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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.11
- 수록면
- 221 - 236 (16page)
- DOI
- 10.51979/KSSLS.2011.11.46.221
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초록· 키워드
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This study was to analyze sports marketing strategy of Hyundai Card through ``Hyundai Card Super Match`` that is a core strategy. To accomplish this purpose, present situation, result and sports marketing strategy of Super Match, connection between Super Match and management result were analyzed. The result of this study were as follows : First, Hyundai Card Super Match tried to obtain maximum effect through invitation of the world`s star players and selection of attractive sports event. Second, representative sports marketing strategies were to obtain coincidence of image between top star and Hyundai card and exclusively to sponsor sports event for ``Only One Effect`` and to let consumers identify VIP sports game with enterprise image, to promote Super Match through on-line and off-line system, to direct a creative sports game and to give a discount for present members and so on. Third, Hyundai Card Super Match had positive effects on the improvement of management index and especially on the improvement of brand recognition. But in spite of the above effects, there are many tasks such as high cost of sports star invitation, consumers` high expectations about Super Match, burden for best athletes` performance, consumers` only interest focused on sports star, and so there is a need for specific plans to overcome those problems.
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