طراحی مدل آمیخته بازاریابی اجتماعی جهت توسعه ورزش همگانی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد‌یار مدیریت ورزشی دانشگاه تهران

2 دانشیار مدیریت ورزشی دانشگاه تهران

3 استادیار منابع انسانی دانشگاه تهران

4 استادیار مدیریت ورزشی پژوهشگاه تربیت بدنی

چکیده

هدف:  هدف از این پژوهش طراحی مدل آمیخته بازاریابی اجتماعی جهت توسعه ورزش همگانی بود.
روش‌شناسی: روش پژوهش ترکیبی از روش کمی و کیفی بود که با توجه به شیوه کیفی جمع آوری داده ها در مرحله اول؛ و اعتبار سنجی آن در مرحله بعد از نوع آمیخته اکتشافی بود. جامعه آماری پژوهش، کلیه خبرگان سطح اجرایی و دانشگاهی بودند. روش نمونه گیری در بخش کیفی ابتدا به شکل هدفمند و قضاوتی بود و در ادامه به منظور جمع آوری اطلاعات از روش نمونه گیری گلوله برفی استفاده شد. در این پژوهش با مصاحبه از 13 نفر از نمونه های مورد نظر به اشباع نظری رسیده شد.  ابزار گردآوری داده ها در مرحله اول مصاحبه بود و بعد از کدگذاری و شناسایی مضمون‌ها و شاخص‌ها، پرسش نامه تدوین و برای طراحی و اعتبار بخشی مدل استفاده گردید. تجزیه و تحلیل داده در قسمت کیفی با استفاده از تحلیل مضمون و در قسمت کمی با استفاده از نرم افزار های  SPSSو LISREL انجام شد.
یافته‌ها: نتایج حاصل از تحلیل مضمون نشان داد که آمیخته بازاریابی اجتماعی شامل 6 پی (محصول، مکان، قیمت، ترفیع، افراد و شواهد فیزیکی) بودند. نتایج حاصل از تحلیل عاملی تاییدی نیز برازش مناسب مدل پژوهش نشان داد. همچنین نتایج کمی حاصل از پژوهش نشان داد که عوامل شناسایی شده از دیدگاه کارشناسان برای توسعه ورزش همگانی دارای وضعیت مطلوبی نیستند.
نتیجه‌گیری: با توجه به نتایج پژوهش، داشتن نگاه بازاریابی و مشتری مداری به منظور توسعه ورزش همگانی، لازم و ضرروی است. یکی از عوامل موثر در این امر توجه به عناصر آمیخته بازاریابی است که مسئولان و متصدیان امر توسعه ورزش همگانی و ارتقاء سلامت در کشور جهت افزایش مشارکت مردم در ورزش و فعالیت بدنی می توانند از آن استفاده کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing of Social Marketing Mix Model to Development of Sport for All

نویسندگان [English]

  • Ali Saberi 1
  • GHodratallah Bagheri 2
  • Hamidreza yazdani 3
  • Ebrahim Alidoust 2
  • Mohammad Hossein Ghorbani 4
1 Assistant Professor of sport management, University of Tehran
2 Associate Professor of sport management, University of Tehran
3 Assistant Professor of Human resource management
4 Assistant Professor of Sport Management, sport science reaserch institute of Tehran
چکیده [English]

Objective: The purpose of this research was to designing social marketing mix model for the development of the sport.
Methodology: The research method was a combination of quantitative and qualitative methods and according to qualitative data collection in the first step and quantitative validation it in the next phase was mixed exploration. The statistical population in this research were all experts in the academic or executive. Method of sampling in qualitative section in the present research initially was judgment and targeting and continuing for the purpose to collect data was used a snowball sampling method .In this research, with interviewing of 13 people from samples was reached to theoretical saturation. The data collection tools in the first step was interview and after coding and identifying themes and indexes A questionnaire was Was drafted and used to design and validate the model. Data analysis was done in the qualitative section with using theme analysis and in the quantitative part with using SPSS and LISREL software.
Results: The results of the themes analysis showed that Social marketing mix consisted of 6 P (Product, place, price, promotion, people, and physical evidence). Also the results of confirmatory factor analysis showed that model was good fit, also, Quantitative results of the research showed that the identified factors were not in desirable conditions for the development of sport for all.
Conclusion: According to the results of this study, having a marketing and customer orientation view for the purpose of developing sport for all is necessary, One of the effective factors in this area is attention to the elements of marketing mix that officials and practitioners involved in the development of sport for all and promotion of health in the country In order to increase people participation in sport and physical activity can make use it.

کلیدواژه‌ها [English]

  • Social marketing Mix
  • theme analysis
  • Sport for all
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