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전호문 ( Ho Mun Jun ),박병두 ( Byung Doo Park ),박성수 ( Sung Su Park ) 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.3
본 연구의 목적은 우리나라 민간 스포츠시설 산업의 ‘현황과 전망’, ‘인력’, ‘효과’, ‘정부, 산·학 기관과의 관계’, ‘법과 제도’에 대한 조사, 분석’을 통해 민간 스포츠시설 산업의 폭넓은 이해와 방안을 마련하는데 있다. 연구를 위해 민간 스포츠시설 산업의 운영현황 산업 발전을 위한 전략 및 방안에 현실적인 정보를 제공할 수 있는 민간 스포츠시설 산업 관련 전문가 100명에게 공문을 보냈으나, 관심 있는 42명이 참여 하였으며 최종적으로는 민간 스포츠시설 산업의 발전 방안을 위해 현실적이고 성실하게 답변이 이루어진 20부를 사용 하였다. 분석결과 현황과 전망과 관련하여 첫째, 단일종목보다 복합형 민간스포츠시설 사업의 운영이 많은 것으로 나타났다. 둘째, 국내경기 불황으로 시설 이용 회원 감소, 시설 운영관리비 증대에 따른 경영난이 가장 많이 나타났다. 셋째, 동종업계의 공급과잉현상 및 공공스포츠시설과의 가격경쟁이 가장 큰 발전 저해 장애요인으로 나타났다. 인력에 관한 내용에 대해 첫째, 시설관리, 경영, 홍보, 판촉의 능력과 기술을 갖춘 전문 스포츠시설 관리자, 스포츠시설매니지먼트, 스포츠마케팅 분야의 전문인력이 필요하다고 나타났다. 둘째, 전문인력은 필요인력에 50%미만이 공급되고 있다고 나타났다. 효과에 관한 내용에 대해 첫째, 시설사업홍보를 위해 실시했던 각종광고가 산업 개발을 위해 실행했던 방법, 전략 중 가장 많이 나타났다. 둘째, 마케팅을 통한 회원모집행사 방법, 전략이 효과가 없었던 것으로 가장 많이 나타났다. 정부, 산·학기관의 역할에 관한 내용에 대해 첫째, 민간스포츠시설사업의 관리, 지원할 전담부처 설립과 국민체육진흥기금을 통한 민간 스포츠시설 산업 지원의 역할이 가장 필요하다고 나타났다. 둘째, 산·학 간의 협력이 잘 이루어지고 있다고 나타났다. 법과 제도에 관한 내용에 대해 첫째, 국민체육진흥법, 체육지도자 연수 및 자격검정에 관한 규칙이 산업발전에 도움이 되고 있다고 나타났다. 둘째, 체육지도자 연수 및 자격검정에 관한 규칙이 개선되어야 할 제도라고 나타났다. 셋째, 산업 발전을 위해 체육시설설치 이용법, 국민체육진흥법이 개선되어야 한다고 나타났다. This study has its purpose on figuring it out to the broad understanding and plan of civilian sport-facilities through researches and analyses about Korean civilian sport-facilities industry; especially, centering into its ``current status and prospect``, ``human power``, ``effectiveness``, ``the relationship among the Governmental, industrial, and academic organizations`` and ``the laws and systems``. The results on the current status and prospect are as follows; first, the operation of multi-civilian sport-facilities is more frequent than the operation of single event facilities. The Second is the operation difficulty of sport-facilities industry. It is the most frequent case to the operation difficulty by increasing the operation and management expenses about the facilities and by decreasing the number of using members because of Korean economic depression. Thirdly, the greatest obstacle for its development is to the excessive supply phenomenon of the same sort of business circles. As for the field of a human power, first, the result indicates the necessity of specialists who have capability and skill for a facility management, administration, advertisement, and sales promotion in the field of professional sport-facilities management, sport-facilities management, and sports marketing. Secondly, the supply for the specialists is less than 50% of the necessary human power. In case of the contents on the effectiveness, first, various advertisements for public relations has been the most frequent used among the ways and strategies to have carried out for industrial developments. Secondly, the result expresses that it is no effectiveness to the member recruiting events through marketing. On the role of the Governmental, industrial, and academic organizations, first, the result appears that it is the most necessary to the supporting role of civilian sport-facilities industry by the establishment of a fully responsible department for managing and supporting to civilian sport-facilities business as well as through the National Athletic Promotion Fund. Secondly, it could be said that the cooperation between industry and academy has well carried out because the marketing has been greatly created by the agreement with the companies of sports-supplies. Finally, as for the laws and systems, first, the result expresses that it has been helpful to the industry development to the Law of National Athletic Promotion and the Regulation on the Training and the Qualifying Probation for Physical Director. Secondly, on the other hand, the result points out this regulation to need to be improved. Third, the result also points out the Law of National Athletic Promotion and the Law of the Installation of Athletic Facilities to need to be improved.
