海運承攬運送業之行銷策略與簽訂服務契約對經營績效之探討

• Main Author: 劉曜誠
• Other Authors: 林光
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/84288004795992634533

碩士 === 國立海洋大學 === 航運管理學系 === 90 === 【ABSTRACT】 The research of ocean freight forwarder in relation among service contract marketing strategy and operation performance The major purpose of this empirical study are to confer the relation among marketing strategy 、service contract and operation performance . in accordance with the Ocean Freight Forwarder company in Taiwan. Because Ocean Freight Forwarder is one kind of service industry, so according to the research result of scholars in the past as foundation and plus the characters of the industry proceed to the next step to push forward the structure of this survey. After collected, the data is processed with Frequency analysis, Factor analysis, Pearson Product-Moment correlation, and T —test. Some important findings were obtained after completing this study：except promotion and market development strategy, most of marketing strategy are related to operation performance. To conclude and sign service contract also be related to operation performance. KEY WORDS ：SERVICE ； OCEAN FREIGHT FORWARDER；MARKETING STRATEGY ；OPERATION PERFORMANCE；SERVICE CONTRACT.