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한국철도 구조개혁의 실천방안 모색 : 해외 사례를 중심으로
최연혜 철도전문대학교 2002 論文集 Vol.17 No.-
Under the changed business environment, commencement of KTX, and global railway network, KNR is confronting with the biggest crisis since its 100 year-history. To overcome this challenge and to convert this crisis to a new chance, KNR should be able to accomplish the reform process successfully. It is no more acceptable to run a business which makes continuous deficits. Therefore, certain premises must be fulfilled beforehand for successful accomplishment of the structure reform. First of all, the accumulated deficit of KNR, which amounts about 1500 billion won in 2001, has to be discharged by the government to improve the business conditions for the newly established train operation company. In this context, success of the railway reform depends on the investment plan for railway infrastructure. To guarantee the continuous investment in this sector, it is essential to secure a financial source, i.e. a form of fund. Acceptance of the reform by the employees implies an another important premise for its success. In February this year, the railway labour union conducted a massive strike against the proposed reform, which has not been still settled. This situation highlights the need for a social contract between union, government and management to achieve change. The social contract should include a more concrete and practice-oriented program, and offer the labour party compensation for giving up their status as civil officers and their job security.
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철도관광상품의 핵심성공요인 분석 : 정동진 관광열차를 중심으로
최연혜 철도전문대학교 1999 論文集 Vol.15 No.-
Development and successful management of package tour items using railways are very important for business reform and a good image of the KNR, because the tour items are the core business of the railway transportation and they can itemize, create and at the same time satisfy the customer's needs. Besides, the tour items can be positively evaluated in that the KNR extends its business to the tourist market, a rapidly growing business and makes it able to show a big effect with relatively little effort. In the nineties, increasing income made a significant change in Korean consumer's lifestyle in a way to put a priority on their quality of lives. The transportation market also underwent a big change such that the meaning of trains and buses as transportation has decreased, whereas its importance in the tourist market has rapidly grown. Although the ratio of the package tour items is still low compared with the whole operating revenue, it has been steadily growing over 35% per year since the last few years. Despite such bright prospects, the planning and marketing of the package tour items by the KNR still seems to be unsystematic, however there are still some chances left to exploit and maximize the growth potential. In this report, key success factors of the Jungdongjin Package Tour, one of the hit items of the KNR were investigated and analyzed. According to this analysis, one of the success factors can be pointed out as the attraction of the destination, Jungdongjin, itself as well as the attraction widely broadcast through the TV drama. Another success factor is that the KNR has met the consumer's needs properly with its marketing policies. So, the KNR was willing to change the operation frequency of the trains and the timetables to meet the customer's demand. Comparing of these success factors with other package tour items, information deficit has been shown to be the biggest obstacle for success. Most respondents of this case-study are not even aware of package tour items operated by the KNR, and even if they are informed, the degree of attraction is not sufficient to create the demands. Therefore, it is necessary to carry out the active advertisement of the known tour items, along with the development of new items. Meanwhile, the tour for an individual, a family or a group can be used as a special item for the package tour, and this can cause an extra demand to customers if the KNR applies its policy such as the reduced rate in fees, etc to the marketing.
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최연혜 철도전문대학교 2001 論文集 Vol.16 No.-
There is increasing evidence that marketing will be an important competitive edge in many industries not traditionally seen as marketing oriented. In the past Railway Business has been able to prosper, without marketing. This has been possible because it has got a monopolistic position in the transportation market. Even in the end of sixties, KNR played the most important role in this market. However with the increasing complexity of competition and increasing recognition of the importance of such factors as 'closeness to the customer' in marketing success, this will not be the case in the future. According to the experts and politicians, introduction of competition and/or privatization is recommended as a method to improve the management efficiency of KNR. Undoubtedly such solutions would contribute to achieving the goal of KNR. However, we should not also neglect that the introduction of this method to KNR could be accompanied with opportunity costs, especially in terms of social and economic policies. Therefore, it is even more important for KNR to adopt a strong policy that would activate its adaptibility to the environmental changes and the motivation of organization. In this context, it is of great importance for KNR to adopt the marketing concept as its management guideline. The case of KNR would influence other public companies that they could improve their management efficiencies to a high degree by adopting the marketing concept.
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