Research on Relationship Marketing for Seaports

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Project title

Code/計畫編號

NSC102-2410-H019-024

Translated Name/計畫中文名

港埠關係行銷之研究

Project Coordinator/計畫主持人

Shiou-Yu Chen

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=3083626

Year

2013

Start date/計畫起

01-08-2013

Expected Completion/計畫迄

31-07-2014

Bugetid/研究經費

447千元

ResearchField/研究領域

管理科學
交通運輸

"以往研究針對港埠選擇的傳統觀點大都認為，港埠選擇(Port Selection)為一獨立性的決定，比較偏重於港埠之有形實體設施或設備的服務屬性。但伴隨著物流成本的高長，港埠經營當局必需重新以更全面性「供應鏈導向」角度來考慮港埠選擇此一議題。港埠的競爭力越來越依賴與港埠外圍成員間的協調和控制能耐。當前航商與貨主選擇灣靠港埠的考量因素是以港埠為其中一個節點(node)所形成之整個港埠物流網路為考量的範圍。整體港埠物流網路的績效（Overall Network Performance）已取代了港埠績效(Port Performance)。總的來說，港務管理當局(Port Authority)的成功將取決於是否能有效地運用關係管理能力將港埠物流網絡成員進行整合。鑑於此，本研究以港埠關係行銷思考為出發點，主張港埠營運要能成功，港埠必須透過有效的關係行銷戰略（Relationship Marketing Tactics）以鞏固港埠與關鍵目標顧客之雙方關係，使顧客藉其忠誠而逐漸由顧客、客戶、支持者、擁護者，提升到夥伴的層次，才能確保港埠企業永續生存與成長，因此本研究比較港埠關鍵顧客與港埠服務提供者的觀點，利用層級分析法與選擇轉換本質法建構有效關係行銷評選準則，並藉此發展出具體適用於臺灣港埠公司的關係行銷工具，以供港埠公司執行關係行銷之參考依據。""The traditional view on port selection are primarily considers standalone tangible and physical attributes of a port. The need for a more integrated supply chain oriented approach to port selection is echoed in recent work. Ports are indeed intersects in various supply chains. That is a port’s competitiveness becomes increasingly dependent on external co-ordination and control by outside actors. Port selection criteria are related to the entire logistics network in which the port is just one node. Port choice becomes more a function of the overall network performance rahter than single port performance. To summarize, the success of a port (authority) will depend on the ability to integrate the port effectively into the networks of business relationships that form supply chains. Therefore, this research plan starts from the thingking logic of port relationship marketing, and advocates a port (authority) want to continue survival and growth, the effective relationship marketing strategy will help. Effective relationship marketing can consolidate the relationships between port (authority) and their key target customers, and graduately, the customers will transform to clients, supporters, advocates, and end with the most loyal partners. For identifying the effective relationship marketing, this study compares different perspectives with regard to relationship marketing evaluation criteria from port key customers and port services providers, and then use the Analytic Hierarchy Process (AHP) and ELECTRE (Elimination et Choice Translating Reality) to construct effective relationship marketing evaluation criteria. The main purpose is to develop a relationship marketing tools specifically applicable to Taiwan Port Corporation. "

Keyword(s)

港埠公司
關係行銷
層級分析法
選擇轉換本質法
Port Corporation
Relationship Marketing
AHP
ELECTRE

DSpace CRIS

Research on Relationship Marketing for Seaports

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