미디어 가치를 통한 프로야구단 가치평가 연구

초록

The purpose of the study research was to appropriate value of reasonable Professional Baseball Club through media exposure index investigation. Media exposure index estimation used newspaper exposure analysis method by classified club and newspaper, investigation target, limited by Professional Baseball article which was printed in sports page of 5 sports dailies and 10 synthesis dailies. After media exposure index imposed weight of each 50% in report frequency and report area , the result 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 has defined. Also, according to interrelation analysis of numerical value which is derived in index production formula, we can explain that as media exposure index is high, value is high.Secondly, media exposure index appeared high as team result is high. This truth was proving what 4 team's media exposure indexes were appeared to more than 90 points among high position 5 teams which percentage of victories was high except Hyun Dai baseball team. This truth that this index which was decided by sporting newspaper report's report frequency and area was receiving big effect in team results agrees with general customs.Through this research, hereafter, as adopting profit maximization model escaping in percentage of victories maximization model when professional club which was situated in definite point of inspection sports industry keep the balance in the black , activation of domestic sports industry can be made fast. If the time were advanced, Professional Baseball Club would have to be operated focusing on club value rising.

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