컨테이너 定期船社의 國際마케팅戰略에 관한 硏究

A Study on the International Marketing Strategy of Ocean Container Shipping Firm

Shipping Business is one of the most important business fields in Korea national economy with the helps of protectionism in Korean shipping. Furthermore the Marine Environments are changed. The increase of excessive tonnage, the weakening of liner conference, the protectionism in international trade, the increase of the marketing concept, are the main factors of the change of marine environments. The objective of the study is to analyze the measures that will help the Korean shipping industry strengthen international competitiveness. In doing so, the study will focus on international marketing strategy of shipping industry. Thesedays, the strategy of Globalization of the firm effects the shipping business that transports cargo for global exchange. So, ocean container shipping firms carried out total shipping service, expansion of a sphere of business through cooperation with other shipping company, enhanced shipping service quality and various global management strategy at the three major route. This study carried out a comprehensive research and futhermore, established the international marketing strategy of Korean Shipping firms considering the Globalization of these firms. Second, tradition of maritime nations considered the free competition the most important factor in international shipping market. And then, marketing mix (4P's) strategy of shipping company is strongly needed by shipping company.