스포츠 산업, 경영 : 상업 스포츠센터의 환경변화에 따른 지역별 스포츠 마케팅믹스 전략 비교

하지원(JiWonHa),전호문(HoMunJun) 한국체육학회 2002 한국체육학회지 Vol.41 No.1

The purpose of this study is to investigate the changes of marketing strategies which were made by Korea commercial sport facilities to overcome economic downturn during the IMF economic crisis and to encourage the sport related companies and institutes to review and utilize some of the findings of this study for their everyday operations and help establish marketing strategy for challenging environment. The subjects for this study are 118 sport center managers from 8 cities such as Seoul, Inchon, Taegu, Taejun, Kwanju, Junju, Mokpo and Cheju. Survey and interview were used as the method of the data collection and collected data were analyzed using descriptive statistics and Chi-square for analysis of general characteristics of individual companies in sport industry and changes of their marketing strategy and verification of marketing mix based on their geography. The results are as follows :A Common changes of commercial sport facilities in Korea1) the changes of commercial ski facilities during IMF were characterized as reduction of the number of employees, decrease of their wage, change of ownership and temporary closure of their operation 2) Most of the commercial sport facilities experienced the decrease of the number of their customers 3) Over all revenue decrease was common during this period of time.B. Marketing mix strategy based on geographical location1) For product strategy, based on geographical location, there were changes and differences in product and programs, mainstream product strategy and its development purpose. 2) For place strategy, the distribution channel strategy and the level of inconvenience of location. 3) For price strategy, based on geographical location, there were changes and differences in price, price reduction method and objectives and relative price strategy 4) For promotion strategy, based on geographical location, there were changes and differences in public relation managers and, promotion managers as well as market promotion program contents.

스포츠산업, 경영 : 프로야구 관람자의 관여도에 따른 라이센싱 제품의 구매의도와 구매행동

하지원(JiWonHa),김화영(HwaYoungKim),김수잔(SuSanKim) 한국체육학회 2002 한국체육학회지 Vol.41 No.2

The purpose of this study was to identify differences in professional baseball spectators' purchase behavior of licensed products according to their involvement. The study employed a questionnaire, where 'involvement' consisted of questions about spectators' level of interest in baseball, teams, players, media news, and information from the internet. 'Purchase behavior' consisted of questions about frequency, time, motivation, expenditure and place related to purchase, as well as the person for whom the product is being purchased. Also, 'purchase intention' consisted of questions about whether the purchase was an impulse buy and whether the subject has intentions to buy more products in the future.The questionnaire's validity was evaluated by licensing experts, and since the Cronbach value was .85, it was deemed to be reliable. Out of 242 spectators who have at least once purchased a licensing product, 200 persons responded. They were selected from 2 games held in Seoul Chamsil Stadium, and analyses consisted of employing descriptive statistics, one-way ANOVA, Chi-Square tests using SPSS/PC version 10.0. As a result, the following conclusions were drawn:First, expenditure, purchase place, and purchase influence does not differ statistically and significantly according to spectators' interest in baseball, teams, players, media news, and information from the internet.Second, purchase frequency differ statistically and significantly according to spectators' interest in players, and time of purchase differ statistically and significantly according to spectators' interest in both teams and players. Also, product receiver differ statistically and significantly according to interest in baseball, teams, and information from the internet.Third, buyers who seek information related to baseball are less likely to buy on impulse, and buyers who have high interest in baseball, teams, players and information from the internet are more likely to make future purchases

스포츠산업, 경영 : 국가별 프로 축구구단의 VI(Visual Identity)가 구단상품의 구매의도에 미치는 영향

이지성(JiSungLee),하지원(JiWonHa) 한국체육학회 2002 한국체육학회지 Vol.41 No.2

This paper is written to show relation between the consumers' intention of purchase and their perception and evaluation on VI. The objects of study are VIs of professional soccer teams such as emblems and characters. This study shows the most dominant VI factor which affects the intention of purchase among familiarity, originality, meaning, diversity, and preference.The VIs which were examined in this paper are collected from 10 different domestic and foreign professional soccer teams and the results were drawn from a questionnaire. 10 emblems of 4 domestic teams, 3 Japanese and 3 British teams, and 10 characters of 5 domestic and 5 Japanese teams were used for the questionnaire. In this research, the sampled subjects are Seoul residents in their 10 to 40s. The number of the sample was 513 which includes both soccer fans and people who are not soccer fans.The questionnaire used for this study consists of i) evaluation of emblems, ii) characters (familiarity, originality, meaning, diversity, and preference), iii) the intention to purchase commercial product of the professional soccer teams.The statistics employed for data analysis were the correlation analysis and the multiple regression analysis.Through data and analysis, the following findings were obtained.First, the intention of purchase is affected by the emblem evaluation (familiarity, originality, meaning, diversity, and preference). Second, the intention of purchase is affected by he character evaluation (familiarity, originality, meaning, diversity, and preference).

