韓國 프로야구 發展方案에 관한 조사연구

다국어 초록 (Multilingual Abstract)

A Development Strategy of Korean Professional Baseball
It was not until March 1982, when the professional baseball was launched, that the professional sports in Korea are established, being well-equipped. In the beginning many people concerned cared about the safe settlement of the professional sports in Korea, but despite such anticipations, the professionalism in sports has settled down more swiftly than expected, and has been hailed by many people. The number of the audience, which was 1.4 million in the beginning and increased to 3 million in 1990 and over 5 million in 1995, has proved the stable development of the professional sport.
However, in 1996 and 1997 the number of audience has been decreased, and furthermore, the economic hardship due to the IMF system has imposed the unexpected managing difficulty on the supporting groups of the professional teams.
The professional baseball teams have not been managed with any rational management strategy of their own corporations, but been operated as the advertising corps of their supporting groups receiving financial support of five to ten billion won from the groups. However, as the supporting ability of the mother groups has been weakened or withered, and furthermore such players of ability and popularity as Dong-yo1 Sun, Sung-min Cho, Jong-bum Lee, Jae-ung Suh and Joong-gun Bong have gone abroad, the decrease of the interest of Korean Press Media, which led to the diminution of the audience, is making the future of the professional baseball of Korea gloomy.
Despite the internal and external hardshps that the Korean professional baseball teams face, each team corporation has not provided any practical improving plan but had aimless expectation that the situation would get better in due time.
Recognizing such a situation in reality, the researcher took a careful look at the character, the structure, the social influence and the contents of operation of Korean professional baseball, and analyzed 23 factors to provide a new development plan, with the following results.
1. The Marketing Strategy of Korean Professional Baseball
1) The reasons for the decrease of audience were; slump in records of the large city-based teams(LG, OB, Lotte), insufficiency of watching facilities, inconvenience of traffic and the overseas leakage of many star players. It was suggested that many star players, who would show smart plays in games be invited, and many things to watch besides the game be prepared in order to increase the number of the audience.
2) In order to be a self-financing organization, the team corporation should be provided with the active marketing strategy, their own play ground, the improved ticket-selling system using Fax or PC-communication and internet, and cooperation with tourist companies for the linking services of game-watching and touring. And in order to be guaranteed their own play ground, the political support by the central or local government seemed to be followed.
3) The Korea Baseball Organizatiod(KBO) ought to maintain the systems for the effective operating of games, and trust the negotiation for the TV relay broadcasting right to each team corporation. And it has been indicated that President of KBO(commissioner) should be selected from among the baseball specialists, so that he can maintain the specialty and coherency in his business. He also has to have the sufficient ability of political negotiation with government.
2. Improvement of Playing Ability
1) In order to improve the playing ability of Korean professional baseball teams, the amateur baseball teams should be activated. For the purpose, the professional baseball teams must assist the local amateur baseball teams of their base cities, the number of the high school baseball teams should increase(that of the school teams in Japan is 4,100) and the adult amateur baseball in each work site should be activated.
2) The deviating activities of players should be controlled by strong fine, and the suspension or throwing out of games seemed not good penalty for the players. Especially the deviations in games(bonehead, misplay, sign-miss) should be fined.
3. Government Policy
1) The central and local governments ought to help the corporations secure the site for their own playground by allowing them to pay the price according to the long-term installment system. And also the governments need to improve the present traffic network system.
2) The mass media should increase frequency of the TV relay broadcasting of the games, and the relay broadcastings by local broadcasting systems should be enlarged. They should also augment the number of special reporters, and carry out with sincerity the negotiation for the relay right fee with the team corporation.
3) The organization of the Players Association ought to be approved for the security of the players’ right. The association should positively advocate the players of high annual salary(star players) and reinforce the negotiation with corporation, KBO and the government.
4) As for the scale of importing the hired players, it was indicated that the system of three nominees, two contracted and one entry is the best method. The influence of the hired players on the team corporation was reported to be the improvement of playing ability, the increase of audience and the reduction of general expenditure, and it was also reported that the present annual salary(120,000 dollars at the highest) is appropriate for the hired players.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론
• 1. 硏究의 必要性
• 2. 연구의 목적
• 3. 硏究의 내용
• Ⅱ. 硏究方法
• 1. 표집
• 2. 측정도구
• 3. 측정 및 자료처리
• Ⅲ. 結果 및 考察
• 1. 한국프로야구의 마케팅 전략
• 2. 경기력 향상
• 3. 정부정책
• Ⅳ. 結論
• 1. 한국프로야구의 발전 방안
• 參考文獻
• ABSTRACT