Mô hình mới về thương mại điện tử xuyên biên giới: Gợi ý cho thương mại và đầu tư Hàn Quốc và Việt Nam

Nội dung text: Mô hình mới về thương mại điện tử xuyên biên giới: Gợi ý cho thương mại và đầu tư Hàn Quốc và Việt Nam

1. NEW PARADIGM FOR CROSS BORDER E-COMMERCE: IMPLICATIONS TO KOREA AND VIETNAM TRADE AND INVESTMENT MÔ HÌNH MỚI VỀ THƯƠNG MẠI ĐIỆN TỬ XUYÊN BIÊN GIỚI: GỢI Ý CHO THƯƠNG MẠI VÀ ĐẦU TƯ HÀN QUỐC VÀ VIỆT NAM Hag-Min Kim90, Yearim Lee*, Kyungwon Bae , and Huawei Zhao* KyungHeeUniversity, Republic of Korea Abstract Cross border e-commerce (CBEC) has been rapidly growing because of international trade growth with the diffusion of digital technology all over the world. This paper suggests new hypotheses for CBEC with changing paradigms. The CBEC can be applied not only to commodity trades but also to international services like international investment. International entrepreneurship and bilateral human resource development are among the most important factors for successful cross border e-commerce. Some discussions have been made for possible cross border e-commerce between Vietnam and Korea. Keywords: Cross border e-commerce, entrepreneurship, human resource development, Vietnam, Korea JEL Classifications: F16, L15, M13 Tóm tắt Thương mại điện tử xuyên biên giới (CBEC) đang tăng trưởng nhanh chóng nhờ tăng trưởng thương mại quốc tế với sự khuếch tán công nghệ số trên toàn thế giới. Bài viết này đề xuất những giả thuyết cho hoạt động CBEC với các mô hình mới. CBEC không những có thể áp dụng cho thương mại hàng hóa mà còn cả dịch vụ quốc tế nhưng đầu tư quốc tế. Tinh thần doanh nhân quốc tế và phát triển nguồn nhân lực song phương cũng là các yếu tố quan trọng mang lại thành công cho thương mại điện tử xuyên biên giới. Bài viết cũng thảo luận về khả năng xây dựng hoạt động thương mại điện tử xuyên biên giới giữa Việt Nam và Hàn Quốc. Từ khóa: Thương mại điện tử xuyên biên giới, Tinh thần doanh nhân, Phát triển nguồn nhân lực, Việt Nam, Hàn Quốc Phân loại JEL: F16, L15, M13 90 Dean, Center for Continuing Education, Kyung Hee University/ * Address: 26 Kyungheedae-ro, Dongdaemun-gu, Department of International Business and Trade, College of Politics and Economics, Kyung Hee University, Seoul, South Korea; Tel.: +82-2-961-0870; E-mail address: edoctor@khu.ac.kr. , Chair professor, Cross border e-commerce education and training program, Kyung Hee Center for Continuing Education, 124
2. I. Introduction Cross border e-commerce (CBEC) is rapidly growing because of international trade growth with digital technology expansion in the world. The definition of CBEC is not made clear yet internationally. Similar terms include cross border e-commerce, e-Trade, global e-tailing, global e-commerce, international e-commerce, international online retailing and etc. Conventionally, the e-Trade refers to business-to-business trade and mostly focuses on the infrastructure of it. Recently, online direct purchase modelskeep growing with the expansion of digital devices. Consumer transactions draw more attention these days and thus cross border e-commerce incorporates international electronic commerce among different enterprises located in different countries. Electronic commerce has existed in various forms, such as exchanging documents between companies, electronic commerce, home shopping, and home banking, before the Internet became popular. As the Internet became popular, e-commerce became associated with transactions on the Internet. E-commerce refers to, in general terms, trading goods in real time through a shop opened on the Internet as a homepage. The real economy and the digital economy are the two pillars of economic activity and the CBEC is in natural extension to international trade in both in commodity and service.CBEC has been created by the development of information communication technology and information system development technology. It causes not only human economic life, but also conscious and social structure. II. New Definition of CBEC CBEC could be regarded as a value creation activity of enterprises using worldwide information and functions. In CBEC, enterprises could be nations, corporations, government or civic organizations, households, personal, or other groups. When we talk about CBEC values, we usually consider CBEC as an accessto worldwide providers and users, a bridge to international markets and customers, an open innovation opportunity to enterprises, a global value chain connectivity and a decrease