نویسندگان
1 کارشناسی ارشد دانشگاه گیلان
2 استادیار دانشگاه گیلان
3 استادیار مدیریت ورزشی دانشگاه شهیدبهشتی
چکیده
هدف: هدف از این پژوهش طراحی الگوی بازاریابی لیگ برتر فوتسال بانوان ایران می‌باشد.
روششناسی: این تحقیق از انواع تحقیقات کاربردی و از نوع توصیفی- همبستگی است که اطلاعات مورد نیاز آن از طریق مطالعات کتابخانهای و پرسشنامهی محقق ساخته با 88 سوال پنجگزینهای لیکرتی در سه بعد عوامل محیطی، استراتژی و آمیخته و با 12 متغیر بدست آمد. جامعه آماری ذینفعان فوتسال بانوان بودند و نمونه پژوهش از طریق نمونه گیری در دسترس و تصادفی از بین افراد جامعه تحقیق انتخاب شد که تعداد 185 پرسشنامه جمع‌آوری شد. دادهها با استفاده از نرم‌افزار 19SPSS و Smart PLS تجزیه و تحلیل شد.
یافتهها: یافتهها نشان داد که بین عوامل محیطی با آمیخته بازاریابی و راهبردهای عمومی پورتر با آمیخته بازاریابی به صورت مستقیم رابطه معنی‌داری وجود دارد و همچنین رابطه بین عوامل محیطی و آمیخته بازاریابی در صورت وجود متغییر میانجی راهبردهای عمومی پورتر به صورت غیر مستقیم معنی‌دار شد.
نتیجه‌گیری: در جمع‌بندی این پژوهش باید گفت که براساس مدل تاییده شده آمیخته بازاریابی از راهبردهای عمومی پورتر و نیز عوامل محیطی تاثیر میپذیرد که نشان از توجه به این متغیرها به صورت همهجانبه است. در حال حاضر بهترین گزینه را در بازاریابی لیگ برتر فوتسال بانوان، می‌توان استفاده از بهسازی نیروهای انسانی داخل با نیروهای موفق ورزش زنان کشورهای اسلامی پیشنهاد کرد.
کلیدواژه‌ها
عنوان مقاله [English]
Designing marketing mix pattern of women’s futsal premier league by emphasizing on environmental factors and Porter’s general strategy
نویسندگان [English]
- masoume zare 1
- noshin benar 2
- seyed emad hoseini 3
1 University of Guilan
2 university of guilan
3
چکیده [English]
Objective: The aim of this study is designing marketing mix pattern of women’s futsal premier league by emphasizing on environmental factors and Porter’s general strategy.
Methodology: At first, by library research we review the related literature and documents and design an initial questionnaire with 88 questions by a semi-structured interview with geniuses. By this questionnaire we try with 12 variables. The statistical population is futsal beneficiaries we collected data from 185 questionnaires and analyzed by using SPSS19 and Smart PLS software.
Result: The findings showed that between environmental Factors and marketing mix and strategy with marketing mix is directly related. Also the relation between environmental Factors and marketing mix in the event of existence of variable mediatory strategic was indirectly significant.
Conclusion: In conclusion, we should say that according to the approved model in research of the marketing pattern of women futsal league, the marketing mix influences the strategy and also the environmental factors that indicated the consideration of these variables in a comprehensive manner. At the moment can offer that the best option is improving the internal human resources with successful human of women sports in Islamic countries
کلیدواژه‌ها [English]
- Marketing
- women’s Futsal
- Marketing mix
- Environmental Factors
- strategy
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