نوع مقاله : مقاله پژوهشی Released under (CC BY-NC 4.0) license I Open Access I

نویسندگان

1 دکتری مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

2 استاد مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

3 دانشیار مدیریت ورزش، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

10.22124/jsmd.2022.21537.2657

چکیده

هدف: این پژوهش با هدف تدوین الگوی توسعه بازاریابی در ورزش بانوان ایران انجام شد.
روششناسی: روش پژو­هش به صورت کیفی و با رویکرد داده بنیاد و تکنیک اشتراوس و کوربین بود. جامعه این پژوهش اساتید هیأت علمی دانشگاه‌ها و خبرگان شاغل در سازمان‌های ورزشی بودند. روش نمونه‌گیری هدفمند و با تکنیک گلوله برفی و تا رسیدن به اشباع نظری بود (21 نفر). داده‌های حاصل از مصاحبه‌ها به صورت سه مرحله‌ای کدگذاری شدند. در نهایت با انتخاب مقوله اصلی و ارتباط آن با سایر مقوله‌ها در محورهای شرایط علّی، شرایط زمینه‌‌ای، شرایط مداخله‌گر، راهبردها و پیامدها، مدل پژوهش ارائه شد.
یافتهها: بر اساس یافته‌های پژوهش، عوامل علی شامل اهمیت فرهنگی و اهمیت اقتصادی؛ عوامل زمینه‌ای شامل پشتیبانی و اجرایی؛ عوامل مداخله‌گر شامل محدودیت‌های اطلاعاتی و محدودیت‌های زیرساختی و راهبردها شامل توسعه منابع، یاددهی و فرهنگ‌سازی و توسعه اقتصادی یودند. هم چنین، توسعه بازاریابی، توسعه مالی و توسعه اجتماعی به عنوان پیامدهای توسعه بازاریابی ورزش بانوان ایران شناخته شدند.
نتیجهگیری: ورزش بانوان در حوزه بازاریابی دارای ظرفیت و قابلیت‌های بالایی است اما همچنان نیازمند اقدامات جدی در راستای زدودن محدودیت‌ها و موانع ورزش بانوان از سوی مدیران و سیاست‌گذاران درکشور می‌باشد. با سرمایه‌گذاری در بخش ورزش بانوان کشور می‌توان، از پیامدهای حاصل از توسعه ورزش و توسعه بازاریابی ورزش بانوان بهره‌مند شد که این مهم نیازمند بکارگیری راهبردهای مناسب توسعه بازاریابی ورزش بانوان می‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a Model for Marketing Development in Iranian Women's Sports

نویسندگان [English]

  • Neda Salamat 1
  • Seyed Mohhamad Hosein Razavi 2
  • Masoume Kalateh Seifari 3
  • Saeid Tabesh 3

1 Ph.D of Sport Management, Department of Sport Management, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran

2 Professor of Sport Management, Department of Sport Management, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran

3 Associate Professor, Department of Sport Managemen, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran

چکیده [English]

Objective: This study was conducted to develop a marketing development model in Iranian women's sports.
Methodology: The research method was qualitative and based on grounded theory and the method was Strauss and Corbin. The study population consisted of university faculty members and experts working in sports organizations. The sampling method was purposeful with snowball technique until theoretical saturation was reached (21 people). The data from the interviews were coded in three steps. Finally, the research model was presented by selecting the main category and its relationship with other categories in the axes: causal conditions, contextual conditions, interventionist conditions, strategies and consequences.
Findings: Based on the findings of the research, causal factors include cultural importance and Economic importance, contextual factors including support and implementation, intervening factors including information limitations and infrastructural limitations, and strategies including resource development, teaching and culture building, and economic development. Also, marketing development, financial development and social development were the consequences of the development of Iranian women's sports marketing.
Conclusion: Women's sports in the field of marketing, have high capacity and capabilities but it still requires serious measures in order to remove the restrictions and obstacles of women's sports by managers and policy makers in the country. By investing in the country's women's sports sector, one can benefit from the consequences of the development of sports and the development of women's sports marketing, which requires the use of appropriate strategies for the development of women's sports marketing.

کلیدواژه‌ها [English]

  • Marketing
  • Sports
  • Development
  • Women
  • Grounded Theory
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