전통 약주의 세계진출을 위한 글로벌문화모형 연구

Globalization Model Development for Soju

With globalization of the commodity trade cultural exchange also create. Soju in Korea as a commodity is the totality of Korean culture simply rather than beverage alcohol. Moreover, Soju is not an ordinary commodity. Thus, globalization of Soju is globalized as Korean culture, and especially socio-economic values are creating for the consumers in less developed countries including emerging markets. Its values from the globalization model are economic, health and environmental benefits like as good quality of Soju, prevention of drinking problems experienced, and exchange of know-how of bottle sharing and redemption management in Korea. In other words, those are substitution of illigal low-quality liquor, spread of health ideas, and leading the environmental values in the countries entered. Soju makers in Korea simply not sold, should be to exchange social values with importing countries. Soju makers, unlike in the past, is faced with the situation of export diversification. Actually they must be accompanied by a new business model innovation for succeeding to entering the new market and exchange the social values. The globalization model of Soju will be complete with the selection of the importing countries, entry strategy for the countries, and partnership with the government, firms, and trade associations. This study carried out the utilizing various statistical data, discussions with experts, use of technical data based on quantitative and qualitative research for the study purpose. The findings of this study is that current attractive countries are 11 countries, growing countries are 5, and 2 countries are priority target. Entry strategy for China and Vietnam as a case study was performed SWOT analysis. Stakeholders’ role model is especially necessary for the inclusion of social values. We had some difficulties for setting the research methodology because there was not a research with the same goal. However, these difficulties will share the benefits of that pioneering work with the limitations of the research. Particularly we could cover the scope of political, administrative, economic, and cultural factors for the study. And this study contributed for the coverage to the health and environment factors as the items for the social values of the global trade. Globalization may be failed if the firms entered only for the economic benefits in the market. Exporters based on the experience of trying to create the socio-cultural and environmental values in the local market will be succeed. In addition, concerns for socio-economic level of the market, alcohol policy, and drinking culture etc. in the countries entered is very important for the successful globalization and sustainable development.