한·중 카페리선사 선택요인의 중요도 분석에 관한 연구

Abstract

The quantity of goods transported from China is expected to rise drastically, given the recent conclusion of the free trade agreement between Korea and China and the rise of online purchases of Chinese customers on Korean Internet sites. The rising e-commerce is good news, but it may not last long if the problems affecting the car ferry routes between Korea and China are not resolved and measures not taken to enhance the competitiveness of shipping companies. To enhance competitiveness, the strength of the car ferry shipping between Korea and China should be analyzed and issues such as the imbalanced supply and demand between Korea and China, severe freight rate war, backlash against the protective policies of car ferry routes, lack of competitiveness, and deterioration of shipping should be resolved. To help strengthen competitiveness in the car ferry shipping between Incheon and Tianjin, this study conducted a survey on freight forwarders and shippers with intent to provide an empirical analysis. Thus, a preliminary research was conducted to draw up a survey questionnaire. The upper category reasons listed for choosing a certain car ferry shipping company were speed, economic feasibility, and stability. Speed was then subdivided into shipping time, cargo working time, and customs clearance time; economic feasibility was subdivided into ocean freight charge, unloading charge, and inland haulage charge; and stability was subdivided into low damage rate of freight, safety facility for freight inside the ship, and punctuality of sailing. From the classified Analytic Hierarchy Process survey analysis, the elements that showed significant differences in perceptions of the forwarders, distribution service providers, shippers, and distribution service users were speed and economic feasibility in the upper category elements and shipping time, inland haulage charge, unloading charge, and punctuality of sailing in the sub-category elements. In conclusion, car ferry shipping companies in the Incheon-Tianjin route need to change their strategy: they need to raise the satisfaction level of the elements viewed important by forwarders and shippers, maintain the satisfaction level of the elements low in significance, and focus on their core abilities. As for the important elements for shippers, namely, speed in the upper category and shipping time in the sub-category, car ferry shipping companies should promote more active marketing to highlight their competitiveness relative to general container shipping and emphasize the economic and speed aspects of car ferry shipping in physical distribution. To attract more online purchases from China, the merits of online purchases such as lower cost compared to airfreight with only a slightly longer shipping time should be highlighted, and systematic issues such as the expanding simplified clearance for car ferry shipping between Korea and China should be complemented.