중소기업 온라인 수출마케팅 지원제도의 활용 및 성과에 관한 연구

Abstract

Purpose This study identifies and investigates the online marketing support system of SMEs in Daejeon, Sejong, and Chungnam Provinces, South Korea, and present policy guidelines to improve the system by considering the operational conditions of the system and characteristics of the export entities. Design/Methodology/Approach This study was conducted to design a research model and find which core factors have influence on the performance of exporters of SMEs by reviewing previous studies and literature. Further, we examine an empirical research particularly targeting online based overseas marketing support systems. Findings Under the current social distancing situation caused by COVID-19, the online export marketing support system provided by the government and local agency have become more important. We verified that the characteristics and recognition of the support system had a significant impact on actual export performance by examining the current status of export SMEs in the region. We also confirmed that the use of the online export support marketing support system had positive effects on the export performance of SMEs. Research Implications In order for SMEs to achieve actual export performance, the government needs to continue to pay attention to and improve the online export marketing support system. In particular, programs implemented at each local government unit should be further customized and promote overseas orientation for corporate representatives, executives, and employees. Duplication between programs should be avoided and differentiated projects should be provided. This online export marketing system review provides empirical research on the use and performance of the government support system.