دوره 13، شماره 25 - ( 6-1402 )
جلد 13 شماره 25 صفحات 133-109 |
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brakhas H, Seifpanahi Shabani J, Ziya M. Designing a Model to Promote the Brand Position Of the Sports Club Industry in Iran. JRSM 2023; 13 (25) :109-133
URL: http://jrsm.khu.ac.ir/article-1-3125-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3125-fa.html
براخاص حسین، سیف پناهی شعبانی جبار، ضیاء محمد جواد. طراحی مدل ارتقاء جایگاه برند صنعت باشگاه داری ورزشی در ایران. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1402; 13 (25) :109-133
1- دانشگاه گیلان
2- دانشگاه زنجان ،Seifpanahi.j@znu.ac.ir
2- دانشگاه زنجان ،
چکیده: (5739 مشاهده)
هدف از این پژوهش ارائه مدلی بر ارتقای جایگاه برند در صنعت باشگاهداری ورزشی کشور بود. روش تحقیق از نوع کیفی با رویکرد اکتشافی نظام مند (تحلیل مضمون) انتخاب شد. مشارکت کنندگان شامل دو بخش منابع انسانی (مدیران و مربیان باشگاهها، صاحب نظران بازاریابی ورزشی) و منابع اطلاعاتی (علمی، کتابخانهای و رسانهای مرتبط و معتبر) بود. مشارکت کنندگان به تعداد قابل کفایت، به‌صورت هدف مند و بر مبنای رسیدن به اشباع نظری انجام شد (27 نفر و 39 سند). ابزار پژوهش شامل مصاحبههای اکتشافی نیمه ساختارمند به همراه مطالعه کتابخانهای نظام‌مند بود. روایی ابزار براساس شایستگی علمی نمونه، روایی ابزار براساس اعتبار حقوقی و علمی نمونه، نظر خبرگان و توافق بین مصححان ارزیابی و تائید گردید. جهت تحلیل یافتهها از روش کدگذاری مفهومی چندمرحلهای (باز، گزینشی و موضوعی) با رویکرد تحلیل سیستمی استفاده شد. چارچوب مفهومی نهایی شامل 121 مؤلفه، 26 بُعد، 9 منظر و 3 سطح شناسایی شده بود. سطوح و منظرها به ترتیب اثرگذاری- اثرپذیری بین متغیرهای زیر مجموعه آنها شامل سطح زمینه‌ای (منظرهای ساختاری، مدیریتی و ظرفیتی باشگاهداری)، سطح راهبردی (منظرهای بازاریابی، توان برند، برندسازی و نوآوری) و سطح کارکردی (منظرهای کارکردها و ارزشهای برند) بوود. براساس یافته های پژوهش میتوان گفت ارتقای برند در باشگاه داری فرایندی نظام مند است که در آن سیستم بازاریابی بایستی مبتنی بر شناخت زمینه ها و اتخاذ راهبردهای متناسب با آنها به ارزش های هدفگذاری شده دست یابد. از این به باشگاهها پیشنهاد میشود که برای ارتقای برند تنها به برخی اقدامات موردی با اثر کوتاه مدت اکتفا ننمایند بلکه پروژه برندسازی خود را براساس چارچوب علمی مانند الگوی ارائه شده این پژوهش تعریف کنند.
نوع مطالعه: پژوهشي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1400/2/16 | پذیرش: 1400/9/21 | انتشار الکترونیک پیش از انتشار نهایی: 1400/9/21 | انتشار: 1402/6/20
دریافت: 1400/2/16 | پذیرش: 1400/9/21 | انتشار الکترونیک پیش از انتشار نهایی: 1400/9/21 | انتشار: 1402/6/20
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