해외시장 진출전략을 위한 시장조사방법론 제시

김철민,박광호 중앙대학교 한국전자무역연구소 2019 전자무역연구 Vol.17 No.1

Purpose: One of the most significant discussion in the sustainable management is about a strategy for entering overseas market. This paper is propose a methodology for conducting an overseas market research that is based on the firm’s strategic recognition. Furthermore, the methodology presents a strategy that can be applied after entering the market. Composition/Logic: The paper aims to investigate limitations of prior overseas market research methodologies. Moreover, the paper proposes an advanced methodology using the Cultural, Administrative, Geographic and Economic (CAGE) model and strategic dynamics which have been used as the major strategic recognition research. In order to overcome the limitation factors of the prior overseas market research methodologies, we derive priorities for each step of overseas market research using logic tree and Analytic Hierarchy Process (AHP) which was conducted with oversea market research experts. As the result, the paper proposes a step by step method of systematic overseas market research based on strategic recognition. Findings: Most studies in overseas market research have focused only on analyzing particular business situations. Moreover, they did not recognize developing strategy to react on the overseas market environment as important. Thus, we expand the overseas market research methodology to show direction for growth strategy after entering the market. The methodology is composed of three stages. Each stage consists of detailed activities such as establishing a research plan, conducting a national environment research, and drawing a root map which reveal the differences among countries. Originality/Value: The overseas market research methodology is structured to derive a strategic direction in response to change in overseas market environments. In particular, a strategic recognition tool of our methodology can be used to investigate environmental changes in an oversea market. Also, it can identify competitive positioning and strategic inflection points in the markets. Ultimately, the paper is expected to provide guidelines for companies seeking to secure sustainable competitiveness in overseas markets.

A Study on Overseas Market Research Methodology for Global Market Penetration Strategy

Chul-Min Kim(김철민),Kwang-Ho Park(박광호) 중앙대학교 한국전자무역연구소 2019 전자무역연구 Vol.17 No.1

연구목적: 지속가능한 경영활동을 위해서는 해외시장으로 진출하는 것이 필요하다. 그리고 진출 이후 안정적인 생존을 위해서는 해외시장조사 단계부터 체계적으로 수행되어야 한다. 본 연구는 기업의 전략적 인식을 바탕으로 해외시장조사를 수행하고 진출 이후 활용가능한 전략적 방향성을 제시할 수 있는 해외시장조사 방법론을 제안한다. 논문구성/논리: 본 연구에서는 해외시장조사방법에 대한 선행연구를 기반으로 기존 해외시장조사방법들의 한계점을 확인하고 전략적 인식 도구로 활용되는 CAGE모델과 전략적 다이나믹스(Strategic Dynamics)를 이용해 개선된 해외시장조사 방법론을 제시 한다. 도출된 요소들을 로직트리(Logic Tree)와 해외시장전문가들을 대상으로 AHP를 수행해 각 단계별 우선순위를 도출했다. 본 연구는 기업의 해외시장진출에 앞서 시장 조사 단계에서 조직의 전략적 방향을 확인할 수 있도록 설계되었다. 결과: 기존 해외시장조사 전문가 및 조사방법론은 해외시장환경에 대응하기 위한 전략 도출을 중요하게 인식하고 있지 않다. 이에 본 연구에서는 전략적 인식을 바탕으로 진출 이후 성장 전략의 방향성을 제시할 수 있는 시장조사방법론을 제안한다. 크게 해외시장 변화 인식, 시장환경 분석, 전략방향 수립 등 세 단계로 구성되어 있으며 각 단계별로 조사계획 수립, 국가환경조사, 근원지도 작성 등 세부 항목을 제시하였다. 독창성/가치: 본 연구가 제안하는 해외시장조사 방법론은 기존 연구들과 달리 수집된 해외시장환경 요소에 대응하는 전략적 방향성을 도출할 수 있도록 구성되었다. 특히 전략적 인식 도구를 활용해 대상 국가의 환경 변화를 조사한 후 경쟁포지셔닝과 전략적 변곡점을 확인할 수 있다. 궁극적으로 해외시장 진출을 통해 지속가능한 경쟁우위를 확보하고 성장하고자하는 기업에게 시사점을 줄 것으로 기대한다. Purpose: One of the most significant discussion in the sustainable management is about a strategy for entering overseas market. This paper is propose a methodology for conducting an overseas market research that is based on the firm’s strategic recognition. Furthermore, the methodology presents a strategy that can be applied after entering the market. Composition/Logic: The paper aims to investigate limitations of prior overseas market research methodologies. Moreover, the paper proposes an advanced methodology using the Cultural, Administrative, Geographic and Economic (CAGE) model and strategic dynamics which have been used as the major strategic recognition research. In order to overcome the limitation factors of the prior overseas market research methodologies, we derive priorities for each step of overseas market research using logic tree and Analytic Hierarchy Process (AHP) which was conducted with oversea market research experts. As the result, the paper proposes a step by step method of systematic overseas market research based on strategic recognition. Findings: Most studies in overseas market research have focused only on analyzing particular business situations. Moreover, they did not recognize developing strategy to react on the overseas market environment as important. Thus, we expand the overseas market research methodology to show direction for growth strategy after entering the market. The methodology is composed of three stages. Each stage consists of detailed activities such as establishing a research plan, conducting a national environment research, and drawing a root map which reveal the differences among countries. Originality/Value: The overseas market research methodology is structured to derive a strategic direction in response to change in overseas market environments. In particular, a strategic recognition tool of our methodology can be used to investigate environmental changes in an oversea market. Also, it can identify competitive positioning and strategic inflection points in the markets. Ultimately, the paper is expected to provide guidelines for companies seeking to secure sustainable competitiveness in overseas markets.

