스포츠산업의 새로운 패러다임 : 뉴로스포츠마케팅 (New Paradigm in Sport Industry: Neuro Sports Marketing)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 61호 / 193 ~ 202페이지
· 저자명 : 김영갑, 김종하

초록

This study is to establish the concept of neuro sports marketing based on neuro-marketing and find the probability of its application. The neuro-marketing can be referred to as the fusion of neurology and marketing. In actuality, the neuro-marketing has been tried by domestic and foreign enterprises for the analysis of product development, design improvement and sale circulation, brand power, advertisement effect, etc. Sports marketing and neurology have been fused to have the meaning of a new field so that the behavior of sport consumers may be appreciated, anticipated and controlled on the ground of the concept of neuro-marketing. It, has been confirmed that such neurotransmitters as dopamin and ocytosin apply the mechanism for the brain and neural science to be grafted onto neuro sports marketing to have a positive effect on the satisfaction and trust of sports consumers. Additionally, its future research-scope can be expanded to the followings: first, the establishment of marketing strategies for the improvement of customer satisfaction and the effective composition of spaces such as sports facilities and sports shops through eye-tracking, second, the image analysis of sports brands, third , estimation of advertisement effect and finally the advancement of technology in sport fields.

영어초록

This study is to establish the concept of neuro sports marketing based on neuro-marketing and find the probability of its application. The neuro-marketing can be referred to as the fusion of neurology and marketing. In actuality, the neuro-marketing has been tried by domestic and foreign enterprises for the analysis of product development, design improvement and sale circulation, brand power, advertisement effect, etc. Sports marketing and neurology have been fused to have the meaning of a new field so that the behavior of sport consumers may be appreciated, anticipated and controlled on the ground of the concept of neuro-marketing. It, has been confirmed that such neurotransmitters as dopamin and ocytosin apply the mechanism for the brain and neural science to be grafted onto neuro sports marketing to have a positive effect on the satisfaction and trust of sports consumers. Additionally, its future research-scope can be expanded to the followings: first, the establishment of marketing strategies for the improvement of customer satisfaction and the effective composition of spaces such as sports facilities and sports shops through eye-tracking, second, the image analysis of sports brands, third , estimation of advertisement effect and finally the advancement of technology in sport fields.

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