경기력향상을 위한 종합 트레이닝센터 모델제시

신재휴 한국스포츠정책과학원 2005 스포츠과학 Vol.90 No.-

빅테크 플랫폼 기업의 스포츠콘텐츠 사업의 특징과 시사점 : 아마존을 중심으로

신재휴 사단법인 한국벤처혁신학회 2024 벤처혁신연구 Vol.7 No.1

본 연구는 디지털 대전환이 빠르게 진행되는 환경에서 빅테크 플랫폼 기업들의 스포츠콘텐츠 비즈니스의 특징을밝히는 데 있다. 구체적으로는 아마존을 대상으로 빅테크 플랫폼 기업의 시장구조를 살펴보고 이런 구조에서 스포츠콘텐츠가 그들에게 어떤 역할을 하는지 아마존의 스포츠마케팅 사업의 특징을 밝혀 빅테크 플랫폼 기업의 스포츠콘텐츠비즈니스를 전망하였다. 양면시장 플랫폼 비즈니스를 기반으로 한 빅테크 플랫폼 기업들은 자신들의 플랫폼의 가치를제고하는 전략에 스포츠콘텐츠가 존재하고 있다. 때문에 스포츠콘텐츠는 이들에게 플랫폼의 가치를 높이고 나아가 인프라와 같은 플랫폼 생태계의 시너지를 높여 수익을 극대화함으로써 독점적 지위를 공고히 하는 도구로 사용된다. 아마존은 대륙이나 국가별로 인기 있는 라이브스포츠중계권을 획득하여 이를 플랫폼에 공급하여 신규고객의 증가와 구매효과 뿐 아니라 경기단체나 팀에게 IT솔루션 서비스를 제공하고 다양한 프로모션 콘텐츠를 기획 공급하면서 광고 사업을비롯한 아마존 플랫폼 전체에 시너지를 내고 있다. 아마존프라임비디오와 아마존 프라임에 라이브 스포츠 콘텐츠를공급하고, 아마존 웹 서비스를 통해 다양한 스포츠 이해관계자들에게 기술적 서비스를 제공하고 있으며 동시에 광고주의 광고와 마케팅 성과를 분석하고 예측하는 아마존마케팅클라우드 서비스를 제공하면서 비즈니스 기회를 넓히고 아마존 전체의 가치를 높이고 있다. 이는 양면시장 플랫폼 기반의 빅테크 기업과 단면시장 기반의 레거시 글로벌 기업과의시장구조의 차이에서 기인하며 디지털시대 스포츠마케팅 비즈니스의 새로운 변화라고 할 수 있다. 이 새로운 모델의핵심은 라이브스포츠 스트리밍 중계권을 기반으로 한 다양한 콘텐츠 개발을 통한 비즈니스이며 스포츠콘텐츠 마케팅은기존 중계권, 스폰서십과 함께 스포츠비즈니스의 주요 분야가 될 것이다. 아마존, 애플, 구글과 같은 빅테크 플랫폼글로벌 기업들은 또 다른 새로운 글로벌 스포츠마케팅 기업이 될 수 있으며 현재의 스포츠마케팅 회사와 광고회사 그리고 팀과 경기단체들은 위기와 기회가 공존해 있다. This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

