台灣地區海運承攬運送業市場區隔之研究

An Evaluation of Market Segmentation in Ocean Freight Forwarder in Taiwan

10.29836/LMR.201012.0004

連淑君(Shu-Chun Lien)；蔡雲陽(Eric Tsai)；桑國忠(Kuo-Chung Shang)

海運承攬運送業 ； 市場區隔 ； 集群分析 ； Ocean Freight Forwarders ； Cluster Analysis ； Market Segmentation

運籌管理評論

4卷1期（2010 / 12 / 01）

45 - 58

繁體中文

本研究目的在了解海運承攬運送業的市場區隔，以需求面為主要出發點，欲了解託運人對各個相關因素的重要性及其滿意程度。透過文獻探討及專家訪談製作出問卷，以台灣地區進出口廠商為研究對象，分析出託運人所重視服務屬性的重要性及滿意度，製作出重要性及滿意度相關矩陣。其次，根據因素分析找出七項因素構面，分別為「物流」、「關係與信用額度」、「時間」、「運務人員服務」、「價格」、「複合運送」及「艙位與財務」。最後利用集群分析，將顧客群分為三個集群，分別為「時間導向群」、「價格導向群」以及「運務人員服務導向群」，相關研究結果可提供給海運承攬運送業者做為市場區隔策略之參考。

The purpose of this research is to explore segments of markets in ocean freight forwarders based on service attributes. A structured questionnaire was created on the basis of relevant literature review and in-depth interviews with experts. The questionnaire was mailed to the importers and exporters in Taiwan. Totally, 132 copies of the questionnaire were collected. Based on the factor analysis, seven service attributes dimensions were identified: logistics, fellowships and credit term, times, services of operators, prices, multi-model services, space and finance. In this research cluster analysis was employed by dividing customers into three groups named times oriented group, prices oriented group, and operator service oriented group. The results of this study may provide a reference for ocean freight forwarders to augment capabilities of creating business.