통합마케팅 전략을 통한 대학스포츠 활성화 방안 : 한국대학스포츠총장협의회를 중심으로

The purpose of this study was to propose marketing strategies of KUSF(Korea University Sports Federation) for stable financial structure and to investigate consumer reactions to each marketing program for collegiate sport programs. Two surveys were conducted. First survey was to investigate perception of college sports consumers for analyzing consumers’experience and behaviors. In this study, findings indicated that participating group watched college soccer and basketball games, visited for cheering colleges, and considered stadium location and schedules. Non-participating group showed that uninterested attitude were identified as the most constraining factors in revitalizing college sports. Second survey was administered to check consumers’ reaction for improving perception of college sports by marketing activities of elicited by sports experts. The second surveys executed using university students, alumnus, and local residents. Findings indicated that the respondents preferred to local community marketing programs (i.e., facilities’opening of college sports, developing sport and exercise programs) and sharing talent campaign than other marketing activities. It can be concluded that KUSF should play a vital role in developing and implementing integrated marketing strategy in cooperation with interest groups to stabilize and vitalize college sport programs in Korea.