중소기업의 e-마켓플레이스 활용과 성과에 관한 연구
An Empirical Study on Promotion Factors and Performance through e-Marketplace for Small & Medium companies
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초록
본 연구는 무역 e-마켓플레이스(e-Marketplace: e-MP)와 수출마케팅 전략을 통합한 이론적 모델을 개발하여, e-MP에 참여하는 중소기업의 내부 및 외부환경(독립변수)이 e-MP 활용요인인 수출마케팅 전략(매개변수)에 어떠한 영향을 미치고, 이러한 수출마케팅 전략이 활용성과(종속변수)에 영향을 주는지 살펴보기 위한 실증연구이다. 본 연구는 e-MP활용요인 및 활용성과 분석에 있어서 수출마케팅 전략 4P(가격, 촉진, 상품, 유통) 중 가장 많이 사용되는 촉진전략에 한정하였다. 실증분석의 결과는 다음과 같다. 외부환경과 e-MP 활용(촉진전략)에 있어서는 마케팅 특성, 제품 특성과 신뢰성은 유의한 긍정적(+) 영향을 주었지만 경영자 특성은 유의하지 않은 것으로 나타났다. e-MP 활용(촉진전략)과 성과분석에 있어서는 전반적 성과, 수출매출액, 인콰이어리(inquiry) 획득과 계약 성사 등 모든 변수가 유의한 긍정적(+) 영향을 주는 것으로 나타났다. 결론적으로 중소기업은 e-MP를 통한 촉진전략을 이용함으로써 수출업체에서는 수출마케팅 전략의 전반적 만족이 높아지고 인콰이어리 획득을 통한 계약 성사가 높아짐으로써 결국 수출매출액이 증가하는 것을 알 수 있었다.
Abstract
In order to increase competitive power of small and medium companies which have no enough human power and capital for marketing such as market information, overseas promotion․advertisement, posting offer, and credit inquires through e-MP(e-Marketplace) so that search and adjustment cost could be reduced. The present study purposed to attempt to integrate into the existing empirical model for export marketing using intermediary e-marketplace as the e-commerce models. Based on the existing researches we found variables and executed a empirical study of environment․promotion strategy․performance model. The characteristics of marketing, product and reliance have a positive (+) effect on the promotion strategies supplying e-Marketplace but CEO didn't adopted the hypothesis and promotion strategies such as market information, overseas promotion․advertisement, posting offer, and support of exhibition showed a positive(+) effect on the performance. This research suggested useful factors for the performance of small & medium export firms. Promotion strategies of e-Marketplace will overcome geographical limitation and acquire new sales areas and simultaneously widen the relationships of global enterprises.
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