指導教授：黃俊堯臺灣大學：企業管理碩士專班張珍姬Jang, Jin-HeeJin-HeeJang2014-11-302018-06-292014-11-302018-06-292013http://ntur.lib.ntu.edu.tw//handle/246246/263733South Korea’s world trade volume ranked no. 9 in the world in 2012 (WTO). Since Korea’s economy is highly reliant on exports and imports, logistics is a crucial factor for the Korea’s economic growth. However Korean global logistics companies are in a low position in the global market with low brand awareness and lack of distinctiveness due to lack of its marketing efforts. In our research we studied three world leading global logistics service providers such as DHL, FedEx, and Panalpina. In our case study we investigated each company’s marketing 4P, strategies and find out how each company achieved its competitive advantage in the global market. Through the case studies we found that world leading logistics companies targeted for different customers by using different marketing mix and strategies to deliver their value. There is a great gap between world leading companies and Korean global logistics service providers (KGLSP) in terms of brand awareness and marketing strategies. We found that the most important thing to achieve KGLSP’s competitive advantages in global market is that the company should carefully analyze the market, set the target market, provide value, and create method to communicate more effectively. So the company can successfully position itself to where they plan to be. In addition a well aligned company’s strategy and marketing mix, organizations structure create company’s competitive advantage and increase its brand awareness. Korean Global Logistics Service Providers generally use a standardize strategy to expand its business into global without carefully analyzing the market and targeting customers. We concluded that this is a major reason of KGLSPs’ weak performance and low brand awareness in global market. Through our case study we developed globalizing marketing strategies for Korean global logistics service providers to be more competitive in global market and become world leading logistics company.Defense Certification ⅰ Acknowledgements ⅱ Abstract ⅲ Table of Contents ⅴ List of Tables ⅷ List of Figures ⅹ Chapter 1: Introduction 1.1 Research Purpose 1 1.1.2 Research Questions 2 1.2 Research Configuration 3 Chapter 2: Literature Review 2.1 Review of Logistics and Global Expansion 6 2.2 Marketing 4P and Strategy 9 2.3 Porter’s Five Force Model 13 2.4 International Branding 17 Chapter 3: Research Methodology 3.1 Research Approach 19 3.2 Data Collection Method 20 Chapter 4: Global Logistics Market & Case Study 4.1 Global Logistics Market 22 4.1.2 Main Global Logistics Players 23 4.2. DHL 4.2.1 DHL Company Overview 28 4.2.2 DHL Marketing Mix (4P) 30 4.2.3 DHL Organizational Structure & Management style 36 4.2.4 DHL Performance Evaluation 38 4.2.5 DHL SWOT Analysis 39 4.2.6 DHL Competitive Advantage 40 4.2.7 DHL Case Study Sum Up 43 4.3. FedEx 4.3.1 FedEx Company Overview 44 4.3.2 FedEx Marketing Mix (4P) 45 4.3.3 FedEx Organizational Structure & Management style 53 4.3.4 FedEx Performance Evaluation 54 4 3.5 FedEx SWOT Analysis 55 4.3.6 FedEx Competitive Advantage 57 4.3.7 FedEx Case Study Sum Up 62 4.4 Panalpina Logistics 4.4.1 Panalpina Company Overview 63 4.4.2 Panalpina Marketing Mix (4P) 64 4.4.3 Panalpina Organizational structure & Management style 67 4.4.4 Panalpina Performance Evaluation 69 4 4.5 Panalpina SWOT Analysis 73 4.4.6 Panalpina Competitive Advantage 75 4.4.7 Panalpina Case Study Sum Up 78 Chapter 5: Overview of Logistics in Korea 5.1 Korea Logistics Market Overview 79 5.2 Korean Logistics Companies’ Global Expansion 82 5.2.1 KGLSPs Global General Marketing Strategies in the Chinese Market 85 5.3 KGLSPs Performance Evaluation 87 5.4 Pantos Logistics: No. 1 Korean Logistics Company 5.4.1 Pantos Company Overview 93 5.4.2 Pantos Marketing Mix (4P) 94 5.4.3 Pantos Performance Evaluation 99 5 4.4 Pantos SWOT Analysis 100 5.4.5 Pantos Competitive Advantage 101 5.4.6 Pantos Case Sum Up 106 5.5 Comparison between Global Leading Cases and Pantos 107 Chapter 6: Findings & Suggestions 6.1 Findings from the Case Studies 115 6.2 Developing Globalizing Strategies for KGLSP 132 6.3 Contribution 134 6.4 Research Limitation 135 References 136 Appendix: 40 Global Logistics Companies Table 1413082985 bytesapplication/pdf論文公開時間：2014/02/26論文使用權限：同意有償授權(權利金給回饋本人)國際物流市場韓國物流企業國際巿場的策略[SDGs]SDG8thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263733/1/ntu-102-R00749064-1.pdf