계층적 분석 과정을 이용한 한국기업의 해외진출 전략 연구

김재경,오윤석,최일영 한국기업경영학회 2019 기업경영연구 Vol.26 No.2

As the economy becomes global and competition among companies becomes more intense, many firms are increasing their foreign direct investment (FDI) as a means to maintain competitive advantages, such as the pursuit of production efficiency, bypass of the protective trade and tariff barriers, seeking resources such as energy and minerals, access to new consumer markets, and opportunities for sales. Some companies have gained a competitive advantages through FDI, while others have failed. Accordingly, it is necessary to identify the key success factors for the overseas market expansion through a comprehensive and systematic study on FDI. In this study, oversea market-related factors, parent company-related factors, and subsidiary company-related factors were extracted from the literature reviews. Oversea market-related factors consisted of oversea government policies and support, low labor cost, ease of hiring excellent manpower, ease of sourcing raw materials, and current market size and potential. Parent company-related factors were comprised of technology advantage, experience entering oversea market, and capability of CEO. And subsidiary company- related factors were composed of labor management, production quality and production capacity, marketing and A/S, Finance, external relation, and R&D. Analytic hierarchy process (AHP) was used to identify the key success factors for the oversea market expansion. The priorities are as follows. The order of priority is ease of sourcing raw materials, technology advantage, current market size and potential, overseas government policies and support, low labor cost, experience entering overseas market, capability of CEO, ease of hiring excellent manpower, production quality and production capacity, marketing and A/S, R&D, finance, external relation, and labor management. Therefore, it is necessary for the parent company to continuously invest in competitive R&D in the overseas market, and to manage the inventory by linking the raw materials with the production plan through thorough supply chain management and to secure the ability to monitor the logistics process in real time. Furthermore, it is important to localize management on a strategic and managerial level, such as expanding the transfer of value-added activities, expanding the decision- making authority of subsidiaries, expanding the hiring of local workforce and localization of management methods, not just the role of assisting the parent company's factory there or simply modifying the parent company's products to meet local requirements. 경제가 글로벌화되고 기업간 경쟁이 치열해짐에 따라 보호무역장벽 및 관세장벽을 우회한 생산효율 추구, 에너지, 광물 등의 자원 추구, 새로운 소비시장 또는 판매 기회 접근 등 경쟁 우위를 유지하기 위한 수단으로 많은 기업들이 해외직접투자를 늘리고 있다. 그러나 성공적으로 해외직접투자를 한 기업이 있는 반면에 실패한 기업들 또한 많은 것이 현실이다. 이에 따라 기존의 해외직접투자에 대한 성과 요인에 대해 종합적이고 체계적인 연구를 통해 새로운 시장기회를 확보하기 위한 방향성을 제시할 필요가 있다. 이에 따라 본 연구에서는 문헌 조사 등을 통해 해외 정부의 정책 및 지원, 노무 비용 저렴성, 우수인력 확보 용이성, 원부자재 조달 용이성, 현재 시장규모 및 잠재력 등의 해외 특성 요인, 기술 우위, 해외진출경험, 최고경영자의 역량 등 모회사 관련 요인, 인사노무, 생산 품질 및 생산 능력, 마케팅 및 A/S, 재무, 대외관계, R&D 등 자회사 관련 요인으로는 각각 도출하였다. 그리고 계층적 분석 과정을 통해 도출된 성공 요인에 대해 우선 순위를 조사하였다. 본 연구에서는 문헌 조사 등을 통해 해외 정부의 정책 및 지원, 노무 비용 저렴성, 우수인력 확보 용이성, 원부자재 조달 용이성, 현재 시장규모 및 잠재력 등의 해외 특성 요인, 기술 우위, 해외진출경험, 최고경영자의 역량 등 모회사 관련 요인, 인사노무, 생산 품질 및 생산 능력, 마케팅 및 A/S, 재무, 대외관계, R&D 등 자회사 관련 요인으로 도출하였다. 그리고 계층적 분석 과정을 통해 도출된 성공요인에 대해 우선 순위를 분석한 결과 원부자재 조달 용이성, 기술 우위, 현재 시장규모 및 잠재력, 해외 정부의 정책 및 지원, 노무 비용 저렴성, 해외진출경험, 최고경영자의 역량, 우수인력 확보 용이성, 생산 품질 및 생산 능력, 마케팅 및 A/S, R&D, 대외관계, 재무, 인사노무 순으로 우선순위가 높은 것으로 나타났다. 따라서 모기업은 해외시장에서 경쟁력 있는 R&D에 지속적으로 투자할 필요가 있을 뿐만 아니라 철저한 공급망 관리를 통해 원부자재를 생산 계획과 연동시켜 재고를 관리하고 물류 프로세스를 실시간으로 모니터링을 할 수 있는 역량을 확보할 필요가 있다. 또한, 현지 공장을 모회사의 공장을 보조하는 역할 또는 모회사의 제품을 현지에 맞게 단순히 개조하는 역할이 아니라, 부가가치 활동의 이전 확대, 자회사 의사결정 권한 확대, 현지 인력 채용 확대, 경영관리 방식의 현지화 등 전략적 및 관리적 차원에서 경영을 현지화하는 것이 중요하다.

