K리그 팀의 AFC 챔피언스리그 성적 향상 및 흥행 성공을 위한 정책 방안 (The Policy Measures for Enhancing K-League Teams' Performance and Popularity in the AFC Champions League)

서지정보

· 발행기관 : 한국체육정책학회
· 수록지 정보 : 한국체육정책학회지 / 22권 / 4호 / 119 ~ 138페이지
· 저자명 : 정윤덕

초록

The objective of this study was to explore policy measures to enhance the performance and popularity of K-League teams in the AFC Champions League. This research aims to elevate the international standing of the K-League, accumulate international experience for players, and boost economic benefits and sports tourism. To achieve this, the study employed a multi-stage methodology: 1) a comprehensive literature review, 2) interviews, 3) focus group interviews, and 4) a content validity test. The results identified eight key factors under the performance category and another eight under the popularity category, leading to a total of 18 critical factors. Specifically, the performance category includes: recruitment of talented domestic players, acquisition and support of outstanding foreign players, adjustment of K-League schedule, establishment of player fitness and injury prevention systems, expansion of international friendly matches and exchange games, appointment of competent coaches and staff, enhanced support for away games (travel and accommodation), transition from a spring-autumn to an autumn-spring league system, and enhancing the club's financial self-sufficiency. In the popularity category, the factors include: promotional activities about Asian leagues and clubs, strengthening social media marketing strategies, strategic marketing partnerships with Asian clubs, marketing utilizing star players, marketing activities linked to Asian home regions, utilization of student and citizen journalists, storytelling strategies about teams and players, strengthening relationships with sports journalists, and proactive utilization of the Southeast Asia quota system. This study provides practical guidelines for K-League teams and offers valuable insights into sports marketing and management strategies.

영어초록

The objective of this study was to explore policy measures to enhance the performance and popularity of K-League teams in the AFC Champions League. This research aims to elevate the international standing of the K-League, accumulate international experience for players, and boost economic benefits and sports tourism. To achieve this, the study employed a multi-stage methodology: 1) a comprehensive literature review, 2) interviews, 3) focus group interviews, and 4) a content validity test. The results identified eight key factors under the performance category and another eight under the popularity category, leading to a total of 18 critical factors. Specifically, the performance category includes: recruitment of talented domestic players, acquisition and support of outstanding foreign players, adjustment of K-League schedule, establishment of player fitness and injury prevention systems, expansion of international friendly matches and exchange games, appointment of competent coaches and staff, enhanced support for away games (travel and accommodation), transition from a spring-autumn to an autumn-spring league system, and enhancing the club's financial self-sufficiency. In the popularity category, the factors include: promotional activities about Asian leagues and clubs, strengthening social media marketing strategies, strategic marketing partnerships with Asian clubs, marketing utilizing star players, marketing activities linked to Asian home regions, utilization of student and citizen journalists, storytelling strategies about teams and players, strengthening relationships with sports journalists, and proactive utilization of the Southeast Asia quota system. This study provides practical guidelines for K-League teams and offers valuable insights into sports marketing and management strategies.

참고자료

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