중소기업 내수 판로 활성화를 위한 온라인플랫폼 지원 방안 연구 (A Study on Support Method of On-line Platform for Activation of Domestic Demand Market of SMEs)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 20권 / 4호 / 201 ~ 223페이지
· 저자명 : 이진화

초록

메가 FTA시대와 세계경기의 구조적 장기침체를 맞이하여, 오늘날 국내 중소기업들은 기업의 생존과 성장에 큰 어려움을 겪고 있다. 특히 이러한 거시적 경제 환경변화는 중국 저가제품의 세계 시장 진출을 촉진하고 해외 수요를 위축시킴으로서 그동안 꾸준히 성장해오던 중소기업의 대외 수출 실적을 둔화시키고 있다. 따라서 상대적으로 국내 내수시장의 중요성이 커지는 가운데 이 역시 국내유통 산업의 독과점화와 그로 인한 불합리한 거래관행들로 인해 중소기업의 진입이 수월치 않은 실정이다. 본 연구는 이러한 중소제조기업의 판로 문제와 관련하여 중요성이 커진 내수시장에서의 경쟁력을 높이기 위한 정책적 시사점을 찾는 데에 그 목적이 있다. 특히 최근 유통 트렌드로서 주목할 수 있는 온라인소비 시장을 대상으로 향후 정책 방향과 과제를 제안하고자 한다.
연구결과는 현재 국내외 유통환경의 흐름과 국내외 중소기업 온라인마케팅 지원정책 현황 등을 토대로 네 가지 주요한 지원방안을 제시하고 있는데, 가장 먼저 현행의 다양한 중소기업 온라인 플랫폼 지원 정책과 함께 민간 온라인유통 사업자와의 공정한 거래문화 조성 제도가 강화‧병행되어야 한다. 이를 위해 중소기업 지방청과 지역 중소기업진흥공단 사무소 등 중소기업자와의 접근성이 가까운 기관들을 통해, 보다 적극적인 민원 수렴과 공정 거래 교육이 수행될 수 있다. 이러한 정책은 정부의 지원은 한시적이고 소수 기업에 국한될 수밖에 없다는 한계를 극복하고, 장기적으로 중소기업의 자생력을 높이기 위한 필요조건이다. 두 번째로는 공영채널(아임쇼핑, TV홈쇼핑)의 옴니채널화에 적극적인 투자가 필요하다. 특히 최근 급속도로 발전하고 있는 모바일 기기와의 연동이 시급하며, 특유의 ‘공공성’이 갖는 ‘신뢰’를 기반으로 한 소셜커머스 유형의 우선 활용이 검토될 수 있다. 세 번째는 온라인채널 유형별 기업/제품 맞춤형 지원기반 마련으로, 이를 위해서는 민간 온라인조사 기업이 제공하고 있는 다양한 온라인쇼핑 추세 분석 자료를 수집하여 통합정보 사이트를 통해 중소제조기업에게 제공되도록 하는 방안이 논의될 수 있다. 이러한 정책은 중소기업이 취약한 시장과 소비자 정보 수집 및 분석 역량을 보완해주고, 잠재적 정책 수혜대상을 넓히는 효과를 기대하게 한다. 마지막으로 민간사업자들과 중소제조기업의 수익공유형 제휴를 지원하는 방안이 있다. 이는 정부와 사업 참여를 제휴한 민간 온라인플랫폼 사업자와 다양한 마케팅관련 기업들이 우수한 제품력을 가진 중소제조기업과 일정 사업기간에 대해 수익공유형 계약을 하도록 하는 것이다. 이러한 정책 모델은 민간사업자들의 인적/재정적 투자를 전제로 하여 지원기간동안 이들의 자발적 참여를 촉진시킬 수 있고, 지원 후에도 기업 간 직접 연결된 네트워크가 지속될 가능성이 높다는 장점이 있다.

