نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت بازاریابی و رسانه های ورزشی دانشگاه مازندران، بابلسر، ایران
2 دانشیار مدیریت ورزشی دانشگاه مازندران، بابلسر، ایران
3 استاد مدیریت ورزشی دانشگاه مازندران، بابلسر، ایران
4 دانشیار مدیریت صنعتی دانشگاه شهید بهشتی، تهران، ایران
چکیده
هدف: هدف از پژوهش حاضر، شناسایی و سطح بندی روابط توانمندسازی عملکرد صادراتی با رویکرد کلاس جهانی با تاکید بر راهبردهای صادرات تولیدات ورزشی با به کارگیری مدل سازی تفسیری- ساختاری بود.
روش‌شناسی: پژوهش حاضر آمیخته، توسعه ای– کاربردی است. بر اساس رهیافت گلیزری و مصاحبه عمیق با 15 نفر ازخبرگان (اقتصاددانان، مدیران بازاریابی ورزشی، مدیریت صنعتی، آشنا باکلاس جهانی، تولیدکنندگان تولیدات ورزشی) در محیط نرم افزارNVIVO10 عوامل اصلی مدل در قالب 97 کد باز، 12کد انتخابی و 5 کد نظری شناسایی شده و سپس با استفاده از فرآیند مدل سازی تفسیری - ساختاری در محیط نرم افزار MATLAB2014 سطح بندی و روابط درونی بین عوامل استخراج و در نهایت با تحلیل میک مک بر اساس قدرت هدایت و وابستگی دسته بندی شدند.
یافته‌ها: نتایج نشان داد که عوامل مدل در 5 سطح قرار دارند و استراتژهای (تمرکز، توسعه و نیروی رقابتی پورتر) در سطوح پایین مدل قرار گرفته و دارای بیشترین تأثیرگذاری بر دیگر عوامل بوده و عامل ظهور و یا تشدید راهبردهای صادرات تولیدات ورزشی، عوامل تولید و خدمت در کلاس جهانی و صنعت ورزش در کلاس جهانی و توانمند سازی عملکرد صادراتی تولیدات ورزشی می باشند. تحلیل MICMAC نشان داد ابعاد راهبردهای صادرات (استراتژی توسعه، تمرکز، نیروی رقابتی پورتر) و ابعاد (نوآوری، کیفیت، انعطاف پذیری،کاهش زمان، کاهش قیمت، خدمت در کلاس جهانی، خدمات فروش و خدمات پس از فروش)، محرک و برانگیزاننده (صنعت ورزش در کلاس جهانی) است.
نتیجه‌گیری: با توجه به راهبردهای صادراتی معرفی شده، هرگونه برنامه و اقدام از طرف مدیران بازاریابی ورزشی، برای ارتقای توانمند سازی عملکرد صادراتی تولیدات ورزشی در حمایت از تولید وکالای ورزشی ایرانی، نیازمند توجه به نقش کلیدی این عوامل است.
کلیدواژه‌ها
عنوان مقاله [English]
Identify and classify export performance capabilities with a world-class approach with emphasis on sports export strategies
نویسندگان [English]
- forough mohammadi 1
- Masoumeh Kalateh seifari 2
- seyed mohhamad hosein razavi 3
- hassan farsijani 4
1 Ph.D of Marketing and Sport Media Management, Mazandaran University, Babolsar, Iran,
2 Associate Professor of Sport Management, University of Mazandaran, Babolsar, Iran
3 - Professor of Sport Management, Mazandaran of University, Babolsar, Iran
4 Associate Professor of Industrial Management, Shahid Beheshti University, Tehran Iran
چکیده [English]
Objective: The purpose of the present study was to identify and level the relationship between the empowerment of export performance with a global class approach with an emphasis on the export strategy of sport products by employing an interpretive-structural modeling approach.
Methodology: The present study is a cross-sectional, developmental-applied study. Based on Glyzeria's approach and deep interview with 15 people (economists, sports marketing managers, industrial management, familiar with the global class, sports products manufacturers), NVIVO10 software provides the main factors of the model in the form of 97 open source, 12 selective codes and 5 theoretical identification codes Then, using the interpretive-structural modeling process in the MATLAB2014 software environment, the level and internal relations between the extraction factors were determined and finally, by MICMAC analysis based on the conductivity and dependence.
Results: The results showed that the model factors are at 5 levels and strategies (concentration, development and competitive power of Porter) are at the lower levels of the model and have the most impact on other factors and cause the emergence or exacerbation of export strategies of sports products, factors of production and Service in the world class (quality, innovation, flexibility, time reduction, price reduction) (after-sales service and after-sales service) and the world-class sports industry and empowering the export performance of sports products. MICMAC analysis shows that export strategies (development strategy, focus, Porter's competitive force) with high permeability and low affinity (innovation, quality, flexibility, time reduction, price reductions, world-class service, sales and services) After sales) with high penetration and high dependence, driving and stimulating (world-class sports industry).
Conclusion: According to the export strategies introduced of any plans and actions by sport reward managers, in order to enhance the export performance of sports products in support of Iranian sports and products, it is necessary to pay attention to the key role of these factors.
کلیدواژه‌ها [English]
- export performance
- export strategies
- sports products
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