프로스포츠의 경영전략에 관한 연구

Marketing management strategies in pofessional sports

&nbsp;&nbsp;Currently in Korea, professional baseball is having a hard time owing to the discrepancy of opinions between the players and the team management. In other words, their interests and thoughts are far from consensus.<BR>&nbsp;&nbsp;On the contrary, in Japan and the USA, each team management is indulged in a variety of strategies for constant income while the players&quot; yearly salary keeps rising year after year. Both the income distribution system of the USA and the grant system of Japan can guarantee steady income to each professional team, while clearly differentiating the income sources of the federation and those of each team. That is, the federation&quot;s assets and income including nationwide broadcasting fees are equally allotted on the one hand, each team&quot;s marketing management efforts make a great difference on the other.<BR>&nbsp;&nbsp;Especially in the USA, highly-lucrative teams try to make more profits by selling local airing rights, luxury seating, and special spectator seats, among others. According to Bianco (1997), the New York Yankees and other teams endeavor to scout some elite or popular players from Korea and Japan to create a new customer market. Besides baseball, most of American professional sports make use of the naming right. Namely, the cost for a new stadium can be reaped from the companies that post their names to each stadium, almost as much as a third.<BR>&nbsp;&nbsp;In conclusion, each team should adopt more positive, proper and target-oriented marketing management strategies in addition to the strengthened relationships among the fans, regional communities, mass media, and sponsors. In this way only, can professional teams improve profitability, secure qualified players, and always get the concern and love from the fans.