연근해 선사의 마케팅 활용방안에 관한 연구

Abstract

This study aims to analyze recognition and usage of marketing tools in domestic short-sea shipping industry and to propose how to mix it strategically.

Currently, most domestic short-sea shipping companies are using limited kinds of marketing mix: sales hooks, shipping magazine advertisements and face-to-face approach to shippers. Other mass-communication tools, however, like advertising on outdoor posters, TV and general magazines, are rarely used. This unbalanced usage of mix leads to inefficient marketing effects and sales of the companies is decided by the service routes and the ability of individual sales person.

Since the short-sea shipping industry is the backbone of the national transportation system, the industry needs to gain competitive edge. Thus, it is argued that one of the most critical strategies is to recognize the importance and effectiveness of marketing activities.

In this paper, the concept of marketing and its application to short-sea shipping industry are reviewed by literature. Then, it describes the currently popular marketing mix of the industry and analyzes the relationship between the position of individual company and its recognition and implementation of marketing strategy.

The empirical analysis demonstrates that the recognition and implementation of marketing strategy is different from company to company according to its position. In addition, it suggests that more in-depth studies on marketing strategy of the industry are required at national level. Finally, the study calls for hard efforts of the whole company for innovative marketing activities.