외식기업의 해외 시장 진입 방식 결정요인에 관한 연구

이진(Jin Lee),한경수(Kyung Soo Han) 한국조리학회 2010 한국조리학회지 Vol.16 No.4

As most companies in the world are much interested in the overseas market as well as in the domestic market, many Korean food service enterprises came to focus on extending their branches to the overseas market. However, lack of business strategies including market research, marketing strategies, localization, etc. has made them continue to fail in market entry. The purpose of this study is to develop entry mode of determinants of Korean food service enterprises, considering their characteristic factors and environment factors in the overseas market. To do this, companies which have a head quarter in Korea and over 2 year business experience in the overseas market were chosen and used for a self-administered questionnaire survey. Statistical processing, including descriptive statistics, logistic regressing analysis, and multi regression analysis using an SPSS/PC 12.0 statistical package were conducted. The result is as follows. First, explanation suitability was 85% of the entry mode in the overseas market. Second, as business size was smaller, product differentiation was higher, and CEO`s will for success in the overseas market was higher, independent entry mode in the overseas market was likely to be chosen. Lastly, as the uncertainty of demand and trade barrier were lower, and a sociocultural gap was smaller, independent entry mode in the overseas market was likely to be chosen.

해외직접구매 현황 및 소비동향 연구

박해신(Park, Hae-Shin),김주영(kim, Joo-Young),진장원(Jin, Jang-Won) 한국상품학회 2020 商品學硏究 Vol.38 No.3

