As business environment of container liner shipping has been rapidly changing, container liner shipping companies are applying business strategies to overcome their limits and risks through global alliance rather than exclusively to participate in competition.
The purpose of this study is to analyze existing shipping market environmental change, the background of appearance and status of shipping global alliance system and to analyze shipping global alliance satisfaction of 4 shipping alliance by doing a survey and to provide successful strategic alliances plan of global container liner shipping company.
The author in this study conducted literature review of the global alliance of Container Shipping Liners to induce factors of shipping global alliance tightening background, result, satisfaction.
For the question investigation, 160 questionnaires were circulated to container liner shipping companies in korea and 100 questionnaires were used in empirical testing.
Regarding shipping global alliance tightening background, with competition fierce advertising/sales promotion, fierce price competition, dissolution of a shipping conference, sustained outbreak of new customers, large-sized ship, exess supply of ship, globalization response of logistics demand, differentiated needs of new customers, create synergy, fierce competition among liners were tailed.
Regarding shipping global alliance result, with the improvement of marketing ability, improvement of service quality, improvement of operational punctuality security, expanding collection of cargo, decline in new market entrants risk, reduction in dumping sales, expansion of service network, rising market share, easy acquisition of management know-how, international competitiveness improvement, improvement of customer satisfaction rate, increase of sales, increase of business preference, increased profitability of each route, vessel operation cost savings, increase of creating new volumes were tailed.
Regarding shipping global alliance satisfaction, with exploitation of a new market and rapid entry, increase of service port, profit and risk sharing, sale increase, increasing freight charge negotiation, expanding collection of cargo, increased frequency of service, common use the port facilities and equipment, improvement of existing transport ability, smooth working relationship, common use of vessel allocation, stimulating business know-how, increased global network expansion, achievement economies of scale effect, cost sharing the buck, increased market share, rising confidence in the present of alliance, alliance expected maintenance, improvement of shipping punctuality security, reduction of vessel operation cost were tailed.
This study suggests the positive factors which affect through global alliance survey of container shipping line and is to provide the demonstrative index to find basic information for the vitalization of global alliance.
According to the survey of perception of the global alliance of the container liners, most responders answered that shipping global alliance would continue, indicating that interest and activities on strategic alliance of the liners may be more activated in the uncertain marine environment and satisfied shipping global alliance generally.
Shipping global alliance must be shared the common goals and be accompanied by management capabilities. Sufficient review and preparation was needed for the successful alliance. In order to ensure cost saving and profitability, business strategy should be established taking cost and marketing aspect into consideration.