碩士 / 逢甲大學 / 運輸科技與管理學系 / 99 / This paper explores market segmentat ion and positioning analysis for container carriers by identifying the appropriate variables establishing market segments,market posi t ioning and key strengths and weaknes ses of service at t r ibutes perceived by direct accounts and NVOCC . Data for the empirical study were collected from container carriers that provide services to North America from Taiwan and consisted of perceived satisfact ion and importance for container carrier service attributes. Factor analysis was initially per formed to categorize service attributes of container carrier into two under lying latent factors including service performance & quality, ocean freight Oriented group ,
Cluster analys is fur ther divided the direct accounts an d NVOCC(customers） into two distinct market segments .
For each segment , cor respondence analys is produced perceptual maps that reveal the relat ive posi t ions of container car r iers and thei r st rengths and weaknesses of services. Based on the results , manager ialimpl icat ions are di scussed.
| Identifer | oai:union.ndltd.org:TW/099FCU05423017 |
| Date | January 2011 |
| Creators | Jui-yang Kao, 高瑞陽 |
| Contributors | Da-jie Lin, 林大傑 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 105 |
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