국내 조선해양기업의 스포츠 스폰서십 현황과 전략적 실행 방안에 관한 연구

• 영문명: A Study of the Strategic Practice on the Basis of Current Sport Sponsorship Status in Domestic Shipbuilding Marine Corporations
• 발행기관: 한국해양비즈니스학회
• 저자명: 고경진(Kyong-Jin Ko) 지민준(Min-Joon Ji)
• 간행물 정보: 『해양비즈니스』제26호, 1~25쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

The main purpose of this study is to analyze the sport sponsorship status and present applicable future strategic direction in Shipbuilding and Marine corporations. As a means of integrated communication, sport sponsorship is considered one of the most preferential marketing tools. In this study, Utilizing integrated theoretical framework, the general process of sport sponsorship was examined and dersirable strategic approaches were shown. The method of this study adopted literature review and the conclusions are as follows. First, the reason why sport sponsorship was introduced must be clear and an effort to prevent the disputes that may occur during execution of sport sponsorship is required. Also, it is important to estimate the scope and duration according to the status of corporate sponsorship support. Second, as to corporate social responsibility is important factor for going-concern in the current business environment, it is required to expand its sponsorship activities to a variety of areas and should be run continuously. Third, when executing sport sponsorships, strengthening marine industry linkage and corporation's eco-friendly image, highlighting the non-popular sports, and expanding to overseas sports related sponsorship are recommended.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 실행 프로세스 분석 및 전략적 접근 방안

Ⅳ. 결론 및 제언

참고문헌

키워드

조선해양기업 스포츠 스폰서십 전략적 실행 방안 Shipbuilding Marine Corporations Sport Sponsorship Strategic Practice