نوع مقاله : مقاله پژوهشی
نویسندگان
1 پژوهشگر پسا دکتری، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
2 دانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران
چکیده
هدف این تحقیق بررسی راهبردهای نوسازی کسب و کارهای ورزشی در دوران پساکرونا بود. این تحقیق به صورت کیفی انجام شد. جامعه آماری این تحقیق اعضای هیات علمی مدیریت ورزش با زمینه تخصصی بازاریابی، کارشناسان و کارشناسان مشاغل ورزشی و همچنین مدیران باشگاه‌های ورزشی بودند. برای دستیابی به هدف تعیین شده، از یک مطالعه کیفی با استفاده از مصاحبه‌های عمیق با نخبگان استفاده شد. مصاحبه‌ها به صورت هدفمند و به شکل گلوله برفی ادامه یافت و در نهایت با 15 نفر مصاحبه شد. در نهایت، داده‌های بدست آمده از مصاحبه‌ها به روش تحلیل مضمون مورد تجزیه و تحلیل قرار گرفت. برای تأیید اعتبار و پایایی در این مطالعه با استفاده از مفهوم پایایی و عناصر متعدد آن، از راهبردهای متعددی مانند مرور در زمان کدگذاری، تأیید نتایج با مراجعه به موضوعات و تأیید همکاران تحقیق استفاده شد و روایی و پایایی تایید شد. 33 راهبرد نهایی شناسایی شد، که در قالب 8 مقوله طبقه بندی شدند و در مرحله آخر سه مضمون راهبردهای محتوا محور، فرایند محور و خارجی انتخاب شدند. در نتیجه در شرایط اقتصادی کنونی کشور، هنگام بررسی علت کاهش سودآوری و ضررهای مالی کسب و کارهای ورزشی، باید هم شرایط عمومی اقتصادی کشور و هم عوامل خاص داخلی صنعت یا مدیریت ضعیف داخلی به عنوان محرک‌های اضافی مدنظر قرار گیرد. لذا کسب و کارهای ورزشی می‌‌‌تواند با استراتژی منحصر به فرد خود مانع ورشکستگی و توسعة کسب و کارخود گردند.
کلیدواژه‌ها
عنوان مقاله [English]
Strategies for Renovation sports businesses in the post-COVID-19 era
نویسندگان [English]
- Negar Gholipour 1
- ebrahim alidoust Ghahfaraki 2
1 Postdoctoral researcher, Department of Sport Management, Faculty of Physical Education and Sports Sciences, University of Tehran
2 Associate Professor, Department of Sport Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran
چکیده [English]
The purpose of this study was to investigate the modernization strategies of sports businesses in the post-COVID-19 era. This research was conducted qualitatively. The statistical population of this research was the members of the faculty of sports management with a specialized field of marketing, experts in sports professions as well as the managers of sports clubs. To achieve the set goal, a qualitative study using in-depth interviews with elites was used. The interviews continued in a targeted manner and in the form of snowballs, and finally, 15 people were interviewed. Finally, the data obtained from the interviews were analyzed by contextual analysis. To confirm the validity and reliability in this study using the concept of reliability and its various elements, various strategies such as review at the time of coding, verification of results by referring to the topics, and approval of research colleagues were used and validity and reliability were confirmed. 33 final strategies were identified, which were classified into 8 categories, and in the last stage, three themes of content-oriented, process-oriented, and external strategies were selected. As a result, in the current economic situation of the country, when examining the cause of declining profitability and financial losses of sports businesses, both the general economic conditions of the country and specific internal factors of industry or poor internal management should be considered as additional stimuli. Therefore, sports businesses can prevent bankruptcy and business development with their unique strategy.
کلیدواژه‌ها [English]
- club
- post- COVID-19
- COVID-19
- sports business
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