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전호문(Ho Mun Jun),하지원(Ji Won Ha),정순태(Sun Tae Jeong) 한국사회체육학회 2002 한국사회체육학회지 Vol.17 No.-
This study has its purpose to use as the basic data on the lawful preparation of civilian commercial sports institution. As be measured varieties about the lawful preparation in sports institution, this study made up of the specific character of vital statistics, planing character, adequacy, safety facility, safety equipment, bodily harm, supervision, dangerous factor, the coping with emergency situation, committing to writing, vehicles(totally 11 items). To verify the reliance on the item of labor and management, this study applied to Cronbach`s α test. Its result was placed between 0.570 and 0.840. The subject of this study used complexed 230 volumes and singled 220 volumes(totally 450 volumes) in the analysis of the positive study. The suggestive points of the study was as followings ; First, the commercial sports institution will be confronted with the changing of consciousness, systemic education and secretion on the lawful preparation. Second, the difference about the lawful preparation between the staff in sports institution and the customer was revealed that the staff had higher recognition than the customer, but still in short stage. This result showed that the staff prepared for himself about the lawful preparation, but didn`t do for the customer. Therefore, This study think that we will need to try to the lawful preparation that will be appropriate for each character of commercial sports institution. Third, the staff and the customer expressed almost same opinion about the lawful preparation of commercial sports institution in proportion to sex. Therefore we have to need to serve the feeling, we always check their safety through the improvement and the changing to the customer who has a dissatisfaction in deterioration of cars and uncomfortableness about using them. Decisively, the commercial sports institution of civilian was still in short of the preparation on the lawful preparation, and also the staff and the customer of the institution have the low consciousness level of the lawful preparation. So in the future, we will find the way about copping ability and the posture that will be able to, beforehand, prevent from the accident through the caution of the lawful problem correspond with sports.
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전호문(Ho Mun Jun) 한국사회체육학회 2012 한국사회체육학회지 Vol.0 No.48
This study is purposed to analyze difference in the strategies of a marketing mix according to demographic characteristics to attract devoted customers and examine the effects of marketing strategies on customer royalty. 400 questionnaires were distributed and 370 were returned. 27 responses were excluded due to poor and non-responses and low reliability, and finally a total of 3 43 were used. A convenience sampling method was used to gather respondents. Using SPSS-WIN Ver. 18.0, confirmatory factor analysis, Cronbach`s α, correlation analysis, and multiple regression analysis were conducted for data analysis. Based on the above study methods and data analysis results, the following results were derived. First, for demographic characteristics, difference in the strategies of a marketing mix was analyzed according to sex. As a result, there was no significant difference in all sub-factors, and the female group was higher than the male group. Difference in the strategies of marketing mix was analyzed according to age. As a result, statistically significant difference was found in place, product, and promotion factors except price. Difference in the strategies of marketing mix was analyzed according to education. As a result, there was statistically significant difference in all sub-factors. Difference in the strategies of marketing mix was analyzed according to occupation. As a result, statistically significant difference was found in place and promotion factors. Difference in the strategies of marketing mix was analyzed according to income. As a result, statistically significant difference was found in place, product, and promotion factors except price. Second, while product and promotion in the factors of marketing mix had a significant effect on attitude.
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2002 Korea and Japan 월드컵 공식후원 업체에 대한 변화된 태도 연구
전호문(Ho-Mun Jun),김광호(Kwang-Ho Kim) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.2
본 연구는 2002년 한ㆍ일 월드컵에 공식적 스폰서 기업으로 참가한 기업들에 대해 대중들이 갖는 선호도, 만족도, 긍정적 브랜드 이미지에 대한 태도 변화를 분석하는데 목적을 두고 있다. 이를 위해 광주, 제주도, 서울, 전주 월드컵 경기장을 관람하기 위해 경기장을 방문한 관람객 총 2112명을 대상으로 현장 설문 조사를 실시하였다. 연구에 사용된 설문지는 스폰서 기업에 대한 선호도 만족도, 긍정적 브랜드 이미지를 측정하는 스폰서 태도에 관한 문항으로, 그 신뢰도는 Cronbach' α = .7746이었으며, 회수된 설문지는 기술통계, T-test, ANOVA를 통해 분석되었다. 연구 결과 2002년 한ㆍ일 월드컵의 공식 후원 기업에 대한 인식과 관련하여 선호도, 만족도, 긍정적 브랜드 이미지는 전에 비해 평균 이상 수준으로 향상되었으며, 성별에 따른 선호도, 긍정적 이미지, 고급 브랜드 이미지에 대한 인식 변화 차이가 나타난 반면에 직업과 연령에 따른 변화 차이는 나타나지 않았다. The purpose of this study was to investigate the change attitude to the official sponsor companies which participated in the "2002 FIFA World Cup Korea/Japan". The subjects of this study were 2,112 who attended the World Cup Stadiums located in Seoul, Gwangju, JeonJu, and Jeju. The survey instrument, change attitude questionnaire developed by Lee, Junhee (200) and Kim, Yongman(2001), was revised and complemented for this study and Cronbach α of this questionnaire was 0.7746. The statistical techniques employed to analyze data for this study were frequency, t-test, ANOVA, and turkey test. The results of the study was as follows. 1) Over average subjects (53.5% for preference, 72.8% for image, and 51.8% for brand) showed positive change attitude to the official sponsor companies of 2002 FIFA World Cup Korea/Japan", 2) There was no statistically significant differences for preference and image according to age while there was a statistically significant difference for brand according to age, 3) There was statistically significant differences for preference, image, and brand according to sex, 4) There was no statistically significant differences for preference, image, and brand according to job.
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