in transaction costs in international trade and finance. At the same time, there exist risks and problems such as trust, country of origin, disputes, and capability and resources for successful CBEC. The gives comparative results between CBEC and paperless trade. The paperless trade can be considered as a CBEC for B2B transactions. In Korea, we call it as e-Trade in Korea and the e-Trade is one source of Korea’s e-government programs. Cross border e-commerce and paperless trade Classification Traditional trade Paperless trade Cross-border e-commerce Time 1960’s 1990s 2000s Main change Unitization and Informatization of Internationalization and speeding up of paper documents informatization of transportation transactions for personal consumption purposes 125
3. Results Increase volume Decrease transaction Sale / consumption of costs, shorten various products transaction time Communication Face-to-face, Personal computer Mobile phone methods telephone, telex, correspondence Collection / Face-to-face, Web site/e-mail.EDI SNS, distribution of correspondence, information booklet Trading partner Professional trade Various companies Individuals (BSC, C2C) enterprise (manufacturing, distribution, etc.) Document type paper Electronic document Click, touch method of Credit, Relative Credit Credit card, Alipay, Paypal payment remittance, Redemption, Increase collection in the Ratio of Remittances Beneficiary All parties All parties Individual consumers, GVC participation and ICT providers A disadvantaged Marine insurer L / C Bank trading company party Government Increase income Enhance Creating and expanding Policy through increased competitiveness by demand by enhancing trade transactions reducing trade merchantability and transaction costs convenience for foreign consumers III. Research Issues About CBEC Scholars have carried out the following aspects of study about CBEC. On CBEC Performance, digital gap problems and CBEC value calculations are mentioned. The benefits and effects of CBEC are also worthy of studying. Competition amongst suppliers are strengthened, and the cost of buyers are reduced. Easy and low-cost marketing for prospective customers is possible, making it easy to open new markets and enter new markets that transcend geographical distances. Business processes are interconnected, eliminating the time lag between each step and detailed process, which speeds up the transaction.Product specifications are standardized, competition is intensified, product quality is improved, and market expansion and product customization are made to diversify products.Internet e-commerce not only reduces paper documents but also 126
4. electronically obtains information without actually moving it, so it can reduce pollutants and have an environmentally beneficial effect.With no business time restriction, it is possible to trade 24 hours, overcoming the physical limitation of traditional commercial transaction method. On the other hand, when we talk about the effecton consumers, we think that CBEC provides convenience because it enables one stop shopping where you can sit, shop, buy and pay without having to go to physical markets.The barriers of entry are so low that companies are getting more price competition and consumers are able to purchase products at lower prices. There are many CBEC areas and they are classified in the following table. CBEC Areas C2C Consumer-to-consumer Internet business refers to the consumer who is both the subject of purchase and the subject of supply. C2B A consumer is an individual or a group that refers to a supplier of a good or a producer of a good by presenting and purchasing a condition regarding price, quantity, or service. C&C2B Many consumers are dealing with companies. That is joint purchase. B2C The type of transaction in which the goods and services provided by the company are provided directly to the consumer. E-commerce is the representative. B2B Business and business are mutually e-commerce transactions. B2G Beyond transactions between companies and consumers (B2C), companies and businesses (B2B), e-commerce has also emerged between companies and governments to buy or exchange information on the Internet. G2B Government - business transactions. Government Electronic Procurement. Bidding of goods and services, exchange of official documents, etc. B2E A concept of e-commerce that seeks revenue source while satisfying both the demands of corporations and employees' welfare based on