The purpose of this study was to find out the most approriate international marketing strategy of Korean shipping firms for Uruguy Round expected to be agreed among GATT members in 1993. In literature sur-vey, the service marketing philosophy was reviewed to clarify the functions and roles of marketing concept in setting up the international marketing strategies for shipping firms. The marketing concepts are characterized as follows ; 1) production-oriented stage, 2) sales-oriented stage, 3) marketing-oriented stage in the order of historical development. An comparative analysis was car-ried out to examine the differences in marketing strategies among Korean shipping firms and U.K. ship-ping firms.