한국 프로축구 마케팅 전략에 관한 연구

RESEARCH EXPERIMENT ON KOREAN PROFESSIONAL SOCCER MARKETING STRATEGY

&nbsp;&nbsp;This research provides basic information about the strategies of Korean professional soccer that effects the visitors’ satisfaction in enjoying the game as 2002 Worldcup tournament nears. The conclusions are based on the research experiment of the 770 visitors of Mokdong, Anyang, Suwon, and Pohang stadiums between 13th September of 1998 and 27th September of 1998.<BR>&nbsp;&nbsp;1. Entertainment programs, the presence of star players in either teams playing, rivalry team games, popularity of teams, commercializing the game from the professional soccer agency and the time of the game had significant effects as marketing factors on the visitors. Star players’ playing abroad and how the fan clubs were run effected the visitors.<BR>&nbsp;&nbsp;Fan services such as lottery picks and the kindness of the executives of the game had a small effect.<BR>&nbsp;&nbsp;2. As the gaming factors, the home team’s result (win or loss), game style, the flaming rivalry among teams, the players’ will to win, the effort of players and teams to break certain records, and in­season results of teams had significant effects on the visitors.<BR>&nbsp;&nbsp;The visiting teams’ result (win or loss), and the performances of foreign players had some effect on the visitors.<BR>&nbsp;&nbsp;3. The cleanness of stadiums, the convenience of watching the games, the effective use of the scoring board and the easiness in coming to the stadiums had significant effects as stadium factors on the visitors. How much people the stadium could hold, the visitors’ attitudes during the game, the convenience of purchasing the tickets, and the parking spaces had some effects on the visitors.