PEST분석 모델과 해외사례 분석을 통한 한국형 독립리고 비즈니스 모델 개발

Abstract

The purpose of this study is to suggest a business model based on analysis on domestic environment (external environment) and overseas cases (Japan) and ultimately provide foundational data to found independent baseball leagues in large region. Through analysis on the PEST model and the study suggests a business model as below: First, independent baseball leagues should be developed with a business model associated largely with the records of players, coaches, and referees, stadiums, broadcasters, and the internet taking the fact that they are held in Large-region as a basis. Second, players and coaches are hired by the federations or six clubs, and they have a hiring contract via high schools, universities, or agencies. Third, the records of referees are a part of service to operate games managed by the federations, and it is needed to perform systematic management on the records as well as referees to proceed with the games. Fourth, independent baseball leagues grounded on large region are involved in food and beverages, souvenirs, or advertisements at the stadiums targeting local spectators, and they do their business mainly targeting local companies. Fifth, because of the characteristics of independent baseball leagues, they should make a contract about the right to broadcast with district-based channels or cable TVs rather than public TVs and do relay broadcasting using the internet. Sixth, sponsors, license companies, or local autonomous entities should approach clubs, federations, broadcasters, referees’ records, or fans through sport marketing agencies.