貨櫃海運公司歐洲內陸轉運站策略定位之研究

Abstract

1990年代，全球貨櫃海運進入一個整合運輸行銷的新時代。由於數量快速增加且趨於大型化的貨櫃船所產生的航線軸心化現象，造成歐洲地區軸心港競爭日趨激烈，若全球主要貨櫃海運航商於歐洲僅提供港對港的傳統海運服務模式，將無法滿足全球化經濟發展對整合運輸服務的需求。如何整合內陸轉運與海運，選擇適當的內陸轉運站，建構一個有效率的內陸轉運網絡，將是貨櫃海運航商在歐洲市場能順利發展的下一個關鍵。 本研究針對貨櫃海運業歐洲內陸轉運服務進行分析，結合產品組合分析與威克曼三層次分析，建構出一套兩層次港口策略定位方法。並檢視某公司現有歐洲內陸轉運服務，對某公司提供內陸貨運服務的國家，透過產品組合分析做第一層次的資源投入策略分析，並透過威克曼三層次分析來進行第二層次的內陸轉運站經營策略分析。 實證結果發現，以某公司無法投入大量資源經營歐洲內陸轉運貨運服務的現狀，某公司的資源投入策略，應選擇德國與法國。且應將資源集中投入於吞吐中心，以符合貨櫃海運航商追求最大利潤之目標；同時也可以降低客戶使用成本，吸引客戶。

The global container shipping had stepped into a new era of integrated transportation. The rapid increase of the large-scale container ships and the axis of the sailing routing, cause the European main port market became a much more competitive market. Under the circumstance, the major container shipping carriers aware that if they could only provide the traditional port to port maritime transport services, they will not be able to meet the requirement of this new era. The way to integrate ocean shipping transportation and inland intermodal transportation service which to select the appropriate inland terminal and construct an efficient network of inland transportation, has already became the key issue for container carriers who intend to well develop the European market in the future. This study explores in depth on the European inland transport services of container shipping industry which combined the product portfolio analysis and Wakeman three-tier system analysis. We try to construct a two-level strategic positioning method of inland terminals and review a company's existing European inland transport services and the strategy of inland terminal construction. The empirical results show that the examined container carrier should choose Germany and France. Investing their limited resources into the inland terminals named as load center where can provide stable inland round trip business. This measure will help the said container carrier maximum their profit and enhance their competitiveness of the inland transportation in Europe.