頁籤選單縮合
| 題 名 | 綠色港口行銷組合因素之探討=Investigating Mix Elements of Green Port Marketing |
|---|---|
| 作 者 | 曾柏興; 徐敦玲; | 書刊名 | 航運季刊 |
| 卷 期 | 27:2 2018.06[民107.06] |
| 頁 次 | 頁21-46 |
| 分類號 | 557.55 |
| 關鍵詞 | 綠色港口; 行銷組合因素; 重要度-滿意度分析; Green port; Marketing mix elements; Importance-performance analysis; IPA; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究利用重要度與滿意度方法探討綠色港口發展的行銷組合因素,利用70份有效問卷(受訪者包括航港局、臺灣港務股份有限公司、船公司與代理行)的分析發現在四項因素中應繼續保持者(高重要度且高滿意度)為:「產品」因素中的國際環境認證、建立完善綠色港口發展準則及場棧設施開發整合措施;「價格」因素中的賦稅優惠與獎勵措施;「通路」因素中設立單一窗口服務;「推廣」因素中的加強員工訓練、定期舉辦座談會等項。應優先改善者(高重要度但滿意度偏低)為:「產品」因素中的廢棄物傾倒管理;「通路」因素中的建立自動化無窗口電腦連線作業。研究結果可幫助瞭解綠色港埠重要之行銷組合因素,供港口管理單位與營運相關業者於實施行銷策略及經營決策之參考。 |
| 英文摘要 | In this paper, Importance-Performance Analysis was used to investigate the marketing mix factors (product, price, place and promotion) in green port development. A total of 70 effective questionnaire respondents were obtained from Maritime & Port Bureau, Taiwan International Ports Corporation Ltd, shipping companies and shipping agents. The results indicate that the items that should be maintained (high importance and high performance) are (1) Product: international environmental certification, creating complete guidelines of developing green port and the development and integration of wharf and transit shed facilities; (2) Price: tax incentives and rewards; (3) Place: building single-window system; (4) Promotion: the improvement of employee training and holding forums regularly. In addition, results indicate that the items should be improved as a first priority (high importance and low performance) are (1) Product: waste dumping management in product factor; (2) Place: setting automated online computer connections. These results can be used to aid decision making of marketing strategy development regarding port authorities and port-related stakeholders to help further green port development. |
本系統中英文摘要資訊取自各篇刊載內容。