Sports를 이용한 Marketing이 청소년 스포츠 활동에 미치는 영향에 관한 연구 : 3:3 길거리 농구 대회 참가자들을 중심으로 = Research of How Effectively Sports Marketing Influences the Sports Activity on Youth
저자
발행기관
학술지명
권호사항
발행연도
1996
작성언어
Korean
KDC
690
자료형태
학술저널
수록면
109-130(22쪽)
제공처
소장기관
This marketing research is to find out the side effect on the teenagers through the sports activity, youth sports's in general belief, lifestyle, attitude towards sports activity and purchasement of sports equipment. The objective of this research was to show how the large corporation effectively uses the sports as the marketing tools on the sports activity and the youth.
The following reslut of this research was done through the N Company's 3 on 3 basketball tournament survey/questionares (Self Administrative Method) was distributed to 6 major cities with 3.045 middle school and 1,374 High school students, total of 4,419 students.
1)For General understanding of this research was that middle/high school youth want to participate in basketsball, soccer, bowling, volleyball, respectively for the future.
Basketsball is the sports most youth want to participate and play for now and the future in Korea. In the case of middle school students' division, most of the participants started playing basketball before 6th grade (96.3%) and for the case of high school division, they started playing basketball before 7th grade (87.39%).
The main reason middle/high school students start to play basketball is by the suggestion of their peers (48.77%) and the others started by watching fine plays from basketball games(17.44%). The positive and benefit point of the sports are to follow: 42.01% play for liesure, 15.87% is to build friendship, 13.95% is to release the stress. The major place kids play basketball are in school yard 77.09% and 12.08% plays at the park. For the research of particpating leisure time are to follow: Middle school students exercise in average of 4.1times/8.4hours per week and for high school students exercise in average of 4.05times/8.83hours per week.
2)For 3 on 3 participants, 51.79% of middle school students spend in avarage of 10,000-30,000 won per month and 33.77% of high school students 30,000-50,000. For on month average, middle/high school students 31.45% spend less than 10,000 won, 21.3% send less than 20,000 won, 22.55% spend less than 30,000 won.
This research also found that youth in korea are very interseted in sports by the survey. During spare time, 35.43% watch sports, 19.49% watch TV quiz, 12.98% watch movie, through TV program, which shows the strong interest in sports by the Korean Youth.
For the food catagory, spare ribs was surveyed to be the most favorite food with 17.53% among teenagers followed by Chicken (14.72%), Pizza(14.52%) and Hamburger(7.04%). Jr. High school students were surveyed to spend 1.7 hours in using computers per week and 8.23 hours for High school students.
3)The survey showed 31% of Jr. High school student participated in events sponsored by corporations before and as 37.8% of High school students have participated in the event. Peers/friends(58.94%) are used as the easiest source of awareness of sports events followedm by Poster(18.15%), newspaper/Magazine(13.24%) and TV/Radio(7.39%) among Jr. High school students. 38% of teenagers took participation itself into consideration as the # 1 motivation to go for events. Improvement of skill(29.84%) and results of play (25.18%) were also mentioned.
4)In possession of sports equipments, the majority of Jr High school students held basketball equipment with 43.9% followed by Soccer(33.8%), Baseball(8.7%) and volleyball(2.8%) while basketball (47.3%), soccer(29.4%), baseball(8.5%) and swimming(2.5%) for High school students. Jr. high school students were found out to possess 2.88 pairs of sport shoes and 4.3 pieces of apparels while high school students were found out to have 3.33 pairs of shoes and 5.7 pieces of apparel.
There were no big difference in using sources to get awareness of product. TV was used as the most accessible resources to get awareness of products followed by friend/family(11%), pamplete(8%) among Jr. high school students and TV(58%), Display(14%), Friend/family(13%) and newspaper(8%) for high school students. Brand(27.3%) was considered as the top reason to buy sports shoes and apparel among Jr. high school students. Price(23.2%), quality(18.7%) and function(15.3%) were also mentioned. Brand(25.7%), price(24.2%), function(20.7%) and quality(18.7%) were for High school students.
In category of sports equipments, Brand(27.51%), sports category (28.89%), player(21.81%) and quality(14.25%) were surveyed as the factors for purchasing the products in order among Jr. high school and high school students.
The above research results shows that sports marketing activities put a great impact on sports activities by teens.
Teenagers are the new generation who have grew and been familiar with color TV and computer and they have a unique lifestyle such as individualizm, internationalizim, westernization, emotional immitation, Preference of Visul masscom and advantureous leisure activities.
Therefore, sports marketing activities are able to help teenagers to release their school stress and keep them from juvnial deliquency, spend their energy through sports activities. This advantage of sports marketing activities have teenagers be strong both mentally and physically, and grow social understaning and cooperative spirits.
Therefore, a couple of things need to be done in advance to secure broader sports activities; Re-recognition of participation of sports activities, Event PR, Development of various sports program, efficient utilization and enlargement of sports facilities and spaces, Availibility of opportunity and time for sports activities, This will allow corporations to participate in and invest on social activities.
Spots marketing activities are based on strategic advertising plan for product, targeting participants through Sports equipments or service by Sports goods manufacturers, furthermore sports marketing activities are related to building teens'sound spirit and establishing sports activity environment.
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