نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی، تهران، ایران
2 باشگاه پژوهشگران جوان و نخبگان، واحد ارومیه، دانشگاه آزاد اسلامی، ارومیه، ایران
3 استادیار مدیریت ورزشی، دانشگاه اصفهان
4 دانشجوی دکتری مدیریت راهبردی در ورزش و سازمان های ورزشی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران
چکیده
در شرایط کنونی اوضاع صنعت ورزش ایران، به‌کار‌بردن فعالیت‌های بازاریابی ازقبیل جذب حمایت‌های مالی با هدف پیشبرد پروژه‌های ورزشی ضروری است؛ بنابراین، هدف از انجام این پژوهش بررسی موانع دخیل در جذب سرمایۀ پروژه‌های ورزشی استان آذربایجان‌غربی بود. پژوهش حاضر به‌لحاظ هدف، کاربردی توسعه‌ای، از‌لحاظ ماهیت، توصیفی و ازحیث روش جمع‌آوری داده‌ها، میدانی بود. جامعۀ آماری پژوهش متناسب با اهداف تعیین‌شدۀ مطالعه، متخصصان مدیریت ورزشی، مسئولان ادارة کل ورزش‌وجوانان استان و متخصصان بازاریابی ورزشی بودند. درهمین‌راستا، 50 نفر انتخاب شدند و پس از توزیع پرسش‌نامه بین آن‌ها، 42 پرسش‌نامه جمع‌آوری شد. در این پژوهش، پرسش‌نامه‌ای محقق‌ساخته برگرفته از پرسش‌نامة عنصری (1392) به‌صورت بسته تدوین شد.ارزیابی مهم‌ترین عوامل نشان داد که معیار عوامل مدیریتی و سازمانی، به‌عنوان مهم‌ترین عامل جذب سرمایه برای پروژه‌های ورزشی استان بود. همچنین، عوامل اجتماعی و فرهنگی کمترین اهمیت را داشتند. نتایج حاصل از پژوهش لزوم اهتمام به جذب حمایت مالی را آشکار می‌سازد که با اثربخشی تبلیغات، افزایش میزان سرمایه‌گذاری بخش خصوصی و روی‌کارآمدن شرکت‌های مختلف تولیدی و خدماتی این امر محقق می‌شود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Financial Support: An Approach to Get Fund of Sports Projects in Western Azerbaijan Province
نویسندگان [English]
- Mostafa Afshari 1
- Morteza Fattahpur Marandi 2
- Hamidreza Mirsafian 3
- Fahimeh Mohammad Hasan 4
1 Assistant Professor of Sport Management, Sport Sciences Research Institute of Iran
2 Young Researchers and Elite Club, Urmia Branch, Islamic Azad University, Urmia, Iran
3 Assistant Professor of Sport Management, University of Isfahan
4 Ph. D. Student of Strategic Management in Sports Organizations, Islamic Azad University, Science and Research Branch, Tehran, Iran
چکیده [English]
In current situation of Iran sport industry, it is necessary to implement marketing activities such as getting financial supports in order to promote sports projects. Therefore, the purpose of this study was to investigate barriers of attracting capital for sport projects of Western Azerbaijan province. Surveying the research design, the methodology was applied in terms of purpose, field study in terms of data collection and descriptive in terms of method. According to the research purposes, the populations were sport management experts, officials of the sport &adolescent organization of Western Azerbaijan province and sport marketing experts. In this regard 50 people were selected and 42 questionnaires were answered by selected samples. A researcher-made questionnaire retrieved from Onsori questionnaire (2014) was developed in a closed format. Assessment of the most important factors shows that management and organizational factors are the most important factors of attracting capital for sport projects of the province. The least important factors are social and cultural factors. The results indicate the necessity of attracting financial supports and it would be achieved by effectiveness of advertising, increasing the amount of private investment and development of manufacturing and service companies.
کلیدواژه‌ها [English]
- Financing in Sport
- Financial Support
- Social and Cultural Factors
- Management and Organizational Factors
- Angulo Meza, L., Pescarini Valerio R., Carlos, C. B., & Sorares de Mello. J. (2015). Assessing the efficiency of sports in using financial resources with DEA models. Procedia, 55, 1151-9.
