수출 브랜드 전략에 관한 탐색적 연구: 브랜드 및 도메인 개발 컨설팅 수요조사를 중심으로 The exploratory study on exporting brand strategy: Focused on the demand survey for brand & domain consulting원문보기
최근의 글로벌 경영환경, 그리고 디지털 미디어를 통한 전자상거래가 활성화되고 있는 상황 하에서 수출기업들의 브랜드 및 웹 도메인 개발에 관한 의사결정은 매우 중요한 전략적 선택이다. 특히 웹 도메인 개발은 기업의 브랜드 전략과 밀접하게 관련되어 있기 때문에 브랜드 개발 시 동시에 개발되는 경우가 대부분이다. 따라서 본 연구에서는 한국수출기업의 해외 브랜드 및 웹 도메인 개발 전략에 관한 수요조사결과를 토대로 수출브랜드전략의 결정요인을 탐색적으로 고찰하기위하여 실행되었다. 이를 위하여 본 연구에서는 브랜드전략 결정요인으로 수출경쟁력, 시장의 유사성, 환경의 불확실성으로 구분하고 브랜드 전략과의 관계를 회귀분석 하였다. 연구결과 한국수출기업의 경우에 기대한 바와 같이 수출경쟁력이 높을수록 OEM브랜드 수출비중이 낮고, 환경의 불확실성이 클수록 OEM브랜드 수출비중은 높은 것으로 나타났다. 그러나 시장의 유사성은 통계적으로 유의한 영향을 미치지 못한 것으로 나타났다. 자사브랜드 전략을 사용하고 있는 기업의 경우에도 수출경쟁력이 높은 기업일수록 글로벌브랜드를 선택하는 경향이 높고 환경의 불확실성이 클 경우에는 로컬브랜드 전략을 선택할 가능성이 높은 것으로 나타나 가설을 지지하였다. 그러나 시장의 유사성은 글로벌브랜드 전략 또는 로컬브랜드 전략과의 유의미한 통계적 관계를 보여주지 못했다.
최근의 글로벌 경영환경, 그리고 디지털 미디어를 통한 전자상거래가 활성화되고 있는 상황 하에서 수출기업들의 브랜드 및 웹 도메인 개발에 관한 의사결정은 매우 중요한 전략적 선택이다. 특히 웹 도메인 개발은 기업의 브랜드 전략과 밀접하게 관련되어 있기 때문에 브랜드 개발 시 동시에 개발되는 경우가 대부분이다. 따라서 본 연구에서는 한국수출기업의 해외 브랜드 및 웹 도메인 개발 전략에 관한 수요조사결과를 토대로 수출브랜드전략의 결정요인을 탐색적으로 고찰하기위하여 실행되었다. 이를 위하여 본 연구에서는 브랜드전략 결정요인으로 수출경쟁력, 시장의 유사성, 환경의 불확실성으로 구분하고 브랜드 전략과의 관계를 회귀분석 하였다. 연구결과 한국수출기업의 경우에 기대한 바와 같이 수출경쟁력이 높을수록 OEM브랜드 수출비중이 낮고, 환경의 불확실성이 클수록 OEM브랜드 수출비중은 높은 것으로 나타났다. 그러나 시장의 유사성은 통계적으로 유의한 영향을 미치지 못한 것으로 나타났다. 자사브랜드 전략을 사용하고 있는 기업의 경우에도 수출경쟁력이 높은 기업일수록 글로벌브랜드를 선택하는 경향이 높고 환경의 불확실성이 클 경우에는 로컬브랜드 전략을 선택할 가능성이 높은 것으로 나타나 가설을 지지하였다. 그러나 시장의 유사성은 글로벌브랜드 전략 또는 로컬브랜드 전략과의 유의미한 통계적 관계를 보여주지 못했다.
Under the recent global business environment and active e-commerce era through digital media, the decision on the exporting companies' brand and web domain development is a very crucial strategic choice. Especially, since web domain development is closely related with company's brand strategy, this ...
Under the recent global business environment and active e-commerce era through digital media, the decision on the exporting companies' brand and web domain development is a very crucial strategic choice. Especially, since web domain development is closely related with company's brand strategy, this study is conducted to research the decisive factors of exporting brand strategy on the basis of the need research results on Korean exporting company's overseas brand and domain development strategy. As presented in statistical results, in case of Korean exporting businesses, the level of OEM brand export was when there was high export competitiveness and the level of OEM brand export was high when there was higher uncertainty about the environment. This supports the hypotheses on the basis of existing research documents. However, the similarities of markets failed to bring out any statistical meaningful influence. As the second result, businesses with high export competitiveness tend to select global brand strategy and businesses with high environment uncertainty tend to choose local brand strategy. However, the similarity of markets failed to show any statistical meaningful influence.
