韩国电商企业的竞争战略分析及发展思考

A Study on the Korean E-Commerce Companies Competition Strategies and Development Suggestions

摘要: 目前为止，在韩国还没有最具代表性主流的电商企业。其中，Naver和Coupang为成为主流的电商企業，正在展开激烈的市场竞争。因此，本文以2020年创下最大增长率的Naver和Coupang为主，比较这两个企业的战略。同时以两家企业的直营物流服务战略为主，透过战略差异和SWOT分析，提出一些建议。资料分析结果显示，Naver以C2C中介服务事业商业模式为基础，透过与现有物流中心企业合作，正在加快构建自营物流服务。相反，Coupang以B2C和B2B商业模式为基础，透过积极投资扩大物流中心，同时建构自营物流服务。除此之外，Naver需要解决持续下降的门户网站占有率、反而Coupang需要解决持续的赤字造成的财务危机问题。透过本研究结果，向准备进军韩国电子商务市场的中国电商创业者或企业家提供信息而帮助构建经营战略。

Abstract: So far, there isn’t a single company that can be called the largest e-commerce company in South Korea. Among them, Naver and Coupang to become the largest e-commerce company, currently, there is a fierce market competition between them. Therefore, this article compares the strategies of these two companies which recorded the highest growth in 2020. Concurrently, by analyzing each company’s fulfillment service strategies and SWOT analysis, this study comes up with some constructive suggestions. The research shows that Naver uses C2C intermediary services to ex-panding the business by cooperating with existing logistics centers and speeding up fulfillment service. Contrarily, Coupang uses B2C and B2B services to expand its fulfillment service by active investment in its own logistics center’s speed. Besides, Naver needs to address its declining share of portal sites, while Coupang needs to address its financial instability caused by the ongoing deficit. This study helps Chinese small-scale industrialists or entrepreneurs who want to break into the Korean e-commerce market to build their management strategies.