프로야구 구단 입장수입규모에 따른 마케팅 차별화 방안

초록

The purpose of this study is that we grasp a specific of sports marketing classified by professional baseball team search for different marketing strategy which meets each professional team. The object of this study limits to professional baseball among the kinds of sports. There are 108 staffs who work for 8 comtemporary professional baseball team in our research. First of all we confirm that suitable definition to this research is a single dimension with using Cronbach's Alpha. To analyse differences among marketing strategies in professional baseball teams, we use one-way ANOVA. After this test we do Scheffe's various examination. The object of study are 108 staffs who work for 8 professional baseball teams. We can conclude these followed from the result of study. 1) In the case of professional baseball teams, they should solve the problem of places and facilities on which income of teams depends. So they would increase their income and contribute to the society. 2) Each professional baseball team should get proper Marketing strategy for place of stadiums and facilities to develop their team and have more fans. 3) Professional baseball team and front staffs should set up the long plan than fans can go to the stadium comfortably by public traffic. So they should try to let the audiences watch a game more comfortable and easier than earlier. 4) It needs financial help of the big company in order to develope professional baseball . Also front staffs should be managed effectively and they should make a marketing strategy for meeting their own characteristic. Furthermore they should continue to have a communication with fans and fan clubs. To attain this end, they should need the price which meets fans and audiences, facilities, various promotion. And then they should use these components effectively.

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