테크노파크 入住 벤처企業의 마케팅 實態와 改善方案

다국어 초록 (Multilingual Abstract)

There has been a great amount of research on the marketing of start-up (venture) companies in and out of Korea but there has been little research on the start-up companies in the technoparks created to support and foster start-up companies.
Korean technoparks have carried out Business Incubation since 1999 and has uncovered and fostered more than 1000 start-up companies. However despite this quantitative result, when we look at the business performance of start-up companies in technoparks in various parts in Korea, we can see there are increasing numbers of start-up companies which have failed and have gone bankrupt. The biggest reason start-up companies are facing these difficulties is because they have emphasized technology rather than a market-focused mindset and because they have not established systematic marketing plans. I have looked at this from a theoretical perspective.
This study takes this into consideration and has evaluated the marketing of companies in the 8 technoparks in Korea and suggests measures for improvement. As a result of the research on the marketing of start-up companies in the technoparks, many problems were uncovered.
First, in case of most start-up companies in the technoparks, they did not correctly establish a marketing concept. Second, most have focused on technology developmentand are have not focused on a department in the company which will be in charge of the marketing. Third, the CEO or the technology developer is directly in charge ofmarketing and thus a non-professional in marketing is in charge of marketing. Fourth, lack of education in marketing is low. Fifth, marketing plans and strategies for each growth level is low.
Also in the case of start-up companies in the technoparks,due to the short history of technoparks, lacking service minds of agencies in charge of corporate support in the technoparts and lacking expertise, the start-up companies in the technoparks are not getting substantial business management support such as marketing support.
In order to solve these problems, first we need to enhance the understanding of marketing so that all employees can recognize the concept and the importance of marketing. Second, with the increasing competition between the companies, strengtheningmarketing education for employees is essential. Third, we need to form an organization in charge of marketing in the start-up company and foster experts for marketing efficiency. Fourth, we need to breakdown the market and designate target markets and form consistent marketing plans in order for early dominance of the main market. Also there needs to be firm will and established missions established by the start-up companies in the technoparks. The performance of the agencies for corporate support needs to be strengthened. Development of marketing taking into consideration the characteristics of each growth stage and sharing the marketing cases of successful start-up companies and promoting this to other companies is also important.
The meaning of this research is as follows.
First, I hope that the results of this research will be an opportunity for start-up companies, technopark corporate support agencies and research institutions to recognize the importance of marketing. Also I hope they will realize the importance of product manufacturing centering on customers and also the need for systematic marketing plans.
Second, I hope that the results of this research are a guideline to the start-up companies in the Korean technoparks in establishing marketing plans and strategies. Third, this research was not on the existing start-up companies but the start-up companies in the technoparks which were fostered by the Korean government (Ministry of Commerce, Industry and Energy) as a location strategy to foster the success of the start-up (venture) companies. Thus this research evaluated their marketing performance. Fourth, this research is meaningful since we can know how much corporate support programs which have been established for marketing and business growth of start-up companies are realistically helping the start-up companies in the technoparks. Based in this research, we will be able to find a new direction on how the technoparks can solve these problems when incubating start-up companies in the future.

목차 (Table of Contents)

• 제목차례
• Ⅰ. 서론 = 1
• 1. 문제제기 및 연구의 목적 = 1
• 2. 연구의 방법 및 논문의 구성 = 4
• Ⅱ. 이론적 배경 = 6
• 1. 벤처기업의 이해 = 6
• 1) 벤처기업의 개념 및 특성 = 6
• 2) 우리나라 벤처기업의 실태 및 육성정책 = 10
• 3) 우리나라 벤처기업의 문제점 = 15
• 2. 벤처마케팅에 대한 이해 = 16
• 1) 벤처마케팅의 특징 = 16
• 2) 벤처마케팅의 구성요소 : 4P = 20
• 3) 벤처기업의 성장 단계별 마케팅 전략 = 23
• 4) 벤처기업의 마케팅 계획 = 26
• 5) 벤처마케팅의 당면과제와 전개방향 = 28
• 3. 우리나라 테크노파크 입주 벤처기업의 현황 = 30
• 1) 전국 테크노파크 입주업체 현황 = 30
• 2) 테크노파크 입주 벤처기업의 특성화 분야 = 31
• 3) 테크노파크 입주 벤처기업의 선정기준 = 32
• 4) 테크노파크 입주 벤처기업 지원부서의 운영능력 = 33
• 5) 테크노파크 입주 벤처기업의 지원현황 = 34
• Ⅲ. 테크노파크 입주 벤처기업의 마케팅 실태 조사 = 36
• 1. 조사개요 = 36
• 1) 조사목적 = 36
• 2) 조사 대상 및 방법 = 37
• 2. 조사결과 분석 = 39
• 1) 조사대상 기업 창업자의 일반적 특성 = 39
• 2) 마케팅개념 이해 = 42
• 3) 마케팅 전담조직 = 43
• 4) 마케팅 전문지식 및 교육 = 44
• 5) 마케팅 활동의 내용 = 46
• 6) 테크노파크의 입주기업 지원 프로그램 만족도 = 57
• 3. 테크노파크 입주 벤처기업 마케팅 상의 문제점 = 59
• 1) 마케팅 개념에 대한 이해부족 = 59
• 2) 마케팅 조직의 부재 = 60
• 3) 마케팅 교육 부족 = 60
• 4) 마케팅 계획 수립 및 전략 미흡 = 61
• 5) 테크노파크의 마케팅 지원 프로그램 부재 = 61
• Ⅳ. 테크노파크 입주 벤처기업의 마케팅 개선방안 = 62
• 1. 벤처기업 내부수준에서의 마케팅 개선방안 = 62
• 1) 차별화된 마케팅 기법 개발 = 62
• 2) 전사적 차원에서 마케팅 중요성 인식 = 63
• 3) 마케팅 전문지식의 습득 = 64
• 4) 마케팅 전담조직 및 전문가 양성 = 65
• 5) 효율적인 마케팅 계획 및 전략의 수립 = 66
• 6) 전자상거래의 확대 = 68
• 2. 테크노파크의 마케팅활동 지원 수준에서의 개선방안 = 68
• 1) 입주 벤처기업 마케팅 활동 지원에 관한 확고한 미션설정 = 69
• 2) 성장단계별 특성을 고려한 마케팅 지원프로그램 = 70
• 3) 테크노파크 입주기업 지원부서의 역량제고 = 70
• 4) 입주 업체에 대한 경영스킬 교육실시 = 70
• 5) 마케팅 성공사례기업 발굴 및 홍보 = 71
• Ⅴ. 결론 = 72
• 1. 연구의 요약 = 72
• 2. 한계점 및 향후 연구방향 = 73
• 참고문헌 = 75
• Abstract = 78
• 설문지 = 81