장애인스포츠를 통한 스포츠마케팅의 활성화 방안에 관한 연구

The value of the disabled sports may be recognized as the sector that sponsorship and sports marketing among the essential corporate activities in the sports industry can access to the disabled sports, and the purpose of this study is to activate sports marketing through the disabled sports in the value-oriented view that related persons related with the disabled sports and the general public can sympathy and participate in the time when corporation's activity for contributing the society is required. First, the disabled sports can be recently activated by applying public marketing in respect of corporation's contribution activity for the society, and marketing related with public interests fosters sale as well as improving corporation's brand image and improving recognition degree by emphasizing corporation's social role. Second, this is the time when cultivation of the manpower to specialize in the disabled sports marketing is seriously required. Expert who can gradually realize the speciality of the disabled sports marketing and newly implement corporate image must be cultivated. Third, the disabled sports has the sufficient possibility of transformation to a business through star marketing. Preparation of various methods to exploit the disabled star who is hided can become a hub of communication to connect corporation and society and become a new marketing strategy that can expect factor of sale increase due to improvement of corporate image. Fourth, human marketing methods using media can deliver positive image of a corporation as well as deliver the popularization and emotion of the disabled sports to the public. The sports marketing has the possibility that the corporation and the consumer are familiar due to support of the establishment of the disabled sports team, cultivation of players and sponsorship of the disabled sports event through the induction of corporation's contribution for the society.