مطالعات مدیریت ورزشی

طراحی الگوی بازاریابی لیگ‌های حرفه‌ای بانوان ایران با رویکرد مزیت رقابتی پایدار

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت ورزشی، دانشگاه تربیت مدرس، تهران

2 استاد مدیریت ورزشی، دانشگاه تربیت مدرس تهران

3 دانشیار مدیریت، دانشگاه تهران

چکیده
هدف پژوهش حاضر، طراحی الگوی بازاریابی لیگ‌های حرفه‌ای بانوان ایران با رویکرد مزیت رقابتی پایدار بود. روش پژوهش، کیفی و ‌بر نظریة داده‌بنیاد مبتنی بود. برای گردآوری اطلاعات از نمونه‌گیری هدفمند و مصاحبه‌های نیمه‌ساختاریافته با 18 نفر از نخبگان آگاه از موضوع استفاده شد. بدین‌منظور، لیگ برتر در پنج رشتة هندبال، والیبال، بسکتبال، فوتسال و فوتبال بررسی شد. تجزیه‌وتحلیل داده‌ها براساس نظریة داده‌بنیاد و طی سه مرحلة کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی انجام شد. طبق نتایج تجزیه‌وتحلیل داده‌ها، مدل در چهار سطح طراحی شد. سطح چهار یا سطح زیرین شامل عوامل منابع، قابلیت‌ها، ویژگی‌های دموگرافیک و بخش‌بندی، محیط و نبود اطمینان محیطی بود. مدیریت منابع انسانی، آمیختة بازاریابی، مدیریت کیفیت جامع، راهبردهای رقابتی و نوآوری بازاریابی عناصر تشکیل‌دهندة سطح سه بودند که درعین ارتباط متقابل با یکدیگر به مزیت رقابتی پایدار منجر شدند. سطح دوم شامل مزیت رقابتی پایدار ‌شد که خود به سطح عملکرد بازاریابی منجر ‌شد؛ بنابراین، با درنظرگرفتن عوامل شناسایی‌شده در مدل بازاریابی ورزش بانوان و این واقعیت که زنان تقریباً نیمی از جمعیت کشور را تشکیل می‌دهند، می‌توان با سرمایه‌گذاری در این بخش از جامعه که تاکنون از آن‌ها به‌عنوان یک منبع درآمدزای بالقوه غفلت شده است، به منافع حاصل از ورزش در طولانی‌مدت دست یافت.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach

نویسندگان English

  • Fatemeh Bahmani 1
  • Mohammad Ehsani 2
  • Hashem Koozeh Chian 2
  • Mojtaba Amiri 3
1 Ph.D. Student, Sports Management, Tarbiat Modarres University, Tehran
2 Professor of Sport Management, Tarbiat Modarres University, Tehran
3 Associate Professor of Management, Tehran University
چکیده English

The goal of this research was designing the marketing model for women's professional leagues with a sustainable competitive advantage approach. The method of research is qualitative and based on grounded theory. Theoretical sampling and Semi-structured interviews with experts (18 people) were used in order to collect information. To this end, the Premier League was studied in five sports (handball, volleyball, basketball, futsal and soccer). Data analysis was done using grounded theory in tree step: open, axial and selective coding. Based on the results of data analysis, the marketing model for women's professional leagues with a sustainable competitive advantage approach was designed with four levels. The fourth level includes resources, capabilities, demographic characteristics and segmentation, environment, environmental uncertainty. While human resource management, marketing mix, comprehensive quality management, competitive strategies, and marketing innovation as factors of third level interconnect with each other, they lead to sustainable competitive advantage. The second level consists of the sustainable competitive advantage factor that leads to the marketing performance, or level one. Therefore, having in mind both the detected factors in women sport marketing model and the fact that almost half of the country’s population is made of women, long term benefits can be achieved by investing in this major part of the society that has always been neglected as a potential source of making profits.

کلیدواژه‌ها English

  • Marketing
  • Professional Leagues
  • Sustainable Competitive Advantages
  • Women's Sports
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مطالعات مدیریت ورزشی
دوره 12، شماره 59
فروردین و اردیبهشت 1399
فروردین و اردیبهشت 1399
صفحه 17-36

  • تاریخ دریافت 30 مهر 1396
  • تاریخ بازنگری 15 دی 1396
  • تاریخ پذیرش 30 بهمن 1396

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