영어초록

SMEs of our country have exerted every effort in technology development for corporate survival and growth so far. In particular, SM manufacturers considered that development of products superior to that of competitors through sustained R&D is their top priority for securing competitiveness and the government also did not spare positive support to this management strategy as well. However, recently, it was opined that considerable portion of financial problems of domestic SM manufacturers was attributable to insufficiency of marketing capability, that is, lack of distribution strategy. For example, if self products should not be advertised to the consumers however excellent such products may be, such enterprise would be faced with default crisis by shouldering manufactured products as inventory as it is and if a rational delivery system should not be found even though market demand for the product is created, they are compelled to give up production and delivery.
Distribution market status that is important for SMEs is as shown on <Table 1> and it could be seen lately from this table that dependency on domestic demand is deepened compared with export. It means that export power of our SMEs is seriously weakened due to global economic recession, foreign exchange uncertainty, fluctuation of raw material price and active entry of Chinese low price goods in global market as a result of FTA conclusion on the one hand and relative importance of domestic demand market is greatly increased on the other. In view of this trend, it could be presumed that as sales utilizing self brand is decreased, it is very hard for SMEs in reality to secure sales network by establishing corporate brand power after manufacturing finished products.
Difficulty of SMEs for entry into domestic demand market is attributable to oligopoly of distribution industry by a few large enterprises and sluggish growth of domestic demand market. Concretely speaking, a few large firms that enjoy market dominance today dominate domestic demand market by operating both production and distribution and impose a contract that is absolutely advantageous to their position in dealing with SME suppliers by utilizing supremacy of bargaining power. At present, this problem under present corporate environment is represented not only in off-line but also in on-line distribution market and it provides serious entry barrier to our SMEs in their entry into sales market. In addition, long-term sluggish growth rate of domestic economy triggered by global financial crisis incites decrease of consumption propensity and a prospect that this trend would persist is dominant. In other words, this hardened industrial structure problem or global economic trend are the problems to be solved by SM manufacturers independently but it requires governmental support. In particular, if we may say that our government took the initiative in relevant support in order to remove risk factors of SMEs' technical development so far, now is the time that sales market is required to be supported in order to relieve such risk factors of the market.
Therefore, the objective of this study is to explore policy agenda for increasing local demand competitiveness of domestic SM manufacturers by researching on a method of supporting SMEs so that they may utilize on-line platform that is rapidly growing globally in particular.
Above all, major changes of domestic and overseas distribution environment could be summarized into three categories: First, sustained growth trend of domestic on-line distribution channel persists for the recent past app. 10 years (<Table 2>) and this trend is same world-wide including the USA, Europe and China. Second, ‘Reverse direct purchase’ business model using our on-line shopping by foreign consumers receives attention due to growth of domestic non-store retail business, spread of Korean wave including films, drama and K-POP. In particular, Chinese scale of overseas direct purchase was grown by more than 2 times from \13 tril. in 2013 to \27tril. in 2014 and it is expected to reach \180tril. in 2018. It was reported that 10% of \27 tril. being turned out by overseas direct purchase of Chinese consumers in 2014 is a purchase portion of Korean products. Finally, most of domestic large distributors had already made business foundation corresponding to omni channel and provides various services including click & collect (off-line pick-up after on-line order), virtual store (future type store in which business is operated by installing device enabling two-way communication in unmanned store), LBS (location-based service: service system of providing users with various services based on positioning information being obtained through mobile telecommunication network or GPS).
