스포츠산업,경영 : 입장수입규모에 따른 프로축구단 마케팅 요인 차별화 분석 = The study on the discriminative marketing analysis of professional soccer team

다국어 초록 (Multilingual Abstract)

The purpose of this study was that we grasped a specific of sports marketing classified by professional soccer team search for different marketing strategy which met each professional team.
The object of this study limited to professional soccer among the kinds of sports. There were 69 staffs who worked for 11 comtemporary professional soccer team in our research.
First of all we confirmed that suitable definition to this research was a single dimension with using Cronbach's Alpha. To analyse differences among marketing strategies in professional soccer teams, we used one-way ANOVA. After this test we did Scheffe's various examination.
We could conclude these followed from the result of study.
1) First of all professional teams should get the stadium where audience can watch a game comfortably. The professional team in the high-middle group should also get a good place for stadium in order to increase their income.
2) The professional team in the low-middle group which had a small income should make an investment in the stadium in order to have a large audiences. The lighting was one of the most important elements which made audience comfortable in watching a game after sunset. This kind of facility was very helpful to increase the income.
3) The professional teams which had a few incomes and then included in the low level has to avoid idle management. They should correct their program and continue to develop program with which audiences could be satisfied.
4) In order to develop professional football which accounted for more than half, it needed financial support of company and systematic, effective management of organization. The professional team should continue to develop special strategic for marketing. At the same time it should continue to communicate with fans and league.

참고문헌 (Reference)

1 "효과적인 마케팅 전략수립을 위한 프로축구 관중들의 관전동기에 영향을 미치는 요인 분석" 4 (4): 277-294, 1999

2 "한국스포츠산업의 발전과 그 과제" 11-36, 1997

3 "한국스포츠 마케팅의 발전과제 연구 한국체육과학연구원" 1998

4 "한국 프로축구연감" 2001

5 "한국 프로축구연감" 2002

6 "한국 프로축구연감" 2000

7 "한국 프로축구산업의 규모" (26) : 12-27, 2000

8 "한국 프로축구 마케팅 전략에 관한 조사 연구" 경희대학교 대학원 1999

9 "한국 스포츠산업의 현황" (25) : 2-15, 2000

10 "프로축구단 온라인 마케팅 활성화를 위한 구단 웹사이트 분석" 한양대학교 대학원 2002

11 "프로축구 관중의 팀 충성도에 영향을 미치는 마케팅 믹스요인" 7 (7): 113-126, 2003

12 "프로축구 관중의 구매 행동에 영향을 미치는 유인 요인 분석" 1996

13 "프로스포츠를 통한 21세기 국민체육진흥의 장기 발전 전략" 53-62, 1997

14 "프로스포츠 구단의 효율적인 운영을 위한 소비자 구매정보의 활용" (10) : 309-317, 1998

15 "전략적 마케팅을 위한 프로축구 팬성향에관한연구" 38 (38): 785-798, 1999

16 "월드컵 축구대회와 프로축구 활성화의 관계" 37 2호 : 311-320, 1989

17 "월간 스포츠 비즈니스" 주식화사 케이보스 (1) : 2001

18 "월간 스포츠 비즈니스" 주식화사 케이보스. (13) : 2002

19 "스포츠마케팅" 20-23, 1998

20 "스포츠마케팅" 대한미디어 1997

21 "대한축구협회자료" 2003

22 "국내 프로구단의 스포츠마케팅 전략에 관한 실증적 연구" 수원대학교 대학원 1998

23 "국내 스포츠 마케팅 현황 및 전망 고찰" 36 (36): 404-414, 1997

24 "IMF 시대 국내 관람 스포츠 산업의 방향 모색" 37 (37): 543-552, 1998