스포츠시장 분석을 통한 프로야구단의 합리적 운영방안

초록

The purpose of this study was to find the ways of operating system to increase income of cooperation owning a professional team. The results of our research led the following conclusion about resonable ways of operating system to increase income of professional team. First, it was necessary to have innovative strategic about target audience in order to increase gate receipts, which account for most part of income. This was intended not for unspecified individuals but the selected individuals which were special target in every professional league. It also needed to concentrate the public relations and built up the strategic of public relations to increase audience of game. They had to ensure discriminative fan-service and Communication skill. Compared with situation of entrance of last audiences for professional team, there was some differences according to game score and regionalism. It needs to build up positive public relations for staffs of big company and club members. The professional team should cooperate with the head office. They would also try to improve convenient facilities near their field and they should let their fans enjoy something except game and feel convenient in the field. Second, each cooperation owning a professional team should strengthen publicity activities and reconstruct original system. Specially the department of marketing must be separated from others in each professional team. Third, they should analyse mess media in order to enhance the sports ship, and increase advertising charges. So far, we have made a contract according to our custom and made a rough estimate of advertising charges. In conclusion, today`s market of professional baseball team comes to a crisis. At the same time it might accept a lot of challenges. Cooperations owing a professional team have been meeting with cutthroat competition in their market. To pass this situation, they should try to find strategical alternative ways. Namely, Each professional team would be operated and administered according to the principle of market to be alive in market of professional baseball. That is the reason we need to build up systematical strategic of sports marketing.