نویسندگان
1
دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
2
دکتری مدیریت ورزشی، دانشکده مدیریت و حسابداری پردیس فارابی، دانشگاه تهران، قم، ایران
3
دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد واحد تهران مرکز، تهران، ایران
4
دانش آموخته کارشناسی ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه بوعلی سینا همدان5،همدان، ایران
,
نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف این تحقیق طراحی مدل مفهومی صنعت کالاهای ورزشی ایرانی بود.
روش‌شناسی: روش تحقیق، نظریه داده بنیاد و رهیافت نظاممند بود. ابزار گردآوری دادهها بررسی متون و اسناد مربوطه و مصاحبه بود. روش نمونهگیری نظری بود. روش تحلیل دادهها: پرسش و مقایسه مستمر در سه مرحله اصلی کدگذاری باز، محوری و انتخابی بود. بعد از بررسی متون و اسناد مربوطه همزمان با انجام پانزده مصاحبه عمیق با تولیدکنندگان و فروشندگان کالاهای ورزشی ایرانی؛ اشباع نظری حاصل شد.
یافته‌ها: یافتههای تحقیق نشان داد نیرویانسانی، سرمایه، فنآوری و مواد اولیه روی تولید و بازاریابی و برندسازی، رسانهملی، مسئولخرید و اجناسخارجی روی فروش کالاهای ورزشی ایرانی تاثیر میگذارند و نهادهای حاکمیتی ایران به طور مستقیم و غیرمستقیم روی همه این مقولات تاثیرات مهمی دارند. نتیجه‌گیری: تولید و فروش؛ مقولات اساسی صنعت کالاهای ورزشی هستند که بر یکدیگر تاثیر متقابل میگذارند و هر کدام تحت تاثیر مقولات دیگری هستند. از آنجا که نهادهای حاکمیتی تاثیر بزرگی در همه این مقولات دارند یا میتوانند داشته باشند؛ پیشنیاز توسعه این صنعت نیز اقدامات استراتژیک نهادهای حاکمیتی در جهت بهبود شرایط در هر کدام از این مقولات میباشد.
- Ø Amini Roshan, Z., Sharifian, E., Nurayi, T., (2014). Comparison Use of Promotion Mix Strategies in Sport Industry Product Section in Iran. Sport Management Studies. 5(21): 97-110. [Persian].
- Ø Andreff, W.,( 2006), Handbook on the Economics of Sport Published by Research Gate, p:27
- Ø Askarian, F., Lotfi, Kh., Yamchi, S.L. (2016). Investigating the technical and non-technical limitations of e-commerce of sports goods (Case Study: East Azarbaijan). Sports Management and Motor Behavior. (12)24: 95-106 [Persian].
- Ø Behnam, M., Modiri, M., Hashemi, S.Z. (2015). The influence of word of mouth on consumer based brand equity creation in sport service. Sport Management Studies. 7(31): 85-104. [Persian].
- Ø Chauhan, P., (2013). A study of factors promoting sports goods industries in India. Ph.D Thesis. Department of physical education and sports sciences. University of Dehli. Dehli, India
- Ø Christensen, C.M., Carlile, P.R., (2009), Course Research: Using the Case Method to Build and Teach Management Theory, Academy of Management Learning and Education, Vol 8
- Ø Danaei Fard, H., Alvani, S. M., & Azar, A. (2013). Qualitative research methodology in management: Comprehensive approach (2nd ed.). Tehran: Saffar Press. [Persian].
- Ø Davis, J.A., Hilbert, J.Z., (2013), Sports Marketing: Creating Long Term Value, Published by Edward Elgar Publishing Limited, USA,
- Ø Ebrahimi, A.H., Shekari, A., & Shetabe Bushehri, N. (2017). The Impact of Consumer Trust on Shopping Intention Mediated by Mouth-to-Mouth Advertising. Sport Management Studies. 8 (40): 131-46. [Persian].
- Ø Echenfelder, M. J., & Li, M. (2011). Economics of sport. (S. M. H. Razavi, & M. Blorian, Trans). Amol: Shomal Paydar. (Original work published 2006). [Persian].
- Ø Fathian, R., Askarian, F. (2015). The relationship between advertising by celebrities and the tendency to buy sports shoes. Sports Management. 7(2): 267-275. [Persian].
- Ø Godarzi, M., Esmaeili, N. (2011). Ranking of public relations tools based on AIDA model in the manufacturing sector of sports industry with AHP method. Sports Management and Motor Behavior. (1)1: 1-13 [Persian].
- Ø Haghighi, M. (2007). International Business: Theories & Applications. Tehran: Faculty of Management of University of Tehran. [Persian].
- Ø Hu, K.H., Fu-Hsiang Chen, F.H., & Tzeng, G.H., (2016), Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM, Journal of sustainability, 8(7): 1-21
- Ø Jackson, M.C., (2016). Systems Thinking: creative holism for managers. (T.N. shariati, Trans). Tehran: Industrial Management Organization. (Original work published 2003). [Persian].