Under the recent global business environment and active e-commerce era through digital media, the decision on the exporting companies' brand and web domain development is a very crucial strategic choice. Especially, since web domain development is closely related with company's brand strategy, this study is conducted to research the decisive factors of exporting brand strategy on the basis of the need research results on Korean exporting company's overseas brand and domain development strategy. As presented in statistical results, in case of Korean exporting businesses, the level of OEM brand export was when there was high export competitiveness and the level of OEM brand export was high when there was higher uncertainty about the environment. This supports the hypotheses on the basis of existing research documents. However, the similarities of markets failed to bring out any statistical meaningful influence. As the second result, businesses with high export competitiveness tend to select global brand strategy and businesses with high environment uncertainty tend to choose local brand strategy. However, the similarity of markets failed to show any statistical meaningful influence.
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문제 정의
The first purpose was to look at the determining factors of level of OEM brand export with regard to brand strategies of Korean exporting companies. As presented in statistical results, in case of Korean exporting businesses, the level of OEM brand export was low (the level of firm's own brand export was high) when there was high export competitiveness and the level of OEM brand export was high (the level of firm's own brand export was low) when there was higher uncertainty about the environment.
The purpose of this study is, first of all, finding out the determining factors of OEM brand export level in Korean exporting companies. Secondly, it is to find out the factors that decide either global brand strategy or local brand strategy, as mentioned above.
Therefore, on the basis of the result of companies' need research usually done prior to the brand and domain development consulting, this study reviews factors which Korean companies have to consider prior to the decision of brand strategies.
Therefore, this study places the focus on the determining factors of the firm's own brand strategy (global brand vs. local brand) and hope that it can contribute to Korean companies for their build-up of global brand image.
가설 설정
H2: Brand strategy differs according to the similarities between Korean market and the exporting market.
H3: Brand strategy will differ according to uncertainty of exporting environment.
제안 방법
However, in this study, dichotomy method was used in firm's own brand strategy to find out whether to go overseas with only a single brand or more than two brands.
Regarding the company brand strategies of Korean exporting businesses, logistic regression analysis was implemented to find out the factors that influence firm's own brand strategy (global brand strategy vs. local brand strategy).
Firstly, it is the studies about determining factors of OEM brand exports(or firm's own brand exports). Researchers tried to find the influencing factors that determine the percentage of OEM brand exports through analyzing the exporting companies with OEM brand in these studies. As a result of that, characteristics of products, foreign markets, corporate organizations and marketing strategy etc were found as determining factors of OEM brand exports [5][7][8].
So after adjusting the brand decision model in the global market [14] to the purpose of this research, this study will integrate and analyze firm's own brand strategy and global brand strategy applied to Korean exporting companies.
The determining factors of exporting brand strategy in the overseas market can be analyzed in various aspects, but this study will analyze in the basis of export competitiveness, similarities of export markets and uncertainty of exporting environment. Also, as mentioned above, the determining factors of firm's own brand strategy were considered as well in the hypothesis because they can also affect the determining factors of global brand strategy
The second purpose was to further go on and find out determining factors of global brand strategy or local brand strategy in businesses with firm's own brand strategy.
대상 데이터
The samples for this research survey consist of 1000 members of KOTISNET which is a comprehensive information network provided by the Korea International Trade Association(KITA). The survey was conducted through web, telephone, e-mail and fax machine.
The samples for this research survey consist of 1000 members of KOTISNET which is a comprehensive information network provided by the Korea International Trade Association(KITA). The survey was conducted through web, telephone, e-mail and fax machine. The reliable 201 responses out of 208 respondents(answer ratio of 20.
데이터처리
Chronbach’s alpha was used to measure internal consistency among items composed of variables and the validity analysis was implemented through factor analysis.
성능/효과
As an analysis result, the relationship between OEM brand export rate and export competitiveness, between firm's own brand strategy and export competitiveness, and between firm's own brand strategy and uncertainty of environments showed statistical meaningful results.
As presented in statistical results, in case of Korean exporting businesses, the level of OEM brand export was low (the level of firm's own brand export was high) when there was high export competitiveness and the level of OEM brand export was high (the level of firm's own brand export was low) when there was higher uncertainty about the environment.
후속연구
However, as mentioned in the above, if the concept of global brand, segmentation of brand strategy, balance among the sample scale of target comparison are well considered, it will be practically and effectively helpful for brand and domain development consulting managers and brand managers of exporting companies. Besides, if the many factors such as product feature, local consumers preference, company scale excepting brand strategy decision factors indicated in this study, much more the oretically meaningful study results will come out.
This study is quite meaningful that Korean exporting companies are not content with the existing chosen strategies status quo analysis and do further research on the decisive factors of brand strategy. However, as mentioned in the above, if the concept of global brand, segmentation of brand strategy, balance among the sample scale of target comparison are well considered, it will be practically and effectively helpful for brand and domain development consulting managers and brand managers of exporting companies.
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