스키장 경영의 마케팅 전략에 관한 연구

• 영문명: A Stduy on the Marketing Strategies in Ski Resort Management
• 발행기관: 경희대학교 스포츠과학연구원
• 저자명: 김진호(Kim Jin-Ho) 한승태(Han Seung-Tae)
• 간행물 정보: 『체육학논문집』제26집, 51~62쪽, 전체 12쪽
• 주제분류: 예술체육 > 체육
• 파일형태: PDF
• 발행일자: 1998.12.01

영문 초록

  The purpose of this study is to examine the conditions of ski resorts in Korea and their usage in order to accelerate popularization of ski by proposing ways to provide convenience for ski resort users and to study marketing strategies that enable more efficient management of ski resorts by investigating managerial and spatial conditions of each individual ski resort, such as prices, supportive facilities and accommodations.
  The marketing strategies studied are as follows:
  1. Individualization of marketing strategies of the ski resorts at the middle and long ranges from the metropolitan area.
  2. Expansion of supportive facilities.
  3. Enhancement of ski schools.
  4. Diversification of lift tickets.
  5. Discrimination of admission fees.
  6. Strategies to create package products.
  7. Versatile publicity activities.
  8. Strategies to control the structure of the slopes.
  9. Enhancement of the ski institute system.
  10. Active governmental endorsement of grass-roots organizations and ski clubs.
  The ought to be many preceding problems in implementing the above ten areas, the most urgent of which would be to enhance racing schools in each resort to discover and support quality racers who can compete internationally.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 연구결과 및 고찰
Ⅳ. 결론
參考文獻