국내 전자상거래의 규제 및 글로벌 경쟁 이슈: 시장지배력, 데이터 주권, 아마존 효과를 중심으로 = The Current Issues on Domestic e-Commerce Regulations and Global Competitions: Market Dominance, Data Sovereignty, and Amazon Effects

다국어 초록 (Multilingual Abstract)

The domestic e-commerce market faces internal and external issues such as the concerns of regulators over dominant IT companies and the entry of large global companies such as Amazon. In order to address these market and non-market challenges, firms need integration strategy. One way of undertaking integration strategy is to provide stakeholders with solutions and solution stores. This facilitates stakeholder engagement, ecosystem flourishment and common value creation. We suggest domestic firms to design the landscape in which community stakeholders and global companies compete in the non-market area on behalf of domestic enterprises while domestic firms conduct full-scale attack toward global ones in market area. The current debate about online gol-mok-sang-gwon or backstreet commerce right can become a strategic resource form domestic firms, The notion is not just an oxymoron. Solution stores will become a killer application. To this end, it is necessary to distinguish between data-related ownerships and licenses rights. Firms should strategically encourage securing the right to use and protecting consumer data right This will make the life of incoming global tech giants hard. In addition, domestic firms should focus on acquiring and analyzing qualitative data and process data for which consumers do not have sovereignty and in which firms can find a source of sustainable competitive advantage.

국문 초록 (Abstract)

국내 온라인 커머스 시장은 내부적으로는 시장지배력 및 데이터 주권과 같은 대형 IT 기업들에 관한 규제 감독 기관 등의 우려, 외부적으로는 아마존 등 거대 글로벌 기업의 진출과 같은 이슈에 직면해 있다. 본 연구에서는 비시장 영역과 시장 영역에서의 최근 전자상거래 이슈에 대해 통합전략 관점에서 경제학 및 제도적 분석을 통해 시사점을 도출하고자한다. 통합전략의 핵심은 이해관계자들에 대한 기술 및 솔루션 제공으로 생태계와 플랫폼에 참여하는 이해관계자들의 문제를 해결하고 공동가치를 창출해야 한다는 것이다. 이를바탕으로 국내 기업들은 이해관계자들과 글로벌 기업이 비시장 영역에서 경쟁하는 구도를 유도할 수 있다. 온라인 골목상권 논란을 형용모순(oxymoron)을 넘어서 핵심 역량이 되도록 승화시킬 수 있으며 킬러 앱은 솔루션 스토어가 될 가능성이 높다. 또한 솔루션 개발에 핵심적인 데이터 관련 소유권과 사용권을 구분하고 소비자의 데이터 주권을 과감히 인정하고 사용권을 확보하는 데 초점을 두어야 한다. IT 기업은 소비자 주권이 미치지 않는프로세스 정보와 비정형 질적 데이터 확보와 분석에 주력하여 지속 가능한 경쟁우위의 원천으로 삼아야 한다.

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