우리나라 Freight Forwarder의 서비스 마케팅 전략에 관한 연구

Abstract

Nowdays, Trading volume in global shipping industry has grown up rapidly, additionally the volume in north eastern asian ports has been considerably increased.

Recently, the fierce competition around Freight Forwarders makes the role and function of them more important and vital in the international shipping business. Therefore we need not only to develop the proper service marketing strategy but to facilitate modern marketing concept in Freight Forwarding service industry especially in Korea.

The research is providing the basic grounds of active marketing strategy in the fierce competitive market environment along with managerial implications for Freight Forwarders in Korea.

The summary of this research is as follows:

First, SWOT analysis of Freight Forwarders in Korea carried out. The study shows the difference in recognitions on the importance and implementation of marketing concept between Freight Forwarders and shipping companies.

Second, empirical analysis of service marketing strategy for Freight Forwarder in Korea carried out. There are difference of recognition in marketing mix variables in service marketing strategy for Freight Forwarders among groups.

Considering th above findings, service marketing strategy for Freight Forwarders in Korea has not been quite formulated yet. Freight Forwarders should aggressively utilize effective marketing strategy for the better business performances.