プロサッカークラブの新規参入に関する研究 : ファンの特徴に着目して

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  • プロサッカークラブ ノ シンキ サンニュウ ニ カンスル ケンキュウ ファン ノ トクチョウ ニ チャクモク シテ
  • Study on a New Professional Soccer Club. : Focus on Fan Characteristics.

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This study concentrates on collecting information regarding the marketing strategies of the newly established professional soccer club FC KAGOSHIMA （FCK）. The research was conducted at the events held in the home town of FCK, Kagoshima as well as Tokyo, outside of FCK’S home town. As a result of the research we concluded that the volume of the fan base is small in the home town but has high loyalty and preference for the club. As for Tokyo, we discovered that there are potential fans in the area and it is important to have them to act as the influencing factor in order to gain a bigger fan base outside of the home town. Also the importance of how the information is provided depending on the areas of activities was indicated in the research. This research provides a new viewpoint for activities centering around professional soccer clubs.

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