Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Consideration Factors for State-of-the-art Defense Business Orders from Chasm Marketing Perspective

캐즘마케팅 관점으로 바라본 최첨단 무기체계 수주를 위한 고려요소에 관한 연구

  • Kim, Young-Bok (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Hong-Ki (Dept. of Science in Defense Engineering, Kwangwoon University Graduate School) ;
  • Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology)
  • Received : 2016.09.28
  • Accepted : 2016.11.20
  • Published : 2016.11.28
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Abstract

In the civil market, companies launch new products when the acquired innovations are ready, but in defense, customer requests the innovation applied weapon systems. The technology adoption cycle model takes unusual form of market like inverse chasm takes technology inversely. This thesis describes an inverse chasm from the perspective of technology adoption cycle, equipped product model, and technical progress S-curve. As a way to overcome the inverse chasm, considering factors like a self-investment demo model, customer needs, and the temporary chasm expanding phenomenon are derived. And order-effective relationship analysis and chasm marketing strategy are suggested. Especially securing the core technologies and possibility for equipped product by developing self-investment demo model are identified as a good marketing strategy of chasm. This analysis and strategy suggest the policy implications for preemptive advantage of market positioning in the procurement process of defense, discontinuous innovation technology applied on.

민수산업에서는 기업 자체적으로 획득한 혁신기술을 가장 적합한 시기에 신제품으로 시장에 출시하지만 방위산업의 경우 최첨단 혁신기술이 적용된 무기체계를 고객이 먼저 요구한다. 이를 기술수용주기 모델 관점으로 보면 역으로 기술을 수용하는 역캐즘 같은 특이한 시장 형태를 띤다. 본 논문에서는 이러한 시장 형태를 가진 역캐즘을 기술수용주기 모델, 완비제품 모델 및 기술진보 S-커브 관점으로 살펴보았다. 이를 통해 역캐즘을 뛰어넘을 수 있는 방법으로 업체 자체투자 데모모델 개발, 고객이 바라보는 관점, 일시적 캐즘 확대 현상과 같은 고려요소들을 도출하였으며 수주영향 관계 분석 및 캐즘마케팅 전략을 연구결과로 제시하였다. 특히 업체 자체투자 데모모델 개발을 통한 핵심기술 확보와 완비제품 구축 가능성은 고객에게 구매이유를 도출할 수 있는 캐즘마케팅의 좋은 전략으로 파악되었다. 이러한 분석과 전략은 불연속적인 혁신기술이 적용된 최첨단 무기체계 수주 참여 과정에서 시장선점 우위의 포지셔닝을 취할 수 있도록 정책적인 시사점을 제시하고 있다.

Keywords

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