earticle

영어

Though economic structure of Korea which is conglomerate-oriented has achieved productive outcome with rapid growth in the past, it has faced difficulties with low growth in 21st century. As an alternative for economic stimulation of Korea, a government has focused on a creative economy, and as a core of creative economy, the start-up corporations are expected to play a role of creating employment and added value. However, for a substantive creative corporation, it is difficult to secure a stable custom in domestic market even if it has creative idea and technology. It is difficult for creative corporations to create stable profit while competing with corporations in domestic market of fifty million consumers. To solve such problem, although securing competitiveness through expansion of overseas market is required, only 3% of domestic creative corporations have pushed forward with the plan targeting foreign market. This study has analyzed distinct characteristics of creative corporation which is differed to decision factors of existing export result to establish strategy for creative corporations to enter foreign markets. To do this, decision factors of export result has analyzed based on creative corporations of Busan, Ulsan, and Kyugnam To this end, the study has separated factors of creative corporation's export capability as a factor of external environment of corporation, a factor of internal environment of corporation, and a characteristic factor of creative corporation based on creative corporations located at Busan, Ulsan, and Kyungnam. And survey has practiced by defining performance factors as increase rate of export amount and increase in contact with new buyers, and a reliability verification, a factor analysis, and a regression analysis on survey have practiced. As a result, creative corporations have discrimination with existing factors of export result, online marketing utilization capability has influenced on export result of creative corporations compared with competence of founder which was selected as a specific factor of creative corporation. In case of creative corporations, effective results on export result at foreign market are expected, if online marketing is utilized and it is also expected that enhanced results can be earned through online marketing for future overseas expansion of creative corporations.