海運環境變化에 따른 國籍外航船社의 知識 競爭力 强化戰略 構築에 관한 연구

Abstract

Recent initiatives in the logistic environment of the shipping industry have corporations increasing their efforts to meet their organizational goals and to stay competitive in the market. Recent initiatives to improve organization management and organizational restructuring are good examples. Shipping companies face difficult challenges such as lowering their debt ratio, which arose from economical crisis implemented by International Monetary Fund, below two hundred percent. Also, along with manufacturing markets, the shipping market has experienced the effects of globalization. New focus on global customer value through global management became crucial aspects of business and a primary factor of success. The increased diversity that a global markets presents brought new challenges since customers needs vary greatly. Also, shipping markets face the inherent fluctuation of international exchange rate changes.

In order to survive, as an international marine transportation company, companies must maximize their competitiveness in this uncertain environment through high tech hedging techniques, focusing on efficient customer satisfaction management as well as obtaining a knowledge based competitive edge.

That is to say, it is required to have knowledge mind which enables organizations to meet the challenges of internal and external situations of the shipping industry. And also, it is necessary to build the organizational structure, which support customer demands through creative administrative techniques. For these the vision and strategy should be established curiously and the support and investment of CEO have to be attended smoothly to support. Also, marine transportation company might lose competitive power if there is no customer value for abstract marine services being offered like that of general company especially in marine transportation. This target customer group is not only domestic but also global customer and differs from the past time. So, there is need for thinking globally and having a customer focus that support customer value if theres no customer value for global customer, we could not improve our marine transportation company to world best.

Especially, contrary to the former times, the field of marine transportation business targets the international market as well as the domestic market. Therefore, if we couldnt create the merit for our customers with global business mind, we wouldnt become a global corporation of marine transportation. To accomplish the global project and acquire the competitive power, the inner-process in organization of shipping circumstances is considered the most important. The downsizing of duplicate organizations in shipping corporations is often accompanied. So, the members of shipping corporations feel uneasy and insecure about the downsizing and it must do harm to the competitive power of the organization. With minimizing negative influence of organization in the shipping circumstances, suggestion of the vision for members of the corporation to participate in developing the corporation, improving the inner-process, the effect of the shipping circumstances can be maximized. In this point of view, Kaplan and Nortons The Balanced Scorecard Model is the intellectual business model that suggests the way by which the competitive power of the organization can be measured adequately to improve the competitiveness.

Kaplan and Norton view that not only on enterprise organization but also all organizations utilize strategy and vision, internal organization process, studying and innovation, financial factors and customers value as core-organization and measurance factors to maintain competitiveness to deal with internal and external environmental changes pertinently, and these factors will control organizational competitiveness.

So, this treatise aims to diagnose outer port enterprises competitive level on enterprise competitive measurance factors which is presented by Kaplan and Norton, and to present plans to raise knowledge competitiveness of a shipping company which cause to trend organization value with marine transportation service capacity to fulfill various global customers demanding conditions and new management method and conductible organization system and clear setting of vision and strategy.

For statistical inference, the Reliability Analysis (Cronbachs Alpha-Test) method, the Factor Analysis Method, Correlation Analysis and the Structural Equation Modeling (SPSS AMOS4.0) are used to examine relationships between the four factors from Balanced Scorecard Model and the dependent variables such as the capabilities for handling external and internal environmental changes in the shipping industry.

The following listed results for this study are manifested through the above mentioned various statistical processes.

First, in order for shipping companies to enhance their competitiveness in the uncertain marine transportation environment, balance between financial and non-financial results needs to be established. Second, under competitive marine environment, organizations need to make their employee understand organizational strategy and focus on constant management reform to create new customers and improve organizations image in the industry. Furthermore, organizations can not neglect maximizing employee satisfaction and work ability within them. Therefore, a reward system that compensates for beneficial ideas at organizational level is necessary and employers as well as employees should be on the same intellectual management mode and introduction and application of advanced marine transportation technique is required. Third, employee who is related with shipping industry field and meeting stockholders expectation play a big role in accretion of organization value. These factors show similar effects as creating new customers and (improvement of organization image) at the organizational level. Especially, improvement of internal process such as open communication channel, information sharing and adequate strategic use of information assets is required. Also market research and analysis, ability to adapt to market environment, management reform based on customer satisfaction arose as main focus. Fourth, to evaluate the correlation between financial outcomes (market share, sale growth, and productivity) assessment of financial standpoint (effort to reduce expense, financial structure improvement, efficient application of assets and economic value added) is thought to be the most critical aspect. In addition, to maximize financial outcome comparatively high cost cut (government support is essential), financial structure improvement, efficient application of asset (especially ships), and profit centered operation focusing on economic value added are considered necessary.