전략적 마케팅을 위한 대학생의 스포츠 시장세분화의 실증적 분석 = Positive analysis of university sports market-segmentation for the strategic marketing

다국어 초록 (Multilingual Abstract)

The study pay attention to subdivision market that more similar than instinct, think target as 514 university students. therefore, to cope with change of demand quickly, analyzed related with sports population - statistic variation factor, consumption style, and life style and examined sports consumption conduct closely, so following conclusion was come.
1. It was cleared up that there are 13.8% of Light user, 72.2% of middle quantity user and 14% of heavy users in the sports consumption-conduct market of university students.
2. They women, in the order of 1. 4. 2. 3 according to the grade and the men who have under 20,000won as allowance - have similar consumption trait in the case of Light users, and they - men, in the order of 4. 1. 2. 3 according to the grade and who have over 200.000-have it heavy users was revealed to have like this similar consumption features woman by sex, 1, 4, 2, 3grade(in order) by grade, smaller than 200,000 won by spending money and Light users was revealed to have like this similar consumption features, man by sex, 4, 1, 2, 3grade(in order)by grade, more than 200,000 won by spending money in population-statistic subdivision of university students.
3. The subdivision according to consumption action by statue of consumption shows us this. Light users have similar features like this they never watched game at stadium, they never listened radio. they read the section of sports in newspaper less then 1 or 2 times a year and they never been used average expenses for sports itself, newspaper, subscribe for magazine, articles, aids and treated items with sports.
in case of light users, they have common traits that watching a game at stadium watching TV program about sports, listening radio, reading newspaper, more then 3 times a year, and they have another commons that buying of newspaper magazine, article and aid sometimes and average expenses.
4. From lifestyle by consumption statue, small users showed that have lifestyle tendency like that enjoy their sports hobby time in order as sports hobby trait, fashion pursuit trait, individuality of total 7 factor(1 factor :fashion pursuit factor, 2 factor : sports preference factor, 3 factor :sports hobby factor, 4 factor :practical achievement factor, 5 factor : self confidence factor, 6 factor : personality factor, 7 factor: life consideration factor), prefer something afresh and fashionable, in spite of they are sensitive to popularity enjoy something afresh and changing, they do importance on personality.
life style of medium users and heavy users is revealed to have similar positive thinking of sports and high achievement need, in both of medium users and heavy users comparatively that they enjoy sports hobby time in order as fashion pursuit factor, sports preference factor, practical achievement factor, like something anew and changing, become sensitive to popularity.
5. The most big trait of lifestyle fashion-pursuit factor which means high interest and degree of sensitiveness about trend and fashion. in lifestyle by sex and grade.
first, it shows tendency of whole university students. and another common trait is sports traits-factor it is related sports that attitude to admit the value of sports life and take it for their life the study examine desire of sports market of university students closely, so will improve manager's apprehension by more specific and correct examination about market.
By catching up like this desire of manager and make suitable marketing program, we consider that may construct systemic plan for future market. continuous program development by market-subdivision make build up effect of manager that can cope with ever changing market-demand. manager evaluate rival company's merit and defects more correctly so. in case of no opportunity-acquirement of marketing ,by abandoning quickly that market, so manager can save company's re sources economically.
Therefore, sports consumption-market segmentation of university student group, as this study's conclusion, do positive sources as make marketing sources divide more effectively.

목차 (Table of Contents)

• 목차 = ⅰ
• Abstrat = Ⅵ
• Ⅰ. 서론 = 1
• 1. 연구의 의의 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 가설 = 4
• 4. 연구의 제한점 = 5
• Ⅱ. 이론적 배경 = 6
• 1. 스포츠 마케팅의 개념 = 6
• 2. 스포츠마케팅의 정의 및 형태 = 8
• 3. 스포츠 마케팅의 가치 = 10
• 4. 스포츠마케팅의 특징 = 12
• 5. 스포츠마케팅 관리 = 14
• 1) Sports 소비자 = 14
• 2) Sports 시장세분화 = 15
• 3) 라이프스타일 = 16
• 6. 선행연구 = 19
• Ⅲ. 연구방법 = 22
• 1. 조사방법 = 22
• 2. 질문지의 구성 = 22
• 1) 인구통계적 방법 = 22
• 2) 소비행동 변수 = 24
• 3) 라이프스타일 변수 = 25
• 3. 자료처리 방법 = 26
• Ⅳ. 결과 및 고찰 = 28
• 1. 스포츠 소비행동에 의한 세분화 = 28
• 2. 스포츠소비자의 라이프스타일 = 29
• 3. 소비상태별 인구통계에 의한 세분화 = 37
• 4. 소비상태별 소비행동에 의한 세분화 = 39
• 5. 라이프스타일 변수에 의한 세분화 = 52
• Ⅴ. 결론 = 56
• 참고문헌 = 59
• 부록 = 63