نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه تربیت بدنی و علوم ورزشی، واحد شهرکرد، دانشگاه آزاد اسلامی، شهرکرد، ایران
2 دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، واحد اصفهان(خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.
چکیده
هدف: هدف از این مطالعه ارائه الگوی تجاری‌سازی صنعت فوتبال ایران مبتنی بر توسعه و عملکرد پایدار است.
روش‌شناسی: با توجه به ماهیت اکتشافی پژوهش، از روش پژوهش کیفی برای ارائه مدلی مرتبط با موضوع پژوهش استفاده شد. بدین منظور مصاحبه نیمه‌ساختاریافته با 28 نفر از خبرگان صورت پذیرفت. با توجه به استفاده از روش داده‌بنیاد چارمز، نمونة پژوهش به صورت ترکیبی از روش نمونه‌گیری نظری و گلوله برفی انتخاب شد. تجزیه و تحلیل داده‌ها همزمان با پیاده‌سازی مصاحبه‌ها صورت پذیرفت.
یافته‌ها: نتایج نشان داد صنعت فوتبال ایران به دلیل ضعف شدید در سودآوری و تجاری بودن دارای عملکرد پایدار در دو بخش درآمدی و ورزشی نمی‌باشد. بر اساس نتایج پژوهش، این موانع و عوامل در سه سطح ساختاری شامل (اقتصادی کلان، اقتصادی خرد، مالکیتی و سرمایه‌گذاری که ریشه در ساختارهای کلان از قبیل ساختار اقتصادی، حقوقی-قانونی و مدیریتی دارند)، زمینه‌ای (سیاست‌گذاری، طرح‌ریزی و مدیریتی که دلالت بر عواملی دارند که زمینه‌ساز فعالیت مناسب و سودآور بنگاه‌های اقتصادی در صنعت ورزش و صنعت فوتبال می‌باشند) و نهادی (ورزشی، درآمدی، زیرساختی و مدیریتی هستند که برطرف کردن چنین موانعی نیازمند تعریف و ایجاد تغییراتی در برنامه‌ریزی‌های راهبردی و عملیاتی در نهادهای صنعت فوتبال کشور را طلب می‌کند..
نتیجه‌گیری: برای تجاری‌سازی مؤثر مبتنی بر توسعه و عملکرد پایدار در دو بخش ورزشی و درآمدی باید با تدابیر مناسب، توجه و رعایت الزامات مربوط به ملاحظات الگوی پژوهش حاضر، زمینه سودآوری باشگاه‌ها و در ادامه استقلال مالی و مدیریتی باشگاه را فراهم نمود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Presenting the Commercialization Model of Iran's Football Industry Based on Sustainable Development and Performance
نویسندگان [English]
- Javad Moradi 1
- Rasool Nazari 2
1 Assistant professor, Department of Physical education and Sport Sciences, ShK.C. Islamic Azad University, Shahr-e Kord, Iran
2 Associate Professor of Sport Management, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, Iran
چکیده [English]
Objective: The purpose of this study was to present the commercialization model of Iran's football industry based on sustainable development and performance.
Methodology: Due to the exploratory nature of the research, the qualitative research method was used to present a model related to the research topic. For this purpose, semi-structured interviews were conducted with 28 experts. According to the Charmaz Foundation data method, the research sample was selected as a combination of theoretical sampling and snowball sampling.
Results: The results showed that the Iranian football industry does not have a sustainable performance in the two income and sports sectors due to severe weakness in profitability and commerciality. According to the research results, these factors and factors are at three structural levels including (macroeconomic, microeconomic, ownership and investment) which are rooted in macro-structures of the economic, legal and managerial structural structure, Contextual (policy-making, planning, and management, which indicate factors that provide the basis for appropriate and profitable activities of economic enterprises in the sports and football industries) and institutional (sports, income, infrastructure, management, which requires defining and creating changes in strategic and operational planning in the country's football industry institutions) can be examined.
Conclusion: For effective commercialization based on development and sustainable performance in both sports and revenue sectors, appropriate measures must be taken, requirements must be met, and considerations of the model presented in this study must be taken into account, which will provide the basis for the profitability of clubs and subsequently.
کلیدواژه‌ها [English]
- Commercialization
- football industry
- sustainable performance
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