일본 글로벌 광고회사의 스포츠마케팅 전략

신재휴 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.3

Sports agencies, also called sport marketing companies, play an important role in the sports business world today. They, as service agencies of sports organizations, athletes, enterprises and broadcasting companies, are expanding their territory while satisfying the desires of their stakeholders. The stakeholders, including not only international sports organizations such as FIFA and IOC but smaller sport organizations and individual athletes, do not just recognize their sport agencies as their intermediaries but also business partners, who faithfully provide them with financial support. In this regard, sports agencies greatly contribute to enhancing the values of sport organizations and enterprises and to increasing the scale of sports markets. The relationship between advertiser and advertisement firms in Japan is different from that in the U.S.A. and the Republic of Korea. Japanese advertisement firms being involved in all the processes from planning to selling are even engaged in businesses requiring them to take costs and risks such as movie production, sport event, etc., beyond their main business of advertising selling. Thus they are called comprehensive advertizing agencies. In Japan, the largest advertizing enterprises, like Dentsu and Hakuhodo, also develop sport marketing activities by virtue of such specificity of Japanese advertisement firms. This research aims to analyze the sport marketing strategies of Japan-based global advertizing agencies. To do that, the author has investigated into how Dentsu, a worldwide advertizing agency and a worldwide sport marketing enterprise, develops its sport business and its main strategies. For this, the characteristics of Japanese advertizing companies were examined, and analyses were made on what kind of connection there is between the characteristics and Dentsu’s sport marketing, and how Dentsu is using its capabilities to successfully conduct its sports marketing activities. The finding is that Dentsu Group has succeeded in its sports marketing because it has utilized its capacities to positively respond to many challenges of a comprehensive advertizing agency. 스포츠마케팅회사라고 불리는 스포츠에이전시는 스포츠비즈니스의 세계에서 중요한 역할을 담당하고 있다. 이들은 스포츠단체, 선수, 기업과 방송사와의 대행서비스업을 통해 이해관계자들의 가치를 만족시켜 주며 자신의 영역을 확장해 나가고 있다. FIFA, IOC와 같은 국제스포츠단체는 물론 크고 작은 스포츠단체와 선수들은 그들의 재정적 원천을 충실히 도모해 주는 에이전시의 존재를 단순 중개업자를 넘어 파트너로서 인식하고 있으며 이들은 스포츠단체는 물론 기업의 가치를 높이고 스포츠시장의 규모를 키우는데 중요한 역할을 하고 있다. 일본의 광고주와 광고회사의 관계는 미국과 한국과는 다른 형태를 갖고 있다. 기획에서부터 판매에 까지 모든 구조를 갖고 있는 일본의 광고회사는 광고판매라는 본업을 넘어 영화제작, 스포츠이벤트 사업 등 비용과 리스크를 스스로 감수하는 사업에 까지 활동하고 있다. 그래서 이들을 종합광고회사라고 부른다. 일본에서 최대 광고기업인 덴츠와 하쿠호도만이 스포츠마케팅 사업을 할 수 있는 것도 일본 광고회사가 갖고 있는 특수한 성질에 기인하고 있다. 본 연구의 목적은 일본의 글로벌광고회사를 중심으로 이루어지는 스포츠마케팅 전략을 분석하는데 있다. 이를 위해 세계적 광고회사이며 동시에 세계적 스포츠마케팅회사라고 할 수 있는 일본의 덴츠를 대상으로 스포츠비즈니스를 어떻게 펼치고 있으며 주요 전략은 무엇인지 실체를 파악한다. 이를 위해 일본광고회사의 특징을 살펴보고 이런 특징이 덴츠의 스포츠마케팅과 어떻게 연결되었는지 그리고 덴츠는 이런 역량을 통해 스포츠마케팅을 어떻게 성공적으로 펼치고 있는지 분석하였다. 덴츠가 성공적인 스포츠마케팅을 할 수 있었던 것은 종합광고회사라는 기반을 바탕으로 한 덴츠 그룹의 역량에 의한 것임을 알 수 있다.

기업의 커뮤니케이션과 스포츠마케팅

신재휴 우송대학교 2003 우송대학교 논문집 Vol.8 No.-

The purpose of this paper is to study the meaning of sports marketing which has recently emerged as new marketing method. This paper also aims at researching how values of sports act as favorable leverage to firms. As sports markets develop and mutate, the sports marketing has become a new marketing methode for firms and sports related organizations to achieve their management goals. It can be classifield as the marketing of sports and the marketing with sports. The values of sports are similar to what firms pursue. To achieve their goals through sports, Korean firms should reduce their dependence on simple media exposure and establish longterm strategies which intergrate unique and various characteristics of sports.

생활체육 활성화를 위한 읍·면·동 체육행정 서비스의 발전방안

신재휴,오연풍 한국체육정책학회 2011 한국체육정책학회지 Vol.9 No.2

This research aims to understand the current state of sport administration organizations in a local government, with a view to suggesting schemes to set up a sports department functioning as a public service in a Up․Myun․Dong so as to activate local sports for all. To do that, the present author has investigated into the present condition and problems of sports related organizations in local governments of Korea and into the relevant cases in France, proposing schemes for establishing sports departments and expected effects of the establishment. In Korea, local government does have a sports department, which is mainly concerned with holding athletic meetings and setting up appropriate facilities in the district. In a local autonomous districts, 3-5 personnel are charged with support for sports organizations and management of sports facilities. Yet, Up·Myun·Dong has no relevant personnel and organization. It is in stark contrast to the condition of a 'commun' which is a local autonomous entity in France. 86% of 'commune' whose population is more than 10,000 have a sports department. In order to provide better sport administration services to a sports field, local government in Korea have to more strictly select and concentrate on their core capabilities in planning the budget, managing large sports facilities, developing sports campaigns, doing sports businesses, and supporting sports organizations. Moreover, sport administration needs to be decentralized through resolutely commissioning less serious sports businesses to Up·Myun·Dong so that they may have a sports department.

스포츠 시설을 통한 도시의 스포츠 복지 인프라 구축 방안

신재휴 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.14 No.5

스포츠 시설을 통한 도시의 스포츠 복지 인프라 구축 방안

신재휴 한국스포츠리서치 2003 한국 스포츠 리서치 Vol.20 No.1

The purpose of this study is to suggest a plan to build a sports infrastructure in the city through sports facilities. This paper reviews the value of sports facilities in the industry by examining the economic character of them and suggests a direction toward a comprehensive understanding. It is understood that sports facilities are considered a combined goods, and that they are a merit goods with a strong characteristic of both a public and private goods. In managing these facilities, therefore, there must be a comprehensive and all-inclusive structure, which enhances their value as a public goods, while having the nature of a private goods. Sincesports industry has a strong influence upon related industries and businesses, it can contribute to the ultimate development of the welfare infrastructure in the city. In order to improve the level of the public welfare system at large, these facilities should be recognized as a national SOC (Social Overhead Capital). It is necessary, therefore, that we improve the quality of service in managing these facilities by adopting a competitive system rather than disputing whether they are a public or private goods, and that we need an aggressive strategy for a consumer incentive policy.

