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플랫폼 운영전략 조사와 사례 연구를 통한 부산 디지털자산거래소의 시장진입 전략 수립

Establishment of platform strategies : The investigation for entry strategies for Busan Digital asset exchange

이민규|안순구
한국혁신학회|2023.05|한국혁신학회지 (Innovation studies)|제18권 제2호|pp. 125-153

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키워드

사례연구Case Study가상자산거래소플랫폼 경쟁Platform Competition플랫폼 창업Platform EntrepreneurshipDigital Exchange

초록

국가균형발전과 4차산업혁명에 따른 산업혁신을 목표로 부산은 블록체인생태계 활성화를 위해 부산 디지털자산거래소 창립을 추진하고 있다. 부산 디지털자산거래소는 2023년 개소를 앞두고 있으나 자산거래 플랫폼간 치열한 경쟁이 진행 중이다. 국내외적으로 디지털자산산업은 근래 소수기업들의 독과점이 특징으로 나타나고 있다. 이에 따라 디지털자산거래 플랫폼 후발주자로서 부산 디지털자산거래소의 효과적인 플랫폼전략 연구의 필요성이 제기된다. 본 연구는 디지털 플랫폼 경쟁에 대한 선행연구에 기초한 문헌조사를 바탕으로 주요 플랫폼 경쟁전략을 도출하며, 국내외 주요 후발주자들의 창업사례를 바탕으로 플랫폼 전략의 가치창출 메커니즘과 효용성을 확인한다. 확인된 메커니즘을 기반으로 부산 디지털자산거래소를 위한 효과적인 전략과 플랫폼 혁신 및 진화방안을 제안한다. 본 연구결과는 다음과 같은 시사점을 제공할 것으로 기대된다. 첫째, 퍼스트 무버의 선도가 통상적으로 제고되었던 플랫폼 경쟁에서 후발진입 플랫폼기업의 운영전략을 기술한다. 둘째, 다양한 가치창출전략을 바탕으로 플랫폼의 혁신과 진화에 대해 제시한다. 셋째, 제시된 전략을 기초로 부산 디지털자산거래소의 성장을 통해 디지털금융 중심지로서 부산국제금융중심지의 입지 제고를 기대한다. 끝으로 최근 경쟁우위 확보를 위해 강조되고 있는 비즈니스 모델 다원화가 후발주자의 플랫폼 경쟁에 있어 핵심이 될 수 있음을 시사한다.

Abstract

This paper aims to explore entrepreneurship strategies for Busan Digital asset exchange. While gaining increasing attention for possible economic implications, the digital exchange may face significant competition upon its establishment. Scholars of platform entrepreneurship have continued to address that first-mover platforms may dominate the selective market with increasing network effects, creating entry barriers. As a late-mover, Busan Digital asset exchange thus may be required to initiate effective platform strategies. To address this concern, this paper first initiates in-depth literature reviews covering economy, management, marketing, and information system research. As a result, this research discusses 4 effective platform entrepreneurship strategies, including pricing, quality differentiation, envelopment, and complementor incentivization. Building on the finding, this piece then proposes platform entrepreneurship strategies for Busan Digital asset exchange. This paper makes the following theoretical and practical implications. First, for platform research, it addresses effective entrepreneurship strategies for the late-mover platform. Second, following the entrepreneurship strategies, it also shows possible innovations and evolutions of the Busan Digital asset exchange. Overall, these strategies may contribute to the growth of Busan Digital asset exchange, enhancing the reputation of Busan as a world-class digital financial hub as well as finance center.

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