Earticle

초록

영어

This study aims to propose marketing strategies utilizing influencers for small and medium-sized agri-food enterprises(SMEs) preparing to enter overseas markets. To this end, interviews were conducted and analyzed with nine local importing companies and fourteen Korean participating companies that attended an overseas buyer consultation meeting focusing on export-related difficulties and experiences at the field level. Based on these findings, the study seeks to provide practical implications for the international market entry strategies of SMEs. The results confirm that young consumers are significantly influenced by professional influencers. Accordingly it is necessary to identify local agri-food influencers and develop programs that facilitate communication with global consumers through continuous education and information-sharing about K-food. As a concrete measure, this study proposes adding a new “Influencer Utilization Support Program” to the existing “Marketing Enhancement” or “Localization Support” initiatives under the Agri-food Global Growth Package Program currently operated by the Korea Agro-Fisheries & Food Trade Corporation(aT). Through such support, SMEs would be able to select and collaborate with influencers suited to their target markets which would greatly benefit rapid localization and market penetration strategies. Furthermore, since this study approaches the subject based on the ongoing case of aT’s overseas buyer consultation meetings, it provides practical insights that can be immediately applied by SMEs preparing for global market entry thereby underscoring its managerial significance.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1 Agri-Food Enterprises Enter Overseas Markets
2.2 Influencer
2.3 The Impact of Influencer Marketing
Ⅲ. Methods
Ⅳ. Results
4.1 Difficulties in Exporting Agri-Food Companies
4.2 Agri-Food Enterprises Boost Exports
Ⅴ. Conclusion
5.1 An Export Strategy using Influencer
5.2 Implications
References

저자

• Ta-Sik Jeon [ Assistant Professor, Department of Agri-Food Management, Jeonju University ] Corresponding Author

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