입장수입규모에 따른 프로축구단 마케팅 요인 차별화 분석

Abstract

The purpose of this study was that we grasped a specific of sports marketing classified by professional soccer team search for different marketing strategy which met each professional team. The object of this study limited to professional soccer among the kinds of sports. There were 69 staffs who worked for 11 comtemporary professional soccer team in our research.First of all we confirmed that suitable definition to this research was a single dimension with using Cronbach's Alpha. To analyse differences among marketing strategies in professional soccer teams, we used one-way ANOVA. After this test we did Scheffe's various examination. We could conclude these followed from the result of study. 1) First of all professional teams should get the stadium where audience can watch a game comfortably. The professional team in the high-middle group should also get a good place for stadium in order to increase their income. 2) The professional team in the low-middle group which had a small income should make an investment in the stadium in order to have a large audiences. The lighting was one of the most important elements which made audience comfortable in watching a game after sunset. This kind of facility was very helpful to increase the income. 3) The professional teams which had a few incomes and then included in the low level has to avoid idle management. They should correct their program and continue to develop program with which audiences could be satisfied. 4) In order to develop professional football which accounted for more than half, it needed financial support of company and systematic, effective management of organization. The professional team should continue to develop special strategic for marketing. At the same time it should continue to communicate with fans and league.