دانشگاه الزهرا

  اخبار و اعلانات

 آمار

تعداد نشریات25
تعداد شماره‌ها954
تعداد مقالات7,830
تعداد مشاهده مقاله13,144,676
تعداد دریافت فایل اصل مقاله9,314,244
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
مراجع
  1. ACT. (2020). A Strategic Plan for Sport and Active Recreation in the ACT & Region 2011–2020 https://www.sport.act.gov.au/__data/assets/pdf_file/0006/847869/ACTIVE-2020-Strategic -Plan.pdf
  2. Aghaei, A., Naderiyan Jahromi, M., Memari, Z., & Andam, R. (2013). Pathology of Handball Province Using the Model of Strategic Planning. Journal of Sport Management Review, 5(17), 13-42. https://www.magiran.com/paper/1152695
  3. Aghaei Shahri, M. S., & Azimzadeh, S. M. (2021). The Infrastructure, Peripheral, Organizational and Market Relations in the Iranian Sports Industry. Sports Business Journal, 1(1), 119-130. https://doi.org/10.22051/sbj.2021.37288.1013
  4. Aghaei Shahri, M. S., Memari, Z., & Saadati, M. (2017). Identification of the Relationships between the Fields of Iran's Sports Industry. Strategic Studies on Youth ans Sports, 16(37), 113-128. http://faslname.msy.gov.ir/article_219.html?lang=en
  5. Aghaei Shahri, M. S., Memari, Z., & Saadati, M. (2018). A Recognition of Areas and Infrastructures of Iran Sport Industry. Journal of Sport Management, 10(4), 627-645. https://doi.org/10.22059/JSM.2019.201698.1587
  6. Andam, R., & Aghaei, A. (2015). Designing Strategic plan of Physical Education Office of Shahrood University. Research on Educational Sport, 3(7), 15-40. https://res.ssrc.ac.ir/article_414.html?lang=en
  7. Bahrami, S., Kiani, M. S., Nazari, L., & Shahbazpour, L. (2021). The Relationship between Service Quality, Physical Evidence and Customer Satisfaction in Sports Centres. Sports Business Journal, 1(1), 179-191. https://doi.org/10.22051/sbj.2021.37342.1014
  8. Cai, X., & Xiong, G. (2011, August 6). Present Situation and Countermeasures of Sustainable Development of Sports Industry in Jiangxi Province. International Conference on Advances in Education and Management, Dalian, China. https://www.semanticscholar. org/paper/Present-Situation-and-Countermeasures-of-of-Sports-Cai-Xiong/74b0a 4a8 43cceb066f4f7d7cafad1fa73e98f17f
  9. David, F. R. (2014). Strategic Management: Concepts and Cases : a Competitive Advantage Approach. Pearson. https://books.google.com/books?id=bxS7ngEACAAJ
  10. Ebrahimifar, S., Naji Azimi, Z., & Rahimnia, F. (2014, September 4). Identifying the strategic position of crisis management of Ferdowsi University of Mashhad using a combined SWOT model and hierarchical analysis. Third Annual National Conference on Modern Management Sciences, Islamic Azad University, Aliabad Katol Branch, Scientific and Professional Association of Managers and Accountants of Golestan in collaboration with the Islamic Azad University, Aliabad Katoul Branch, Gorgan, Golestan, Iran. https://civilica.com/doc/311135
  11. Foon, L., & Wen, L. (2012). Impacts of Celebrity Endorser on Malaysian Young Consumers: An Empirical Study in the Sports Industry, SEGi Review. Electroencephalography, 5(1), 95-114. https://vdocuments.mx/impacts-of-celebrity-endorser-on-malaysian-young-consumers-of-celebrity-endorser.html?page=1
  12. Forsati, R., Mokhtari Dinani, M., & Norouzi Seyed Hossini, R. (2021). Analysis of Entrepreurial's Value Chain in Sport Science Students at Tehran Universities. Sports Business Journal, 1(2), 171-189. https://doi.org/10.22051/sbj.2021.36424.1000
  13. Hallaji, M., & Hashemi, K. (2015). The UK Sports Exercise Plan for 2020, Familiarity with Physical Education Teachers with Strategic Strategies in Advanced Physical Education and Exercise. Growth of Physical Education Education, 55(3), 9-11.
