チケット販売の理論的課題--プロスポーツクラブ運営の基本的戦略構築に向けて

概要

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The purpose of this paper is to catch a glimpse of the theoretical subject of club business management by analyzing ticket sale. Now, ticket sale has made little increase globally. When a club manager has a short view, he will regard relatively the ticket market as the market maturization. The club manager will not concentrate his attention on ticket sale in which he cannnot desire big sales. On the other hand, when, a club manager has a long view, he notices the market of all business of the club turning into the market maturization soon. He will regard the ticket market as the strategic market for preparing the problem solution of the future. In this case, the focus of the strategy will be on to cut down cost rather than to expand sales. Since one-to-one marketing is suitable for cost reduction, a club manager will adopt it. However, in addition, one-to-one marketing contains the problem.