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Developing a Paradigm Model for Sports Marketing in Iranian Schools | ||
Sports Business Journal | ||
دوره 4، شماره 4 - شماره پیاپی 12، اسفند 2024، صفحه 45-65 اصل مقاله (1.45 M) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22051/sbj.2024.47027.1155 | ||
نویسندگان | ||
Soroush Arianpour* 1؛ Hadi Bagheri2؛ Seyed Karim Saadat Mirghadim1؛ Seyed Ehsan Hoseiny1 | ||
1PhD Student in Sports Management, Department of Physical Education and Sports Sciences, Faculty of Physical Education and Sports Sciences, Shahrood University of Technology, Shahrood, Iran. | ||
2Assistant Professor of Sports Management, Department of Physical Education and Sports Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran. | ||
چکیده | ||
Purpose: The current research aims to develop a model for sports marketing in Iranian schools using a foundational data approach. Methodology: Due to the exploratory nature of this research, a grounded theory method using a systematic approach was employed. Data were collected through semi-structured interviews, and the findings were assessed using conventional techniques to ensure their reliability. The participants in the study consisted of 13 experts who were purposively selected, including professors of sports management, members of the student sports federation, former heads of the General Department of Education, and sports teachers. Findings: The data analysis identified 94 concepts across 19 school sports marketing model categories. Three categories reflect contextual conditions: sports governance, institutional communication, and innovation. Causal conditions include economic stability, media management, and a knowledge-based economy. Intervening conditions involve cultural development and a resistance economy in schools. Six strategy categories were identified: event branding, stakeholder management, private sector collaboration, human resource training, agile marketing plans, and legal revisions. Finally, the five outcomes of the economic discourse model include promoting economic thinking in sports, developing educational sports, organizing equipment, monitoring performance, and enhancing talent management. Originality: The current research can use school sports to achieve marketing goals by designing a paradigmatic model for the development of sports marketing in Iranian schools. | ||
کلیدواژهها | ||
Agile Marketing Brands؛ Event Branding؛ Grounded Theory؛ School Sports؛ Sports Marketing | ||
عنوان مقاله [English] | ||
طراحی مدل پارادایمی توسعه بازاریابی ورزش مدارس ایران | ||
نویسندگان [English] | ||
سروش آریانپور1؛ هادی باقری2؛ سیدکریم سعادت میرقدیم1؛ سیداحسان حسینی1 | ||
1دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران. | ||
2استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران. | ||
چکیده [English] | ||
هدف: هدف پژوهش حاضر طراحی مدل توسعه بازاریابی ورزش مدارس ایران با رویکرد داده بنیاد بود. روش: با توجه به ماهیت اکتشافی پژوهش حاضر، از روش دادهبنیاد با رویکرد سیستماتیک استفاده شد. دادهها از طریق مصاحبههای نیمهساختاریافته جمعآوری شدند. یافتههای پژوهش با استفاده از شیوههای متداول ارزیابی شدند تا از قابلیت اعتماد آنها اطمینان حاصل شود. مشارکتکنندگان پژوهش شامل ۱۳ نفر از خبرگان بودند که به صورت هدفمند انتخاب شدند و این افراد شامل اساتید مدیریت ورزشی، اعضای فدراسیون ورزش دانشآموزی، روسای سابق اداره کل آموزش و پرورش و دبیران ورزش بودند. یافتهها: نتیجه تحلیل دادهها، استخراج 94 مفهوم در قالب 19 مقوله بود که در تدوین مدل توسعه بازاریابی ورزش مدارس نقش دارند. از این میان 3 مقوله شرایط زمینهای (حکمرانی ورزشی، تعامل و ارتباطات نهادی و کارآفرینی و نوآوری در ورزش)، 3 مقوله شرایط علی (ثبات و پایداری اقتصادی، مدیریت رسانهای و اقتصاد دانش بنیان در ورزش)، 2 مقوله شرایط مداخلهگر (توسعه فرهنگی و اقتصاد مقاومتی در مدارس)، 6 مقوله راهبرد (برندسازی رویدادها، مدیریت ذینفعان، همافزایی با بخش خصوصی، آموزش منابع انسانی، چابکسازی برنامههای بازاریابی و بازنگری و اصلاح قوانین) و 5 مقوله به عنوان پیامد (ترویج تفکر اقتصادی در ورزش، توسعه ورزش تربیتی، ساماندهی تجهیزات ورزشی مدارس، پایش و نظارت عملکرد و توسعه مدیریت استعدادیابی در مدارس به عنوان پیامدهای الگوی گفتمان اقتصادی ورزش مدارس) دستهبندی شدند. اصالت و ابتکار مقاله: این مطالعه با طراحی مدل توسعه بازاریابی ورزش مدارس ایران می تواند از ورزش مدارس در رسیدن به اهداف بازاریابی استفاده کند. | ||
کلیدواژهها [English] | ||
بازاریابی ورزشی, برندسازی رویدادها, چابکسازی برنامههای بازاریابی, نظریه داده بنیاد, ورزش مدارس | ||
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