Enhance Busan New Port Brand, Global Awareness
Enhance Busan New Port Brand, Global Awareness
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  • 승인 2006.02.01 12:01
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The dream for Korea to become a logistics hub country of Northeast Asia boosted by the opening of the Busan New Port on Jan. 19, 2006 appears to be at a standstill, as there is virtually no shipping utilizing it as yet. In that respect, there is growing criticism that it opened too hurriedly in imperfect circumstances in terms of its preparation, since full services can only be provided as they should after March when some hinterland roads and infrastructure are properly in place for Busan New Port to be fully operational. Moreover, it is also well-known that conflicts between associated local autonomous entities over the jurisdiction of the New Port quay never really ceased. In fact, the City of Busan and the Province of Gyeongnam have been displaying a war of attrition over almost 10 years regarding the naming of the New Port. However, what is really at stake is how much freight lines linking the world will actually utilize this New Port's ability and geographical advantage from the current point of view, in which the contract performance of the New Port quay use is wholly lacking. As business is not yet being attained as it should, criticisms that it is a half opening of the Busan New Port, are coming to the fore. Furthermore, due to the naming problem of the new port, indications also that the government or local autonomous entities neglected the most important aspect of freight business attraction are coming to the fore. Accordingly, the Busan New Port is likely to continue to be perceived as: 'The door is opened, but practically no business is being done within' for the time being. The central government is also at fault, on the other hand, as it initially expected that provided the amount of goods processed through the established Busan Port overflows, this amount of goods transport mobilization would naturally be funneled toward the new port. Yet, the increase rate of the amount of goods processed through the Busan Port last year has dropped to the 3% level. Experts point out that the new port and the existing Busan Port would as a result compete for a restricted amount of goods mobilization, and not on what the amount of goods mobilization rushes through the new port as goods of the established Busan Port overflow. In this regard, national strategic support is needed - for instance by means of boosting the New Port name brand and its awareness level, and holding consecutive investment explanation meetings and international seminars to lure foreign logistics enterprises so that the newly opened Busan Port can develop as a hub port of Northeast Asia, both nominally and virtually. Port experts explain that providing Busan New Port launches proactive sales on the basis of advanced software competitiveness such as swift and precise freight handling and port operation expertise, it has a sufficient chance of success in comparison with China etc. competing ports. Consequently, it is raising its head as an important task to enhance new port brand and its awareness degree preferentially. Thus, associated governmental ministries and institutions need to bolster overseas port sales and incentive offering in earnest for the sake of early activation of the Busan New Port. In particular, relevant governmental ministries and institutions should focus their efforts on target marketing with priority given to overseas logistics enterprises so that Busan New Port may create new freight business including foreign logistics enterprise attraction efforts based on hinterland potential.

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