مطالعات مدیریت ورزشی

طراحی مدل مدیریت آشوب‌گونة بازاریابی اثربخش بر محیط توسعة ورزش قهرمانی ایران به روش ساختاری _ تفسیری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران

2 دانشیار مدیریت ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران

3 استادیار مدیریت ورزشی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران

4 دانشیار مدیریت ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده
پژوهش حاضر با هدف طراحی مدل مدیریت آشوب‌گونة بازاریابی اثربخش بر محیط توسعة ورزش قهرمانی ایران به روش ساختاری _ تفسیری انجام شد. پژوهش حاضر ازنوع مطالعات کیفی با ماهیت توصیفی- تحلیلی و نیز ازنوع پژوهش‌های کاربردی بود که به روش ساختاری _ تفسیری انجام شد. جامعة آماری پژوهش 15 نفر از اساتید و نخبگان مدیریت ورزشی و مدیران ورزشی خبرة فدراسیون‌های ورزشی بودند که به‌صورت نمونه‌گیری انتخابی انتخاب شدند. ابتدا ازطریق فرایند دلفی و مصاحبه با خبرگان و پژوهش‌های کتابخانه‌ای، گویه‌های پژوهش شامل 78 گویه شناسایی شدند. در مرحلة بعد، خبرگان مؤلفه‌های پژوهش را شناسایی کردند که درنهایت، 12 مؤلفه برای گویه‌ها شناسایی شدند. سپس، فرایند ساختاری _ تفسیری اجرا شد و با تجزیه‌وتحلیل میک‌مک، نمودارقدرتنفوذووابستگیاجزایمدلتعیین شد. یافته‌ها نشان داد که مؤلفه‌ها دارای پنج سطح بودند که سطح اول شامل نقاط آشوب‌گونه و خلاقیت و نوآوری، سطح دوم شامل مدیریت تغییر و عملکرد ارزیابی، سطح سوم شامل طراحی ساختار، کار تیمی و یادگیری سازمانی، سطح چهارم شامل شناخت محیط و سطح پنجم شامل عوامل اقتصادی، فرهنگی و مذهبی، فناوری اطلاعات و رسانه‌ها بودند. با توجه به یافته‌ها توصیه می‌شود که سازمان‌های ورزشی برای توسعة ورزش قهرمانی با شناخت دقیق از محیط و ساختار جامعه، طراحی سازمان را به‌گونه‌ای انجام دهند که زمینة توسعة سهم بازار ازطریق اثرگذاری و مدیریت نقاط حساس و آشوب‌گونه فراهم شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Designing Model of Effective Marketing Chaotic Management in Environment of Development of Athletic Sport of Iran by ISM Model

نویسندگان English

  • Majid Khorsandi Fard 1
  • Hossein Pemani Zad 2
  • Mohammad Reza Ismail Zadeh Ghandahari 3
  • Mohammad Kashtidar 4
1 Ph.D. Student in Sport Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran
2 Associate Professor in Sport Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran
3 Assistant Professor in Sport Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran
4 Associate Professor in Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده English

The purpose of this study was to designing model of effective marketing chaotic management in environment of development of athletic sport of Iranby ISM model. The present research is qualitative research with a descriptive-analytical nature and in type of applied research that has been carried out through interpretive structural method. The statistical population of the study consisted of 15 faculty members and sport management and sports experts in sports federations selected by selective sampling. Firstly, through the Delphi process, interviews with experts and library research, research items were identified as 78 items. Subsequently, the components were compiled by the experts and finally, 12 components were identified for the items. Then interpretive structural process was implemented and the MICMAC analysis of the power of influence and dependence of components of the model was determined. The findings showed that the components have 5 levels and the first level includes chaotic points and creativity and innovation, the second level involves change management and evaluation performance, the third level includes structural design, team work and organizational learning, the fourth level includes the recognition of the environment and the fifth level is the economic and cultural-religious factors, information technology and social media. According to the findings, it is recommended that sport organizations for develop of athletic sport by accurately understanding the environment and community structure design the organization in such way that will be provide developing market share through managing and impacting on critical and chaotic points.

کلیدواژه‌ها English

  • Chaos Management
  • Athletic Sports
  • MICMAC Analysis
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مطالعات مدیریت ورزشی
دوره 11، شماره 56
مهر و آبان 1398
مهر و آبان 1398
صفحه 181-204

  • تاریخ دریافت 29 آبان 1397
  • تاریخ بازنگری 18 فروردین 1398
  • تاریخ پذیرش 18 اردیبهشت 1398

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