- Ø Kashef, M.M., Ahadi, B., Majidi, Ch. (2015). Factors related to national production of Iranian labor and capital in sports. Sports Management. 7(3): 351-366. [Persian].
- Ø Keshkar, S., Ghasemi, H., Tojjari, F. (2013). Sports marketing management. Tehran: Elm & Harkat. [Persian].
- Ø Keshkar, S., Honari, H., Faraji, R. (2015). The role of the international exhibition of goods and sports equipment in the market development of these products with emphasis on sports marketing mix (5ps). Sports Management. 7(2): 221-235. [Persian].
- Ø Keshkar, S., Salman, Z., Jabbari, Zh. (2013). Relationship between satisfaction and loyalty with the characteristics of domestic and foreign sportswear in women bodybuilding athletes. Sports Management. 5(3): 117-136. [Persian].
- Ø Kotler, P. (2014). Marketing management: Planning, implementation and control. (B. Frozandeh, Trans). Tehran: Amokhte Press. (Original work published 1994). [Persian].
- Ø Kotler, Ph., Keller, K.L. (2014). A framework for marketing management (3rd ed). (A. Rah Chamani, M. Safaei, A. Fathollahi Kohne Shahri, Trans). Tehran: Bahman Borna. [Persian].
- Ø Macra- Osorhean, M.D., Andras, A., Merches, S.Gh., (2016), Behavior Analysis of Sporting Goods Consumers, Journal of Studia UBB Educatio Artis Gymn, (1): 17-27
- Ø Mohamad Kazemi. R, Khansari Shamekh. N, Hoseinpoor. D. (2016). Identifying of Critical Success Factors (CSF) on New Product Development (NPD) in Sports Clothing Industry. Sport Management Studies. 7 (34): 17-36. [Persian].
- Ø Mohammadi, S., Esmaeili, N. (2012). Prioritize advertising media based on AIDA model with AHP method in the manufacturing sector of the sports industry. Sport Management Studies. 4 (15): 77-92. [Persian].
- Ø Pihl, P., (2006), An Analysis of the Sports Equipment Industry and One Of its Leading Companies, Senior Thesis, Liberty University, Lynchburg of Virginia, USA
- Ø Pillai, P., Soni, S., Naude, M., (2015), Selected factors as determinants in the purchase choice of sporting goods, Journal of Problems and Perspectives in Management, 13(3): 216-223
- Ø Rasooli, S.M., Saatchian, V., Elahi, A. (2014). Prioritization the aspects of athlete's endorsement on costumers purchase intention. Sport Management Studies. 6(24): 59-74. [Persian].
- Ø Roscoe, S., & Baker, P., (2014), Supply chain segmentation in the sporting goods industry, International Journal of Logistics Research and Applications, 17(2): 136-155
- Ø Sadeghi, R., Keshkar, S., Ghasemi, H., Kargar, Gh. (2013). Comparison and determination the reasons of purchasing foreign sport products from producers, sellers and consumers viewpoints. Applied Research of Sport Management. 2(6): 21-32. [Persian].
- Ø Slack, T., (2012). The Commercialisation of Sport. (S.M.H. Razavi, S. Nobakhti, Trans). Amol: Shomal Paydar. (Original work published 2003). [Persian].
- Ø Stotlar, D. K. (2012). Developing successful sport marketing plans. (Zh. Memari, Trans). Tehran: Al-Zahra University. (Original work published 2001). [Persian].
- Ø Strauss, A., & Corbin, J. (2011). Basics of qualitative research: Techniques and procedures for grounded theory. (E. Afshar, Trans). Tehran: Ney Publication. (Original work published 2007). [Persian].
- Ø Veisi, K., Koze Chian, H., Ehsani, M., Keshtidar, M. (2015). Exploring the process of organizational agility of sports manufacturing companies using Grounded Theory. Sport Management Studies. 7 (34): 51-72. [Persian].
- Ø Wootton, S., & Horne, T., (2010), Strategic Thinking, UK, Published by British Library Cataloguing-in-Publication Data.
- Ø Yousefi Zarandi, M.H., Sharifian, E., Ghahraman Tabrizi, K. (2016). Barriers to competitiveness of domestic goods with foreign examples in the production sector of Iran's sports industry. Contemporary Research in Sports Management. 6(11): 78-83. . [Persian].
- Ø Yu, ZH., Pengsong, L., Houwen, C., Ling, C., & Na, L., (2017), An Empirical Study on the Customer Loyalty to Sports Goods Brand, Science Journal of Education, 5(3): 111-114
- Yusof, A. & Shah, P., (2008), Globalization and the Malaysian Sports Industry, Research Journal of International Studies. (8): 112-116
)