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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This research is aimed to understand the background and factors of the successful sportainment of SK Wyverns, which has embodied new management values in the domestic professional baseball circles by means of startling enhancing of spectators and fans in the professional sports market of Korea, with a view to identifying the details of service management innovation of a professional baseball team for customer satisfaction. In order to inspire and entertain the spectators of a baseball, sportainment of SK Wyverns has applied entertainment factors to all the business fields such as various promotional activities, and all the executives and employees including the players have shared and implemented sportainment values to overcome the crises of both the baseball corporation and the professional sports market in Korea and, in the long run, to expand the professional sports market. In this context, customer satisfaction leads to the creation of customers in the manner of utilizing a baseball ground as a public park, providing diverse differentiated services and attractive event programs & foodstuffs, and participating in social contributions. The said results give two suggestions as below: First, SK Wyverns` management innovation strategies through sportainment is consistent with emergent strategies of Mintzberg which makes much of the daily lessons and decisions gained from the field and sets up systematic plans through ceaseless learning. Second, in the process of it, the sportainment as executed and achieved by SK Wyverns over the last 6 years enables us to fin out a certain patterning. Above all, the progress of sportainment may be divided into the phase when the conventional framework throughout the same industry begins to break from inside the corporation, the phase when the infrastructure is improved and various programs are provided for customer values, and the phase when the quality of spectatorial culture is improved through social contributions. A case study of SK Wyverns` management innovation strategies based on sportainment also offers useful suggestions for the requirements of innovative enterprises.
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