デジタル時代のスポーツオンライン戦略--米スポーツメディア企業の事例研究
スポンサーリンク
概要
- 論文の詳細を見る
This study indicates the developments in sports online institutions, under the dramatically changed sports online business environment of 2000. The online business involves great uncertainty and change. Under these circumstances, the traditional mass communication players, such as broadcasters, have aggressively participated in the online sports business because they expect a valuable financial potential in the critical transition from the analog to digital society. This research attempts to understand (1) why media developed the sports online business (2) what are the main strategies in managing sports online businesses and (3) what are the prospects for the future . To seek answers to these questions, the researchers conducted multiple case studies of sports online institutions through in-depth interviews with sports online companies' executives in the summer of 2000, when the dot.com myth for success was still high. By analyzing richer qualitative interview data, this research explicated what and how such executives really thought about this new type of sports business. This study demonstrates that the sports online business is not an exception to the game rule that the larger it is, the stronger it will be. There exits a general idea that the Internet enables one to create a new business model. This study, however, found that the traditional business model utilizing the branding strategy of large media or well-established business corporations is the key to being successful in sports online business.
- 日本スポーツ産業学会の論文