Earticle

초록

영어

This study is to observe watching and purchasing characteristics of licensing product according to visiting frequency of female spectators to professional baseball game and to segment the female spectators based on the demographical characteristic, watching characteristic and purchasing characteristic of licensing product to provide basic data for professional baseball team’s marketing strategy. First, in the demographical characteristic of female spectators in professional baseball game, female in 20’s were dominated both in high and low watching groups and they were mainly unmarried female student who are currently enrolled in University or graduated. Second, in watching characteristics, most females in high and low watching groups visited sports stadium with friend or lover to cheer a team or player and they spend mainly for beverage and meal. Third, in purchasing characteristic of licensing product, there were lots of females who have bought in high and low watching groups and they purchased mainly clothes and caps. Also, in case of low watching group, there were many non buyers. Major purchasing type was to purchase cheering tool including clothes or caps.

목차

Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상
  2. 조사도구
  3. 조사절차
  4. 자료처리
 Ⅲ. 결과
  1. 조사대상자의 관람 행동
  2. 집단별 인구통계학적 특성 세분화
  3. 집단별 관람 행동 세분화
  4. 집단별 라이센싱 상품의 구매 유형 세분화
  5. 집단별 시장세분화
 Ⅳ. 논의 및 마케팅 전략
  1. 논의
  2. 마케팅 전략 제시
 Ⅴ. 결론
 참고문헌
 ABSTRACT

저자

• 윤혜정 [ Yoon, Hye-Jung | 고려대학교 ]
• 최경호 [ Choi, Kyoung-Ho | KBS스포츠아카데미 ]

참고문헌