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ارائة چارچوب تحلیل سیستماتیک فرایند تولید تا مصرف کالاهای ورزشی ایرانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه گیلان

2 استاد مدیریت ورزشی، دانشگاه گیلان

3 استادیار مدیریت ورزشی، دانشگاه گیلان

چکیده

این پژوهش با هدف ارائة چارچوبی برای تحلیل سیستماتیک فرایند تولید تا مصرف کالاهای ورزشی ایرانی انجام شده است. روش پژوهش از نوع کیفی با رویکرد تحلیل سیستماتیک بود. جامعة آماری شامل دو بخش جامعة انسانی (مدیران و کارشناسان شرکت‌های تولیدی ورزشی، اساتید اقتصاد و بازاریابی ورزشی، فروشنده‌های فروشگاه‌های ورزشی، مدیران بازاریابی و بازاریاب‌های محصولات ورزشی) و جامعة اطلاعاتی بود. نمونة آماری به تعداد قابل‌کفایت برمبنای اشباع نظری و به‌صورت هدفمند و در دسترس، نمونه­گیری شدند و از آن‌ها نظرخواهی شد (22 نفر و 54 سند). ابزارهای پژوهش شامل مطالعة کتابخانه­ای نظام­مند و مصاحبة نیمه‌ساختاریافته بود. روایی ابزار با استفاده از روش­های روایی­سنجی کیفی مطلوب ارزیابی شد (روایی محتوایی، ضریب کاپا). از روش کدگذاری و چارچوب­بندی مفهومی برای تحلیل یافته­ها استفاده شد. چارچوب تحلیلی ارائه‌شده شامل شش فاز محیط، مدیریت، تولید، توزیع، مصرف و پیامد بود؛ به‌طوری‌که دربرگیرندة نُه منظر کلی شامل محیط بین­الملل، محیط داخلی، مدیریت راهبردی، کارآمدسازی تولید، سازمان‌دهی توزیع داخلی، توسعة صادرات، توسعة مصرف داخلی، زمینه­یابی مصرف خارجی و توسعه پایدار بود. مدل مفهومی برخاسته از چارچوب کُدها به‌صورت یک سیستم فرایندی از تولید تا مصرف (از محیط به پیامد) ترسیم شد. به‌طورکلی، نتایج پژوهش نشان داد که عوامل تعیین‌کننده در رونق‌بخشی بازار محصولات ورزشی ایرانی به حوزة خاصی مانند سیستم تولید، بازاریابی یا فرهنگ مصرف‌کنندگان محدود نیست؛ بلکه در فرایند تولید تا مصرف جاری است و هر مرحله نیازمند راهبردی ویژه است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Providing a Framework for Systematic Analysis of the Production Process to the Consumption of Iranian Sports Goods

نویسندگان [English]

  • Ali Nazarian 1
  • Mehrali Hemati Nejhad Toli 2
  • Noshin Benar 3

1 Ph.D. Student of Sport Management, University of Guilan

2 Professor of Sport Management, University of Guilan

3 Assistant Professor of Sport Management, University of Guilan

چکیده [English]

The aim of this study was to provide a framework for systematic analaysis of the production process to the consumption of Iranian sports goods. the research methodology was performed in terms of quality, process strategy and the objective was applied. The statistical population was selected two parts consists of human community (Directors of sports production companies, Professors in Economics and Sport Marketing, and ect) and the information community. the statistical sample was surveyed for targeted available selection (22 people and 54 documents) based on theoretical saturation and you will be considered. Research tools included systematic library study and the exploratory interview structure. the validity of tools using qualitative narrative methods was evaluated at a desirable level (Content validity, Kappa coefficient). The method of conceptual coding and frameworks were used for analyze the findings. The presented analytical framework consists of six phases of management, production, distribution, consumption, and outcomes. So that nine total view of the international environment, the internal environment, strategic management, production efficiency, organization of domestic distribution, export development, domestic consumption development, field-Identify external consumption and sustainable development. The conceptual model derived from the code strings is depicted as a process system from production to consumption (environment to the outcome). totally results showed that the factors determining the boom of the Iranian sports products market are not limited to a specific area, such as the production system, marketing or consumer culture, but in the process of production to consumption, and each stage requires a special strategy.

کلیدواژه‌ها [English]

  • Sports Marketing
  • Sports Products
  • Sports Industry
  • Sports Goods
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مطالعات مدیریت ورزشی
دوره 12، شماره 60
خرداد و تیر 1399
خرداد و تیر 1399
صفحه 125-150
فایل ها
سابقه مقاله
  • تاریخ دریافت: 08 آذر 1397
  • تاریخ بازنگری: 24 دی 1397
  • تاریخ پذیرش: 14 بهمن 1397
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