-dong in January 1973. When ‘the 1st stage development project of Busan Port(1974~1980)’ was established, a landing pier and an international passenger terminal were newly built in Busan Port Pier No.1 which was changed to the current status. The function of Busan Port(North Port) which had been used as a trade port until the mid 2000 was moved to Busan Jinhae New Port, and thereby Busan Port faced a new change. As such, Busan Port Pier No.1 has well showed a part of the change in Busan Port, which has been made for about 100 years since it was opened. It has its historic meaning and value as the place that has relevant port facilities left. Therefore, it is necessary to respect the discussion of the historic meaning and value of Busan Port Pier No.1 in the process of North Port Redevelopment Project.

A Study on Competitiveness Improvement of Chittagong Container Port

Haque Md Jubair,Woo Chul AHN 강원대학교 경영경제연구소 2023 Asia-Pacific Journal of Business Vol.14 No.1

Purpose - Market structure is crucial to identify as it defines the market states for new and existing container ports to perform within a given region. the study aims to compare the major ports in the Bay of Bengal in the context of Chittagong Port. Design/methodology/approach - For this study, the past 9 years of container volume data have been collected and analyzed through the HHI index, BCG matrix and shift effect analysis. Based on the analysis, this study has found that the Chittagong Port is in an oligopoly competitive market structure. Findings - The findings have shown that port in low market share and low growth in very recent years with the moderately concentrated ports HHI index. The shift effect analysis shows that the container volumes shifted from one port to another in the 2019 and 2020 periods. This study is the pioneer study in the Bay of Bengal region to identify the market structure, analyze market share and growth, and analyze the market concentration. Research implications or Originality - Future recommendations for the port authority is to take advantage of geolocation; attract international; tax exemption, faster clearance process, reduced waiting charges; increasing storage and technological machinery; promoting maritime logistics education; promoting Chittagong tourism; collaboration with other countries. Also, this study can be used as basic data for the establishment of a new supply chain between Korea and Southwest Asia for the Korean government and companies.