프로축구단 온라인 쇼핑몰 마케팅 믹스요인 및 웹사이트 내용분석에 관한 연구 (The study on analysis of marketing mix factors and web site contents on pro football team's online shopping mall)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 21권 / 4호 / 645 ~ 656페이지
· 저자명 : 박태승, 전익기

초록

Professional football, one of many domestic pro sports, was first introduced in 1983 and appeared to had become the most popular sports when Korea-Japan World Cup was successfully hosted in 2002, but viewing the financial status of the domestic pro football teams, admission receipts was, in fact, almost the sole income source of the teams, when excluding the subsidy from the parent companies, which means the teams could hardly reach the break-even-point (BEP) with the gate money alone, and thus, the new strategy and the countermeasure to survive is a must for the pro football teams.
This study, thus, is intended to compare and analyze the contents of marketing mix and other general items of online shopping mall which 16 domestic pro football teams operate as licensing strategy business so as to provide the basic data for developing the marketing strategy.
To accomplishing the goal of this study, the study adopted the procedures of comparing and evaluating the marketing mix contents and general items, which are highlighted as follows. First, structure and details of marketing mix contents on online shopping mall web site of each team were differentiated, Second, general items according to the guideline were provided differently to some extent. In view of the conclusion above, differentiated marketing mix strategy and substandard general items need to be evaluated and supplemented in a bid to activate the transaction on online shopping mall web site of the pro football teams, thereby facilitating the qualitative growth of online shopping mall which will have positive effect on enhancing the business of Korean professional football teams.

영어초록

Professional football, one of many domestic pro sports, was first introduced in 1983 and appeared to had become the most popular sports when Korea-Japan World Cup was successfully hosted in 2002, but viewing the financial status of the domestic pro football teams, admission receipts was, in fact, almost the sole income source of the teams, when excluding the subsidy from the parent companies, which means the teams could hardly reach the break-even-point (BEP) with the gate money alone, and thus, the new strategy and the countermeasure to survive is a must for the pro football teams.
This study, thus, is intended to compare and analyze the contents of marketing mix and other general items of online shopping mall which 16 domestic pro football teams operate as licensing strategy business so as to provide the basic data for developing the marketing strategy.
To accomplishing the goal of this study, the study adopted the procedures of comparing and evaluating the marketing mix contents and general items, which are highlighted as follows. First, structure and details of marketing mix contents on online shopping mall web site of each team were differentiated, Second, general items according to the guideline were provided differently to some extent. In view of the conclusion above, differentiated marketing mix strategy and substandard general items need to be evaluated and supplemented in a bid to activate the transaction on online shopping mall web site of the pro football teams, thereby facilitating the qualitative growth of online shopping mall which will have positive effect on enhancing the business of Korean professional football teams.

참고자료

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