스포츠경제의 현상과 연구경향

신재휴 한국스포츠산업경영학회 1997 한국스포츠산업경영학회지 Vol.2 No.2

스포츠경제는 스포츠의 수요와 공급의 확대 그리고 증가하는 공공이나 민간의 스포츠재정에 따른 효율적인 경영의 문제등으로 탄생한 하나의 연구 접근 분야 로서 본 연구는 이런 스포츠경제의 연구경향을 스포츠와 경제의 중요 현상과 연관시켜 고찰하는데 목적이 있다. 오늘날 스포츠경제는 미시스포츠 경제와 거시스포츠 경제로 분류되며 이들 연구는 스포츠노동시장의 구조와 기능과 관련된 스포츠의 직업화, 스포츠와 TV의 시장 구조와 상호관계와 관련된 스포츠의 대중매체화, 스포츠산업과 관련있는 자본의 국제적 확대와 관련있는 스포츠의 국제화, 스포츠용품과 시설의 기술혁신과 관련있는 스포츠의 기술화 의 네 가지 현상속에 활발히 이루어 지고 있다. 스포츠경제에 대한 연구는 스포츠산업 발달의 측면에서 과학적으로 연구 되어져야 할 분야 이지만 아직 경제적인 정보의 수집과 자료의 처리, 스포츠경제 규모의 측정 방법, 체계적인 통계 정보의 부재 등 많은 문제점을 안고 있다. 스포츠경제는 스포츠분야에 대한 경제적인 분석의 한 적용(application)분야라고 할 수 있으며 스포츠경제의 범위와 관계있는 지식과 정보를 서로 축적한 학문이라고 이해되어야 할 것이다. Sport economy is a research field generated by such issues as expansion of demand and supply of sport and effective management of public or private sport budget which has been on increase. The purpose of this paper is to study the research trends of sport economy in relation to major phenomena in sport and economy. Sport economy is classified into micro sport economy and macro sport economy. Research of sport economy consists of four categories as follows; professionalization of sport related with the structure and function of sport labor market, mediatization of sport related with the market structure and mutual relationship of sports and TV, internationalization of sport related with the international expansion of capital which is associated with sport industry, and technologization of sport related with the technological innovation of sporting goods and equipements. The study of sport economy should be accomplished through scientific research of the development of sport industry. Yet, it faces a lot of challenges such as collection and processing of economic information, measuring method of the scale of sport economy, and lack of systematic statistical information. Sport economy can be defined as a field of application which economically analyze sport. It also should be interpreted as a study which accumulates knowledge and information related with the range of sport economy.

스포츠경제의 연구와 전망

신재휴 남서울대학교 경영연구센타 1999 경영연구 Vol.1 No.-

Abstract The study of sport economy should be accomplished through scientific research of the development of sport industry. Sport economy is a research field generated by such issues as expansion of demand and supply of sport and effective management of public or private sport budget which has been on increase. Research of public or private spot budget which has been on increase. Research of spot economy consists of four categories as follows ; professionalization of sport related with the structure and function of sport labor market, mediatization of sport related with the market structure and mutual relationship of sports and TV, internationalization of sport related with the international expansion of capital which is associated with sport industry, and technologization of sport related with the technological innovation of sporting goods and equipements. Sport economy faces a lot of challenges such as collection and processing of economic information, measuring method of the scale of sport economy, and lack of systematic statistical information. Sport economy can be defined as a field of application which economically analyze sport, It also should be interpreted as a study which accumulates knowledge and information related with the range of sport economy. The study of sport economy should be accomplished through scientific research of the development of sport industry. Sport economy is a research field generated by such issues as expansion of demand and supply of sport and effective management of public or private sport budget which has been on increase. Research of sport economy consists of four categories as follows ; professionalization of sport related with the structure and function of sport labor market, mediatization of sport related with the market structure and mutual relationship of sports and TV, internationalization of sport related with the international expansion of capital which is associated with sport industry, and technologization of sport related with the technological innovation of sporting goods and equipements. Sport economy faces a lot of challenges such as collection and processing of economic information. measuring method of the scale of sport economy, and lack of systematic statistical information. Sport economy can be defined as a field of application which economically analyze sport. It also should be interpreted as a study which accumulates knowledge and information related with the range of sport economy.

한국스포츠용품산업의 동향과 전망

신재휴 우송대학교 2004 우송대학교 논문집 Vol.9 No.-

This study is to study the international strategy of Korean sporting goods industry. First, this study will focus on examining three aspects of internationalization in the sports products. Then we suggest the strategy for internationalization of Korean sports products industry. In short, the world economy goes toward the global market system regardless of nationality. Following the trend, sports industry or the world sports industry tries to have a firm grip on the local market with a localized multinational corporation or by taking over a local company. The world-renowned sporting goods companies take swift measures to change into the global standard business paradigm. Therefore, the Korean sports industry also needs to take strong action responding to the trend with a variety of strategies. They include the world best product strategy, human resources and marketing strategy, adaptability in the global market, and strengthening the domestic markets.