AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY

Gül Denktaş Şakar; Ebru Sürücü

doi:10.18613/deudfd.428196

EN TR

AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY

Abstract

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.

Keywords

Augmented reality,blue ocean strategy,marketing strategy,seaports

LİMANCILIK SEKTÖRÜNDE MAVİ OKYANUS STRATEJİSİ OLARAK ARTTIRILMIŞ GERÇEKLİK

Abstract

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.

Keywords

Arttırılmış gerçeklik,liman,mavi okyanus stratejisi,pazarlama stratejisi

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Details

Primary Language

English

Subjects

-

Journal Section

Review

Authors

Gül Denktaş Şakar
Türkiye

Ebru Sürücü ^*
Türkiye

Publication Date

June 24, 2018

Submission Date

October 18, 2017

Acceptance Date

May 2, 2018

Published in Issue

Year 2018 Volume: 10 Number: 1

DOI

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

IZ

https://izlik.org/JA99UX53AS

APA

Denktaş Şakar, G., & Sürücü, E. (2018). AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, 10(1), 127-153. https://doi.org/10.18613/deudfd.428196

AMA

1.Denktaş Şakar G, Sürücü E. AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi. 2018;10(1):127-153. doi:10.18613/deudfd.428196

Chicago

Denktaş Şakar, Gül, and Ebru Sürücü. 2018. “AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY”. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi 10 (1): 127-53. https://doi.org/10.18613/deudfd.428196.

EndNote

Denktaş Şakar G, Sürücü E (June 1, 2018) AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi 10 1 127–153.

IEEE

[1]G. Denktaş Şakar and E. Sürücü, “AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY”, Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, vol. 10, no. 1, pp. 127–153, June 2018, doi: 10.18613/deudfd.428196.

ISNAD

Denktaş Şakar, Gül - Sürücü, Ebru. “AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY”. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi 10/1 (June 1, 2018): 127-153. https://doi.org/10.18613/deudfd.428196.

JAMA

1.Denktaş Şakar G, Sürücü E. AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi. 2018;10:127–153.

MLA

Denktaş Şakar, Gül, and Ebru Sürücü. “AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY”. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, vol. 10, no. 1, June 2018, pp. 127-53, doi:10.18613/deudfd.428196.

Vancouver

1.Gül Denktaş Şakar, Ebru Sürücü. AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi. 2018 Jun. 1;10(1):127-53. doi:10.18613/deudfd.428196