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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제14권
발행연도
2000.11
수록면
743 - 767 (25page)

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초록· 키워드

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In order to occupy a solid position in the area of sport industry, professional baseball league has to make systematic approach and understanding for sport marketing. Especially, the approach and understanding for sport marketing as above mentioned is closely related to finding a marketing strategy which makes possible to actively cope with the variation in current target market and consumer's needs. Moreover, consumer's behavioral analysis on each professional baseball team plays a very important role to effectual marketing policies. The purpose of this study is to show establishment policy of marketing strategy for the activation in Korean professional baseball league. The analysis on spectator of professional baseball game were performed with intentionally designed questionnaire that was suited for this research. For spectator analysis, 1220 randomly chosen spectators were surveyed from seven baseball stadiums (twice in Seoul) located in franchised area of each team. The z-test, ANOVA were used for data analyzing. According to the results of this study, the major concern in establishment of marketing strategy is its spectator. With a point of view, it is required that every team belonging to Korean professional baseball league make effective methods to attract and increase its spectators. Therefore, the marketing strategy of individual team should be implemented to satisfy each consumer. From this, every team can increase ticket sales, stadium income, promotional revenue, etc. and it will help team self-supporting in 5nances condition.

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