한국 기업의 對중국 수출경로 결정요인에 관한 연구
Identifying Determinants of Integration of Export Channel to China of Korean Manufacturers
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초록
중국과 같이 시장 환경의 특성이 강한 국가에 진출하는 기업의 경우 수출경로를 결정하는 것은 불확실한 환경에의 적응은 물론 기업의 장기적인 경영전략과 연계되어 있기 때문에 매우 중요한 의사결정이라 할 수 있다. 2004년 중국은 우리나라 제 1의 수출대상국가로 급부상하면서 중국시장을 대상으로 한 수출경로 결정요인에 관한 연구의 필요성이 크지만 현지까지 이에 대한 분석이 매우 미미한 수준이다. 지금까지 중국수출경로에 대한 연구는 중국수출시장에 대한 분석을 통한 서술적인 연구에 머물고 있었다. 이에 본 연구에서는 기존의 수출경로 결정요인으로 대표되는 거래비용요인과 조직역량요인에 새로이 수출마케팅전략요인을 추가하여 한국기업의 對중국 수출경로 선택에 영향을 미치는 변수를 분석하고자 한다. 분석결과를 요약하면 자산의 특유성, 환경의 가변성, 촉진전략이 한국기업의 중국수출경로의 선택(통합, 준통합, 비통합 경로 선택)에 긍정적인 영향을 미치는 것으로 나타났다.
Abstract
The issue of channel decision is very important for the company exporting to countries that has strong regional protectionism and particular market environmental characteristics like China. It is important because it has to cope with uncertainty that such markets have while it also is deeply connected with the company’s mid to long term strategy. China became the largest importing country for Korea in the year 2004 and the need for analysis of the factors that has effect on the export channel decisions in China is large but only a little number of studies are present. In addition, studies in relation to export channels to China are limited to narrative studies around Chinese market. With this background, this study aims to analyze international marketing factor in addition to traditional transaction cost factor and organizational capability factor to evaluate its relations to choice of distribution channel.The analysis shows that asset specificity and environmental volatility of transaction cost factors and promotion strategy had positive effects on degree of export channel integration (integration, Quasi-integration, and market transaction) to China.
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