스포츠이벤트 마케팅 촉진전략을 위한 기초조사 연구

Abstract

The purpose of this study is to analyze the marketing promotion strategies and factors of sports event according to demographic-sociological variables. The subjects of this study is 400 people, who live in Seoul and Gyunggi Province, Korea. The results of this study summarized as follows. First, There are significant differences of preferable event type in gender and age variables. Men prefer both `spectacular type` and `participating type` in preferable event type. Women prefer `specular type` than `participating type` in preferable event type. In preferable type, spectacular type is increasing from twenties to forties in age variable. Second, there are significant differences in sports event important factors, effective media of advertisement in ages. There is significant difference in sport advertizing level, sports event important factors, effective media in advertisement. TV commercial advertisement is the most effective medium in advertizing sports event. Third, there are statistically significant differences in sports goods, purchasing barriers, effective promotion method of sales promotion in gender. There are significant differences in every variables of sale promotion in ages. T-shirt is the most preferable sports goods. Consumers want to purchase sports goods in sports goods shop. They think that sports goods is expensive and design of sports goods need to make better. They prefer gift and performance event in sale promotion strategies. Fourth, there are statistically significant differences in visit in Home page, information from Home page in gender.