AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY

Yıl 2018, Cilt: 10 Sayı: 1, 127 - 153, 24.06.2018

Gül Denktaş Şakar Ebru Sürücü

https://doi.org/10.18613/deudfd.428196

Cited By: 2

Öz

Augmented Reality as one of the
components of Industry 4.0 is defined as a technology which layers digital
improvements, geared to develop an existing real life setting by appealing to
the senses. Augmented Reality applications will have possible uses in logistics
industry in the near future and ports as the critical components of supply chain
mechanisms will have no choice but to integrate such technologies to their
services. Moreover, the seaports integrating their systems and strategies to
such developments are expected to open up a new competitive field for rival
ports. “Blue ocean marketing strategy” (BOMS) asserts that businesses should
formulate new value for products and services to customers from different
segments and place themselves in an uncontested market environment. The main
aim of this paper is to provide an insight regarding the Augmented Reality
concept in port business and discuss how such applications can serve in
building blue ocean marketing strategies. Following a literature review of the
port industry from Industry 4.0 perspective, possible applications of Augmented
Reality will be considered by focusing on the marketing strategies of the port
businesses.

Anahtar Kelimeler

Augmented reality, blue ocean strategy, marketing strategy, seaports

LİMANCILIK SEKTÖRÜNDE MAVİ OKYANUS STRATEJİSİ OLARAK ARTTIRILMIŞ GERÇEKLİK

Öz

Endüstri 4.0
bileşenlerinden biri olan Artırılmış Gerçeklik, duyuları cazip hale getirerek
var olan bir gerçek ortam ayarını geliştirmek üzere geliştirilmiş dijital
iyileştirmeler sağlayan bir teknoloji olarak tanımlanmaktadır. Artırılmış
gerçeklik uygulamalarının yakın gelecekte lojistik sektöründe olası
kullanımlara sahip olacağı ve tedarik zinciri mekanizmalarının kritik
bileşenleri olarak bu teknolojileri hizmetlere entegre etmekten başka bir
alternatifin bulunmayacağı tahmin edilmektedir. Sistemlerini ve stratejilerini
bu gibi gelişmelere entegre eden limanların rakip limanlar içinde yeni bir
rekabet alanı açması beklenmektedir. ¨Mavi okyanus pazarlama stratejisi¨ adı
verilen strateji, işletmelerin farklı bölümlerden müşterilere ürün ve hizmetler
için yeni bir değer yaratması ve kendisini tartışmasız Pazar ortamına
yerleştirmesi gerektiğini savunmaktadır. Bu çalışmanın amacı, limanlarda
Artırılmış Gerçeklik kavramının nasıl kullanılabileceğine dair fikir vermek ve
bu uygulamaların mavi okyanus pazarlama stratejileri oluşturmada ne gibi
yardımları olabileceği tartışılmaktadır. Endüstri 4.0 bakış açısıyla yapılan
liman literatür taramasından sonra, olası Artırılmış Gerçeklik uygulamalarının
limanların pazarlama stratejilerine etkileri incelenmiştir.

Anahtar Kelimeler

Arttırılmış gerçeklik, liman, mavi okyanus stratejisi, pazarlama stratejisi

Kaynakça

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