한국 기업의 말레이시아 B2C 전자상거래 시장 진출 전략에 관한 연구

Purpose: The purpose of this study is to contribute to the development of e-Commerce markets in Korea and Malaysia by studying market entry strategies of Malaysia e-Commerce market for Korea e-commerce enterprises through the comparison of current development of e-Commerce markets in both nations. In particular, now is the best time to study the market entry strategies in view of Hanrue hot blast in Malaysia and saturation of Korean e-commerce market. Composition/Logic: This paper analyzed Malaysia e-commerce conditions and compared them with Korean conditions. The data is collected from web sites which provide latest information of Malaysia e-commerce and SWOT analysis was conducted by using the data. This paper deals with the preceding research analysis, the comparison of the current development of e-Commerce markets in both nations, Korean enterprises’ market entry strategies in Malaysia. Findings: According to SWOT analysis, SO strategy(giving know-how, building a cooperative relation with Malaysia government and making a marketplace for selling Korean products and contents) will be the most realistic strategy. Korean enterprises seek to the ways to enter the e-commerce market in Malaysia such as joint venture with logistics companies in Malaysia, networking with Korean companies entered in Malaysia, merger and acquisition of e-commerce companies in Malaysia and opening the sites for reverse direct purchase. Originality/Value: Korea e-commerce enterprises have to try to enter Malaysia e-commerce market by trading their know-how and Malaysia local workforce. Especially they have to focus on the type of e-commerce like m-commerce and social commerce. As a further study, if the market situation can be analyzed by survey it can provide more realistic conclusions to shopping mall company, logistics company and manufacturers.