한국해양대학교

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조선 산업의 관계마케팅이 선주에게 미치는 영향에 관한 연구

Title
조선 산업의 관계마케팅이 선주에게 미치는 영향에 관한 연구
Author(s)
이봉운
Keyword
조선 산업, 관계마케팅, 선주, shipbuilding industry, Relationship marketing strategy, Shipowners
Publication Year
2019
Publisher
한국해양대학교 대학원
URI
http://repository.kmou.ac.kr/handle/2014.oak/12308
http://kmou.dcollection.net/common/orgView/200000216846
Abstract
Recently, the business environment has changed rapidly to meet the needs of customers who are becoming more diverse, including trade disputes caused by political problems among countries, stricter environmental regulations caused by serious environmental problems, and becoming more diverse due to the development of innovative technologies in the IT industry.
On the corporate side, for continuous survival in the market, innovative new products and services are introduced and strategies are developed to adapt to customer satisfaction and market changes, and the need to establish strategies are no exception for shipbuilding industries with global market characteristics that are directly linked with global economic trends along with the shipping industry.
Since the shipbuilding industry's order market is directed at the global market, competition is fierce and globalization is required. It is also a market with a specific ability to secure leadership in the market shortly if the overall competitiveness of winning orders is secured.
As a result, the importance of relationship marketing based on customer satisfaction is even more demanded these days.
In this study, the literature survey and case study were analyzed so as not to be biased to theory to analyze the influence of relationship marketing of the shipbuilding industry on shipowners. And questionnaire also interviewed CEOs and practitioners to obtain substantial data.
This study describes the background and purpose of the study and describes the research methods, scope, and composition.
The theoretical background, referring to the preceding study on the shipbuilding industry, established a theoretical model system to identify the relationship between research variables and to derive a research model and hypothesis.
This composition is an analysis and analysis of the current state of the shipbuilding industry in Korea and drew up problems. Specifically, the reference data were compared based on recent data.
And the logical basis of the hypotheses for problem-solving in this study was given by constructing a research model as a preparation stage for empirical research and compiling and analyzing existing studies. It also included the operational definition of variables to verify them and the procedures for sample design and analysis.
With the analysis of collected data to verify the theory of research, and the analysis of research and analysis results are described after compiling them.
The research results, strategic implications and implications of this study were described, and the limitations of the research task and future research tasks were described.
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해운항만물류학과 > Thesis
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