Internet. IV. Methodology and Careers of CBEC An enterprise architecture for CBEC includes business architecture, data architecture, technology architecture, transition plan and projects plan, preparing resources and getting the support from organizations. There are many CBEC models.Businesses, governments, consumers and universities should choose one from those mentioned above. Perform feasibility study for CBEC, the benefits, cost, price, values and human resources should be considered comprehensively. Suppliers, buyers and providers form a CBEC platform and they are indispensable. CBEC between Korea and Vietnam may exist in the following areas, as foreign direct purchases and sales, e-government services, education and training, e-Trade (B2B or B2G Format), consumer direct purchase creates projects to perform tasks required. To ensure the normal operation of the platform, the cooperation 127
5. between technician, consultant, business manager and operator is needed. The roles of the jobs are descripted in detail in the following table. CBEC Careers Job Roles Detailed job Content developer Game scenario writer, electronic publishing planner, web planner, web designer, multimedia Technician producer, etc. programmer System programmer, web programmer, game programmer, DB and network programmer System Network administrator, DB administrator, administrator webmaster, user ERP(Enterprise Resource Planning), Consultant Consultant EC(Electronic Commerce), KMS(Knowledge Management), E-Planning / HR / ISP(Information Strategy Planning), Financial Manager HRM(Human Resource Management), FIS(Finance Information System) E-Logistics / Trade SCM(Supply Chain Management), Manager EDI(Electronic Date Interchanged) Business E-Production MES(Manufacturing Execution System), Manager Manager PDM(Product Data Management), CIM(Computer Integration Manufacturing) E-customer / CRM(Customer Relationship Management) marketing manager Operator e-CEO SEM(Strategy Enterprise Management) V. Foreign Direct Sales Foreign direct sale modeldraw big attention to both research and practice community in CBEC.Conventionally CBEC focused on the research and practice of e-trade in B2B format but relatively small in B2C. Overseas direct sales can be divided into indirect foreign direct sales (reverse direct purchasing) and stand-alone overseas direct sales.In order to strengthen the competitiveness of companies, independent direct oversea sales have relatively stronger strengths than the other, and the government policy for revitalizing the domestic economy is expected to play an important role in revitalizing SMEs.In addition, it is expected that a synergistic effect will be expected if the support plan is to expand the market through export in concurrent online direct sales, which is becoming a new blue ocean for expanding sales to SMEs and will have a great synergy effect. Government support for domestic direct oversea sales is centered on reverse direct purchasing and on-the-spot direct oversea sales, and there is no support for independent direct oversea sales. Independentdirect oversea sales are more advantageous than direct foreign direct sales in terms of consumer marketing and corporate. 128
6. Regardless of the trading path, if the total amount consumed by end consumers is the same, then CBEC will become an alternative to existing trade transactions, and as CBEC increases, traditional trade transactions can be expected to decrease. If this assumption is true, then CBEC will only have the effect of reducing the margins and costs and transferring the benefits from the merchant to the consumer. It can be expected that the effect will be limited by the increase in consumption due to the increase in real income. However, only limited number of productswere examined, but the result is that CBEC positively affects the expansion of exports from the developing countries to the advanced countries. Therefore, if CBEC increases the total exports and creates jobs through it, the government has enough reason and necessity to actively support it. The government should support what it cannot do in the private sector and encourage competition and innovation. It is necessary to take political measures to realize CBEC most effectively and efficiently, such as striving for international cooperation to promote internationally fair and transparent trade guarantees. The global e-commerce market is expected to reach 231 trillion Korean Won in 2018, a year-on-year growth rate of 10%. The