دوره 11، شماره 21 - ( 4-1400 )                   جلد 11 شماره 21 صفحات 159-143 | برگشت به فهرست نسخه ها


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Bagheri H, Zare S, Alimohammadi H. Identifying Strategies for Attracting Sponsors in the Women's Football League of Iran. Research in Sport Management and Motor Behavior. 2021; 11 (21) :143-159
URL: http://jrsm.khu.ac.ir/article-1-2837-fa.html
باقری هادی، زارع شریعت، علی محمدی حسین. شناسایی راهبردهای جذب حامی در لیگ برتر فوتبال زنان ایران. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1400; 11 (21) :159-143

URL: http://jrsm.khu.ac.ir/article-1-2837-fa.html


1- دانشگاه صنعتی شاهرود ، bagherihadi25@yahoo.com
2- دانشگاه صنعتی شاهرود
3- دانشگاه قم
چکیده:   (1627 مشاهده)
هدف پژوهش حاضر مطالعه راهبردهای جذب حامیان در لیگ برتر فوتبال زنان ایران بود. پژوهش به شیوه دلفی انجام شد. در گام اول، چهار دسته راهبردهای قانون گذاری، پخش رسانه ای، برنامه های سازمان لیگ فدراسیون و برنامه های باشگاه ها فهرست شدند. سپس، نظرات خبرگان دربارۀ این راهبردها طیِ سه مرحله، جمع آوری شد. جامعۀ پژوهش متشکل از دو گروه بود: 1) صاحب نظران دانشگاهی؛ 2) مربیان و سرپرستان تیم های لیگ برتر فوتبال زنان. 21 نفر به روش قضاوتی به عنوان گروه دلفی انتخاب شدند. اعضای دلفی دربارۀ 25 گزارۀ پژوهش، به اجماع رسیدند. «پخش تلویزیونی بازی ها؛ توجه برنامه های پرمخاطب ورزشی؛ و مجوز شبکههای تلویزیونی اختصاصی» بیشترین و «دولتی کردن تیم های بانوان» کمترین میزان توافق را کسب کردند. چهار دسته راهبردهای ارائه شده به صورت راهبردهای رسانه ای، فعالیت های باشگاه ها، فعالیت های سازمان لیگ فدراسیون و تصمیمات قانونگذاری، اولویت بندی شدند. در کل، مهم ترین راهبردها به رسانه مربوط می شود که نشان می دهد حامیان از پیوند با فوتبال زنان، به دنبال دیده شدن هستند تا به جامعه هدف گسترده تر یا وفادارتری دست یابند. بنابراین، با توجه به حساسیت های مذهبی و اجتماعی نسبت به زنان، برای رفع چالش های رسانه ای، نیاز به رایزنی با گروه های صاحب نفوذ اجتماعی و سیاسی دارد. همچنین، عملکرد باشگاه ها می بایست با هدف افزایش ارزش تجاری لیگ و جذابیت آن ارتقا یابد.
متن کامل [PDF 1183 kb]   (297 دریافت)    
نوع مطالعه: پژوهشي | موضوع مقاله: مدیریت ورزشی
دریافت: 1398/2/12 | پذیرش: 1399/3/11 | انتشار الکترونیک پیش از انتشار نهایی: 1399/8/3 | انتشار: 1400/4/10

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