본 연구는 2010년부터 2019년까지 10년간의 통계 데이터를 이용하여 해외직접구매시장에 성장규모를 분석하고, 해외직접구매 시장의 심층적 진단을 통해 데이터 통계기반의 해외직접구매 소비시장의 동향 분석하였다. 또한 환율 등 외적변수에 따른 소비영향과 경제적 불황 속에서의 소비 심리, 국가별, 상품군별, 연령대, 성별 등의 소비 행태에 대해 다양한 관점에서 해외직접구매 시장을 진단하고 이를 통해 소비 심리가 해외직접구매 시장에 어떤 영향을 미치는지 모색하고자 하였다. 분석결과, 각 시점에서 변화된 소비문화가 반영될 가능성이 있었고, 초기 성장기는 낮은 수준의 성장, 정체기 이후의 급성장이라는 점에 주목할 필요가 있다. 구입 건수의 증가가 구입 금액의 증가를 넘어섰다는 것은 구입 단가가 낮아졌을 가능성이 있고, 해외직접구매 현상을 이해함에 중요한 트렌드 분기점이 된다. 구매 단가가 반대로 낮아지고 있는 현상은 시장의 규모 확대를 넘어, 기존과 다른 방향으로 변화하고 있음을 의미한다. 해외직접구매 시장 변화 요인에 따른 영향 검토 결과, 환율 변화가 초기부터 해외직접구매 시장에서 큰 영향을 미쳤고, 환율 하락과 할인율 증가로 해외직접구매가 증가하는 경향을 보였다. 국가별 동향으로 해외직접구매 성장세는 미국은 점차 감소하고 있고, 중국과 EU는 점차 증가하고 있다. 소비층 변화 요인에서는 해외직접구매 정체 시점에서의 남녀의 변화가 뚜렷하고, 최근에는 소비 바깥쪽에 있던 20~40대 남성층의 신규 유입이나 소비 확대에 큰 영향을 미쳤다. This study analyzed the growth scale of the overseas direct purchase market using 10-year statistical data from 2010 to 2019, and analyzed the trend of the overseas direct purchase consumption market based on data statistics through in-depth diagnosis of the overseas direct purchase market. In addition, the government wanted to diagnose the overseas direct purchase market from various perspectives on the impact of consumption due to external variables such as foreign exchange rates, consumption psychology, consumption patterns by country, product group, age group, and gender in the midst of economic recession, and to find out how consumption psychology affects the overseas direct purchase market. It is worth noting that, as a result of the analysis, the changing consumption culture at each point was likely to be reflected, and that the early growth period was low-level growth, rapid growth after stagnation. The fact that the increase in the number of purchases has exceeded the increase in the amount of purchases is likely to have lowered the unit price and is an important trend junction in understanding the phenomenon of direct overseas purchases. The fact that the unit price of the purchase is falling on the contrary means that the market is changing in a different direction than before, beyond expanding the size of the market. As a result of the review of the impact of the change in the overseas direct purchase market, the exchange rate change had a significant impact on the overseas direct purchase market from the beginning, and overseas direct purchases tended to increase due to a drop in the exchange rate and an increase in the discount rate. Due to trends by countries, growth in direct overseas purchases is gradually decreasing in the U.S., while China and the EU are gradually increasing. In terms of the change in the consumer class, the change in men and women at the time of stagnation in overseas direct purchases is evident, and recently, it has greatly affected the inflow of new men in their 20s and 40s who were outside of consumption or the expansion of consumption.

기업의 해외진출역량과 아프리카시장 수출성과 간 관계에 관한 연구

이화윤,최장우 한국무역연구원 2023 무역연구 Vol.19 No.6

Purpose – This study aims to present practical guideline and important implications for domestic companies seeking to enter the African market in the future by studying how the competences of domestic companies hoping to enter the African market are reflected in export competitiveness and performance as understanding the current status, characteristics, prospects, and problems of the African market. Design/Methodology/Approach – This study designed a research model by reviewing previous studies and literature to derive key factors that can affect export competitiveness and export performance by overseas expansion competences, such as global competence, product competence, marketing competence, and export support join competence, when entering the African market. Findings – As a result of conducting research on domestic companies that have been exporting to African markets in Korea, the impact they have on export competitiveness and export performance was confirmed when focusing on the marketing competences to enter the African market. Further, it is necessary for the government to develop and expand various government support projects related to overseas marketing, targeting African markets for domestic companies. Research Implications – Domestic companies that want to enter the African market have presented export strategies and directions to achieve practical export performance in the African market, and efforts by domestic companies and government support are also needed.

부산지역 ICT 스타트업의 해외판로 개척 전략 수립에 대한 제언

전종욱,김복희,이상하 한국무역보험학회 2023 무역금융보험연구 Vol.24 No.3

Purpose : This study proposed a plan for establishing a strategy to overcome the limitations of poor internal resources and insufficient overseas expansion experience for ICT startups in Busan and to effectively develop overseas markets. Research design, data, methodology : This study conducted a literature review using BICT’s internal and external data to propose a solution to establish a strategy for developing overseas markets for BICT, an ICT startup in Busan. Results : In this study, four phases were proposed to establish strategies for developing overseas markets of ICT startups in Busan: Deriving strategies for developing overseas markets using SWOT-AHP(Phase 1), Utilizing export support programs(Phase 2), Strengthening digital marketing capabilities(Phase 3), and Modification and Supplement of Strategies with Customer Feedback(Phase 4). Conclusions : BICT’s strategy establishment plan to develop overseas markets proposed in this study can be easily applied to establish an initial strategy to develop overseas markets for ICT startups in Busan, which have limitations of poor internal resources. The results of this study are expected to help ICT startups in Busan develop overseas markets and contribute to the spread of related research

