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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
구수용 (부산대학교)
저널정보
한국체육정책학회 한국체육정책학회지 한국체육정책학회지 제15권 제3호
발행연도
2017.8
수록면
99 - 115 (17page)

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초록· 키워드

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The purpose of this study is to present a direction for the success of the "KBO League" brand identity marketing practice by the case study, the SWOT analysis and the SWOT Matrix strategy. In the case study, research subjects are articles, on-line news articles, and homepage. A group of experts involved in baseball in 2017 were selected as the population, and we used purposeful sampling among non-probability sampling. In addition, through the questionnaire survey and SWOT analysis of fifteen experts nationwide, Matrix strategy was established and the following conclusions were drawn. First, the result of the case study of "KBO league" brand identity marketing appeared as league branding, league product branding, league marketing through Hall of Fame and museum. Second, "KBO league" One of the internal environmental factors for the marketing of brand identity is that it has the highest recognition of professional baseball among the professional sports, so the value of the league is increased, and the conditions to raise the publicity effect by exposure to broadcasting and media. On the other hand, the weak point was the lack of human resources of professional managers or professional marketers to carry out brand identity, and the difficulty of integrated marketing and decision making due to the league management centered on large companies. Opportunity among external factors was due to the establishment of a unique position as a spectator sport, leading to high viewing and broadcasting rights of broadcasting and internet broadcasting, and increased profit of KBO secretariat and each club. Threats were due to the development and growth of competitive industries such as movies, games, and music, as well as a decline in consumption due to economic recession and a decline in consumer spending. Third, the SO (Strength / Opportunity) Strategy for the "KBO League" brand identity marketing is based on efforts to develop own products through connection and cooperation between KBO and each club, efforts to recruit experts and resources for the KBO secretariat. The ST (Strengths / Threats) strategy revealed KBO''s continued brand marketing and competitiveness, as well as the development of original contents that are different from the existing US and Japanese professional baseball. The WO (Weakness / Opportunity) strategy suggests that a strategy to drive the increase of visitors and consumption through organic cooperation between KBO and 10 clubs is needed. In addition, it appeared that there is a need to strengthen education and punishment regulations to prevent game manipulation, illegal gambling, and drinking that negatively affect KBO brand. The WT (Weak / Threats) strategy suggests the development of products and content that can compete with rival industries such as movies, games, and music, and the development of niche markets and products to minimize the impact of the economic downturn.
#브랜드 #아이덴티티 #전략 #Brand #Identity #KBO 리그 #KBO League #Strategy

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