- i -

1

1. 1

2. 4

7

1. 7

2. 8

1) 9

2) 9

3. 10

1) 10

2) B2B 13

4. 16

17

1. 17

2. C- 19

1) 19

2) 22

3) 29

3. 31

1) 31

- ii -

2) 32

4. C- 39

5. 43

1) 43

2) 47

3) 49

6. 54

57

1. 57

2. 58

1) B2B 58

2) B2B/B2C 68

3. 68

70

1. 70

2. 72

3. VOD 74

77

1. 77

1) 78

2) 85

2. 92

1) - DIVI'MAP 92

- iii -

2) 94

3) - Cinego.net 95

99

1. 99

2. 100

3. 105

107

1. 107

1) 107

2) 108

2. 118

1) 119

2) 119

3) 129

3. 131

4. V/Mart(Visual Market) 138

1) V/Mart 139

2) V/Meta , DB 139

5. 141

1) 141

2) NHK 143

3) 145

- iv -

147

1. KBSi( ) 147

2. SBSi 149

3. iMBC 152

4. TV 153

157

1. 157

2. 159

3. 160

115

- v -

< 1> 1

< 2> 2

< 3> 3

< 4> / 5

< 5> 5 7

< 6> 11

< 7> 12

< 8> 14

< 9> PP PP 24

< 10> 27

< 11> MBC (2005 12 ) 27

< 12> ipEX view 67

< 13> 2007 ~2012 69

< 14> DIVI'MAP 93

< 15> B2B 95

< 16> Film Network 103

< 17> 114

< 18> ( 1480 ) 122

< 19> 123

< 20> 2 134

< 21> 136

- vi -

[ 1] TV 21

[ 2] 23

[ 3] PP 25

[ 4] 25

[ 5] 19952007 26

[ 6] C- 40

[ 7] 41

[ 8] inDplay 59

[ 9] inDplay 60

[ 10] inDplay 60

[ 11] inDplay DB (1) 61

[ 12] inDplay DB (2) 61

[ 13] inDplay (1) 62

[ 14] inDplay (2) 62

[ 15] Brightcove 65

[ 16] Brightcove 65

[ 17] ipEX view 67

[ 18] Glitner 76

[ 19] ADLABS( ), AXIM( ) 100

[ 20] BBC Film Network 100

[ 21] Film Network 104

[ 22] DB 105

[ 23] 110

[ 24] 111

- vii -

[ 25] 112

[ 26] 113

[ 27] FMMC J/Meta 120

[ 28] 124

[ 29] 126

[ 30] 127

[ 31] 128

[ 32] 130

[ 33] ( ) 137

[ 34] V/Mart 140

[ 35] 142

[ 36] NHK 145

[ 37] 146

[ 38] 148

[ 39] 149

[ 40] SBSi 150

[ 41] SBS 151

[ 42] iMBC 153

[ 43] KCTA 155

1

1

( ) , ,

,

.

, .

(C-Korea) 2010

( , 2007).

, ,

.

- ( $) (%) ( $) (%)

1995 5,536 - 42,218 - -36,682

1996 5,996 8.3 63,904 51.4 -57,908

1997 8,318 38.7 57,278 -10.4 -48,960

1998 10,017 20.4 27,036 -52.8 -17,019

1999 12,736 27.1 28,732 6.3 -15,996

2000 13,111 2.9 29,093 1.3 -15,982

2001 18,920 44.3 20,442 -29.7 -1,522

2002 28,813 52.3 25,111 22.8 3,702

2003 42,135 46.2 28,062 11.8 14,073

2004 71,461 69.6 31,096 10.8 40,365

2005 123,493 72.8 36,975 18.9 86,518

2006 147,743 19.6 31,657 -14.4 116,086

2007 162,584 10.0 32,269 1.9 130,315

. 2005 2006. 2005 2006 ; KBI

< 1>

,

. 2007 2006 2 1

. 2007 2006 10.0% 1 6,258

, 3,226 2006 1.9% . 2002

6 2007 4

1 3,031 .

.

2005 92.0%, 2006 77%, 2007

90.2% .

2005 2006 2007

( $) (%) ( $) (%) ( $) (%)

101,620 92.0 85,895 77.0 92,685 90.2

354 0.3 126 1.1 1,645 1.6

2,937 2.7 2,803 2.5 2,436 2.4

2,346 2.1 5,581 5 3,640 3.5

- - - - 1,323 1.3

3,170 2.9 16,031 14.4 984 1.0

110,428 100.0 111,570 100.0 102,713 100.0

KBI. 2006. 0603 0609, KBI

< 2>

, ,

.

1,2,3 60% , 85%

.

2004

( ).

.

