Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Policy Direction of the Online Platform Industry: Focusing on PEST-SWOT-AHP Analysis for Scholars and Researchers

온라인 플랫폼 산업의 정책 방향성 연구: 학자 및 연구자 대상 PEST-SWOT-AHP 분석을 중심으로

  • Sun-Ho Park (Graduate School of Metaverse, Sogang University)
  • 박선호 (서강대학교 메타버스전문대학원)
  • Received : 2024.02.27
  • Accepted : 2024.05.20
  • Published : 2024.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study proposes a developmental policy direction for the online platform industry, moving away from the regulatory-centered discussions that have predominated thus far. To offer policy directions, the PEST-SWOT-AHP analysis model was employed. The study first categorizes the issues of the domestic online platform industry into political, economic, social, and technological aspects, which are then further categorized into 16 strengths, weaknesses, opportunities, and threats. The relative importance among these factors was measured, leading to the derivation of four final strategies. The analysis indicates that policy directions should prioritize addressing weaknesses, with 'improving regulations that hinder innovation' being the most important factor across all categories, while technological factors were consistently rated highly in importance apart from this. Accordingly, the policy direction for the domestic online platform industry suggests avoiding excessive regulation and instead emphasizing policy support centered around technological development. This study is significant in that it presents a macroscopic developmental direction for online platform policies that have not been discussed in existing academic research, and it provides professional and objective indicators through consensus among scholars and researchers. In the future, it is hoped that research will continue to propose detailed policy strategies and implementation systems based on a macroscopic perspective.

본 연구는 규제 중심으로만 논의 되었던 온라인 플랫폼 산업의 정책 쟁점에서 벗어나, 거시적 관점에서 발전적인 정책방향성을 제안하였다. 정책 방향성 제언을 위해 PEST-SWOT-AHP 분석모델을 활용하였다. 국내 온라인 플랫폼 산업의 쟁점을 먼저 정책적, 경제적, 사회적, 기술적 측면으로 분류하고, 이를 다시 총 16가지의 강점, 약점, 기회, 위협요인으로 정리하였으며, 분류된 요인 간의 상대적 중요도를 측정하고 최종 4가지의 전략을 도출하였다. 분석결과 약점요소를 보완하는 것이 우선적으로 고려해야할 정책 방향성이었으며, 특히 '혁신을 저해하는 규제개선'이 전체 모든 요인에서 가장 높은 중요도를 나타냈으며, 이를 제외하고는 기술적 요인에 대한 중요도가 모두 높게 평가되었다. 분석 결과에 따라 국내 온라인 플랫폼 산업의 정책 방향성은 규제를 지양하고, 기술 육성 중심의 정책적 지원이 필요함을 시사한다. 본 연구는 기존에 학술연구에서 논의되지 않았던 온라인 플랫폼 정책 방향성을 거시적인 발전적 방향성을 제시했다는 점과 학자와 연구자 중심의 의견수렴으로 전문적이고 객관적 지표를 제안했다는 점에서 의의를 가진다. 향후에는 거시적 관점을 기반으로 세부적 정책전략 수립과 추진체계를 제안하는 연구가 이어지길 바란다.

Keywords

Acknowledgement

This work was supported by 'The 2022 New Scholar Research Support Project of Korean Association for Broadcasting & Telecommunication Studies', sponsored by 'Hyundai Home Shopping'.

