نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 استادیار مدیریت ورزشی، واحد کرج،دانشگاه آزاد اسلامی، کرج، ایران
3 4. استاد گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
4 استاد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
5 دانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران
چکیده
از جمله مسائلی که در سال های اخیر نظرجوانان و نوجوانان بسیاری را به خود جلب کرده است توجه به ظاهر بدنی به وسیله افزایش حجم و توده عضلانی می باشد که باعث افزایش شیوع اختلالات تغذیه ای و عادات مصرف مواد نیروزا در بین جوانان و نوجوانان گردیده است. ضد بازاریابی را می توان روشی مناسب برای کاهش مصرف محصولاتی دانست که مصرف آنها می تواند مشکلاتی را برای افراد و جامعه ایجاد نماید. از این رو هدف این تحقیق ارائه مدل آمیخته ضدبازاریابی داروهای غیرمجاز در ورزش ایران بود. تحقیق حاضر توصیفی از نوع پیمایشی می باشد. روش تحقیق آمیخته ترکیبی از بخش‌های کیفی و کمی است. در بخش کیفی این تحقیق، از روش مصاحبه های کیفی نیمه ساختاریافته استفاده شد. جامعه آماری این پژوهش شامل خبرگان مدیریت بازاریابی ورزشی (اساتید دانشگاهی) بوده که تعداد 24 نفر اعضای پنل دلفی جامعه را تشکیل داده اند. تعداد 19 نفر از خبرگان عضو پنل دلفی به عنوان نمونه تحقیق با محقق همکاری نمودند. در این تحقیق برای شناسایی عوامل از روش دلفی فازی و برای رتبه بندی مولفه ها از روش فرایند تحلیل سلسله مراتبی فازی استفاده شد. بر این اساس عوامل زیر به نام های محصول، قیمت، محل فروش، ترویج، شواهد عینی، افراد، فرایندها، بسته بندی، پرداخت، تفسیر عمومی، بررسی و آنالیز، سیاست، روابط عمومی و شبکه‌های اختصاصی شناسایی شدند. باتوجه به نتایج بدست آمده از روش فرایند تحلیل سلسله مراتبی فازی، ترویج مهم ترین مولفه موثر در مدیریت ضدبازاریابی می باشد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Identifying and Ranking Factors Affecting Anti-marketing management of doping drugs in Iran
نویسندگان [English]
- Elham Haghighat 1
- Hossein Abdolmaleki 2
- Mahvash Noorbakhsh 3
- parivash nourbakhsh 4
- ebrahim alidoust Ghahfaraki 5
1 PhD student of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
2 Assistant Professor of sport management, Karaj Branch, Islamic Azad University, Karaj, Iran
3 Professor of Department of Sport Management‚ Karaj Branch‚ Islamic Azad University‚ Karaj‚ Iran
4 Professor of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
5 associate professor in sport management, university of tehran
چکیده [English]
One of the issues that has attracted the attention of many adolescents in recent years is the attention to physical appearance by increasing the volume and muscle mass, which has increased the prevalence of eating disorders and energy consumption habits among adolescents and adolescents. Because young men have a strong desire to have a muscular body. What can be seen is that anti-marketing can be considered as a good way to reduce the consumption of products that can cause problems for individuals and society. Therefore, the main issue of the research is to identify the anti-marketing mix of illicit drugs in Iran's sports. The present study is a descriptive survey. The research method is qualitative. Semi-structured qualitative interviews with 19 sports marketing management experts were used to collect information and fuzzy Delphi method was used to identify the most important components. Based on this, product, price, point of sale, promotion, objective evidence, people, processes, packaging, payment, public interpretation, review and analysis, policy, public relations and dedicated networks were identified. Finally, these products should be used only in special circumstances and under the supervision of a specialized team for professional athletes, and their public promotion in cyberspace has no scientific or rational justification. Therefore, the use of factors obtained in this research can limit the production process to the consumption of these products.
کلیدواژه‌ها [English]
- Anti-marketing
- doping
- athlete
- abuse
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