نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی، دانشگاه خوارزمی
2 دانشیار مدیریت ورزشی، دانشگاه خوارزمی
3 دانشیار مدیریت ورزشی، دانشکدة کارآفرینی دانشگاه تهران
4 استادیار مدیریت ورزشی، دانشگاه تربیت‌مدرس
چکیده
ارزش پیشنهادی، دلیل ترجیح یک شرکت نسبت به سایر شرکت‌ها توسط مشتریان است. هر ارزش پیشنهادی متشکل از بسته‌ای منتخب از محصولات یا خدمات است که نیازهای یک بخش از مشتریان را برآورده می‌کند. هدف پژوهش حاضر، شناسایی مؤلفههای ارزش پیشنهادی به مشتریبه‌عنوان یکی از مؤلفههای نه‌گانة مدل کسب‌وکار استروالدر بود. این پژوهش ازنوعکاربردی و ازنظر روش گردآوری داده‌ها، توصیفی- پیمایشی بود. جامعة آماری، مالکان و مدیران کسبوکارهای خدمات ورزشیو نیز خبرگان دانشگاهی بودند. تعداد 21 نفر با استفاده از راهبرد نمونه‌گیری گلوله‌برفی و به‌صورت هدفمند و غیرتصادفی تا مرحلة اشباع نظری انتخاب شدند. مصاحبه‌ها باز و نیمه‌ساختاریافته انجام شدند. تجزیه‌وتحلیل داده‌ها با استفاده از روش تحلیل محتوای کیفی و کدگذاری باز، محوری و تم انجام شد و مؤلفههای ارزش پیشنهادی به مشتری در حوزة خدمات ورزشی شناسایی شدند. نتایج نشان داد که ارائة خدمات آموزشی به مشتری، خدمات مشاوره، خدمات رفاهی، خدمات سلامتی،تندرستی، تفریحی، پاسخ‌گویی به نیازهای احساسی و خدمات پزشکی ورزشی، مهم‌ترین ارزش‌های قابل‌ارائه در کسبوکارهای ورزشی بودند. پس از آن، پاسخ‌گویی به نیازهای مالی و فروش محصولات در رتبه‌های بعدی قرار گرفتند. براساس یافتهها، به مدیران کسبوکارهای ورزشی پیشنهاد می‌شود با تحلیل نیازهای مشتریان، ارزش پیشنهادی رقبا و تحلیل درونی و بیرونی کسب‌وکار خود، نسبت به خلق مؤلفههای ارزش پیشنهادی مشتریان به‌عنوان عنصر کلیدی رقابت در کسبوکارهای خدماتی ورزشی توجه ویژه‌ای داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
Value Proposition to the Customer in Sport Business Model
نویسندگان [English]
- Naser Gholami 1
- Najaf Aghaei 2
- Reza Mohammad Kazemi 3
- Marjan Saffari 4
1 Ph.D. in Sport Management, Kharazmi University*
2 Associate Professor of Sport Management, Kharazmi University
3 Associate Professor of Sport Management, Tehran
4 Assistant Professor of Sport Management, Tarbiat Modares University
چکیده [English]
Why would a company's value proposition to customers by other companies? The value proposition of packages of products or services that meet the needs of a particular segment of customers. The aim of this research was identifying the components of value proposition Sport businesses model as one of the components 9 business model Osterwalder. This is an applied research and the kind of research was survey study. Statistical populations were owners and managements businesses of sport service and Academic experts in the field of business management and sports management those choice 21 persons. Sampling method was snowball Targeted and non-random until theoretical saturation. The methodology was qualitative using Content Analysis and Semi-structured interview methods and components to the customer value proposition as one of the main elements of the business model sports and sports services were identified. Results showed educational services provided to the customer, consulting services, utilities, health, wellness, recreation, sports medicine services and emotional needs the values of sports are offered in business. Then respond to financial needs and sell products in the next rank component of the value proposition to business customers’ sports services. Based on the findings, it is recommended to business managers Sport, by analyzing the needs of customers, value proposition competitors and analyze the internal and external business, to create customer value proposition components as a key element of competition in Sport service businesses will have special attention.
کلیدواژه‌ها [English]
- Sport Businesses
- Entrepreneurship
- Competitive
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