1

( $) (%) ( $) (%) ( $) (%)

2001 11,206 1,187 10.6 2,721 24.3 2,417 21.6

2002 18,924 2,450 12.9 2,488 13.1 6,582 34.8

2003 27,948 5,914 21.2 4,791 17.1 9,748 34.9

2004 56,303 35,181 62.5 5,502 9.8 8,490 15.1

2005 105,885 65,511 61.9 9,313 8.8 11,942 11.3

2006 98,844 47,632 48.2 7,979 8.1 20,473 20.7

2007 102,713 56,737 55.2 7,780 7.6 17,597 17.1

KBI. 2006. 0603 0609, KBI

< 3>

.

2007 10% , 2008 5.7%

1) . ,

.

. 10

(MIPCOM) ,

.

CU 2) ,

, EBS

TV . CJ

, MBC 2

.3)

1) 2008 ,

2) YTN 2008 4 .

3) , 2008 10 22

.

.

,

.

.

(OSMU)

.

.

.

.

VOD

4) .

2006 2,560 2007 2,985

16.6% , 2012 13% 5,565

. 2006

45.3% .

4) ( )

( , )

1

2006 2007 2008 2009 2010 2011 201207-12CAGR

( ) 256,006 298,542 344,337 394,611 447,013 500,052 556,509 13.3%

68,438 79,595 92,515 110,445 126,775 146,617 165,393 15.8%

47,487 52,025 57,060 62,327 68,497 74,935 81,383 9.4%

( ) 89,148 100,067 112,849 125,371 137,002 149,352 161,668 10.1%

11,314 13,698 16,867 20,567 24,595 28,974 33,068 19.3%

2,445 2,471 2,613 2,945 3,404 4,068 5,065 15.4%

, (2008), 2007

< 4> /

2007 2012 10.1%

16 .

GDP 5%

.

2006 15.4%

2012 23.6% .

.

,

B2B, B2C .

, /DVD VOD

,

. VOD

2

.

.

, /DVD

VOD

.

( )

,

.

.

.

, .

.

,

.

.

.

,

,

,

.

.

2

2

.

. , ,

.

.5) , electronic marketplace, web

marketplace, virtual marketplace, online marketplace, market space, market

maker, electronic intermediary, E-Hub . 6)

Contents

( , , ) DB

Community , UMS, , job listing,

Commerce

Connectivity , ,

Collaboration

supply chain , , , ,

Moor Bill 2000. (2002)

< 5> 5

5) Bill Mooer. e-Marketplace Pattern, IBM Research Institute, 2000

6)

(online marketplace) .

.

, , , ,

(< 6> ).

.

1:1 1:N

N:N ,

.

,

.

,

.7)

.

, .

, . ,

.

, .

, (transaction costs) . /

, , ,

.

7) (2001). e- .

11 2

2

.

1) 8)

. , ( )

.

. ,

. ,

. ,

.

, , .

.

2)

. ,

.

. , .

40% ,

.

. , .

. ,

8) (2003) .

.

. ,

.

.

, ,

.

.

1)

(1)

(BtoC Business to Customer):

BtoC .

.

.

BtoC , ,

.

,

.

2

BtoC

, ,

amazon.com

interpark.com

BtoB

/

buildersnet.co.kr(

)

fatex.com( )

CtoC

ebay.com

auction.co.kr

BtoG g2b.go.kr( )

< 6>

(BtoB Business to Business):

.

(intra- transaction)

(inter-transaction),

.

, ,

.

. BtoB

(Buyer) , (Seller) , .

(CtoC Customer to Customer):

.

.

. CtoC

.

(BtoG Business to Government)

. BtoG

.

, .

, EDI

(Electrinic Data Interchange) .

, . 2007

464 4,560 90% .

31.5% . 2007

516 5,140 2006 25% .

< 7>

( , %)

2006 2007

BtoB 366,191 88.5 464,456 89.9 98,264 26.8

BtoG 34,435 8.3 36,801 7.1 2,366 6.9

BtoC 9,132 2.2 10,226 2.0 1,094 12.0

CtoC 3,526 0.9 5,032 1.0 1,205 31.5

413,584 100.0 516,514 100.0 102,930 24.9

(2008), 2008

2

2) B2B

C-

(B2B) .

( ) C-

(seller-managed)

(broker-managed) .

3 C-

,

.

B2B

.

(1)

3 - (Catalog) (Auction) , (Exchange) -

.

,

.

.

.

. (Aggregation) .

,

.

.

. 3

.

(2)

.

,

.

:

1:N

N

GM

N

1

GETPN, Walmart

1:

Dell, Cisco, GE,Plastics, Polymement

:N

(

)

Covisint, e2Open

:

Worldwide Retail

Exchange,

Metalspectrum

< 8>

2

(3) 9)