market size of the B2C transaction base will grow by 10% annually from $ 1.22 trillion in 2013 to $ 2.336 billion by 2018. Asia-Pacific e-commerce market surpasses North America and the annual average growth rate of the Chinese market in ’12 ~ ’17 is estimated at 56.5%. Retail portion of major countries e-commerce sales(2012~2017) Unit: billion dollars CA GR Country 2012 2013 2014 2015 2016 2017 (%) USA 225.3 262.3 300.6 343.3 390.0 440.0 14.3 China 70.9 141.6 249.4 369.7 506.3 665.1 56.5 Britain 60.2 68.9 77.8 86.4 94.2 101.7 11.1 Japan 77.6 70.8 77.0 83.3 89.3 95.1 4.1 Germany 38.1 42.7 46.7 50.5 54.5 58.4 8.9 France 30.2 34.2 38.4 42.6 46.4 50.3 10.7 Canada 18.4 21.6 25.4 29.6 34.0 38.7 16.1 Australia 18.1 19.2 20.3 21.4 22.6 23.6 5.5 Russia 12.1 14.7 17.4 19.2 20.6 21.6 12.3 Korea 14.4 15.6 16.8 17.7 18.5 19.2 5.9 Brazil 10.4 12.0 13.4 14.5 15.6 16.6 9.8 VI. Feasibility for CBEC between Korea and Vietnam CBEC brings a lot of economic effects. Because of supplier competition in online markets, CBEC will reduce buyer costs. CBEC supplies easily and affordable marketing 129
7. for potential consumers, consumers can easily make a choice. CBEC achieves an easy access to new market beyond geographical conditions. Due to integration of electronic inventory management, overhead will be reduced. The following will analyze the situation of Vietnam and South Korea's e-commerce and the feasibility for developing CBEC in Vietnam and Korea. 6.1 Economic situation of Vietnam The following table selected data between the year of 2010 and 2015 and showed the main economic indicators of Vietnam. Except for 2013, Vietnam’s economic growth remained above 6%.From 2012 to 2015, economic growth has been showing a growth trend. And from 2012 to 2015, GDP per capita also showed a growth trend. As for 2015, GDP per capital has been 1957$. Compared to 2010, GDP per capita increased 1.5 times. Vietnam’s economic situation (2010~2015) unit 2010 2011 2012 2013 2014 2015 GDP per capita US$ 1262 1452 1656 1793 1916 1957 GDP US$billion 115.9 135.5 155.8 171.2 186.2 193.6 Export US$ million 71658 94518 115458 132478 149565 162061 Import US$ million 83779 104041 115101 131260 148770 162825 CPI 2000=100 100 118.7 129.5 138 143.6 144.9 Balance on current account US$ million -4276 236 9429 7745 9359 906 Total national debt (Foreign debt) US$ million 44923 53072 59119 65491 71890 GDP growth % 6.4% 6.2% 5.2% 5.4% 6.0% 6.7% Source: Korean statistical information service. As of June 1, 2007, the Korea - ASEAN FTA Trade Agreement has entered force. Vietnam, a member of ASEAN, will gradually eliminate tariffs in accordance with the agreement. In the case of CLMV (Cambodia, Laos, Myanmar, and Vietnam) among the ASEAN member countries, there are fields that can be carried out in electronic commerce such as finished articles of clothes, plastic products, raw materials, and knitted fabrics, except for those products which are difficult in electronic commerce such as automobiles, construction and fan machines. Recently, Vietnam and the United States, EAEU concluded the FTA and actively promote foreign economic exchanges. Vietnam and Korea’s FTA treaty came into effect in December 2015. Vietnam FTA status Vietnam AFTA (’95)→ EU EFTA, FTAAP AEC (’15.12), (18 in to effect) Israel Japan (’09.10), Chile (’14.1) TPP (’16.4.signed) Korea (’15.12), EAEU (’16.10) ASEAN China (’05), Japan (’08.12), Korea Hong Kong, (’07.6), India (’10.1), Australia• - RCEP, - NewZealand (’10.1) EU Source:KOTRA,2016 130
8. Through the conclusion of the FTA, Vietnam is more able to close foreign markets than other Southeast Asian countries. Vietnam has also been able to maintain a stable output growth trend. After signing BTA with the United States, the US tariff rate will reduce from 40% to 3%. To join the WTO and conclude the FTA as an opportunity, foreign direct investment’s continued growth, providing a good platform for the output. Thanks to the rich and cheap labor force and the stable political environment, Vietnam is gradually replacing China as a world factory. 6.2 Status of Vietnam E-commerce Market 67% of Vietnamese in a city have shopped on EC. Among these people, nearly half of them have experienced Facebook shopping, which shows the high popularity of Facebook and its wide usage almost for everything in Vietnam. 