Exporter-Overseas Distributor Relationship Marketing: Conceptualization and Propositional Development

Han Mo Oh 한국무역연구원 2014 貿易 硏究 Vol.10 No.5

The present study represents an attempt to understand the key factors that influence exporter-overseas distributor relationships success. The central thesis of this study is that both exporters and oversea distributors play important roles in developing competitive advantage in an export marketplace. Using the resource-advantage theory of competition as an underlying framework, the author develops a model that draws on the relationship marketing theory, alliance theory, and international marketing theory to explain and predict exporter-overseas distributor relationships outcomes. Five basic categories of resources are posited to influence exporter-overseas distributor relationships competitive advantage: exporter-specific resources (e.g., manufacturing capability, brand awareness), oversea distributor-specific resources (e.g., export market knowledge, export market experience, relationship building capabilities), international relationship resources (e.g., internatoinal relationship experience, the number of international relationship-dedicated personnel), international relationship-enhancing factors (e.g., interfirm communication quality, role clarity), and international relationship-destroying factors (e.g., opportunism, conflict). Finally, an exporter-oversea distributor relationship s competitive advantage is posited as influencing its superior financial performance.

국내 앱 기업의 필리핀 앱 시장 진출 방안 연구

김광현,오동길 한국지식정보기술학회 2019 한국지식정보기술학회 논문지 Vol.14 No.6

In this study, domestic application companies are saturated, and foreign application companies such as Utube, Twitter, Hotelscombine, and Twitch TV are penetrating into the domestic market. On the other hand, domestic companies are not focusing on quality improvement and new business, but focusing on marketing and advertising. One way to overcome this is to pioneer new overseas markets. In developed countries such as the US, Japan, and Europe, there are many market demands, but there are many competitors. Smartphone performance is rising sharply in Southeast Asia in 2019, but the number of applications in use is less than half of those in developed countries on average. Philippine application market is expected to be higher than competitors in other Southeast Asian markets but because it speaks English, it is not difficult to enter the Philippine application market. The study also revealed why domestic application companies should enter overseas markets to find new customers. This study analyzed the cases of domestic application companies failing and successfully entering overseas markets. In addition, by analyzing the infrastructure and utilization of the Philippines in terms of the app industry, we propose strategies for domestic companies to enter the Philippines application market more easily and safely.

해외시장 개척을 위한 산학협력 활성화 연구

이호형 ( Hohyung Lee ) 한국통상정보학회 2017 통상정보연구 Vol.19 No.1

최근 해외시장 개척을 위한 산학협력 방식의 무역교육은 현상은 무역인력의 질적 수준 향상과 중소기업의 수출성과에 큰 기여를 하고 있다. 그러나 수출 초보기업과 수출 경험이 없는 대학생들이 함께 해외시장 개척에 나섰을 경우 항상 좋은 성과만 있는 것은 아니다. 체계적인 교육과 준비과정이 없는 해외시장 개척 활동은 사실상 예산과 시간 낭비가 될 수 있고 성과를 기대할 수 없다. 본 연구에서는 GTEP, LINC, 중소기업청 사업 등 해외시장 개척 산학협력 경험자 30명을 대상으로 집단 인터뷰를 실시하여 산학협력에 필요한 각 단계별 모형을 도출하였다. 학생선발, 협력기업 네트워킹, 학생교육, 해외 시장조사, 전시회 발굴, 전시회 준비, 전시회 파견, 사후 관리 8단계의 모형을 제시하였고 각 단계별 진행사항 및 유의사항을 전문가들의 의견을 종합하여 정리하였다. 구체적인 내용은 해외시장 개척 산학협력을 처음 시작하거나 성과를 높이고자 하는 각 대학 사업단 관계자들이 직접 적용할 수 있는 부분이다. Industry-University cooperation for pioneering overseas market contributes to improve the quality of manpower and the export performance. However, performance is showing that without exporting experience, exploring overseas market is not promising. Without systematic training and preparation, pioneering overseas market can be a waste of time and budget. I have conducted interviews with 30 participants in Industry-University cooperation for pioneering overseas market. As a result, I have derived a model for each phase of Industry-University cooperation. 8 stages of this model are student selection, cooperation company networking, student education, overseas market research, selection of trade fair, preparation of trade fair, dispatch of trade fair and follow-up management. Opinions of experts have been reflected and compiled to each suggested stage. Specific details can be applied directly to those affiliated who want to start the first or foremost pioneering overseas markets.