A Study on Relationship Marketing Strategies of Ocean Freight Forwarder in Taiwan

• Main Authors: Feng-Da Wu, 吳逢達
• Other Authors: Gin-Shuh Liang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/64460691281009470607

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 98 === Ocean freight forwarder industry has been in a fierce competitive circumstance, in addition to the tendency toward offering customer-oriented service, the ocean freight forwarders must offer full services which can match customer demand in order to attract more customers. The relationship between customers and companies is a critical point for well-managed businesses to reach their success. This thesis focus on whether and how the ocean freight forwarder industry in Taiwan uses the relationship marketing strategy. After reviewing former researches at home and abroad, a questionnaire had been developed and applied to the ocean freight forwarder companies. The conclusions are as follows: 1.Currently the social bond of relationship marketing strategies is most used by the ocean freight forwarder industry in Taiwan. 2.Due to the larger scale and their experiences, bigger companies adopt the relationship marketing strategy more than those of medium or small scales, especially at the structural bond. 3.Companies use relationship marketing strategy more when their decision makers receive higher education or normal marketing training, because those decision makers equip much sense of marketing. 4.Companies with higher perception of market demand have higher usage of the relationship marketing strategy because they want to make the most proper decisions quickly when facing the rapidly environmental change. And companies with higher perception of the speed of industrial environmental change also use relationship marketing strategy because they regard continuing developing new products as an important issue.