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VYTAUTO DIDŽIOJO UNIVERSITETAS Rokas Gaidys VYTAUTO DIDŽIOJO UNIVERSITETAS EKONOMIKOS IR VADYBOS FAKULTETAS Rokas Gaidys ELEKTRONINIO SPORTO KOMANDOS MARKETINGO PLANAS. VDU MAGNUS ESPORT ATVEJIS Magistro baigiamasis darbas Marketingo ir tarptautinės komercijos studijų programa, valstybinis kodas 6211LX044 Rinkodaros studijų kryptis Vadovas (-ė) lekt. Justinas Kisieliauskas Apginta dekanė doc. dr. Rita Bendaravičienė Kaunas, 2021 Turinys Santrauka ............................................................................................................................................. 4 Abstract ................................................................................................................................................ 6 Pagrindinės darbo sąvokos ir terminai ................................................................................................. 8 ĮVADAS ............................................................................................................................................ 10 I. TEORINĖ ESPORTO KOMANDOS MARKETINGO ANALIZĖ .............................................. 12 1.1. Esporto reiškinio analizė ............................................................................................................... 12 1.2. Esporto raidos analizė ................................................................................................................... 13 1.3. Teorinis esporto vartotojo vertinimas ........................................................................................... 15 1.4. Elektroninio ir tradicinio sporto panašumų ir skirtumų analizė ................................................... 16 1.5. Populiariausių internetinių vaizdo žaidimų, naudojamų esporte, teorinė analizė ......................... 18 1.6. Elektroninio sporto reiškinio įrangos ir infrastruktūros analizė ................................................... 23 1.7. Marketingo plano teorinė analizė ................................................................................................. 24 II. PRAKTINĖ ESPORTO KOMANDOS MARKETINGO ANALIZĖ .......................................... 27 2.1. Tyrimo metodologija. ................................................................................................................... 27 2.2. Empirinė elektroninio sporto rinkos situacijos analizė. ................................................................ 29 2.3. Elektroninio sporto kaip reiškinio finansinės situacijos analizė. .................................................. 30 2.4. Stipriausių elektroninio sporto komandų organizacinė ir marketingo atvejų analizė. .................. 33 2.5. Elektroninio sporto komandos išorinės ir vidinės aplinkos analizė VDU Ekonomikos ir vadybos fakulteto „Magnus“ komandos atveju. ................................................................................................. 38 2.5.1. Esporto komandos „SWOT“ arba „SSGG“ analizė. .............................................................. 38 2.5.2. Elektroninio sporto komandos „PEST“ analizė. .................................................................... 40 2.6. Elektroninio sporto ekspertų interviu tyrimo rezultatai. ............................................................... 41 2.7. Tyrimo apibendrinimas ................................................................................................................. 47 III DALIS VDU EKONOMIKOS IR VADYBOS FAKULTETO ESPORTO KOMANDOS „MAGNUS“ MARKETINGO PLANAS ...................................................................................................................... 49 3.1. Elektroninio sporto vartotojo paveikslas. ................................................................................... 49 3.2. Elektroninio sporto komandos „Magnus“ potenciali misija. ...................................................... 51 3.3. Elektroninio sporto komandos kaip produkto vystymas. ........................................................... 52 3.4. Elektroninio sporto komandos kaip produkto rėmimas. ............................................................. 53 3.5. Elektroninio sporto komandos kaip produkto vieta ir platinimas. .............................................. 56 2 3.6. Elektroninio sporto komandos „FAST“ tikslai. .......................................................................... 57 IŠVADOS IR REKOMENDACIJOS. ............................................................................................... 59 Literatūros sąrašas. ............................................................................................................................ 62 Priedai. ............................................................................................................................................... 