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Ganjkhanloo, Arezoo, Memari, Zhaleh, Khabiri, Mohammad. (1400). Marketing Strategies to Developing the Iranian Sports Industry. جلوه هنر, 1(2), 95-113. doi: 10.22051/sbj.2022.38999.1020
Arezoo Ganjkhanloo; Zhaleh Memari; Mohammad Khabiri. "Marketing Strategies to Developing the Iranian Sports Industry". جلوه هنر, 1, 2, 1400, 95-113. doi: 10.22051/sbj.2022.38999.1020
Ganjkhanloo, Arezoo, Memari, Zhaleh, Khabiri, Mohammad. (1400). 'Marketing Strategies to Developing the Iranian Sports Industry', جلوه هنر, 1(2), pp. 95-113. doi: 10.22051/sbj.2022.38999.1020
Ganjkhanloo, Arezoo, Memari, Zhaleh, Khabiri, Mohammad. Marketing Strategies to Developing the Iranian Sports Industry. جلوه هنر, 1400; 1(2): 95-113. doi: 10.22051/sbj.2022.38999.1020

Marketing Strategies to Developing the Iranian Sports Industry

Sports Business Journal
مقاله 7، دوره 1، شماره 2، مهر 2021، صفحه 95-113    اصل مقاله (827.53 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2022.38999.1020
نویسندگان
Arezoo Ganjkhanloo* 1؛ Zhaleh Memari2؛ Mohammad Khabiri3
1MSc, Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran.
2Associate Professor, Department of Sport Management, Faculty of Sport Sciences, Alzahra University, Tehran, Iran.
3Associate Professor, Department of Sports Management, Faculty of Sport Science, Tehran University, Tehran, Iran.
چکیده
Purpose: This research aims to determine the Iranian strategic position with IFE and EFE analysis and present budget development marketing strategies.
Methodology: The study's statistical sample was selected from 18 expert faculty members in the research field to give a questionnaire. For the investigation of the Collecting Information Agency, during the closed interviews, the answer to the basics of the inventory status questionnaire, which was made in the contents of Mr. et al. (2014), with a reliability coefficient of 0.953, was used (P <0.05). The matrix is used more than the described indices for experiments and data analysis. The Friedman test is used in SWOT adjustment and study.
Findings: The findings showed that the current sports industry has eight strengths, 35 weaknesses, 16 opportunities, and 25 threats. Accordingly, matrix analysis in external and internal factors showed that the industry is in WT strategic position. As a result, it is appropriate to use defensive and protected strategies to get out of this situation. The sports organization's proposal uses the model of a pioneering organization, from the strategy of penetration in the mass market, penetration in a particular market, rapid entry into the market, and faster withdrawal from it as maintenance strategies or strategies. Use growth and development to develop the Iranian sports industry.
Originality: Authors in this article proposed marketing strategies to prevent the sports industry from dissolving and helping it develop.
کلیدواژه‌ها
Opportunities؛ Strengths؛ Sports Industry Development؛ Treats؛ Weaknesses
عنوان مقاله [English]
راهبردهای بازاریابی برای توسعه صنعت ورزش ایران
نویسندگان [English]
آرزو گنج‌خانلو1؛ ژاله معماری2؛ محمد خبیری3
1کارشناسی ارشد، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران.
2دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا(س)، تهران، ایران.
3دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تهران، تهران، ایران.
چکیده [English]
هدف: هدف از انجام این تحقیق، موقعیت‌یابی استراتژیک ایران با تحلیل IFE و EFE و ارائه استراتژی‌های بازاریابی توسعه صنعت ورزش کشور بود.
روش‌شناسی: جامعه آماری شامل اساتید دانشگاه با سوابق اجرایی، مدیریتی در سطح کلان ورزش بوده و  نمونه 18 نفر از اساتید خبره در حوزه تحقیق به‌روش هدفمند انتخاب شدند. اطلاعات پژوهش، طی مصاحبه‌های بسته‌پاسخ برمبنای پرسشنامه مطالعۀ آقایی و همکاران (2014)، با ضریب پایایی 0/953 گردآوری شد (P<0/05). برای تجزیه و تحلیل داده‌ها، از آزمون فریدمن و ماتریس ارزیابی درونی و بیرونی برای تعیین موقعیت و تحلیل SWOT استفاده شد.
یافته‌ها: یافته‌ها نشان داد وضعیت موجود صنعت ورزش کشور از 8 قوت، 35 ضعف، 16 فرصت و 25 تهدید برخورداراست. همچنین، تحلیل ماتریس ارزیابی عوامل درونی و بیرونی نشان داد، این صنعت در ناحیۀ ضعف‌ها و تهدیدها قرار دارد که مطابق جایگاه راهبردی تدافعی (WT) است. برای برون رفت از این شرایط، استفاده از راهبردهای تدافعی و محافظه‌کارانه پیشنهاد می‌شود. همچنین، با بهره‌گیری از الگوی یک سازمان پیشگام، از راهبردهای نفوذ در بازار انبوه، نفوذ در بازار بسیار خاص و نیز ورود موقت به بازار و عقب نشینی سریع از آن، همچنین از راهبردهای حفظ و نگهداری یا ثبات و راهبردهای رشد و توسعه برای توسعه صنعت ورزش کشور می‌توان بهره جست.
اصالت و ابتکار مقاله: نویسندگان در این مقاله راهبردهای بازاریابی را برای بقای صنعت ورزش از انحلال و کمک به توسعه آن پیشنهاد کرده‌اند.
کلیدواژه‌ها [English]
فرصت‌ها, نقاط قوت, توسعه صنعت ورزش, تهدیدها, نقاط ضعف
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