국내 중소기업의 브랜드지향성과 혁신지향성이 문화마케팅 활용과 해외수출성과에 미치는 영향 관계 연구

In the midst of accelerating changes in the global trade environment and widespread uncertainty, the advent of an era of intensifying trade wars and low intensifying trade wars and low economic growth between the United States and China made it difficult for domestic SME’s to improve export competitiveness. Cultural marketing strategies that can positively affect export performance by utilizing Korean Wave and cultural and artistic contents and activating non-economic exchanges so that relations between countries do not affect business relations with recent global changes. Nevertheless, related research on cultural marketing exports is still lacking, and most of the existing studies had limitations that they analyzed only the cultural marketing partnership strategy and the effect of consumers’ Hallyu image on exports. Accordingly, the purpose of this study was to investigate the effects of SMEs’ export support policies using cultural marketing and what organizational characteristics of the enterprise affect the strategic use of cultural marketing and export performance. It is intended to examine the determinants of cultural marketing that affect export performance, and to analyze the effects of each factor by grasping the influence relations between the factors. This study presents determinants for cultural marketing success that can affect the organizational characteristics and export performance of SMEs, and positively influence the export performance of SMEs through cultural marketing utilization factors at the strategic level. For this study, a total of 150 surveys were distributed online and offline from December 2019 to May 2020 to SMEs in Korea and those who participating in the cultural marketing support activities provided by KOTRA. Among them, 119 questionnaires were used for empirical analysis using structural equations. First, the results were derived that the higher the level of cultural marketing utilization of SMEs, the more positively it affects export performance. Second, it was found that innovation orientation had a significant positive effect on the level of use of cultural marketing. Third, it was found that the brand orientation did not affect the level of cultural marketing utilization and export performance. As a result, the importance of success factors for using cultural marketing to improve the export performance of SMEs in Korea were derived. It has been confirmed that the importance of use of global-oriented cultural marketing that combines cultural marketing with e-platforms and social media is increasing. This study is meaningful in that it presents a structural equation model in which the organization’s innovation orientation leads to export performance through the level of cultural marketing utilization.