스포츠 행정 경영 : 프로야구 경기의 여성 소비자 유입을 위한 마케팅 전략1 - 인구통계적 ( 연령세분화 중심 ) 접근 -

전호문(HoMunJun),나순복(SoonBokNa),하지원(JiWonHa),김양구(YanGooKim),조우정(WooJungCho) 한국체육학회 1998 한국체육학회지 Vol.37 No.4

본 연구는 여성소비자가 야구장을 찾는데 영향을 미치는 관람저해요인과 개선점 및 선호도를 조사·분석하여 프로야구경기의 여성 소비자 유입을 위한 마케팅 전략을 제시하는데 목적이 있다. 더불어 여성을 인구통계학적 요인에 따라 시장세분화하여 그에 따른 마케팅 전략을 제시하는데 그 중요한 의의를 두고 있다. 이를 위해 본 연구에서는 3개 지역에서 프로야구를 관람하는 여성 323명을 무선 표집하여 표본으로 사용하였다. 설문지의 내용은 여성관람자의 일반적 사항 9문항, 관람저해 요인 중 혼잡인지도 3문항, 개인적 요인 6문항, 환경적 요인 13문항, 경기관련 요인 6문항 등 28문항, 그리고 선호도 13문항 등 총 50문항으로 구성되어 있다. 수집된 자료는 기술통계와 ANOVA χ²검증, 그리고 Duncan검증을 통해 분석되었다.이러한 과정을 통해 얻은 결과 및 도출된 마케팅 전략은 다음과 같다.첫째, 관람저해 요인 중 통계적으로 세 집단간에 유의하게 나타난 요인은 혼잡인지도, 시설, 타인, 경기 외적 요인이었다.둘째, 야구장에 대한 우선 개선점은 스타선수의 발굴, 팬서비스 개선, 부대시설 개선, 입장료 인하, 다양한 이벤트 개발 순으로 나타났으며 연령별로 유의한 차이는 없었다.셋째, 연령별로 가장 선호하는 서비스는 10·20대는 팬사인회, 30대는 가족할인혜택이었으며 이들간에는 연령별로 유의한 차이를 보였다.넷째, 연령별로 선호하는 이벤트는 10·20대는 연예인초청 이벤트, 30대는 팬클럽 후원행사나 레크리에이션을 선호하고 있었다.다섯째, 우선 개선해야 할 시설로는 전체대상자 대부분이 관람석과 화장실 개선을 원했고 연령별로는 유의한 차이를 보였다.마지막으로 여성의 프로야구경기 관람에 대한 관련요인(21개 요인, 117개 항목) 분석에 근거하여, 프로야구경기의 여성소비자 유입을 위한 기본 스포츠 마케팅 관리과정 모델, 집중적 마케팅과 잠재적 마케팅 전략, 차별적 마케팅 전략(4P`s 중심)을 제시하였다. The purpose of this study was to investigate and analyze obstructive factors and preference which can affect women’s participation in professional baseball game and to recommend the marketing strategies for increasing the female consumers in the game. Futhermore, the significance of this study was first trying study to segment female consumer market of professional baseball game and present marketing strategies in terms of demographical factors.Survey method was used for this study. Total of 323 subjects were selected randomly from 3 different baseball stadium. The questionnaire consisted of the total number of 50 questions based on 3 main areas; that is, demographical questions(9), obstructive factors(28), and preference(13). Data collected were analyzed using descriptive statistic method, ANOVA, Chi-square and Duncan test.The results of this study were as follows.First, 10’s have more dissatisfaction of baseball arena in temps of obstructive factors, which are specially complexity, facilities, other spectators and out of game-factors.Second, the most of the subjects wanted to recruit more celebrity, modify fan-service and facilities and discount ticket price, in order.Third, 10’s and 20’s prefered more fan-service and family discounting service as they wanted to receive, while 30’s service prefered were family discounting and fan-service, in order.Forth, 10’s and 20’s prefered especially inviting entertainers, while 30’s prefered fan-club supporting event and recreation program.Finally, the facilities the most of subjects wanted to modify were seats and toilet in the baseball arena. Especially, 30’s wanted to modify the toilet and parking lots, while 10’s and 20’s seats and toilet.Based on the practical data relating 117 factors, marketing strategies with 4 Ps (price, product, place, promotion) were suggested for increasing women’s participation in the professional baseball game.