Journal of Fisheries and Marine Sciences Education (수산해양교육연구)

The Korean Society for Fisheries and Marine Sciences Education (한국수산해양교육학회)
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An Empirical Study on the Influence of Marketing Orientation and Business Performance in Marine Equipment Industry

조선기자재업체의 특성에 따른 마케팅 인지도, 마케팅 활용도 및 성과의 차이에 관한 연구

  • Received : 2010.09.02
  • Accepted : 2010.10.21
  • Published : 2010.12.31
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Abstract

The Korean marine equipment industry is, in significant ways, behind the shipbuilding industry. For example, in terms of the number of orders received, the shipbuilding industry has ranked first in the world since 2003. In contrast, the global competitiveness of Korea's marine equipment industry is still relatively weak. This is important not only for the equipment industry, but because these two industries have many links. The structure of this research was firstly, to identify theoretical issues by looking at the characteristics of the marine equipment companies, marketing recognition, uses of marketing, and financial outcomes. Second, the study developed an analytical framework for empirical examination using configuration of each factor. Third, each factor has been analysed empirically. Forth, this study presents the importance of marketing for marine equipment companies within Korea, as well as in a global market. Finally, the study suggests a new marketing strategy for Korea's marine equipment companies to achieve global competitiveness.

Keywords

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