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NTIS 바로가기Journal of the Korean Applied Science and Technology = 한국응용과학기술학회지, v.36 no.3, 2019년, pp.840 - 852
이영준 (숭실대학교 스포츠학부) , 오경아 (숭실대학교 스포츠학부)
The influences of sporting shoe brands wants to exert on consumers in the sports shoe market has been tried in many forms, and its effectiveness has also been proven. A variety of marketing strategies are being proven by each brand that they consider to be worth using. However, marketing strategies ...
핵심어 | 질문 | 논문에서 추출한 답변 |
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스포츠 마케팅에 대한 학문적 연구의 확장성이 주춤한 이유는 무엇인가? | 그 연구 영역도 스포츠 시장의 STP 전략, 스포츠 소비자행동의 이해, 스포츠마케팅믹스 전략, 스포츠 스폰서십, 스포츠 이벤트, 스포츠와 미디어, 선수 보증광고와 스포츠 에이전트, 스포츠 라이선싱과 스포츠 머천다이징 등의 분야서 상당히 오랜 기간 이루어져왔으며[4], 이러한 연구는 지금도 진행 중이라고 할 수 있다. 하지만 최근 이러한 스포츠 마케팅에 대한 학문적 연구는 그 확장성에 있어서 다소 주춤하고 있는데, 이는 스포츠계가 그 연구 영역을 스포츠 분야로만 한정하고 있는 한계 때문이라고 사료된다. 따라서 우리나라의 스포츠 산업이 성장하기 위해서는 스포츠뿐만 아니라 그 이외의 분야와의 접목 가능성을 통한 새로운 성장 동력을 발굴하는 노력이 필요하다고 할 것이다. | |
최근 국내에서 수집 시장이 두드러지게 성장하고 있는 이유는 무엇인가? | 최근 우리나라의 수집 시장은 우리나라의 소비 시장에서 매우 두드러지게 성장한 새로운 소비 현상 중 하나로 이해할 수 있다[1]. 특정 상품을 수집하는 이들은 자신들의 개인적인 취향과 소비 능력에 기초하여 자신이 수집하고자 하는 상품을 소비하며, 이러한 자신의 소비에 대하여 다시 대중과 소통하는 특이한 소비 행태를 나타내고 있기 때문이다. 이들이 갖는 가장 주목할 만한 특이점은 특정 상품에 대한 정보에 관하여 일반 대중과 다양한 경로를 통해 소통하고 있다는 점에 있다. | |
지금껏 스포츠 상품 수집가를 활용한 마케팅 전략의 영향력 실증적으로 검증되지 않은 이유는 무엇인가? | 하지만 최근 나타난 새로운 소비 유형이라 할 수 있는 스포츠 상품 수집가를 활용한 마케팅 전략은 지금껏 그 영향력이 실증적으로 검증된 바가 없었다. 이는 기존의 스포츠 상품 시장에서 나타난 수집 행위에 이해도가 매우 낮았기 때문이며, 이와 더불어 수집가를 활용한 마케팅 전략이 실행되거나 그 효과가 증명된 바가 없기 때문이다. 이러한 상품 수집가와 관련한 도전적인 마케팅 전략은 한계에 봉착했다고 여겨지는 스포츠 상품 시장에 새로운 활력을 불어넣을 수 있을 것으로 판단하였다. |
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