Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Digital Marketing Promotion Strategy and Implementation Strategy Implementation Plan of Global SMEs

글로벌 중소기업의 디지털마케팅 추진전략 및 이행방안에 관한 연구

  • Yim, Ki-Heung (Dept of Service Management, Kwangju Women's University)
  • 임기흥 (광주여자대학교 서비스경영학과)
  • Received : 2020.10.28
  • Accepted : 2020.11.20
  • Published : 2020.11.28
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Abstract

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.

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.

Keywords

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