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طراحی مدل الزامات پیاده‌سازی بازاریابی اجتماعی در ورزش‌های تفریحی کشور با استفاده از نظریة داده‌بنیاد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت‌‌مدرس

2 استاد مدیریت ورزشی، دانشگاه تربیت‌مدرس

3 استادیار مدیریت ورزشی، دانشگاه تربیت‌مدرس

چکیده

بازاریابی اجتماعی برای رفع معضلات اجتماعی و جایگزین‌کردن الگوی رفتاری سالم در جامعه تلاش می‌کند. هدف پژوهش حاضر، طراحی مدل الزامات پیاده‌سازی مطلوب بازاریابی اجتماعی در ورزش‌های تفریحی کشور بود. روش پژوهش کیفی بود که با راهبرد نظریة داده بنیاد انجام شد. بدین‌منظور، با 19 نفر از خبرگان و متخصصان به‌صورت هدفمند و با روش گلوله‌برفی مصاحبه‌های عمیق ساختارنیافته انجام شد و داده‌ها به‌صورت هم‌زمان با استفاده از رویکرد گلیزری که شامل مجموعه‌ای از کدگذاری‌های باز، انتخابی و نظری است، تحلیل شدند. پس از تمامی مراحل کدگذاری، مدل نهایی به‌دست آمد. یافته‌ها نشان داد که مقوله‌های اصلی مدل عبارت‌اند از: فرهنگ مشارکت، قابلیت دسترسی به اماکن و فضاهای ورزشی، هزینة مشارکت، ارتباطات بازاریابی اجتماعی (ترویج)، مدیریت و رفتار مطلوب و مزایای آن. مؤلفه‌های مقوله‌ها به‌ترتیب شامل این موارد هستند: خرده‌فرهنگ‌ها، ارزش‌ها و رفتارهای هنجاری، خانواده و طبقة اجتماعی برای مقولة فرهنگ مشارکتو فضاهای روباز؛ دسترسی آسان، آموزش، نیازسنجی دقیق برای مقولة قابلیت دسترسی و کارت‌های اوقات‌فراغت؛ دوره‌های رایگان، راهبرد متفاوت قیمت‌گذاری، تخفیفات کاربردی برای مقولة هزینة مشارکت و برنامه‌ریزی، سازمان‌دهی، مدیریت اماکن و تجهیزات، شبکه‌سازی، ارزیابی و کنترل برای مقولة مدیریت و درنهایت، مزایای حاصل از رفتار مطلوب، به عنوان مؤلفه‌های مدل نهایی پژوهش حاضر هستند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Design the Optimal Requirements for the Implementation of Social Marketing in Recreational Sports in Iran

نویسندگان [English]

  • Ehsan Tatary 1
  • Mohammad Ehsani 2
  • Hashem Kuzechian 2
  • Rasul Norouzi Seyed Hosini 3

1 Ph.D. Student in Sport Management, Tarbiat Modarres University

2 Professor of Sport Management, Tarbiat Modarres University

3 Assistant Professor of Sport Management, Tarbiat Modarres University

چکیده [English]

Social marketing is a vehicle for handling social issues and it is a model for replacing healthy behaviors in the society. The purpose of this research is designing the optimal requirements for the implementation of social marketing in Recreational Sports in Iran. The qualitative method based on grounded theory (GT) was conducted. 19 experts were selected as a sample through chain sampling. Data gathered through unstructured and deep interviews. Data were analyzed based on emergent approach of Glasier through open, selective and theoretical coding. Data analysis revealed that the main categories of model are culture of participation, access to sport facilities, cost of participation, networks of social marketing (promotion), management and optimal behaviors and its benefits. It is worthwhile to mention that their components are cultures, values ​​and behavior norms, family and social classes for the culture of participation and outdoors, easily access, training, need assessment for categories of accessibility and leisure time cards, free course, different pricing strategies, discounts for the participation fees, planning, organization, management, facilities and equipment, networking, evaluation and controls for the management issues, and finally the benefits of optimal behaviors are components of research model.

کلیدواژه‌ها [English]

  • Social Marketing
  • Recreational Sports
  • Culture of Participation
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مطالعات مدیریت ورزشی
دوره 11، شماره 53
فروردین و اردیبهشت 1398
صفحه 33-58
فایل ها
سابقه مقاله
  • تاریخ دریافت: 24 خرداد 1396
  • تاریخ بازنگری: 05 مرداد 1396
  • تاریخ پذیرش: 22 مرداد 1396
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