نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی دانشگاه علوم پزشکی زاهدان

2 دانشیار دانشکده تربیت بدنی دانشگاه تهران

چکیده

هدف این پژوهش، بررسی وضعیت بازاریابی اینترنتی و ارزیابی کیفیت وب سایت­های باشگاه­های موفق فوتبال ایران و اروپا بود. روش پژوهش توصیفی بوده و بر پایه مدل ارزیابی کیفیت وب سایت میراندا و همکاران(2009) در محیط ورزش انجام شد و به بررسی سهولت دسترسی، سرعت، مسیریابی و محتوای وب سایت­ها پرداخت. روایی و وزن دهی عوامل مدل، توسط اساتید رشته مدیریت و مدیریت ورزش انجام گردید. نمونه پژوهش، وب سایت 30 باشگاه موفق فوتبال در لیگ برتر ایران و لیگ های مهم اروپا شامل: لیگ برتر انگلیس، بوندسلیگا آلمان، لالیگا اسپانیا، سری آ ایتالیا، لوشامپنه فرانسه بود. نتایج پژوهش نشان داد، وب سایتهای باشگاههای فوتبال ایران به جز در بخش محتوای ارتباطی و سرعت دسترسی به سایت، در سایر عوامل(محتوای تبادلی، اطلاعاتی،تبلیغاتی و قابلیت مسیریابی در سایت)کیفیت پائین تری از وب سایتهای باشگاههای موفق فوتبال اروپا داشتند. در میان 30 وب سایت مورد بررسی، وب سایت باشگاه چلسی بالاترین میانگین کیفیت و باشگاه ذوب آهن اصفهان کمترین کیفیت را بر اساس شاخص مورد نظر دارا بودند. لذا به مدیران باشگاههای فوتبال ایران توصیه می شود با تدوین راهبردها و سیاستگذاری مدون از فرصت­های بازاریابی که این رسانه برای به جریان انداختن درآمد و برقراری ارتباط با هواداران و حامیان در اختیار آنها قرار می دهد، به نحو موثر استفاده نمایند. 

کلیدواژه‌ها

عنوان مقاله [English]

Internet Marketing in Football Clubs: Assessing the Quality of Successful Football Club Websites in Iran and Europe

نویسندگان [English]

  • zahra beigomi 1
  • Mehrzad Hamidi 2
  • Mohammad Khabiri 2

چکیده [English]

The main purpose of this study was assessing internet marketing and quality of Iran and Europe successful Football club websites. A descriptive study was carried out based on 4-dimensional model of website quality evaluation that was performed by Miranda and colleagues (2009) in sport environment. The model consists of four categories: Speed, navigability, accessibility, content. Validity and weighting of the factors were taken from professors in management and sport management. The sample was 30 Successful Football Club Websites of Iran professional league and Europe major leagues including: English (Premier League), German (Bundesliga), Spanish (La Liga), Italy (Serie A), France (le Championnate). Finding indicated that except communicational content and speed, Iranian Football club websites had much lower quality than Europeans in transactional content, informational content, promotional content and navigability. Among these 30 websites, Chelsea FC Website had the highest quality average (WAI) and the club Zob Ahan Isfahan had the lowest quality according our index. It is suggested that Iran’s Football club managers use the opportunities that this strong media makes effectively, by creating strategies and policies to connect with fans and flowing income in the best way.

کلیدواژه‌ها [English]

  • Internet Marketing
  • Website
  • Successful Club
  • Football
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