50% of them shop online once a month or more. 23% are considered as heavy users who shop once a week or more often. Top3 are fashion, IT/mobile phone and kitchen/home appliances. Among 20s and male, IT/mobile phones and sport goods are popular. Among 30s and female, fashion, cosmetics and kitchen products are popular(Vietnam E-commerce Report 2016). What Vietnamese do with Facebook Source:VECITA2015 Accompanied by the popularity of smart phones, there are also new changes in Vietnam EC. Smartphone usage is almost as many as PC already. In terms of Smartphones, half shopon a browser and the other half shop with a mobile app. “Order it anytime/anywhere” and “wide variety of products” are top reasons. The biggest concerns of non-users is “product quality.” It is not rare that shoppers complain that the product looks different from a photo on the web, which could lead to the concerns of “Is the product right?” As to Vietnam online shopping spending situation, 36% is less than 300,000VND (about 14USD), while 33% is between 300,001 and 500,000VND (about 14~24USD). Overall spending per order is relatively low. As the number of Internet and smart phones continues to increase, Vietnam’s e- commerce will continue to develop, which also will become the main reason.Vietnam's Internet use is currently 41.8 million, expected to increase to 59 million by 2020. Now the number of smart phones in Vietnam is 20.7 million, and it is expected that the number of smartphone users will reach or exceed 39.2 million by 2020. To provide consumers with 131
9. more convenient services, many electric business enterprises must accelerate the development of the platform. Another reason for the continued development of e- commerce is the growth of national income. Vietnam's per capita national income has been growing, and is expected to grow to 3400 US dollars by 2020. Vietnam’s e-commerce market sales, which were only $ 700 million in 2012, rose 5.8-fold to $ 4,070 million in 2015, according to the Ministry of Commerce, Industry and Trade’s e-commerce and Information and Communication Bureau (VECITA). In addition, according to the report, online purchase per capita in Vietnam in 2015 was $ 160, while e- commerce sales increased by 37% from the previous year. Electronic commerce accounted for 2.8% of total retail sales. Vietnam E-commerce market size Unit: Billions of dollars Year Vietnam E-commerce market size 2012 0.7 2013 2.2 2014 2.97 2015 4.07 Source: VECITA2015 Vietnam main E commerce platforms are as follows. Vietnam E-commerce platforms NO. Enterprise Website 1 Recess Co., Ltd 2 Peacetech Solutions JSC 3 Hotdeal Co., Ltd 4 Vietnam price JSC 5 VCCORP JSC 6 VCCORP JSC 7 Sen Do Technnology JSC 8 Cung Mua Co., Ltd 9 VinCommerce Co., Ltd Source: VECITA2015 The Vietnamese government is also actively promoting the development of its own e-commerce. August 8, 2016, the Vietnamese Prime Minister approved the 2016-2020 e- commerce development plan. According to the plan, by 2020, e-commerce sales will account for 5% of the entire retail market, about 10 billion dollars. In addition, from the year of 2016 to 2020, the number of online shopping will account for 30% of the total 132
10. number of Vietnam, set the per capita net purchases of the amount of 350 US dollars target. Now Vietnam’s e-commerce sales are 470 billion US dollars and there is still a huge potential growth. 6.3 Status ofKorea E-commerce market Online shopping is showing a growing trend, and mobile shopping has been more used than PC shopping. In 2016, Korea’s online shopping transactions have been more than 50 trillion Korean Won(445billionUSD). At the same time mobile phone shopping showed a rapid growth trend in Korea. According to the survey results of Trend Monitor, compared with the mobile shopping, online shopping product description is more accurate, while mobile shopping has an advantage in accessibility and payment. In Korea, domestic B2C online exporters are mainly dealing with consumer goods.Major handling items of B2C export shopping mall are followed by household goods (15.9%), clothing (12.8%), computer (7.47%), processed food (7.0%), others (7.0%), electronic devices (6.6%), agriculture, forestry and fisheries (5.0%) , communication equipment (5.0%), medical devices (4.3%), fibers (3.9%),plastic (3.9%), household appliances (3.9%), petroleum products (3.1%) , machinery (3.1%) ,chemicals (2.7%), steel products (2.7%), rubber leather products (1.6%), paper (1.6%), car (1.2% ), semiconductors (0.8%), and optical equipment (0.4%). 