References

  1. J. W. Kim., S. P. Yoon. & J. H. Lim. (2023). Digital Platforms Self-Regulation: Its Significance and Perspective. Yonsei Law Journal, 43(43), 113-150. DOI : 10.33606/YLA.43.5 
  2. I. S. Chung. (2023). Domination and Distortion of Digital Platforms. Paju: Hyungseul. 
  3. V. Bagnoli. (2020). Digital platforms as public utilities. IIC-International Review of Intellectual Property and Competition Law, 51, 903-905. DOI : 10.1007/s40319-020-00975-2 
  4. S. M. Lee. (2022). Online Platform Regulations in Korea: Status Quo and Legal Issues. Journal of Law & Economic Regulation, 15(1), 98-122. DOI : 10.22732/CELPU.2022.15.1.98 
  5. D. Hanley. (2020). A Topology of Multisided Digital Platforms. Connecticut Public Interest Law Journal, 19(2), 275-278. 
  6. H. K. Kim. (2021). A critical review of the online platform regulation bill: Focusing on 「the Bill on Online Platform User Protection」. Advanced Commercial Law Review, 94, 137-185. 
  7. J. S. Mo. & S. Y. Go. (2021). Regulatory Trends and Implication of Online Platforms in United States: Focusing on Investigation of Competition in Digital Markets in U.S. House Judiciary Committee. HUFS Law Review, 45(4), 1-36. DOI : 10.17257/hufslr.2021.45.4.1 
  8. Y. S. Kwon. (2021). A Study on the Regulation of Online Platforms. Korean Commercial Law Association, 40(2), 329-366. DOI : 10.21188/CLR.40..2.7 
  9. M. S. Hong. (2022). Consideration on the revision of the German Anti-Competition Prevention Act to improve platform regulation: Focusing on regulation of abuse of market dominant position. Dong-A Law Review, 94(94), 253-285. DOI : 10.31839/DALR.2022.02.94.253 
  10. T. O. Kim. (2022). Competition Law and Sector-Specific Regulation for Online Platforms. Inha Law Review, 25(1), 1-10. DOI : 10.22789/IHLR.2022.03.25.1.1 
  11. M. S. Park. & F. M. Jeong. (2022). Do Economics Justify Ex-ante Regulation of Online Platforms? A Literature Review. The Korean Journal of Industrial Organization, 30(2), 1-47. DOI : 10.36354/KJIO.30.2.1 
  12. Y. R. Park., G. Y. Choi., E. M. Lee., G. S. Lee., C. S. Oh., G. N. Son., S. H. Kim., S. M. Lee. & N. S. H. Choi. (2021). A Study on Development of Online Platform Ecosystem. Jincheon: KISDI. 
  13. K. K. Kim., K. J. Lee. & J. K. Kim. (2011). A Study on Policy Compatability and Priority on Science and Technology Human Development Policy. Korean Comparative Government Review, 15(3), 201-226. DOI : 10.18397/kcgr.2011.15.3.201 
  14. B. D. Choe. & J. M. Kim. (2014). Strategies to Achieve Sustainable Success for Social Commerce using SWOT-AHP analysis. Journal of the Korean Production and Operations Management Society, 25(4), 401-415. DOI : 10.21131/kopoms.25.4.201411.401 
  15. W. J. Sung. (2016). A Study on the Improvement of Big Data Policy in the Public Sector. The Korea Association for Policy Studies, 25(2), 125-149. 
  16. H. S. Jung., S. H. Park. & D. W. Hyun. (2021). A Priority Analysis of Policy Implementation Tasks for the Revitalization of the Big data industry: Based on the analysis of policy priority using AHP. Korean Journal of Broadcasting and Telecommunication Studies, 35(1), 283-313. DOI : 10.22876/kab.2021.35.1.008 
  17. M. I. Choi., S. A. Kim. & M. E. Choi. (2013). The Relative Importance and Priority of Decision Elements in TV News Programs Selection Process. Journal of Media Economics & Culture, 11(4), 7-46. UCI : G704-001893.2013.11.4.001 
  18. G. Lao. & S. Jiang. (2009). Risk Analysis of Third-Party Online Payment Based on PEST Model, 2009 International Conference on Management and Service Science. (pp. 1-5). Beijing: IEEE. DOI: 10.1109/ICMSS.2009.5302516 
  19. T. Sammut-Bonnici. & D. Galea. (2015). PEST analysis, Wiley Encyclopedia of Management. DOI: 10.1002/97811118785317.weom120113 
  20. J. M. Lee. & M. H. Rim. (2013). Derivation of Creative SW HRD Policy Using Analytic Hierarchy Process. The Journal of Digital Policy & Management, 11(10), 95-102. UCI : G704-002010.2013.11.10.003 
  21. S. S. Lee., B. H. Choi. & B. G. Lim. (2012). A Strategy Planning for Korean Medical Tourism Using A'WOT analysis. Journal of Korean Medicine, 33(3), 10-19. UCI : G704-000561.2012.33.3.012 
  22. M. Kajanus, J. Kangas. & M. Kurttila. (2004). The use of value focused thinking and the A'WOT hybrid method in tourism management. Tourism Management, 25(4), 499-506. DOI : 10.1016/S0261-5177(03)00120-1 
  23. M. Kurttila., M. Pesonen., J. Kangas. & M. Kanjanus. (2000). Utilizing the analytic hierarchy process (AHP) in SWOT analysis: a hybrid method and its application to a forest-certification case. Forest Policy and Economics, 1(1), 41-52. DOI : 10.1016/S1389-9341(99)00004-0 
  24. J. H. Min. (2015). Smart Management Science. Paju : Life & Power Press. 
  25. O. J. Kwon. (2018). Multi-criteria decision making methodology: Theory and Application. Seoul: Bookshill. 
  26. H. S. Chang., W. J. Choi. & H. S. Tho. (2012). A Study on Establishment of National Science and Technology Strategy Applying PEST-SWOT-AHP: A Case Study of Fusion R&D. Journal of Korea Technology Innovation Society, 15(4), 766-782. UCI : G704-001043.2012.15.4.007 
  27. J. M. Lee. & J. M. Park. (2013). Global Revitalization Model for Smart IT Venture Ecosystem Using AHP Model. The Journal of Digital Policy & Management, 11(5), 73-81. 
  28. K. W. Song. & Y. Lee. (2013). Re-scaling for Improving the Consistency of the AHP Method. Social Science Research Review, 271-288.