한국의 e커머스 시장 전략방향 연구: Business Model Canvas, 5Force Model을 이용한 공급망 전략 측면

Purpose: This study aims to derive a sustainable strategic direction for K-commerce companies to respond to the threatening entry of multinational companies, mainly Chinese C-commerce companies, into the Korean e-commerce market. Research design, data, and methodology: The methodology used was market approach, Business Model Canvas, and 5Force Model, and the study period is from March to July 2024. Result: The direction of Korea's e-commerce market success strategy, classified into asset type and non-asset type, is that the first is One Strength, which has the competitiveness and entry power to lead existing competitors. The second is that One Medle has the bargaining power of suppliers that can protect existing customers from conversion due to consumer benefits and seller benefits. The third is Three Weakness, which is facing the threat of new entrants, the bargaining power of buyers, and the threat of alternative products, so there are always risks. Conclusions: The implications of the "One Strength, One Medle, and Three Weakness" sector derived from Korea's e-commerce market strategic direction study are summarized into three in terms of supply chain strategy and presented in the text.