Strategic Analysis and Planning of Keelung Port as a Destination Port

• Main Authors: Lin, Pei-I, 林佩怡
• Other Authors: Yao, Ming-Jong
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/41415986488524588881

碩士 === 國立交通大學 === 管理學院運輸物流學程 === 104 === Cruise tourism has enjoyed significant growth in both the capacity deployment and the market-size of passengers in Asia recently. Operating both as a turnaround port and a destination port, Keelung Port has been the most outstanding one among all the ports in Taiwan in cruise visits and passenger volumes. With this booming trend in Asia, it’s critical for the port managers of Keelung to come up with well-defined development and operations strategies. Following our motivation above, this study would focus on the strategic analysis and planning for Keelung Port as a destination port. We would apply Balanced Scorecard to examine the strategic goals and key concerns from four perspectives, carefully build the logic links between two neighboring perspectives, establish strategy maps, and propose the corresponding action items as the means to improve the service quality of cruise lines and visitors as destination port for Keelung.