우리나라 TSR SERVICE OPERATORS의 서비스 마케팅 전략에 관한 연구

Abstract

Nowadays, Trading volume in North East Asia area has grown up rapidly, additionally North trading especially Russia & Central Asia has been considerably increased.

Even though TSR service is the leader for North Trading has considerable competitiveness for the connection between Far East Asia and Eurpoe, It is faced with difficulties due to change of Russia surrendings & development of competitor route(TCR, Deep-sea route). We need exact strategy and execution of service marketing for TSR service operator in Korea in order to maximize TSR advantage and keep the leader of North trading.

This Research is supplying for basic grounding of active service marketing strategy foundation in the severe competitive market environment and suggesting needed theory and direction for effective marketing strategy of TSR service operator in Korea. This research's summary is as follows.

First part is SWOT analysis of TSR service operator in Korea. This research analyzed difference of recognition between TSR service operator group who is service provider and their clients group who is cargo owner. There is a difference of recognition in almost parts of SWOT analysis. It is needed exact environment analysis of TSR service operator continuously.

Second part is empirical analysis of service marketing strategy for the TSR service operators in Korea. This research analyzed difference of recognition between TSR service operator group and their clients group. There is a difference of recognition in almost parts of service marketing strategy. Under this results, TSR service operator in Korea is needed to found service marketing strategy and to excute.

Considering above two things, TSR service operators‘ service marketing strategy is not quite satisfied yet. It is analyzed that TSR service operators should aggressively utilize effective service marketing strategy for the good results of management.