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Diplomová Práce\374 TECHNICKÁ UNIVERZITA LIBEREC HOSPODÁ ŘSKÁ FAKULTA DIPLOMOVÁ PRÁCE 2005 MICHAL ADAM TECHNICKÁ UNIVERZITA LIBEREC HOSPODÁ ŘSKÁ FAKULTA Studijní program č. M 6208 Ekonomika a management Studijní obor č. 6208T085 Podniková ekonomika Komunikace evropských námo řních p řístav ů se vztahem k České Republice Promotion of the european sea ports in relation to the Czech Republic DP-PE-KMG-2005-01 Michal Adam Vedoucí práce: Doc.Ing. Pavel Strnad CSc. Konzultant: Ing. Bohumil Pr ůša Hafen Hamburg Marketing, e.V., Praha Po čet stran: 79 Po čet p říloh: 9 Datum odevzdání: 20.kv ětna 2005 2 Pod ěkování Na tomto míst ě bych rád pod ěkoval vedoucímu diplomové práce panu Doc. RNDr. Pavlu Strnadovi CSc. za odborné vedení a cenné p řipomínky, dále panu Ing. Bohumilu Pr ůšovi ze spole čnosti Hafen Hamburg Marketing e.V. za konzultace v oblasti problematiky p řístav ů a námo řní dopravy a poskytnutí firemních materiál ů. Za v ěnovaný čas a poskytnutí materiál ů bych cht ěl rovn ěž pod ěkovat panu Ing. Karlu Horynovi, zástupci spole čnosti Port of Rotterdam, panu Borisi Kroupovi, zástupci spole čnosti Luka Koper, d.d., a panu Ing. Lu ďku Slabému, zástupci spole čnosti Bremen Keyports Marketing GmbH. 3 Místop řísežné prohlášení Byl jsem seznámen s tím, že na mou diplomovou práci se pln ě vztahuje zákon č. 121/2000 Sb o právu autorském, zejména § 60 – školní dílo. Beru na v ědomí, že Technická Univerzita v Liberci (dále TUL) nezasahuje do mých autorských práv užitím mé diplomové práce pro vnit řní pot řebu TUL. Užiji-li diplomovou práci či poskytnu-li licenci k jejímu využití, jsem si v ědom povinnosti informovat o této skute čnosti TUL; v tomto p řípad ě má TUL právo ode mne požadovat úhradu náklad ů, které vynaložila na vytvo ření díla, až do jejich skute čné výše. Diplomovou práci jsem vypracoval samostatn ě s použitím uvedené literatury a na základ ě konzultací s vedoucím diplomové práce a konzultanta. V Liberci 20.kv ětna 2005 …………………………….. Michal Adam 4 Resumé Tato práce se zam ěř uje na komunikaci vybraných námo řních p řístav ů. Úvodní část pojednává o marketingové komunikaci a jednotlivých nástrojích s přihlédnutím ke specifik ům komunikace v oblasti služeb. Pasáž, v ěnovaná námo řní doprav ě, seznamuje čtená ře blíže s problematikou námo řní dopravy, nasti ňuje význam námo řní dopravy pro sv ětový obchod a zachycuje geografické rozmíst ění námo řní dopravy ve sv ětě. Další část se zam ěř uje na význam námo řní dopravy pro obchodní vztahy ČR a na jednotlivé p řístavy, p řes které zboží do a z ČR p řevážn ě proudí. Záv ěr práce se v ěnuje bližšímu popisu t ěchto p řístav ů a zejména jejich komunikace v mezinárodní úrovni a v regionu ČR. This essay is aimed at analysing promotion of selected harbours round the world. The introductory part deals with promotion and marketing tools with regard to specific kinds of promotion in service sector. The chapter on marine transport provides a closer look onto the issue of sea transport, outlines the importance of sea shipping for world trade and maps out its geographical locations around the world. In the next part, the emphasis has been placed on the significance of sea transport for business relations of the Czech Republic, and the individual ports through which the goods is primarily channelled. The whole essay is concluded by detailed description of these ports and especially their mutual promotion on the international level and also within the Czech Republic. 5 Obsah Pod ěkování.............................................................................................................. 3 Místop řísežné prohlášení ........................................................................................ 4 Resumé.................................................................................................................... 5 Obsah ...................................................................................................................... 6 Seznam zkratek ....................................................................................................... 8 1. Úvod.................................................................................................... 9 2. Teoretická část - nástroje marketingové komunikace................ 10 2.1. Marketingový mix............................................................................. 10 2.2. Komunikace ...................................................................................... 12 2.2.1. Komunika ční strategie ...................................................................... 13 2.2.2. Komunika ční mix.............................................................................. 16 2.2.2.1. Reklama......................................................................................... 