스포츠마케팅에 있어서 인터넷의 효율적인 활용방안

Abstract

The purpose of this research was to provide fundamental data for creating maximum effectiveness with the least means in sport marketing by the use of the internet. Specifically, the issue of whether the internet can be used for sport marketing was studied. For this purpose. contents of newspapers, books, journals, and internet sites were analyzed. Also, deductive/inductive methods, and external/internal criticisms were used for reasoning the subject. The rule of omission, the rule of context and the rule of perspective have been applied to the internal criticism as well. The results of the study showed that using the internet in sport marketing, by way of database marketing, one stop marketing, interactive marketing, and positioning marketing, can bring far greater outcome to the field. By database marketing, a long-term strategy; by interactive marketing, a strategy for responding to customers' demands; by positioning marketing, a targeting strategy; and by one to one marketing, a strategy for establishing intimacy can be developed respectively.