국내 프로야구단의 브랜드이미지지수를 통한 상대적 가치평가 연구

초록

The purpose of ths study research was to establish the standards to evaluate Korean Professional Baseball clubs' relative value through the research of brand image index and to present the necessary materials of evaluating values of the whole league and other baseball clubs. The targer baseball club of this research was total of 1870 people in 7 different cities' people of 8 professional baseball clubs and they were surveyed about affecting of Korean Professional Baseball Clubs which were divided into 5 items. Five items used in value's evaluation divided by 'Game Inspection', "Stadium Service Satisfaction', "Goods Quality Satisfaction' and 'Consumption Expenditure Inclination'.The result of this research about brand image index evaluated methods by granting 20% weights each for 5 items was as following.First of all, the relative value of Professional Baseball was available quantification. Relative value of classified by Professional Baseball Clubs' could do quantification by brand image index which this research defined.Secondly, brand image index was not influenced in team results, 'club service', 'average spectator' and 'once average spectator per victory'.This research just deduced basic result called relative value of Professional Baseball Club. However, following research would be achieved specific valuation. If specific estimation would be shown to the club's CEO through the research that was achieved to be systematic and was depth, domestic sports industry could be revitalized might be advance.