海運企業의 그린마케팅 戰略에 관한 硏究 - 環境 및 安全ㆍ品質管理를 중심으로 -

A Study on the Green Marketing Strategy of Shipping Firm with emphasis on the Environment & Safety - Quality Management

Shipping firms are needed to build up the Environment & Safety - Quality Management System to meet a nation - wide and certification requirements and to improve the quality of shipping business in excessive international competition. Furthermore the marine environments are changed. The increase of excessive tonnage, the weakening of liner conference, the protectionalism in international trade, the increase of Green concept, are the main factors of the change of marine environment. This study performed Green Marketing Strategy for shipping company. Nowadays shipping company is under the WTO system in which Green marketing concept is strongly recommended, thus, Green management and marketing strategy on the basis of characteristics of shipping business were sought. This thesis carried out a comprehensive research and futhermore, established the Green Marketing Strategy in shipping market based on the Environment & Safety - Quality Management System such as ISO 14000, ISO 9002 and ISM Code which are typical standards. This study suggests environment, safety and management assurance system for shipping company. Thus, marketing strategy based on ecological management should be formulated. In conclusion, the establishment of Green marketing strategy is a good marketing strategy which firms can use to manage and optimize the Environment, Safety and Quality of the Shipping Service connected with realizing marine protection, pollution prevention, safety and benefits for shippers and customers.