67 3 Santrauka Rokas Gaidys. ELEKTRONINIO SPORTO KOMANDOS MARKETINGO PLANAS. VDU MAGNUS ESPORT ATVEJIS: studijų programos Marketingo ir tarptautinės komercijos magistro baigiamasis darbas / Darbo vadovas: Justinas Kisieliauskas / Vytauto Didžiojo universitetas, Ekonomikos ir vadybos fakultetas, Magistrantūros studijos. – Kaunas, 2021. – 66. Šiame tyrime analizuojama problema – kokios yra gerosios esporto industrijos patirtys ir kaip pasinaudojant jomis sukurti naujos esporto komandos marketingo planą? Baigiamasis darbas yra suskirstytas į tris dalis: Pirmoji dalis – teorinė analizė, kurioje analizuojami moksliniai literatūros šaltiniai susijusieji su elektroniniu sportu, atliekama teorinė šio reiškinio analizė bei pateikiamos su ja susijusios įžvalgos. Antra, empirinė dalis, susideda iš praktinės esporto reiškinio analizės, pasirinktų elektroninio sporto komandų atvejų analizės bei „SSGG“ ir „PEST“ analizės. Taip pat joje atliekamas kokybinis tyrimas – ekspertų interviu, kurio tikslas susikurti marketingo plano gaires projektinei daliai, kurio tikslas išanalizuoti pasirinktų elektroninio sporto komandų marketingo veiklas bei pateikti preliminarų marketingo planą naujos komandos marketingo planą VDU Ekonomikos ir vadybos fakultete. Atlikus elektroninio sporto kaip reiškinio analizę teoriniu ir empiriniu lygiu, trečioje dalyje yra pateikiamas rekomendacinis modelis su aiškiais elektroninio sporto komandos marketingo plano kūrimo žingsniais. Šio tyrimo objektas – VDU Ekonomikos ir vadybos fakulteto „Magnus“ elektroninio sporto komanda. Tyrimo uždaviniai: 1. Išanalizuoti esporto sampratą; 2. Atskleisti esporto rinkos ir komandų charakteristikas; 3. Pateikti teorinį marketingo plano reiškinio vertinimą; 4. Sudaryti metodiką ir atlikti tyrimą, leidžiantį sukurti naujos esporto komandos marketingo planą; 5. Pateikti „Vytauto Didžiojo Universiteto“ Ekonomikos ir vadybos fakulteto elektroninio sporto komandos „Magnus“ marketingo planą bei komunikacijos gaires. Tyrimo metodologija – teorinė literatūros ir atvejų analizė ir struktūrizuotas interviu. Baigiamojo darbo pabaigoje apibendrinami rezultatai ir pateikiamos išvados: 4 1. Esportas yra vaizdo žaidimų varžybos internete, kurios iš dalies yra panašios į tradicinio, o tipinį šio sporto žiūrovą galima iš dalies apibrėžti kartos „Y“ apibūdinimu, tačiau jis nėra visiškai tikslus. 2. Visos profesionalios elektroninio sporto komandos vykdo aktyvią komunikaciją socialiniuose tinkluose, tačiau nuolatos adaptuojasi prie potencialių vartotojų pokyčių. Viena iš pagrindinių Lietuviškų tokio pobūdžio organizacijų problema yra netinkama komunikacija, kuri turi būti tikslingesnė.; 3. Elektroninio sporto komandos vienu metu varžosi ne viename vaizdo žaidime, o dažniausiai daugiau nei 5-iuose. Pagrindiniai internetiniai projektai yra „MOBA“ žanro ar pirmojo asmens šaudyklės. Ši diversifikacija padeda pritraukti daugiau investicijų iš verslo sektoriaus bei platesnį žiūrovų ratą. 4. Esporto komandos marketingo planas yra labai panašus į bet kokios kitą veiklą vykdančios organizacijos, todėl pagrindiniai jo žingsniai yra: misijos suformavimas, tikslų išsikėlimas, „SSGG“ ir „PEST“ analizės bei tikslinės auditorijos išsigryninimas. Raktiniai žodžiai: Elektroninis sportas (esportas), internetinė transliacija, prekės ženklas, tradicinis sportas. 5 Abstract Rokas Gaidys. E-SPORTS TEAM MARKETING PLAN. VMU MAGNUS ESPORT CASE: Final Master Thesis in Marketing and International Commerce/ Supervisor: Justinas Kisieliauskas/ Vytautas Magnus University, Faculty of Economics and Management, Graduate studies. – Kaunas, 2021. – 66. This thesis analyzes the problem - what are the good practices of the e-sports industry and how to use them to create a marketing plan for a new e-sports team? The final work is divided into three parts: The first part is a theoretical analysis, which analyzes the scientific literature related to e-sports, performs a theoretical analysis of this phenomenon, and provides insights related to it. Secondly, the empirical part consists of a practical analysis of the e-sports phenomenon, a case study of selected e- sports teams, and a SWOT and PEST analysis. It also carries out a qualitative study - an interview of experts, to develop guidelines for the marketing part of the marketing plan, the aim of which is to identify the main principles of the electronic sports market and communication. After the analysis of e- sports as a phenomenon at the theoretical and empirical level, the third part presents a recommendation model with clear steps for the development of an e-sports team marketing plan. The object of this research is the VMU EVF e-sports team MAGNUS. Research tasks: 1. To analyze the concept of e-sports; 2. To reveal the characteristics of the e-sports market and teams; 3. To present a theoretical evaluation
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