[논문]글로벌 중소기업의 디지털마케팅 추진전략 및 이행방안에 관한 연구

임기흥

doi:10.14400/jdc.2020.18.11.195

글로벌 중소기업의 디지털마케팅 추진전략 및 이행방안에 관한 연구
A Study on Digital Marketing Promotion Strategy and Implementation Strategy Implementation Plan of Global SMEs 원문보기

디지털융복합연구 = Journal of digital convergence, v.18 no.11, 2020년, pp.195 - 205

초록
AI-Helper

전세계적으로 인터넷사용이 보편화 되면서 디지털마케팅이 광고매체로서 커다란 비중을 가지게되었다. 적은 비용으로 효과가 큰 디지털마케팅 도구로는 웹사이트, 눈, 블로그, 검색광고, 온라인 배너, 메일링, 유트브 등이 있으며 이는 전세계의 대부분 기업들이 이들중 하나 이상을 디지털마케팅에 활용하고 있디. 이러한 환경에서 하나 이상의 해외 법인을 가지고 있는 글로벌 기업들은 디지털 마케팅 추진전략수립 및 이행방법에 대해 많은 관심을 갖게되었다. 그러나 디지털 마케팅의 필요성과 추진전략에 대한 연구는 다수가 이루어지고 있으나 실제 적용할 수 있는 구체적인 이행방법 모델에 대한 연구는 전무한 상황이다. 따라서, 본연구에서는 글로벌 중소기업에 적합한 디지털 마케팅을 정의하고 추진전략수립 모델 및 구체적인실행방안을 제시하고자 한다. 이를 통해 범용적인 중소기업 글로벌 디지털 마케팅전략 수립방안에 기여하고자 한다.

Abstract ▼ AI-Helper

As the use of the Internet has become more common worldwide, digital marketing has gained a great weight as an advertising medium. Low cost and effective digital marketing tools include websites, eyes, blogs, search advertisements, online banners, mailings, YouTube, etc., which most companies around the world use one or more of them for digital marketing. I have. In this environment, global companies with more than one overseas subsidiary have become very interested in how to establish and implement digital marketing strategies. However, many studies have been conducted on the necessity of digital marketing and its implementation strategy, but there are no studies on specific implementation methods that can be applied in practice. Therefore, in this study, we intend to define digital marketing suitable for global SMEs, establish a promotion strategy model, and present a specific implementation strategy establishment planl. Through this, we intend to contribute to establishing a general-purpose SME global digital marketing strategy.

주제어

표/그림 (4)

표 Table 1. Features of each online shopping mall type
표 Table 2. Comparison of domestic and international open market characteristics
그림 Fig. 1. Digital Marketing Promotion Strategy Model for Domestic Small and Medium Businesses
그림 Fig. 2. Promotion plan of digital marketing for domestic small and medium enterprises

AI 본문요약
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* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

This study presents a digital marketing strategy model for domestic global SMEs through previous research. I would like to present it as in Fig.

제안 방법

In addition, in the stage of deriving improvements through performance measurement, historical data on whether the estimated target values before the initial product was released for each digital marketing activity were properly implemented, find problems by analyzing and evaluating them, and solve them by analyzing the causes. It is the stage of finding a solution.
The future research direction of this study is: First, an empirical study is needed to suggest a more specific and practical plan for domestic small and medium-sized companies to revitalize global digital marketing. Second, rather than researching the entire domestic region with a single standard, it is necessary to reflect the Internet infrastructure and usage status of each region, based on the global digital marketing strategy of domestic SMEs, to establish a digital marketing strategy model suitable for regional specialization and to present an implementation plan.
Therefore, in this study, based on the existing literature studies, the digital marketing strategy suitable for domestic global SMEs is defined, and then the establishment strategy model and implementation plan are presented. Through this, we intend to contribute to the realization of the successful promotion plan of domestic SME digital marketing strategy.

후속연구

Third, as smartphones are widely spread worldwide in recent years, commerce using smartphones is increasing significantly. Therefore, it is necessary to further study whether global digital marketing should be applied to mobile marketing according to the usage patterns of each country.

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