수영장의 마케팅 전략에 관한 연구

목차

Ⅰ. 서 론
1. 연구의 필요성 및 목적

Ⅱ. 연구방법

Ⅲ. 연구결과 및 고찰
1. 경영조건과 경영전략
2. Segmentation 요인의 분석
3. Service 선호 의식의 분석

Ⅳ. 결 론

본문내용

unpublished M.S.C.
Galbraith.(1983). American Sports. Reading, Massi Addison-Wesley.
Hock, D.(1985). What is sports law? Some introductory remarks and suggested parameters for a growing phenomenon Quest. 37.
Kiordan(1987). The Relationship of Contralization on other struc- tural properties. Vol, 12. p.12.
Macintosh. D.(1989). Organization and Management, McGrawittill Kogakusha. p.230.
ABSTRACT
A Study of Targer in Marketing Strategy of Nongovernmental Swimming Place
Lee, Hun-Soo Ji, Byung-Yun Kang, Kwan-Hee
This study was an attempt to analyse the main factors when commercial tennis clubs select the target playing an important part of their marketing strategy. This two commercial tennis club were chosen which remarkable differ in the level of membership fee: Club SP charges a comparatively low membership fee and club DC charges a cooperatively expensive on. The member of these two were competed with other. By way of a written questionnaire as regards their personal properties and views. 110samples were collected subsequently analyzed, 45 from the members of club SP, the rest from the members of club DC.
The main results are as follows:
1. The two group show remarkable differences in such demographic factors as income and occupation But they show little differences in factor about needs and views of sports.
2. As for opinions of the service provided in the tennis clubs, members of club SP tend to think highly practical factors such as the fee of membership and business hours of the club, where as membership of club DC tend to put an emphasis on marginal factors such as the quality of facilities and services.
The results show that it is necessary to consider not only income but occupation and opinions of the service for the target selection of commercial tennis clubs.

키워드

경영조건,   경영전략,   Service 선호