綠色港口行銷組合因素之探討

Investigating Mix Elements of Green Port Marketing

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。 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.