인도네시아 온라인 시장진출 프로세스에 관한 연구

Abstract

Indonesia is emerging as a promising export market due to its high economic growth rate and a large population of 260 million people. In particular, the e-commerce market is expected to grow sharply due to growth in the middle class, increase in Internet users (including SNS), access to mobile services, and high youth population. Indonesia's offline market is recognized as a market where third-country companies are difficult to enter due to various types of non-tariff barriers such as customs clearance problems. On the other hand, the online market is relatively easy to enter due to the amendment of the law in May 2016, which is an opportunity for domestic SMEs(Small & Medium sized Enterprise) to expand their presence in the Indonesian market. This study first analyzed the existing research on the e-commerce market in Indonesia and confirmed common problems. And the logistics and payment system problems that impede the expansion of online market. In order to solve the problem of slow delivery time and unreliable billing system that have already been pointed out in many studies, we have partnered with large distributors who have GOJEK delivery service or convenience store to make payment in the form of COD (Cash On Delivery) It is known that there is a need to do. In this study, it is suggested that the domestic O2O(Online to Offline)-type market, which is connected with on-line and off-line, should be built and used for domestic SMEs to enter the online market in Indonesia.