지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2022.7
- 수록면
- 23 - 36 (14page)
- DOI
- 10.51979/KSSLS.2022.07.89.23
이용수
초록· 키워드
오류제보하기
Purpose: The purpose of this study is to discover new profit models for profit diversification in domestic professional sports leagues and to develop performance management indicators that can continuously manage and operate models.
Method: To this end, experts in five areas were invited to discover profit models using brainstorming, in-depth interviews, and Delphi techniques, and to derive performance management indicators. The main results are as follows.
Results: First, the new profit model of the professional sports league proposed a model that can generate derived profits through communication with fans by combining the platform utilization method of the entertainment industry based on content production using NBA Playmakers. Second, performance management indicators according to the profit model were derived based on the BSC technique. A total of 24 detailed factors were composed of 6 financial perspectives, 6 customer perspectives, 5 process perspectives, 3 learning and growth perspectives, and 4 other perspectives. In addition, the weight of the detailed factors for each area was calculated by multiplying the weight ratio of each detailed factor according to the weight ratio for each area and dividing by 100. From a financial point of view, platform development and Maintenance costs and operating costs showed the highest weight, and from a customer point of view, killer content and securing star players had the highest weight. From the process perspective, the overall satisfaction item was the highest, and from a learning growth perspective, the investment item to maintain SNS channel and service innovation, and from other perspectives, the item to secure intellectual property rights was the highest.
Conclusion: Professional sports fans are also making new demands in line with the ongoing COVID-19 and the trend of the 4th Industrial Revolution. If a new revenue model is discovered and managed continuously by a traditional revenue model in line with the environment and consumer trends, it will help not only diversify profits but also build a stable infrastructure through close relationships with fans.
Method: To this end, experts in five areas were invited to discover profit models using brainstorming, in-depth interviews, and Delphi techniques, and to derive performance management indicators. The main results are as follows.
Results: First, the new profit model of the professional sports league proposed a model that can generate derived profits through communication with fans by combining the platform utilization method of the entertainment industry based on content production using NBA Playmakers. Second, performance management indicators according to the profit model were derived based on the BSC technique. A total of 24 detailed factors were composed of 6 financial perspectives, 6 customer perspectives, 5 process perspectives, 3 learning and growth perspectives, and 4 other perspectives. In addition, the weight of the detailed factors for each area was calculated by multiplying the weight ratio of each detailed factor according to the weight ratio for each area and dividing by 100. From a financial point of view, platform development and Maintenance costs and operating costs showed the highest weight, and from a customer point of view, killer content and securing star players had the highest weight. From the process perspective, the overall satisfaction item was the highest, and from a learning growth perspective, the investment item to maintain SNS channel and service innovation, and from other perspectives, the item to secure intellectual property rights was the highest.
Conclusion: Professional sports fans are also making new demands in line with the ongoing COVID-19 and the trend of the 4th Industrial Revolution. If a new revenue model is discovered and managed continuously by a traditional revenue model in line with the environment and consumer trends, it will help not only diversify profits but also build a stable infrastructure through close relationships with fans.
목차
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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