高雄港面臨定期航運產業在區域整合下的成長策略

Abstract

國際港口為國家對外的主要窗口，在近年來區域整合的趨勢下，各國貿易逐漸採取聯盟合作等方式，透過貿易協定將區域整合，因此港口的競爭日趨激烈。台灣面臨兩岸逐漸朝向貿易合作，交通方面開始實行兩岸直航政策，對於台灣的經濟發展產生明顯的影響，面臨與中國的合作既是機會亦是挑戰。 而以往的相關研究皆是以資源角度探討高雄港的競爭策略，較少從市場行銷角度進行分析。本研究採用世界前21大航商的亞太地區主航線資料，從供給與需求兩面向進行分析高雄港。以港口的客戶航線資料回推港口的供給運量，並初步為高雄港找出市場定位，再以港口運量、主航線停靠次數將客戶群分類，藉以找出高雄港的主要客戶與潛在客戶。供給面結果顯示高雄港屬於二級港口，與其競爭的同一港群為青島與廈門，當中廈門為高雄港地理位置與功能定位上的主要競爭者。高雄港可採取借鏡的競爭模式港口為新加坡與丹戎帕拉帕斯。而需求面有兩大顧客群分別為CKYHE與G6聯盟，應設法採取策略鞏固兩大客戶群。此外高雄港貨運服務受外部環境影響甚鉅，例如兩岸直航政策所帶來的效益，站在國家層次角度分析，可深入思考貨運服務之於高雄港的意義是否如以往一樣重要，是否該將資源投入至其他國家建設。

The previous studies have few analyses from marketing perspective but a lot from resources base view. This study adopts the main shipping routes of the world top 21 shipping company to analyze Kaohsiung Harbor from demand and supply perspectives. First study utilized main routes of harbor's customers to estimate the shipments of each harbor and to find out the market position of Kaohsiung Harbor. Second study classified the customers based on the shipments of the harbors and the frequency of berth in the main routes. The results of supply perspective demonstrated that Kaohsiung Harbor is belong to second class group, in which competes with Qingdao and Xiamen, and Xiamen is the main competitor in geographical location and functional position. And the benchmarking harbor for Kaohsiung Harbor is Singapore and Tanjung Pelepas. The result of demand perspective demonstrated that there are two primary clusters of customers Kaohsiung Harbor, Union CKYHE and Union G6.Kaohsiung Harbor should try best to consolidate these two customers. In addition, the shipping service of Kaohsiung Harbor is easily influenced by external factors, such as the pros and cons of the policy of Free Trade Zone (FTZ). From national perspective, the authority could consider whether Kaohsiung Harbor should keep the shipping service, or should save the resources to invest other national infrastructure.