선수 마케팅 활성화를 위한 스폰서십 활용방안 = Utilizing the sponsorship activation of player marketing

다국어 초록 (Multilingual Abstract)

The goal of this study is to suggest the way of using sponsorship properly and to look for adquate marketing strategies for activating athlete marketing field.
This study is based on related prior Korean research and other research such as broadcasted materials and information through internet. And the interview of 45 professional golfers to ask thier opinion about the topic is also added. We have a limit to find its solution about the theme because it is a very flexible and changeable topic. But we still can have better persuasive suggestion by combining sponsorship and business strategies, which is widely used today when we see their synergy effect. Through what is mentioned formerly, we can recommend proper use of sponsorship and its settlement that could activate athlete marketing. And there are conditions for this.
First, there should be restraint and balance among athletes, sports club and companies.
Thesedays it is hard to run a sports team in companies because only sprots club has control over the team. Therefore when athletes and sports club and companies properly use 'restraint and balance principle', they can earn more benefits through club marketing and securing number of audiences. And in the long term, they need to try to get more sponsors as the club gains more credit and secure more audiences.
Second, companies need to consider athletes as costomers and goods at the sametime so they can sponsor sports team which goes with their corporation's image.
In other words, when firms sponsor a team that does not match its image, they can bring down the authority of games and events. And when a company which is unreliable sponsor a team, it can also weaken trust and authority of games and events. Therefore a sponsoring company should be very carefully chosen.
Thirdly, Professional sport agents must be cultivated for efficient sponsorship.
Agents do very detailed consultation from athlet's schdule and personal possesion management to life plan after reteirement, recently. According to this trend, company itself need to run a professional sport agent, not a marketing or a general affairs department, for better adequate sponsorship.
In the fourth place, companies should pick up modeling for a capable sponsorship so it can meet the company's marketing goal and plan.
I suggest three steps for efficient sponsorship. Before a company decides which team they will sponsor, they should research if the team fits into the goal of company's marketing plan beforehand. Through this research, they need to consider the objective of sponsorship and priorities and then sponsor the sport team according to thier assesment. And this is not the end of procedure. The sponsorship must be evaluated to estimate the loss and gain of three partners - company, sports club, and players - for more effective management.

목차 (Table of Contents)

• 목차
• ABSTRACT
• I. 서론 = 1
• 1. 연구의 필요성 및 목적 = 1
• 2. 연구 문제 = 2
• 3. 연구방법 = 3
• 4. 연구의 제한점 = 3
• II. 이론적 배경 = 4
• 1. 스포츠 마케팅의 개념 및 특성 = 4
• 2. 선수마케팅의 개념 및 특성 = 7
• 3. 선수마케팅의 유형 = 9
• 4. 스폰서십의 개념 = 11
• 5. 선수 스폰서십 = 11
• 6. 스폰서십과 마케팅과의 관계 = 13
• 7. 스폰서십의 효용 = 14
• 8. 스포츠 스폰서십의 계획수립 = 15
• III. 선수 마케팅의 실태 = 17
• 1. 프로선수의 연봉정책 요인 = 17
• 2. 나이키 (NIKE) 의 마케팅 = 18
• 3. 미국 기업의 프로스포츠 스폰서십 추세 = 19
• 4. 우리나라 기업들의 스포츠 스폰서십에 대한 인식 = 24
• 5. 프로선수 스폰서십의 활동 현황 = 26
• 6. 기업의 스폰서십 참여 실태 = 28
• 7. KPGA 선수들의 스폰서십에 관한 의식조사 = 35
• IV. 선수 스폰서십의 마케팅 전략 및 활용 방안 = 45
• 1. 스폰서십의 마케팅 전략 = 46
• 2. 스폰서십의 활용 방안 = 53
• V. 결론 및 제언 = 57
• 1. 결론 = 57
• 2. 제언 = 58
• 참고문헌 = 60
• 부록 = 64