Container Marketing Strategies in Kaohsiung Port

Abstract

Recently, the level of competition in ports has increased dramatically. The importance of marketing in port management and development has been emphasized by the port communities. Therefore, this paper seeks to evaluate container marketing strategies for Kaohsiung Port Authority. A gap analysis of marketing services between port authority and ocean carriers was examined. This study found that marketing strategies in terms of satisfaction level were significantly different between ocean carriers and port authority. In order to segment container market, a cluster analysis was used to classify those ocean carriers into four groups based on the key marketing factors obtained from the factor analysis. The use of this framework may be a useful approach for port operators to evaluate their marketing strategies.