KBO(Korea Baseball Organization) 소속 10개 구단의 SNS 홍보 마케팅 비교 분석 -2024년 4월 기준 SNS 홍보 마케팅 비교를 중심으로-

초록

The purpose of this study is to establish a promotional strategy that fits the trends of each club after the end of COVID-19 and to suggest a marketing plan for international exchange. To this end, the contents of 10 clubs in the KBO (Kall Organization) League were analyzed to derive the keywords for each club’s promotional direction. As a result, the promotional direction identified by each club through the homepage and YouTube was derived with keywords such as ‘actual’, ‘active’, ‘many information’, and ‘multiple diversity’. In addition, it was implementing a strategy to increase the influx of fans by using accurate information delivery and various interesting contents. However, when analyzing the content elements of SNS promotional marketing, it was found that most of the clubs posted a number of posts centered on simple records and information, and there were many contents for advertising and commercial promotion. In addition, one-sided communication in the form of simple notices was being made, not interactive communication with fans through SNS functions or comments. Therefore, in order to achieve the international development of Korean professional baseball and the influx of more fans in the rapidly changing media consumption market, it was suggested that the quality level of various channels suitable for the promotional direction pursued by each club should be adjusted. In particular it was necessary to actively design promotional marketing of SNS posts that users could access more easily.

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