프로야구 수입구조 분석을 통한 마케팅전략 방안 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze and examine the profit structures in Korean Professional Baseball. This paper also explored the reasons why korean professional Baseball League has been unable to establish itself as a profit organization. The suggestion is made that the attendance change, limited support by commercial television stations and industry have contributed to the issue. The background and current situation are analysed and future recommendations made. The paper attempt to discuss factors contributing to the circumstances and endeavor to imply possible solutions. The research based on literature review and official data offered by Korean Baseball Organization. The following suggested marketing strategies for helping growth Korean Professional Baseball was developed based on 4P`s of sport marketing. First of all, players, the most important product in sport marketing, have to be managed in concern and continuing long term investment. Secondly, attempting new ticket sales strategies, such as, season ticket sales, buy-out game sales, 10 games coupon sales and discount ticket sales could increase ticket sales. Thirdly, making comfortable environment inside stadium for fans, such as, provide multimedia and careful consideration for fans by team staff is another important marketing strategies. Finally, providing quality fan service inside and outside of the stadium could increase attendance. Team has to develop variety promotion strategies, such as, fan service through event and souvenir, or providing internet World Wide Web sites. These sport marketing strategies would be succeed when they are in mutual help.