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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제56권 제1호
발행연도
2014.5
수록면
407 - 418 (12page)
DOI
10.51979/KSSLS.2014.05.56.407

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초록· 키워드

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This study examined the F1 Korean Grand Prix held in Jeollanam-do to improve its financial environment that has been operated at a loss by proposing financing strategies from a marketing viewpoint necessary to hold it. Financing related problems were analyzed four times based on budget elements of the F1 Korean Grand Prix, a revenue and expenditure budget of Jeollanam-do, and media reports. Finally, the following business strategies for financing were suggested. First, demand with high industrial relations with F1 should be captured to create new demand. Moreover, it is necessary to develop promotion activity for the Korean and foreign automobile industry, communication activity with sports consumers, the automobile-related education industry, F1 package products, and drastic low-price products. Second, it is necessary to induce the participation of companies through increasing sponsor rights. For this, the adjustment of sponsor amount, the increase of sponsor rights, and the development of automobile industry sponsorship programs should be supported. Third, it is necessary to enhance the value of a ticket through offering increased service of the F1 Korean Grand Prix. Thus, such policies as free admission to attractive spots and discount service connected with golf clubs, a hotels, and restaurants should be introduced. Fourth, additional service should be developed such as the establishment of automobile museum which supports the F1 Korean Grand Prix, the invitation of automobile company`s exhibition hall, and the development of experience space using IT technology.

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