Sports를 이용한 Marketing이 청소년 스포츠 활동에 미치는 영향에 관한 연구 - 3：3 길거리 농구 대회 참가자들을 중심으로

• 영문명: Research of How Effectively Sports Marketing Influences the Sports Activity on Youth
• 발행기관: 경희대학교 스포츠과학연구원
• 저자명: 이종희(Lee Jong-Hee) 김도균(Kim Do-Kyun)
• 간행물 정보: 『체육학논문집』제24집, 109~130쪽, 전체 22쪽
• 주제분류: 예술체육 > 체육
• 파일형태: PDF
• 발행일자: 1996.12.01

영문 초록

  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 basketball, soccer, bowling, volleyball, respectively for the future.
  Basketball 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 4.1 times/8.4hours per week and for high school students exercise in average of 4.05 times/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 followed 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 awaren

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 연구의 대상 및 방법
Ⅲ. 연구결과 및 고찰
Ⅳ. 결론
참고문헌