As a next step, when observing utilization reality of domestic SMEs for this on-line distribution market, as weight of enterprises that generally did not utilize such market at all is reduced, distribution rate of e-commerce may be said to be increased but on the other hand, as percentage of enterprises that utilize such market above average level falls short of 10%, utilization level of on-line channel by SMEs still remains at very early stage (<Table 3>). Existing researches explain cause of low utilizing reality as ‘Lack of personnel specialized in on-line marketing’ and ‘PR and sales promotion difficulties after entry into on-line channel’ and ‘difficulty in securing, maintaining product price competitiveness’. However, specifically, in case of TV home shopping, ‘complexity of contract process with on-line sales market provider and burden of expenses’ and ‘difficulty of securing hegemony in negotiating with on-line sales market provider’ are indicated as major difficulties and from this, it could be realized that negotiating power of TV channel is most superior. However, even under this difficulty, app. 90% of SMEs express their intention for utilization, development of on-line channel and they hope that the government would arrange ‘nurturing personnel specialized in marketing’, ‘PR support for SME products’, ‘loan of required fund’, ‘technology/manpower support’, ‘provision of responsible personnel’ and ‘provision of information relevant to procedure participating in on-line sales market’.
Even though on-line utilization level of SMEs is not so high but actually, products of domestic SMEs have relatively high competitiveness in on-line platform compared with off-line market. The reason of this is that under on-line shopping situation, consumers put importance on channel brand rather than product brand and their price sensitivity is high and so, SM manufacturers are advantageous in strategic approach to on-line channel as their brand awareness and reliability of the products are low but price competitiveness is relatively high compared with large firms.
In other words, the government suggests four policy directions based on recent distribution industry trend and reality of SMEs. First, creation of fair transaction culture with private on-line distributors is urgently required. Until distribution rate of internet and mobile is skyrocketed in our society and shopping through these services is generalized, on-line platform has been originally grown through competition of SM distributors and positive participation of SM manufacturers. However, at present, as a few firms enjoy monopolistic status in on-line distribution market and frequently commit unfair trade, it is impossible for SMEs to enter into this market independently. In other words, sales market support for SMEs should be basically made in settling down virtuous cycle structure of re-investing in enterprises under the guarantee of reasonable profit by supplying excellent products in the market after improving structural problem of the market. Therefore, together with current policy of Fair Trade Commission, through SMBA or SBC, ‘Report, reward system of on-line unfair trade’, ‘Distribution of fair trade guideline and frequent education for distributors/promising vendors’, ‘Distribution of standard contract for SM manufacturers and education for supply contract’ are required to be implemented and reinforced. Second, on the occasion of opening public home shopping enterprises on July, this year, our government supports those firms so that SMEs having excellent products could be advanced into consumer market based on reasonable fee and trade condition.
Therefore, future policy is required to support this public home shopping service so that it may rapidly respond to distribution environment and consumption pattern of the consumers and be furnished with market competitiveness as soon as possible and in particular, brand power shall be strengthened by increasing PR budget and omni channel integrating on-line and mobile based on present TV home shopping. In addition, synergy creation method with off-line platform is also required to be pursued extensively.
Third, existing survey analysis reports show that there is a difference in utilization possibility and potential of SMEs depending on on-line platform type. Therefore, a consulting service customized to the products and corporate features is required to be supported so that SMEs would map out optimized on-line distribution strategy. However, as existing support system utilizes 1:1 matching system between SMEs and distributors, there is a limitation that only a few firms receive benefit. Therefore, future policy shall be supplemented to the direction of collecting, disclosing turnover information by each distributor/item, regularly surveying, analyzing distribution structure based on big data of purchase behavior features of consumers by each channel (Flow, commodity search, shopping bag packing, order completion), distribution structure by each industry, item and providing its result.
Finally, ‘Profit sharing type alliance’ between SM manufacturers and marketing, distributors shall be supported so that SMEs receiving policy support may maintain transaction with distributors even after support. At this time, the government’s role is to induce participation of large distributors, protect technology of excellent SMEs, guarantee sales right and adjust proper contract level for revenue-sharing.
Major significance of this study is that improved ‘on-line platform support direction for SMEs’ was presented by reviewing change of recent distribution environment additionally after collecting diversified research reports and articles and confirming enforcement status of policy alternative based on diversified policy researches on existing sales market support for SMEs and on-line marketing support, in particular. In addition, it is expected that through these policy alternatives, domestic demand market experience, particularly platform utilization experience would spread to SMEs and furthermore, their opportunity of advancing into global market would be expanded.

참고자료

· 없음