16 2.2.2.2. Podpora prodeje ............................................................................ 18 2.2.2.3. Osobní prodej................................................................................ 19 2.2.2.4. Public Relatinons (PR).................................................................. 20 2.2.2.5. Integrovaná marketingová komunikace ........................................ 20 2.3. Služby................................................................................................ 21 2.3.1. Vlastnosti dopravních služeb ............................................................ 22 2.3.2. Faktory ovliv ňující sektor dopravních služeb................................... 23 2.3.3. Zvláštnosti dopravních služeb........................................................... 23 3. Námořní doprava ............................................................................ 25 3.1. Základní typy p řepravy zboží............................................................ 26 3.2. Charakteristika lodní kontejnerové dopravy..................................... 27 3.2.1. Vývoj kontejnerových lodí................................................................ 29 3.2.2. Vývojové tendence kontejnerové dopravy........................................ 30 3.2.3. Vliv kontejnerové dopravy na sv ětový obchod................................. 31 3.3. Hlavní proudy sv ětového obchodu.................................................... 33 3.3.1. Nejv ětší p řístavy sv ěta ...................................................................... 35 3.3.2. Nejv ětší kontejnerové p řístavy sv ěta ................................................ 36 3.3.3. Geografické rozmíst ění nejv ětších p řístav ů sv ěta............................. 38 3.3.4. Hlavní trasy kontejnerové dopravy ................................................... 39 3.4. Přístavy.............................................................................................. 40 3.4.1. Struktura p řístav ů.............................................................................. 40 3.4.2. Přístavní komunikace........................................................................ 41 4. Pozice České Republiky.................................................................. 44 4.1. Sm ěry, ze kterých proudí zámo řské zboží do ČR............................. 44 4.2. Význam vybraných p řístav ů pro ČR................................................. 46 4.2.1. Hamburk............................................................................................ 46 4.2.2. Rotterdam.......................................................................................... 47 4.2.3. Brémy/Bremerhaven ......................................................................... 47 4.2.4. Koper................................................................................................. 48 4.3. Dopravní možnosti mezi ČR a jednotlivými p řístavy....................... 48 5. Jednotlivé p řístavy .......................................................................... 51 5.1. Hamburk............................................................................................ 51 6 5.1.1. Analýza SWOT ................................................................................. 52 5.1.2. Komunikace hamburského p řístavu.................................................. 54 5.1.3. Zahrani ční zastoupení p řístavu ......................................................... 56 5.2. Rotterdam.......................................................................................... 57 5.2.1. Analýza SWOT ................................................................................. 58 5.2.2. Komunikace p řístavu Rotterdam....................................................... 59 5.2.3. Zastoupení p řístavu v zahrani čí ........................................................ 61 5.3. Brémy / Bremerhaven ....................................................................... 62 5.3.1. Analýza SWOT ................................................................................. 65 5.3.2. Komunikace Brémských p řístav ů ..................................................... 66 5.3.3. Zahrani ční reprezentace Brémských p řístav ů ................................... 68 5.3.4. Projekt n ěmeckého hlubokovodního p řístavu................................... 69 5.4. Koper................................................................................................. 70 5.4.1. Analýza SWOT ................................................................................. 72 5.4.2. Komunikace p řístavu Koper ............................................................. 73 5.4.3. Reprezentace p řístavu v zahrani čí..................................................... 74 6. Záv ěr................................................................................................
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