6.4 Possible area for CBEC between Korea and Vietnam Vietnam is South Korea's sixth largest trading partner. From 2010 to 2013, the transaction volume remained at an average annual growth rate of 31.3%. From January to October 2014, Vietnam is South Korea's sixth trade exporter, the eleventh trade input country. Since 1980, Korea has continued to maintain a trade surplus with Vietnam. In 2014, Korea’s trade surplus with Vietnam reached $ 116.6 billion USD, accounting for 32.2% of Korea’s trade surplus with the world (35.25 billion US dollars) and 43.4% of the ASEAN trade surplus (26.75 billion US dollars). The details are in the following table. International Trade between Korea and Vietnam (unit: billion dollars/%) ’10~’13year 2014 Annual average year 2000 2005 2010 2011 2012 2013 1~10 growth rate Vietnam ASEAN World Export 16.9 34.3 96.5 134.6 159.5 210.9 183.1 31.1 18.9 11.4 Import 3.2 6.9 33.3 50.8 57.2 71.8 66.5 31.9 11.9 12.4 Trade 20.1 41.3 129.8 185.5 216.7 282.6 249.6 31.3 15.9 11.9 (source: KITA.net) 133
11. Korean companies have established manufacturing and production bases through local investment in Vietnam and they are mainly exporting intermediate goods to Vietnam and importing finished consumer goods such as clothing and other textile products from Vietnam.Korea’s major exports to Vietnam include integrated circuit semiconductors andwireless communication equipment parts. In particular, integrated circuit semiconductors, including memory semiconductors, have grown at an annual average of 151.1% since 2010.As Korea’s sewing and apparel companies have become more active in Vietnam, Vietnam’s main import items have become clothing and shoes, which account for 37.4% of total imports. Now we will analyze Vietnam’s e-commerce market competitor situation. As the market competition intensified, Vietnam's e-commerce platform frequently closed the transaction situation. In December 2015, Beyeu.vn, deca.vn, fab.vn and other electronic trading platforms were announced to cease business. In August 2016, Lingo.vn closed the trading platform, without any notice. These e-commerce platforms are mostly small and medium enterprises, facing the situation of capital shortage. More and more foreign companies have entered Vietnam’s e-commerce market. In April 2016, China’s Alibaba acquired the largest electricity trading platform in Vietnam, Lazada. Lazada carries out electricity business for six countries in Southeast Asia. In Vietnam, Lazada is mainly online sales of food, electronic products, etc. and is now considered to be the largest electricity trading platform in Vietnam. Alibaba rooted in China with rich products has a great advantage on price. In October 2016, Lotte E-commerce announced the entry into Vietnam’s e- commerce market. Lotte Group in Vietnam opened an e-commerce platform shopping mall to sell food, home appliances and so on. At the same time, clothes and other fashion products will also be prepared for sale. Lotte Group actively promoted the development of mobile applications to expand market share. 6.5 Vietnam e-commerce marketing strategies In order to enter Vietnam’s e-commerce market, it is necessary to establish an advancement strategy based on the understanding of local consumers’ preferences, consumption habits, and market trends. It is necessary to analyze the most frequently traded items, product characteristics, and characteristics of major consumers in the current e-commerce market in Vietnam. The keys to be successful in Vietnam’s e-commerce market are price and delivery. Regardless of online or offline purchases, the most important purchase decision factor for Vietnamese consumers is price. Moreover, most of the products are home goods, clothing, and fashion goods that are sensitive to price factors, so competitive sales pricing is very important. On the other hand, the biggest obstacle of growth in Vietnam’s e-commerce market is payment methods. The main payment method in Vietnam’s e-commerce is cash payment after delivery, and 85-90% of all transactions are made by cash settlements.Therefore, in order to enter into Vietnam’s e-commerce market, it is urgent to acquire the management 134
