CAJ | 학술논문

通过文献资料法，运用利益相关者理论，对职业体育俱乐部外部利益相关者进行界定，从合作原理、持续创造原理和复杂性原理3个方面分析了外部利益相关者对职业体育俱乐部发展影响的理论基础，从竞争环境、竞争优势和竞争标的3个方面探讨了外部利益相关者对职业体育俱乐部发展的影响，最后提出投资于关系资本、投资于消费者满意和投资于形象资本3个职业体育俱乐部对外部利益相关者的投资策略。
통과문헌자료법，운용이익상관자이론，대직업체육구악부외부이익상관자진행계정，종합작원리、지속창조원리화복잡성원리3개방면분석료외부이익상관자대직업체육구악부발전영향적이론기출，종경쟁배경、경쟁우세화경쟁표적3개방면탐토료외부이익상관자대직업체육구악부발전적영향，최후제출투자우관계자본、투자우소비자만의화투자우형상자본3개직업체육구악부대외부이익상관자적투자책략。
By means of literature review and the stakeholder theory, the authors of this paper try to define the external stakeholders of professional sports clubs, analyze the theoretical foundation of how external stakeholders affect the development of professional sports clubs from aspects of cooperation principle, the principle of continued creativeness and the principle of complexity, and discuss the effects of external stakeholders on the development of professional sports clubs from competitive environment, competitive advantage and competitive target. Finally,it is proposed that the best investment policy for professional sports clubs should be investment on related capital, on consumer satisfaction and on image capital for the sake of external stakeholders.