분야
docx1. Background
2. Popularity of baseball and its status
Ⅱ. Lotte Giants analysis
1. Basis of Lotte Giants
2. Records and the number of audiences of Lotte Giants
3. Characteristic of Lotte Giants and marketing analysis
4. SWOT Analysis
5. 4P Analysis
Ⅲ. Suggestion
1. STP Analysis
2. New Strategy for Lotte Giants
Ⅳ. Conclusion
1. Background
In military government period, government made 3S(screen, sex, sports) policy and encourage people to do it in order to decrease the number of participation of protests for liberalization, overthrowing military government, liberal democracy. Former president Chun duhwan, ordered commanded "try to do professional sports" Therefore, Lee hoyeon and Lee yongill who were baseball player made a protocol called "Professional baseball establishment plan". The baseball world reported that they can establish a professional baseball without aid of government while soccer world reported that they need a lot of fund to make professional soccer. Finally, this suggestion appealed to people in power. Since then, each region divided by hometown and tried to find fund companies. This is how professional baseball began.
2. Popularity of baseball and its status
Baseball has been the most famous sports in Korea. However, nowadays, it turns out that interest and status of baseball is getting improved. That can be proved by result of world competition and increased number of spectators.
2) The results in international matches
(1) World baseball class semi-final - the 1st World Baseball Classic in 2006, korean national baseball team went to semi-final. Our national team gave fun and hope to korean people by defeat America and Japan.
(2) Champion on the beijing olympic. - The beijing olympic in 2008 was the most meaningful competitions in korean baseball history. Our national baseball team made the best result in this competition when it was last chance for them because of exemption of baseball from the list of olympic game.
1. Web – Site
http://www.google.com
http://www.naver.com
http://www.nate.com
http://www.giantsclub.com
http://www.lotteimall.com
http://www.youtube.com
http://www.koreabaseball.com
http://www.worldbaseballclassic.com
http://sports.news.nate.com/view/20111125n12169
http://baseball.ncsoft.com
http://www.wowtv.co.kr/newscenter/news/view.asp?bcode=T30001000&artid=A201110050322
http://xportsnews.hankyung.com/?ac=article_view&entry_id=193227
http://sports.chosun.com/news/ntype2_o.htm?ut=1&name=/news/sports/200904/20090402/94b74103.htm
2. Books
[ 롯데자이언츠 야구에서 배우는 홈런치는 마케팅 ] 양광영, 강서윤 저
[ 자이언츠네이션 : 편파적 해설가 성득옹이 들어주는 미친 아구 이야기 ] 이성득 저
[ 롯데 자이언츠 때문에 산다 : 1982 자이언츠 탄생의 순간부터 오늘의 자이언츠 영광의 순간까지 그리고 계속되는 자이언츠 팬덤을 위하여! ] 김은식 저
