대기업의 스포츠 마케팅 전략에 관한 연구 - 스포츠 이벤트 전략을 중심으로

A Study on the Sportsmarketing Strategy for Enterprise Company - Sport Event Strategy -

  Sponsorship in Sports Marketing not only has the advantage of enhancing brand awareness and boosting sales, but it also enblance differentiated strategy from that of competitors. Enterprise Company has been active in Sports marketing since the 1986 Seoul Asian Games, and has continuously carried out its brand image strategy through Sports marketing. This study conducted a survey on sports marketing activities of large enterprises in the nation. The study also made an investigation into the sports event marketing strategies adopted by the large firms as a more active marketing technique. As a result, the study came to the following conclusion on the applications of sports event marketing of the large companies. First, a sports event marketing strategy should define a specific target market and develop a marketing mix first which will be most suitable for the target market. Second, to ensure an efficiency of sports event marketing, an event strategy should be employed to segment a specific market to which a firm will provide goods or services that are suited to the target market. Third, sports event marketing should make use of a communication system in the company to satisfy diverse needs of consumers while taking into consideration limitations to capabilities of the company and competition in the market. Fourth, in case of sports marketing using sports as a communication strategy, the company should develop a product that has a differentiated visual identity highlighting the company"s image and product lines.