نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی دانشکدۀ تربیت‌بدنی دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران
2 استادیار مدیریت ورزشی، دانشکدۀ تربیت‌بدنی دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران
3 دانشیار دانشکدۀ کارآفرینی، دانشگاه تهران، تهران، ایران
چکیده
هدف از تحقیق حاضر ارائه مدل کسب و کار و مقایسه زوجی ابعاد مدل در آکادمی‌های ورزشی از دیدگاه خبرگان این حوزه می‌باشد. تحقیق حاضر از نوع تحقیقات پراگماتیسم، به لحاظ هدف کاربردی، رویکرد تحقیق آمیخته و نحوه گردآوری داده‌ها به‌صورت مصاحبه‌های عمیق و نیمه ساختار یافته و در بخش کمی به‌صورت توصیفی – پیمایشی است. جامعه آماری در بخش کیفی و کمی تحقیق مجموعاً 25 نفر شامل کارآفرینان، صاحبان کسب‌وکارهای ورزشی، مدیران آکادمی‌های ورزشی، روسای فدراسیون‌های ورزشی و مدیران آکادمی ملی المپیک می‌باشد که با استفاده از راهبرد نمونه‌گیری هدفمند و گلوله برفی د انتخاب شدند. تجزیه و تحلیل داده‌ها با استفاده از روش تحلیل محتوای کیفی و کدگذاری باز، محوری و انتخابی بوسیله نرم‌افزار Maxqda ویرایش 18 صورت گرفت که 9 مؤلفه اصلی و 45 مقوله محوری کشف و احصاء گردید. سپس در بخش کمی با استفاده از روش AHP به اولویت‌بندی مؤلفه‌های اصلی و مقوله‌های پیشنهاد شده بخش قبلی پرداخته شد. با استفاده از مقایسه زوجی و رتبه‌بندی به شیوه سلسله مراتبی، بعد ارزش پیشنهادی و بخش مشتریان از با اهمیت‌ترین و ابعاد شرکای کلیدی و ساختار هزینه به‌عنوان کم اهمیت‌ترین ابعاد شناخته شد. ارائه خدمات به مشتری و نیز توجه مستمر به شناسایی فرصت‌های آینده می‌تواند منجر به توسعه و رونق کسب و کارهای خدمات ورزشی شود. این توسعه علاوه بر توسعه اقتصادی و مالی در جامعه می‌تواند با علاقه‌مند کردن بخش بیشتری از افراد به ورزش و تندرستی در کشور را بهبود قابل ملاحظه‌ای بخشد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Identifying and Prioritizing Business Model Indicators in the National Academy of Gymnastics
نویسندگان [English]
- vahid izadfar 1
- farideh sharififar 2
- Reza Mohammadkazemi 3
1 Ph.D. Student of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor of Sports Management, Department of Physical Education, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 Associate Professor of Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
چکیده [English]
The purpose of this study is to identify and prioritize business indicators in the National Gymnastics Academy. The present research is based on paradigm which is a kind of pragmatism research and in terms of purpose, it is an applied research. The research approach is mixed and the method of data collection in the qualitative part is in the form of in-depth and semi-structured interviews and in the quantitative part is in the form of descriptive-survey. The statistical population in the qualitative and quantitative part of the research includes entrepreneurs, sports business owners, managers of sports academies, presidents of sports federations and managers of the National Olympic Academy that 15 people were selected using the targeted sampling strategy and snowballs in the qualitative stage and also a total of 25 people were selected as the sample size in the same way in the quantitative stage. Data analysis was done using qualitative content analysis and open, axial and selective coding methods by using the 18th version of Maxqda software. The reliability coefficient of re-reading in the qualitative part of the research was calculated to be 0.90. Then it was counted in the quantitative section, the main components and categories proposed in the previous section were prioritized by using the AHP method manually. The result of qualitative research showed 9 categories. Then with a total of 349 which included 212 open codes in the field of identifying business dimensions in sports academies. Using pairwise comparison and hierarchical ranking, the value proposition dimension and customer segment were identified as the most important, while the dimensions of key partners and cost structure as the least important dimensions. Providing customer service as well as constant attention to identifying future opportunities can lead to the development and prosperity of sports service businesses. In addition to economic and financial development in the community, this development can make more people interested in sports and health, and significantly improve the business situation in sports academies.
کلیدواژه‌ها [English]
- Business
- Distribution Channel
- Paradigm Model
- Pairwise Comparison Sports Academy
- Value Proposition
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