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프로야구 라이센싱 패션제품 현황 분석 및 디자인 개발
A Study on the Analysis and Design Development of Licensed Fashion Products of Professional Baseball 원문보기

패션비즈니스 = Fashion business, v.23 no.2, 2019년, pp.89 - 109  

이미숙 (전남대학교 의류학과, 전남대학교 생활과학연구소) ,  정경희 (전남대학교 의류학과, 전남대학교 생활과학연구소)

Abstract ▼ AI-Helper 아이콘AI-Helper

The purpose of this study was to develop licensed fashion products based on the analysis of Korean professional baseball licensing. This study reviewed the introduction of sports marketing, licensing programs, and analyzed the current status of licensing brands and products in Korean baseball clubs....

주제어

#디자인 개발   #패션제품   #라이센싱   #프로야구   #스포츠 마케팅  

표/그림 (26)

AI 본문요약
AI-Helper 아이콘 AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

  • 이에 본 연구의 목적은 스포츠 마케팅 관점에서 한국의 프로야구 라이센싱 제품 현황 분석을 토대로 디자인 전략을 수립해보고 고감성·고부가가치 라이센싱 제품 개발을 시도하는데 있다.
  • 현황 조사는 KBO와 각 구단의 홈페이지에 나타난 프로야구 공식 라이센싱 제품 판매 사이트에서 한국 프로야구 구단별 라이센싱 제품의 생산, 유통, 마케팅 현황, 제품, 디자인 현황, 가격대 등의 특징을 분석해서 한국 프로야구 구단의 스포츠 마케팅과 라이센싱 제품의 특징과 문제점을 도출하고자 한다.
본문요약 정보가 도움이 되었나요?

참고문헌 (42)

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    상세보기 crossref

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    상세보기

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