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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제15권 제2호
발행연도
2006.5
수록면
199 - 208 (10page)

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초록· 키워드

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There were four methods in selling sports shoes. Wholesales channel which is lately surging up belongs to these methods. The purpose of this study was that we looked into which brand the consumers prefered according to gender and age in the field of sports equipment which belongs to sports industry. We also had to think about why they bought the sports shoes with special brand. And we'd like to suggested the plan effective sales growth in related to brand preference of sports equipment by the advertisement.
According to the survey (in the base of Chi-Square) of 1,036 male and female consumers in their 10s and 30s who were using ABC-Mart located in M-Dong in Seoul we had got following results.
1. In the case of the brand company which producted and sells sports shoes, the company should try to let consumers choose its brand using effective target-marketing which met the character of gender and age.
2. Most consumers tended to choose the brand taking design and quality of sports shoes into consideration when they bought sports shoes. The brand company should develop unique design which most consumers could be satisfied with and improve the quality of sports shoes for its sales growth.
3. The twenty-first century is technetronic. The brand company should know how consumers feel about its brand. It should also investigate why they pursued the special brand. And then it should find out how to advertise its brand to increase sales.
4. In order to develop not only the industry of sports equipment but also national brand of sport shoes in the case of Pro-Specs, they should take target-Marketing and develop various design of sport shoes and suggest various price. They should also find out the plan for effective sales growth using star-Marketing.

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Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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