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E96026
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以限制理論建構U-Port資訊系統及其行銷策略研擬
Using TOC to Develop Ubiquitous Port Information System and to Formulate Its Marketing Strategy
1.陳秀育
1.Shiou-yu Chen
1.國立臺灣海洋大學航運管理學系暨研究所
1.Department of Shipping & Transportation Management, National Taiwan Ocean University
001,002,003,004
1.國立臺灣海洋大學航運管理學系暨研究所
1.Department of Shipping & Transportation Management, National Taiwan Ocean University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2007-08-01
A.14 計畫執行期間(訖):2008-07-31
2007-09-012008-04-30
A.16 收到日期:2008-11-12
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基隆港務局主管與員工、基隆港使用者、資通訊業者

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C.2 聯絡日期:2008-11-13
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1.國立臺灣海洋大學航運管理學系暨研究所
1.Department of Shipping & Transportation Management, National Taiwan Ocean University
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C.7 資料公開日期:2008-08-01
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1.U化行銷
2.U化港口
3.限制理論
4.資通訊科技
1.ICT
2.Theory of Constraint
3.Ubiquitous Marketing
4.Ubiquitous Port
 近年來亞太地區已成為目前全球貨櫃裝卸量發展最為快速的地區,然而台灣的國際港口卻都呈現貨櫃量成長緩慢,國際排名每況愈下。加上大陸及香港港口莫不致 力於港埠建設,已對台灣港口之未來經營及發展形成重大威脅。台灣一向以科技島的美稱聞名世界,台灣政府對於資通訊科技(information communication Technology,ICT)的推廣更是不遺餘力。因此資通訊科技提供港埠經營業者在資源有限下另一套持續改善以達成預定目標的新契機。因此本研究利用 限制理論結合資通訊科技管理為出發點,分析基隆港港埠管理的現況,找出瓶頸問題與提供改善方案。藉此建構資訊無所不在之安全智慧化優質航港區(U- Port),以及其對應行銷策略之研擬。本研究發現目前基隆港推動U-Port的瓶頸有「法令限制」、「外部經濟環境不佳」、「腹地不足」、「港區基礎設 施未盡完善以及各單位整合未達理想」;針對瓶頸提出之行動準則包括:內部行銷及技術的強化、政府主導、使用者付費、薪資結構的重新設計與引進新血等。最後 在U-Port環境下,運用資通迅科技所形成之行銷組合分別為全球資訊網,無線射頻辨識技術與船舶交通系統以達成浸沒行銷之目標,行動通訊系統以達成轉換 行銷與同步行銷之目標,而電子資料交換系統,無線區域網路,無線廣域網路,船舶交通系統以達成關聯行銷之目標。

Recently the rapid increase in container volume make the Western Pacific Region becomes the most rapid development region in the world. However, almost all Taiwan\'s international port container volume grows up slowly, and lost the competitive advantage gradually. Moreover,Mainland China and Hong Kong Governments devoted to port construction has put Taiwan ports into even worse position.The Taiwan is famous as “Technology Island”; therefore the Government has put lots efforts on promoting ICT (information communication Technology). Therefore, the Information communication technology offers Port authorities another opportunity to continue improving to achieve “the goal”--- regain the sustainable competitive advantage in Asia-Pacific Region.This study used the theory of constraint and combined the concepts of the valued-added port characterized with safety, intelligence, and omnipresent port. Then focus on the needs of port users, analyze the current situation of ports, identify the bottlenecks and then provide the solutions. Through these processes, this study found the main bottlenecks are “legal restrictions”,“economic depression”, “insufficient hinterland”, “inadequate port infrastructure”, and “ short of smooth integrations”.Corresponding to these bottlenecks, this study proposes workable solutions are “ enforcing internal marketing”, “ upgrading the IT capabilities”, “ Government take charge of integration”, “users pay”, “redesign the compensation and reward system”, and “recruiting new employees” etc.Finally, this study formulate U-port’s marketing strategies by using ICT applications in U-Space, that is World Wide Web, RFID and VTS/ATS in immersion marketing,mobile communications both in transformation and sync marketing, and WLAN, WWAN, EDI in 3 nexus marketing.

D.16 完成檢誤日期:2009-03-17
D.17 預定釋出日期:2009-08-01
D.18 初次釋出日期:2009-08-03
D.19_1 最新版釋出日期:2009-08-03
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10.6141/TW-SRDA-E96026-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E96026
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