우리나라 스포츠용품산업의 현황과 발전방안

초록

The purpose of this study was to provide developmental plans for domestic sport goods industry through thereview of governmental documents (i.e., Long term plan for domestic sport industry) and interviews with sport goods experts. The interviewees were three businessmen who has been developing domestic sport goods brands in domestic market and one researcher who has been publishing on sport goods industry. Thorough review on governmental documents rendered two criteria on development plans: developing competitive edge among domestic sport goods brands and developing representative sport goods brands. In the first criterion, five factors emerged from interviews with experts. Those are developing Korea's own brand, improving brand recognition, developing sport goods specialists, implementing proper policies and governmental support for marketing and brand development. For the second criterion, four factors were emerged from the interview. Those were developing existing domestic sport goods brands, exploitation of domestic market, outreach to foreign market, convergence of technological diversities. The developmental plans were provided based on the experts' opinion.

키워드