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김학민(Hag-Min Kim),안지정(Ji-Jung Ahn) 한국무역학회 2005 한국무역학회 학술대회 Vol.2005 No.4
The objective of this paper is to investigate important factors when one can consider an implementation of global e-trade. In particular, this paper intends to derive which factors are significant at information strategic planning stage as well as its evaluation stage. Many works in the global e-trade area have been focusing on narrow research issues related to EDI implementation and trade process automation after trade contracts are legally made. Therefore, more complete and exclusive factors at pre-contract stage should be considered when one can make an information strategic plan for global e-trade, As a result, five factors are derived for the trade information and those are: (1)trade corporate strategy, (2)trade process automation, (3)trade information technology&infra, (4)organization & people, and (5)trade information technology utilization. Many previous researches support the use of these factors. Once the planning factors are derived, then an evaluation model needs to be developed so that the model can show current status of a level of global e-trade in am organization, in which finally corrective actions can be made to improve its trade system performance. An evaluation framework and its specific measurements are also provided in this paper. But more research activities should be sought to obtain empirical test results in the near future.
전자무역 : SNS 활용이 수출마케팅 성과에 미치는 영향
김학민 ( Hag Min Kim ),이승철 ( Seung Chul Lee ) 한국통상정보학회 2012 통상정보연구 Vol.14 No.1
최근의 소셜 네트워크 서비스 (Social Network Service)는 그 사용범위와 목적이 확장하고 있다. 초기의 이메일, 리스트서브, 뉴스그룹 등 비교적 동질적 집단 간의 네트워킹 중심의 SNS로부터, 이제는 기업들에게도 게시판, 개인의 미니홈피나 블로그, Facebook, Twitter를 이용한 소셜미디어 마케팅이라는 개념이 형성되고 있다. 본 연구에서는 소셜미디어 활용과 수출마케팅 성과의 관계성을 검증하는 것이 목적이다. 이를 위하여 SNS활용의 유형을 살펴보고, 이들과 수출마케팅 성과와의 관계를 검증하고자 하였다. 연구결과, SNS활용은 수출마케팅 성과와 직접적인 영향을 미치는 것으로 분석되었다. 또한 제품의 온라인 적합성과 조직의 혁신수용성은 SNS활용에 긍정적인 영향을 미치는 것으로 도출된 반면, 마케팅역량과 국제화역량은 SNS활용을 통하여 수출마케팅성과로 이어지지 않는다고 파악되었다. 따라서 SNS의 활용을 증진시킬 수 있는 제품과 서비스의 개발과 함께, 조직 내부의 SNS활용에 대한 적극적 관심과 수용이 필요하다는 점을 시사하고 있다. The use of SNS (Social Network Service) has been increasing in world society and the SNS has been used to satisfy different purposes of social groups over the years. In the beginning, the SNS were formed using e-mail, listserve, newsgroup, etc., where information was shared among relatively homogeneous groups of people. Now different groups including corporations have been using SNS such as personal web pages, blogs, Facebook and Twitter for their social media marketing. This study intends to verify the relationship between SNS use and export marketing performance. To achieve this, different types of SNS use were analyzed in order to verify their relationship with export marketing performance, The conceptual model is suggested in this paper and several research constructs are identified, The constructs used in this paper include export marketing performance, SNS use, degree of innovation, product online fitness, marketing competence, and internationalization competence. According to the results, the SNS use directly influences the export marketing performance. In addition, the factors which determine the level of SNS use are product`s online fitness and organizational willingness to undertake innovation. Therefore, it is suggested to increase SNS use in different marketing purposes for future research.