스마트 모바일 시장의 정책 및 전략 수립을 위한 시장참여자 주관성 유형화 연구 (The Typological Classification of the Participants’ Subjectivity to Plan the Policy and Strategy for the Smart Mobile Market)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 41권 / 2호 / 367 ~ 393페이지
· 저자명 : 김기연, 이봉규, 송인국

초록

본 연구의 목적은 국내 모바일 산업의 가치사슬을 구성하는 다양한 시장참여자의 내재적 주관성(subjectivity)에 기인한유형화 연구를 통해, 스마트 모바일 시장의 전략 정책수립에 필요한 이론적 근거를 제시하는 것이다. 2011년 11월 기준으로 스마트기기의 가구당 보급률이 42.9%로 증가하면서, 스마트폰을 필두로 하여 스마트 모바일 시장이 일대 성장기를이루고 있다. 학술적 측면에서 보면 스마트 모바일 관련 대부분의 연구들은 수요자 관점에서 연구자의 조작적 정의에 근거하여 객관적으로 스마트폰 수용 요인을 분석하는 양적 연구에 집중된 경향을 보였다. 즉 기존 연구들은 유형화된 설문대상보다는 획일화된 표본을 조사하는 수준에 진행되었다.
이에 본 연구는 시장참여자들의 집단별 의견을 표면적으로 분류하는 기존 연구의 틀에서 진보하여, 질적 연구인 Q방법론을적용하였다. 인간의 주관성 탐구를 통해 유형화 하는 Q방법론을 적용하여, 실제 스마트 모바일 시장참여자 관점에서 스마트모바일시장 정책에 대한 주관성 유형별 특성을 발견하여 체계적으로 추론하였다. 그리고 콘텐츠 및 어플리케이션 사업자(C),오픈마켓 플랫폼 사업자(P), 통신사업자(N), 단말기 사업자(T) 뿐만 아니라, 정보통신 전문 연구기관 및 정부의 정책입안자들을 아우르는 시장참여자 표본을 선별하여, 스마트 모바일시장에서 조화롭게 수립할 수 있는 정책 및 전략과 연계하였다.
스마트 모바일 시장 정책에 대한 각자의 정책 선호도와 이상적인 정책 비전에 대한 그들의 주관성을 유형화하기 위해,33개의 Q표본을 21개의 P표본(C-P-N-T 사업자, 연구기관, 정책입안자)에게 제시하여 Q소팅한 결과를 QUANL 프로그램으로 분석하여 총 4개의 Q요인을 발견하였다. 스마트 모바일시장을 위한 정책을 바라보는 시선에 따라, ‘가격합리화정책’, ‘공정경쟁 정책’, ‘제품우위 정책’, ‘소비자 확산 정책’ 추구형으로 세분화한 것이다.
더불어, Q연구에서 발견한 스마트 모바일 시장의 정책 유형별 특성의 논리적 근거를 뒷받침 하기 위해, 기술수용 수명주기(Technology Adoption Life Cycle)라는 이론적 프레임워크를 적용하였다. 본 연구의 결과물은 시장참여자 관점에서국내․외 통신시장 정책 및 전략 수립 시 이론적 가이드라인으로 활용될 수 있을 것이다.

영어초록

The purpose of the research is to provide the foundation in planning the strategic policy for the smart mobile market through the typological approaches to the subjectivity of various participants who construct the value chain for the domestic mobile industry. With the increment in the prevalence of smart devices per a household, smart mobile market is rapidly growing. So far, most researchers have focused quantitative examinations through the analyses of acceptance factors for smart phones, with being heavily relied on the researcher's operational definitions.
Thus most existing researches tended to be simply looked over the unified samples rather than classified survey targets.
The study applied Q-methodology to explore and classify the human's subjectivity regarding to the corresponding policy preference. Like other methodologies, Q study involves both advantages and disadvantages. Since the Q study generally requires fewer respondents than the quantitative research(R study), the various different perspectives over the generalization of demographical information, environmental features, and interrelationship among factors of respondents may exist. Nevertheless, the Q study possess the unique methodological strength that enables researchers to scientifically and statistically measure a human being's internal and psychologic subjectivity. Recently, Q-R methodology generally linking between Q study and R study is getting noticed by researchers.
To propose appropriate strategic policy guidance in smart mobile industries, the study selected not only core players on the value chain of C-P-N-T(contents, platform, network, terminal),but also working group and policy makers in charge of professional research institutes. Then 33 Q statements were asked to 21 P samples, and four Q factors were identified by analyses of Q sorting outcome using the QUANL software in order to systemize typologic the structures on various respondents' subjective policy preferences and ideal visions in the smart mobile market.
The classification from a policy perspective in smart mobile market includes ‘price rationalization policy,’ ‘fair competence policy,’ ‘device predominance policy,’ and ‘consumer diffusion policy’.
The research targeted not only to C_P_N_T business participants (content and application providers, open market platform providers, mobile communication service providers, and device manufacturers), but also to researchers in research centers and policy makers in governmental agencies. Thus the findings are anticipated to be accepted as core references in planning business policy and strategy. The peoples in the first type ‘price rationalization policy,’ prefer the sound policy to lead to short-term rapid growth and demand increases of period. The exceptional feature of this type is that they look upon various politic plans to promote demands as a key driver to grow the market. Thus they are concerned about suppliers' price strategies and insist that the roles of policy-making is more important to improve economic social welfare and market benefits.
The second group highly approves of the ‘fair competence policy.’ They agree that the policies should set a fair business foundation in smart mobile market. In other words, with respect to mobile technologies, consumers' behavior, market competition, it is required to flexibly correspond to smart ecosystems' conversing changes in the perspective of policy-making.
The third type refers to ‘device predominance policy’. They heavily emphasis on consumers'experienced benefit and usefulness through the use of a smart device, the contents and applications provided, and its service quality. And they have a strong interest in development of innovative technologies for increasing the value of smart devices. Lesson from Apple's ‘i Phone’, they explain that the policy-making to lineup attractive device products has to be preceded, because device innovation can carve out and dominate a new market.
Finally, the fourth type of respondents supporting ‘consumer diffusion policy’ is stakeholder who expect consumer policies to maximize end-users' satisfaction level or experienced value.
Based on results of Q study in the interpretive approach methods, this study will propose not only enterprise business model but strategic policy guidance for governments in appropriate to emerging market.
In conclusion, the findings of this research illustrate how policy-makers utilize a effective strategic framework for the smart mobile market. Moreover, this study not only developed four policy types and respondents' subjectivities discovered from Q study, but also redefined and interpreted theoretical basis by adopting to ‘Technology Adopting Life Cycle’ model. This model applying a marketing framework to the smart mobile industry illustrates how the new innovative IT product's life cycle ties up with four periods over time (introduction, growth, maturity, and decline) and with five consumer segments(innovator, early adopter, early majority, late majority,laggard).
In the near future, researchers will conduct subsequent empirical studies(Q-R study) through the Q study or cross-sectional studies extending the samples' scope. This study is anticipated to be used as fundamental references in planning business policy and strategy for the smart mobile industry.

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