인문 · 사회과학편 : 사회체육(社會體育) Club 의 Marketing 전략(戰略)에 관한 연구(硏究) = A Study of Target in Marketing Strategy of Sports for all Clubs

다국어 초록 (Multilingual Abstract)

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 comperatively expensive on. The member of these two were compered with other. By way of a written questionnaire as regards their personal properties and views. 110samples were collected subsequently analyied. 45 from the members of club SP, the rest from the members of club DC.The main results are as follows :1. The two groups 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.These results show that it is necessary to consider not only income but occupation and opinions of the service for the traget selection of commercal tennis clubs.