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论文编号：	3935
作者编号：	1120060943
上传时间：	2011/12/7 23:23:36
中文题目：	基于客户驱动的海运企业资源整合研究
英文题目：	The Allocation and Integration of Shipping Resources Driven by Customer Need
指导老师：	白长虹
中文关键字：	海运企业、全球化、资源整合、客户导向
英文关键字：	Shipping Industry、Multi-Locatlization、Resources、Customers'''' characteristics and needs
中文摘要：	中文摘要本研究探讨海运业运用其既有的海运产品作业管理、运输营销战略管理资源, 结合价值链主要的产业与营销活动，提炼出海运企业核心资源价值，同时识别全球市场客户的特征，以海运业著名的四港口为例，根据海运核心资源价值，验证基于客户驱动的营运全球市场并适合当地的资源配置的意义。本研究试图通过理论梳理、案例研究、问卷调查等方法，结合实例从拥有使用资源的海运企业的价值链入手，根据竞争优势的驱动力来源，以海运产品作业管理、运输营销战略管理资源为主轴，探讨基于客户特性与需求的海运企业的全球化资源整合。 研究内容包括：首先，海运业追求规模经济，集装箱的使用带动了全球化的发展，而资源配置随着区域和市场有不同的选择，本研究讨论产品作业管理资源的要素，包括以集装箱船舶运输为主的生产内容、船舶集装箱与码头相关的设备、实体运送流程的规划、配送服务、航线与分支机构、最佳舱位管理与控制；第二，海运业是运输行为，本研究探讨运输营销战略管理资源的要素，包括以集装箱运输为主、以长期国际客户为主的产品定位、全球与区域并重的营销环境、航线策略、通路、品牌与服务、以及市场区隔。 第三，本研究识别出海运企业全球化客户的特征，包括气候与地理环境、经济开发的程度、政府的规定、非关税障碍、客户潜在的经济状况、以及客户的特性、期待、喜好、与购买模式。根据这些特征，结合理论梳理、专家、高管与业务人员的深度访谈，对目前在海运业靠港数一、数二的新加坡、香港及未来极具潜力的埃及与土耳其四港的客户进行了实证研究。在实证研究中，从模块的角度，验证了海运企业在创造客户、产品特性与运输策略、质量、客户忠诚度、品牌、竞争能力方面的资源价值；从海运流程的角度，以海运一站式服务分析全球化资源整合的维度，包括合资合作、认识客户价值、产业运输多方整合、自动化驱动、风险管理、以及资源分享与管理的关系；之后，通过数据比较，分析各港口间的显著变量，比较各港口间的重要性和满意度，探讨全球海运业的不同的在地化行为。最终，本研究构建出海运企业资源整合的概念化模型，开发出海运资源整合的量表，从模块角度与海运流程角度验证了客户需求，对海运企业资源价值的重要性，提出了海运业的多个在地化理论。这些结论不但有助于海运业资源整合理论的深化，同时，也为海运企业提供了资源整合的思路和系统方法。关键词：海运企业 全球化 资源整合 客户导向
英文摘要：	Abstract The shipping industry employs large investment with slow returns. It is critical for the shipping enterprises to globally manage their resources. More and more people recognize the customer-driven shipping transport strategies. This study put forth the discussion of the shipping resources allocations and integrations from the customers’ perspectives. This study went through the literature reviews, used the case studies, and the statistical analysis methods, and combined with the real shipping ports cases to discuss the customer impact to the configuration and coordination of the shipping resources.. The study started from the value chain point of the shipping industry, checked out the shipping operation management resources, the transportation strategy management resources, and intersected with the customers' characteristics and needs, to understand the coordination and processes of the shipping resources. This study took Singapore and Hong Kong, which were the top ranking container vessel ports, and Egypt and Turkey, which were the high potential developing ports as the real study examples to in-depth address the customers’ characteristics and needs. With the interviews with the shipping industry experts and the above four ports customers, the feedback from the multi-dimensional questionnaires, and the verifications from the statistical analysis, this study extensively examined the resources values of the customer creation, the product characteristics and the transportation strategies, the quality and the customer loyalty, the brand, and the competition abilities of the shipping industry resources. Also this study engaged one-stop service process in shipping industry to further verify these values. This study developed the shipping resources utilizations value model, formalized the assess variables of the shipping resources factors, brought up the multi-localization point for the shipping industry, confirmed the customer impacts on the shipping resources operations, and used the shipping process integral logistics to demonstrate the values. This research deliberately examined the theories and practices of the resources arenas in the shipping industry and aimed to build the guidelines and support for the industry. Key Words: Shipping Industry Multi-localization Resources Customers’ characteristics and needs
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