메타버스를 활용한 온라인 수출마케팅 전략에 대한 연구

Abstract

Purpose : The metaverse is a virtual world that bridges the gap between the virtual and the real. It allows companies to offer a variety of experiences. This study examines the use of the metaverse as a corporate marketing strategy, specifically focusing on how it can be strategically leveraged in the trade sector. Research design, data, methodology : This study addresses key issues related to the use of the metaverse as a corporate marketing strategy. To achieve this purpose, we referenced previous research. The research method involved deriving implications from existing studies, as well as analyzing country-specific policy directions and press releases through a literature review. Results : The results of the study suggest that companies can expect positive effects such as enhanced interaction with global consumers, strengthening of brand awareness and image, efficient marketing, development of new markets, and improved consumer experience through online export marketing. However, to expect these effects, issues such as technological limitations, cultural sensitivity, data privacy, standardization, and constraints in experience due to customer skill level must be resolved. Conclusions : This study confirmed that metaverse technology can be utilized in online export marketing. Of course, for metaverse-based marketing to be used as a corporate export strategy, continuous improvement and innovation in technical, cultural, and legal aspects, as well as corporate experience, are required. The online export marketing strategy presented in this study was presented based on corporate cases utilizing metaverse. In future studies, we also intend to present a discussion direction on the integration strategy of metaverse platforms and the improvement of online and offline linked experiences.