지원사업
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
- 2024.11
- 수록면
- 119 - 138 (20page)
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초록· 키워드
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The objective of this study was to explore policy measures to enhance the performance and popularity of K-League teams in the AFC Champions League. This research aims to elevate the international standing of the K-League, accumulate international experience for players, and boost economic benefits and sports tourism. To achieve this, the study employed a multi-stage methodology: 1) a comprehensive literature review, 2) interviews, 3) focus group interviews, and 4) a content validity test. The results identified eight key factors under the performance category and another eight under the popularity category, leading to a total of 18 critical factors. Specifically, the performance category includes: recruitment of talented domestic players, acquisition and support of outstanding foreign players, adjustment of K-League schedule, establishment of player fitness and injury prevention systems, expansion of international friendly matches and exchange games, appointment of competent coaches and staff, enhanced support for away games (travel and accommodation), transition from a spring-autumn to an autumn-spring league system, and enhancing the club's financial self-sufficiency. In the popularity category, the factors include: promotional activities about Asian leagues and clubs, strengthening social media marketing strategies, strategic marketing partnerships with Asian clubs, marketing utilizing star players, marketing activities linked to Asian home regions, utilization of student and citizen journalists, storytelling strategies about teams and players, strengthening relationships with sports journalists, and proactive utilization of the Southeast Asia quota system. This study provides practical guidelines for K-League teams and offers valuable insights into sports marketing and management strategies.
목차
Ⅰ. 서론
Ⅱ. 연구 방법
Ⅲ. 연구 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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