| Budget Amount *help |
¥1,500,000 (Direct Cost: ¥1,500,000)
Fiscal Year 2005: ¥500,000 (Direct Cost: ¥500,000)
Fiscal Year 2004: ¥1,000,000 (Direct Cost: ¥1,000,000)
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| Research Abstract |
A local shopping district can be a communication center for local people and the face of a town. In recent years, the weakening of relationships among people and loss of affection for the community has had a strong negative influence on local shopping districts. Local shopping districts in many towns have lost their vitality. Storekeepers want to revive it.
On the other hand, a significant management challenge for all professional sport teams is to get team fans to really identify with a particular team. Fan identification plays an important part in the long-term fiscal success of professional sport teams. If partnerships between a professional sport team and local shopping districts in the hometown are established, synergistic effects can be expected in these two sectors. The purpose of this study is to ascertain the possible realization of establishing partnerships between a club team of the Japan Professional Football League (J-League) and Local shopping districts in a hometown in or
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der to develop an affluent community.
To that purpose, Kawasaki City was chosen was chosen because in 2004 it was already the hometown of Kawasaki Frontale F.C. (Frontale) in the Division 2 of the J-League. Interview surveys were conducted with pertinent persons of the Frontale, of the Association of Shopping Districts in Kawasaki, and of the Kawasaki Government Office, and related materials were collected. A mail survey was conducted with all of the stores (6,425) in Kawasaki during August and September in 2004.
In conclusion :
1.Frontale has nearly no power of influence on the shopping districts at the present time. However, if it becomes a strong team like a J-1 team, increases the chances for exposure on media like TV, increases the number of both stores and customers supporting the club, comes to value hometown people with great care, etc., it is able to get support of the shopping districts and stores. Because, when it develops a significant culture sector, it develops more lively hometown shopping districts and stores. In addition, it helps people have more pride in their hometown, helps children have more pride in their hometown, makes people have a deep affection for their hometown, etc.
2.The shopping districts should be revived by collaborating with Frontale and making it grow with support such as hanging Frontale's posters, etc., buying tickets, giving donations and commodities, increasing fan club memberships, etc.
At the present time, we do not find effective partnerships between Frontale and the shopping districts. However, since Frontale becomes a J-1 team in 2005,we can find a possible realization of establishing significant partnerships between these sectors. Less
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