12. ability related to the goods transportation and the partnering of experienced local delivery companies. There is also the strategy to enter the niche market in the e-commerce market.A Vietnamese online shopper said, “Capital shortages can be a major cause for each online shopping company to shut down, but it's not the only reason.” It’s a strategy to avoid niche competition with big companies. It is said that it can be a valid plan. If we set women as target customers, focusing on promoting services such as pricing, offering gifts, and differentiating delivery packages, which is also considered to be major success factors. VII. CBECEntrepreneurship 7.1 Regional expertise Korea has become a major trading country, because Korea recognized the importance of regional research, as well as Korea’sconsiderable number of regional experts.The world trade structure is changing all the time and trade protectionism is now spreading from the United States to Europe and China.In other words, if you want to be a country’s trading partner, you should become an expert about this country first.It is not enough to just understand the language of this country, but also a comprehensive understanding of the country’s political, economic, living conditions, and even the country’s cultural background.To enter Vietnam’s e-commerce market, we must first have a deep understanding of Vietnam. That is what we call regional experts. The cultivation of regional experts is a very systematic task.It is necessary to specialize curriculums and diversify contents through faculty composed of experts from major regions of the world, rather than professors composed of experts in specific regions.The integration disciplines of humanities and sociology should be the introduction to deepen the understanding ofvarious knowledge. On the training of experts in specific regions, the first thing that should be emphasized is the professionalism of talents. The cultivation of such talents should be carried out by the Department of Trade or the Graduate School of Trade. For the purpose of education, we should increase the employment of foreign professors. In the university inside, we should actively create atmosphere that our own professors and foreign professors can work together. Some universities have begun to try to hire foreign professors as informal professors. However, for the continuity of education, employing foreign professors as formal professors should be encouraged. 7.2 Entrepreneurial spirit and the cultivation of trade talents It is necessary to emphasize the necessity and urgency of entrepreneurship education so that entrepreneurship education can be accurately understood when entrepreneurship education is linked with trade training program. First, improve the environmental constraints and create a positive and favorable environment. For example, if the new company is too afraid of failure, it is difficult to display their own ability to concentrate on business. Improve the social environment and if 135
13. the entrepreneurial company failed, they should be given a certain degree of compensation to solve their worries. Entrepreneurship is the root cause for creating new economic growth points and trade opportunities.As the Korean economy continues to grow at a slow pace, it is faced with problems such as growing growth and rapid growth potential. The population growth rate has been on a downward trend due to population aging and a slowdown in total factor productivity. There is also a concern that the global economy may enter a low-growth phase in the long term after the global financial crisis.In recent years, the Korean economy has been depressed. With the aging of the population, the overall factors of production to improve passivation and other reasons, the potential growth rate of the Korean economy has repeatedly shown a downward trend. Korea is a trade-led country and Korea should actively look for opportunities outside.Because of the advent of the era of globalization, price competition has become extremely fierce. In the global competition, the correct understanding of the changes in the world market and the impact this change brings to their business has become very important. 7.3 Korea-Vietnam trade manpower training At present, Vietnam welcomes the new economic upturn and demands the socio- economic upgrading, not only at the government level, but also at the level of public recognition. In addition, they are responding positively to the Korean Wave and they are aware that Korean people are pretty, sophisticated, well-paid, smart, and Korea and Vietnam are also culturally similar. Therefore, it is necessary to actively promote Korean Wave products. Since 2012, Vietnam has maintained a record of more than 5% GDP growth, which is a stable economic growth signal. January to September 2015, Vietnam’s GDP growth reached 6.5%, the highest value in four years. Vietnam