  14. Hallén, L., & Johanson, J. (1985). Industrial marketing strategies and different national environments. Journal of Business Research, 13(6), 495-509. https://doi.org/10.1016/0148-2963(85)90044-X
  15. Huang, L. (2011). Research on Effect of Beijing Post-Olympic Sports Industry to China's Economic Development. Energy Procedia, 5, 2097-2102. https://doi.org/10.1016/j.egypro.2011.03.362
  16. Kamarulzaman, N. H., Khairuddin, N. H., Hashim, H., & Hussin, S. R. (2021). Measuring market orientation, innovative marketing strategies and performance: evidence from the Malaysian agro-food manufacturers. Journal of Agribusiness in Developing and Emerging Economies, ahead-of-print(ahead-of-print). https://doi.org/10.1108/jadee-06-2021-0148
  17. Khosravi Zadeh, E., Haghdadi, A., & Kamankesh, A. (2015). Barriers and solutions for communication between sports industry and higher education institutions in Markazi province. Journal of Research in Educational Sports, 3(8), 15-36. https://res.ssrc.ac.ir/article_483.html?lang=en
  18. Memari, Z., Rafei Boldaji, S., & Pouyandekia, M. (2021). How is the Football Schools Franchise Using a Valuable Approach to Revenue-Generating Capacity in Iranian Football Clubs? Sports Business Journal, 1(1), 31-44. https://doi.org/10.22051/sbj.2021.36864.1008
  19. Pouyandekia, M., & Memari, Z. (2021). How can clubs play an essential role in talent identification and development programmes? A case study of German football. Sport in Society25(), 1679-1713. https://doi.org/10.1080/17430437.2020.1863372
  20. Saatchian, V., Azizi, B., & Talebpour, M. (2021). ADIDAS Sportswear Brand Popularity Model in Iranian Consumers. Sports Business Journal, 1(1), 163-177. https://doi.org/10.22051/sbj.2021.36650.1004
  21. Saatchian, V., Hadavi, F., Akbari Yazdi, H., & Saffari, M. (2015). Strategies and the Consequences of Relation Management between Physical Education and Sport Science College and Executive Part of Sport Industry. Strategic Studies On Youth and Sports, 27(27), 193. https://www.magiran.com/paper/1455606
  22. Savić, Z., Randjelović, N., Stojanović, N., Veroljub, S., & Šiljak, V. (2018). The sports industry and achieving top sports results. Facta Universitatis, Series: Physical Education and Sport, 15, 513. https://doi.org/10.22190/FUPES1703513S
  23. Shojaei, V., Tejari, F., Soleymani, B., & Doosti, M. (2012). Strategic planning of sport tourism in Mazandaran province. Geographical Space, 12(39), 173-194. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=176956
  24. Smith, A. C. T., & Stewart, B. (2010). The special features of sport: A critical revisit. Sport Management Review, 13(1), 1-13. https://doi.org/10.1016/j.smr.2009.07.002
  25. Vahdati, H., Hosseini, S. H. K., Ehsani, M., & Moshabbeki Esfahani, A. (2014). Designing The Brand Identity Model of Iranian Sports Industry (Case Study: Football Premier League). Management Research in Iran, 17(4), 203-223. https://mri.modares.ac.ir/article_10.html?lang=en
  26. Zeinizadeh, M., Pilehvar, M. E., Peymanizad, H., & Alaee, M. (2016, March 9-10). Strategic Plan Development of Physical Education and Sports Department of Education Khorasan Razavi. Ninth International Conference on Physical Education and Sport Sciences, Tehran, Iran.
  27. Zhang, J., & Kim, E. (2018). The sport industry in growing economies: critical issues and challenges James Zhang, Euisoo Kim, Brandon Marstromartino, Tyreal Yizhou Qian, John Nauright. International Journal of Sports Marketing and Sponsorship, 19(2), 110-126. https://doi.org/10.1108/IJSMS-03-2018-0023
آمار
تعداد مشاهده مقاله: 810
تعداد دریافت فایل اصل مقاله: 705


سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب