GÜL DENKTAŞ ŞAKAR, Ebru SÜRÜCÜ

LİMANCILIK SEKTÖRÜNDE MAVİ OKYANUS STRATEJİSİ OLARAK ARTTIRILMIŞ GERÇEKLİK

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

AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY

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,

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