is emerging as a country that will lead the next generation of ASEAN economic growth after receiving attention as post China, based on domestic market potential and geopolitical position.Vietnam is an emerging market with a large population and a promising consumer market with about 5- 6% economic growth each year.The increase in disposable income and the expansion of the middle class is a result of economic growth that will be the driving force for Vietnam’s consumer market growth. About Vietnam’s e-commerce manpower training, vision should be expanded from the domestic business platform to the world-renowned electric business platform and learn from them. For example, Amazon, Alibaba, Ebay and so on. Try to open Korea Pavilion in Vietnam’s electricity trading platform Lazada, A Dy Roi opened the Korea Pavilion and so on. For more excellent products to be recognized by Vietnamese consumers, the output trade fair and product display can be hold in Vietnam.In order to make sure that offline marketing activities can be successfully launched, online education and offline education should be combined and truly set the need for global e-commerce personnel 136
14. training.TreatKorea - Vietnam FTA Treaty as an opportunity, actively carry out FTA / origin special trade personnel training projectsto strengthen the Korean consumer goods with Vietnam’s awareness. VIII. Conclusions Cross border e-commerce is rapidly growing because of international trade growth with digital technological expansion in the world. In the world, CBEC is developing rapidly. CBEC brings a lot of economic effects. Because of supplier competition in online markets, CBEC will reduce buyer costs. CBEC supplies easy and affordable marketing for potential consumers, so that consumers can easily make a choice. From 2010~2015 (except for 2013), Vietnam’s economic growth remained above 6% and GDP per capita also showed a growth trend. As for 2015, GDP per capital has been 1957$. As the domestic communication environment has been improved and the popularity of smart phones, Vietnam’s e-commerce developed rapidly.The conclusion of a series of FTA treaties, cheap labor and an increasingly sophisticated industrial base, Vietnam has attracted more and more overseas investment. Vietnam is shaking the status of China’s world factory. These will improve the living standards of the Vietnamese people and increase the per capita income of the Vietnamese people.The Vietnamese government is also actively promoting the development of its own e-commerce. Vietnam is South Korea’s sixth largest trading partner. From 2010 to 2013, the transaction volume remained at an average annual growth rate of 31.3%.As Korea sewing and apparel companies have become more active in Vietnam, Vietnam’s main import items have been clothing and shoes, which account for 37.4% of total imports. To enter the Vietnam e-commerce market, it is necessary to establish an advancement strategy based on the understanding of local consumers’ preferences, consumption habits, and market trends.There is also the strategy to enter the niche market in the e-commerce market.This is also a way to avoid direct positive confrontation. About Vietnam’s e-commerce manpower training, vision should be expanded from the domestic business platform to the world-renowned electric business platform and learn from them. For example, Amazon, Alibaba, Ebay and so on. Try to open Korea Pavilion in Vietnam’s electricity trading platform Lazada, A Dy Roi opened the Korea Pavilion and so on. This paper has temporary results and therefore many specific research issues will have to be investigated in the future. One direction is to derive possible bilateral CBEC model between Vietnam and South Korea using analytical hierarchy method. The results will contribute to the advancement of two countries’ CBEC and developing its entrepreneurship. Another direction is to develop the education and training model for CBEC human resources. It includes curriculum, faculty group, and sponsorships. 137
15. REFERENCES 1. Kim, Hag-Min, “New definition of cross border e-commerce”, 2015 International Conference, hosted by Korea Association of Commerce and Information, 2015. 2. Vietnam E-commerce Report 2015. 3. Vietnam E-commerce Report 2016. 4. KITA Institute of International Trade，“Korea - Vietnam investment trends and FTA effect”，2014.12.10.No.72. 5. Han Kyungjoon, “Vietnam e-commerce market trend in the second half”,Hanoi Trade Center in Vietnam. 138