原文传递
Investigating Mix Elements of Green Port Marketing
| 题名： | Investigating Mix Elements of Green Port Marketing |
| 正文语种： | 中文 |
| 作者： | 曾柏興 |
| 关键词： | Green port;Marketing mix elements;Importance-Performance Analysis (IPA) |
| 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. |
| 期刊名称： | 航运季刊 |
| 出版年： | 2018 |
| 期： | 06 |
| 页码： | 21-46 |
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