시장 위기 환경 시 스포츠 시장 변화와 대응 -거시경제요인과 코로나19 펜데믹 사례분석-

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doi:10.51979/KSSLS.2021.07.85.67

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한국사회체육학회
한국사회체육학회지 학술저널
한국사회체육학회지 제85호
2021.7 67 - 81 (15page)
DOI : 10.51979/KSSLS.2021.07.85.67

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김헌일 (청주대학교)

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Purpose: This study is to find the Sports Market Changes in Crisis Environment in case of macroeconomic factors and COVID-19 crisis, and to predict Sports Market Changes in post COVID-19 in order to provide preliminary data for business management strategy and government policy.
Method: For this study, 6,195 days (about 25 years) data of the stock price of NIKE and Adidas, West Texas Intermediate, Gold Price, and Dow Jones Industrial Average were used in the analysis.
Results: The results of the study are as follows. First, the Sports Market had a correlation with macroeconomic factors. Second, the stock price of the global sports company can be predicted by the linear regression equation with DJIA changes. Also, the linear regression equation with the stock price of the global sports company and the Oil Price can be used cautiously in short-term changes for the market prediction. Third, unstable V-shaped rebound changes and gradual growth pattern of the market changes in COVID-19 was similar with the past situation of the pandemic, epidemic and 2008 Global financial crisis, but COVID-19 Impact was the biggest. Fourth, The Sports Market will be susceptible to a temporary boom & dust phenomenon and it will undergo enormous market structural change by the fast acceptance of innovative technology.
Conclusion: The decision makers of business organization and government policy need to set up an effective strategy and action plan for the rapid changes of the quantitative and structural market in the long term as well as an effective counterplan in the short term.

#Sports market Changes #COVID-19 #Sports Market Crisis Management #Sports Industrial Policy