국내 앱 기업의 필리핀 앱 시장 진출 방안 연구 = A Study on the Strategy of Korean Companies to Enter the Overseas App Market through the Cases in the Philippines

다국어 초록 (Multilingual Abstract)

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.

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