국내 조선해양기업의 스포츠 스폰서십 현황과 전략적 실행 방안에 관한 연구

A Study of the Strategic Practice on the Basis of Current Sport Sponsorship Status in Domestic Shipbuilding Marine Corporations

The main purpose of this study is to analyze the sport sponsorship status and present applicable future strategic direction in Shipbuilding and Marine corporations. As a means of integrated communication, sport sponsorship is considered one of the most preferential marketing tools. In this study, Utilizing integrated theoretical framework, the general process of sport sponsorship was examined and dersirable strategic approaches were shown. The method of this study adopted literature review and the conclusions are as follows. First, the reason why sport sponsorship was introduced must be clear and an effort to prevent the disputes that may occur during execution of sport sponsorship is required. Also, it is important to estimate the scope and duration according to the status of corporate sponsorship support. Second, as to corporate social responsibility is important factor for going-concern in the current business environment, it is required to expand its sponsorship activities to a variety of areas and should be run continuously. Third, when executing sport sponsorships, strengthening marine industry linkage and corporation's eco-friendly image, highlighting the non-popular sports, and expanding to overseas sports related sponsorship are recommended.