- Cave, A. (2015). The potential of sport: A £20 billion industry. The telegraph. Available at: http://www.telegraph.co.uk/sponsored/business/business-sport-series/ (Accessed 3 Oct 2016).
- Chen, K. K., & Zhang J. J. (2011). Examining consumer attributes associated with collegiate athletic facility naming rights sponsorship: Development of a theoretical framework. Sport Management Review, 14(1), 142-9.
- Elahi, A. (2009). Barriers of earning income from financial support in IRI football industry. Sport Management Review, 1. 189-202. (Persian).
- Estiri, M., Aghazadeh, H., Rayej, H., & Raoufi, T. (2010). A survey of marketing barriers of sport institutions in Iran. Business Strategy Serries, 11(3), 169-76.
- Ghasemi, R., Javadi Pour, M., & Torkfar, A. (2015). Identifying sports marketing barriers form the perspective of sport managers of Iran. Sport Management Review, (7)6, 829-46.
- Hashemi Siavoshani, M. (2014). Methods of attracting financial supports for sports teams. Conference on Key Topics on Management Sciences and Accounting, Gorgan, Iran. (Persian).
- Jamaat, K. (2016). Barries of sport sponsorship in companies of Kaveh industrial city. Journal of Sport Management and Motor Behavior, 23, 53-64. (Persian).
- Johnson, M. A. (2010). The impact of sponsorship announcements on shareholder wealth in Australia. Asia Pacific journal of Marketing and Logistics, 22(6), 156-78.
- Keshock, C. M. (2004). The effects of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities. (Doctoral dissertation). Department of Sport Management, Recreation Management and Physical Education. The Florida State University.
- Lamont, M., Hing, N., & Gainsbury, S. (2011). Gambling on sport sponsorship: A conceptual framework for research and regulatory review. Sport Management Review, 14(5), 246-57.
- Meenagham, T. (2001). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 35-47.
- Nejad Ali Lafmejani, H., Esfidani, M., & Parivand, M. (2014). Sponsorship and its relation with customer loyalty. Sport Management Review, 32, 94-107. (Persian).
- Padash, D., Soltan Hosseini, M., Khabiri, M., & Fathi, S. (2010). Determine and prioritize administrative factors affecting the privatization of sports clubs. International Conference of Science & Football. Football National Academy, Tehran, Iran. (Persian).
- Pope, N., & Turco, D, (2001). Sport and event marketing. Australia: Mc Grawhill.
- Salimi, M., Soltan Hosseini, M., & Naderian Jahromi, M. (2013). The evaluation of Iran’s sport marketing development obstacles. Sport Management Review, 29, 13-36. (Persian).
- Sefi Salimi, T., Esfahani, N., & Honari, H. (2014). The effect of sponsorship on sponsor customer-based brand equity (Case study: Mahram basketball team spectator matches). Applied Research of Sport Management, (4)2, 87-102. (Persian).
- Singh, G., & Ambika, B. (2015). Important objectives and important considerations in objective setting for sport sponsorship by Indian companies. International Journal of Management, Accounting and Economics (IJMAE), 2(7), Available at: http://www.civilica.com/ Paper-JR_IJMAE-JR_IJMAE-2-7_002.html (Accessed 27 Des 2016).
- Vale, J., Serra, E., Vale, V. T., & Vieira, J. C. (2009). The impact of sponsorship on a football team’s brand equity. Journal of Sponsorship, 2(2), 267-80.
- van Heerden, C. (2004). Developing a corporate image model. South African Journal of Economic and Management Science, 2(3), 492-508.
- Varmus, M., & Kubina, M. (2015). Innovative approaches to creation of marketing communications for sport clubs. 4th World Conference on Business, Economics and Management, WCBEM, Elsevier, Procedia Economics and Finance, 26, 12-6.
- Yong, G. K. (2004). Sport sponsorship match-up effect on consumer-based brand equity: An application of the information process. (Unpublished doctoral dissertation). Department of sport management, Recreation Management and Physical Education, Florida State University, USA.
)