우리나라 수출중소기업의 온라인 마케팅 저해요인 및활성화 방안에 연구- 경북지역 기업을 중심으로 -

Title
우리나라 수출중소기업의 온라인 마케팅 저해요인 및활성화 방안에 연구- 경북지역 기업을 중심으로 -
Other Titles
A study on the Impeding Factors and Revitalization of Export online marketing channel for SMEs of Gyeongbuk district in Korea
Author(s)
이희용
Keywords
온라인마케팅; 수출중소기업 활성화요인; 검색엔진최적화; 이마켓플레이스; Online Marketing; e-Marketplace; Search engine optimization; Export SMEs Activation Factor
Issue Date
201311
Publisher
한국무역학회
Citation
무역학회지, v.38, no.5, pp.521 - 548
Abstract
In Korea, small and medium-sized export companies have been studied in terms of the growing demand for cross-border marketing services, the only factor beyond direct funding that has been shown to directly increase export demand. Small and medium-sized export companies that lack experience and exist in are under the most pressure to cultivate effective and efficient cross-border marketing efforts. Despite the rise of online marketing, measuring its effectiveness has proven difficult because of hurdles in the establishment of credibility between trading parties, which is often only established during the actual trade. Insufficiency of internal factors for using online marketing, unsuitability in adapting export products to online marketing and insufficient initial motivation for pursuing online marketing were found as causes of hindrance via this study. Our case analysis of participating companies has three aims to overcome the causes of hindrance and progress to successful usage of online marketing : first, to identify online marketing trends; second, to identify reasons for its utilization, performance factors and points of improvement in both the B2B e-marketplace and overseas search engine-based marketing; and finally, to suggestion improvements based on consumer needs.
URI
http://hdl.handle.net/YU.REPOSITORY/28350
ISSN
1226-2765
Appears in Collections:
상경대학 > 국제통상학부 > Articles
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