The objective of this study is to examine the container development strategies in
the port of Taichung from the viewpoints of carriers, port authorities and shipping
academics. The six most important strategic attributes from the all respondents
perceptions are Enhancing the services of direct shipping with Mainland
China, simplified customs procedures, simplified administrative procedures,
developing service routes with Hong Kong and Mainland China, improving port
information systems, and flexible rate to response market change. Based on a
factor analysis, the findings reflect that price and incentive strategic dimension
was the most import strategic dimension, followed by marketing and direct
shipping with Mainland China as well as reorganization and information service
strategic dimensions. In addition, the perceived implemented period for container
development strategic attributes for the Taichung Port was also investigated in
this study. Results indicated that four development strategies stood out as being
short-term need to perform to all respondents were providing one-stop shopping
services for carriers, flexible rate to response market change, enhancing employee
training and knowledge, and strengthening port marketing and promotion.
Theoretical and managerial implications of the research findings are discussed.