| China has been widely recognized in the world as a large country of shipping and of seafarers, with93%of foreign trade goods being transported at sea and46%of domestic trade goods being carried through water routes. Seafarers are the key element of water transportation, the strength of shipping development and the essential for ensuring safety at sea and prevention of marine environment pollution. By the end of2012, there had been more than100,000seafarers registered within the area under the jurisdiction of Shandong Maritime Safety Administration (Shandong area), making about one sixth of the total number of seafarers in China; there are also19seafarer education and training institutions within Shandong area, accommodating30,000students and trainees at the peak, amounting to nearly one quarter of the national total in terms of the number of maritime training institutions and of the students recruited. Therefore, Shandong Province is truly a large province of seafarers and of maritime education. However, with only12,000seafarers are assigned overseas annually, the current situation falls far short of the expected powerful seafarer province and large province of seafarer overseas assignment.With a view to strengthening the construction and development of seafarer team of Shandong Province, enhancing their overall quality, building a powerful province of seafarers, promoting the secure and fast development of shipping economy, facilitating the construction of the blue and yellow economic zones in Shandong Peninsula, in2010, Shandong Maritime Safety Administration has advocated the construction of the "Shandong Seafarer" Brand. On the principle of combining research with practice, the aim, notion and orientation of the "Shandong Seafarer" Brand have been gradually formulated and are expected to be continuously revised and perfected in practice.On the basis of summarizing and analyzing the representative domestic experiences of Zhejiang and Hubei Provinces in their construction of seafarer brands, and on the further basis of studying, and drawing lessons from, the seafarer development experiences of the Philippines, this Paper analyses the situation faced by the construting of "Shandong Seafarer" Brand, the advantages and weaknesses of Shandong seafarers, examines in detail through the theory of public administration the reasons impeding the development of Shandong seafarers, proposes the public administration measures and public service actions, with the aim of providing valuable reference to the construction of "Shandong Seafarer" Brand, building a powerful province of seafarers as well as facilitating the "Yellow and Blue" economic development. |
