K-리그 경영수지 개선방안

초록

The purpose of this study was to present a plan to improve financial performance of K-league by analyzing and examining the three details. Such as, pro-football business structure, K-league management conditions and the K-league's financial status. The plan to improve K-league's finances indicates following results. First, the number of matches(business days) must be increased. In case of pro-football, it would be impossible to reach the BEP(Break Even Point) with the number of matches held in 2005 no matter of what kind of management technique is used. If matches are increased, the number of audience would increase as a result and TV broadcasting rights or sponsorship luring price would rise. Second, the source of income must be diversified. The dependence on entrance income would be decreased as they ensure diversified source income through integrated marketing. Third, an extended audience increasing strategy must be established. Although there aren't any problems of business site(place and distribution) because K-League is currently using the World-Cup Stadium for the most part, they must establish the detailed strategy to raise the entrance income through the strategy to increase soccer audiences. Fourth, the team must look for mutual benefit during the stadium lease agreement with local governing groups. Because local governing groups have advertising and business rights within the stadium on the agreement of annual stadium usage, it showed that the teams aren't getting mush profit.

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