국내 이커머스 시장의 경쟁 전략: 가치사슬기반의 자원과 역량 강화를 중심으로

초록

The development of Information Technology and logistics has lowered the entry barrier of domestic ecommerce market. At the same time, many suppliers rapidly entered domestic ecommerce market, leading to impressive growth. Thanks to the market growth, consumers can enjoy many benefits of online shopping malls, whereas companies face intensive competitions. In this competitive landscape, ecommerce companies inevitably need successful competitive strategy to survive and succeed. The complex business process with online-to-offline value chain requires ecommerce companies to successfully manage value chain and choose optimal combinations of resources and capabilities. The value chain-based resources and capabilities are closely interacting each other and becomes the key source of competitive advantage and firm performance. In addition, we can categorize ecommerce firms, based on their range and characteristics of products sold: general mall vs. specialty mall and fresh food mall vs. non-food mall. Depending on the business model, the sources of competitive advantage and firm performance differ. Thus, it is also necessary for competing firms to develop their unique resources and capabilities. Many previous studies on ecommerce market proposed various winning strategies. By extending extant literature, our research attempts to develop a comprehensive competitive strategy for ecommerce firms. In doing so, we examine overall value chain, resources, and capabilities of ecommerce firms. To begin with, we describe key characteristics of ecommerce industry and its value chain, which allows us to understand the necessary factors for competitive advantage. Also, by applying resource-based view and dynamic capability theory, we identify ecommerce firm’s resources and capabilities and propose a framework for competitive strategy. In addition, we categorize ecommerce business models and conduct case studies using our proposed framework. We expect these findings can be used as a theoretical foundation for future empirical studies. The results also offer managerial implications for incumbents and new entrants to design successful competitive strategies in this market.

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