مطالعات مدیریت ورزشی

بررسی آسیب های کرونا بر آمیخته بازاریابی در ورزش با تاکید بر توزیع و ترویج

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترا، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران

2 دانشجوی دکترا، دانشکده پردیس البرز، دانشگاه تهران

چکیده
دو عنصر مهم و پراهمیت در آمیخته بازاریابی ورزشی، ترویج و توزیع است که نارسایی در عملکرد آنها خسارات جبران ناپذیری را برای صنعت ورزش به وجود می آورد. هدف از این تحقیق بررسی آسیب های کرونا بر آمیخته بازاریابی با تاکید بر توزیع و ترویج است. ادر این پژوهش مروری نقلی به جستجوی متون و مقالات مرتبط با ویروس کرونا و اثرات ناشی از آن، پرداخته شده است. جامعه آماری، کلیه منابع در دسترس، با موضوع مرتبط با کلیدواژه ها است. با توجه به جهت گیری توصیفی این پژوهش، داده های لازم از منابع کتابخانه ای و اسناد و مدارک در دسترس تمام متن برخط، براساس روش «مروری نقلی» گـردآوری و تحلیـل شـده اسـت. تعداد 41 مقاله مرتبط از مقالات نمایه شده در پایگاه های اطلاعاتی گوگل اسکالر، ساینتس دایرکت، ریسرچ گیت، سید و ایرانداک استفاده شده است. نتایج نشان می دهد آسیب های ناشی از بحران کرونا بر آمیخته توزیع و ترویج در ورزش خسارات جبران ناپذیری را به وجود آورده است. عدم کارایی شبکه ارتباطی توزیع کالاهای ورزشی با توجه به تعطیلی فروشگاه ها از یک سو و همچنین تعطیلی اماکن ورزشی به عنوان محل ارائه خدمات ورزشی از سوی دیگر، باعث اختلال و زیان های مالی در عنصر توزیع (مکان) شده است. همچنین در بخش ترویج، تعطیلی لیگ های ورزشی و عدم حضور تماشاگران در استادیوم ها، باعث خسارات مالی زیادی در حوزه ی تبلیغات و رسانه ها شده است.

کلیدواژه‌ها

عنوان مقاله English

Investigate the coronavirus damage to the marketing mix in sport with an emphasis on distribution and promotion

نویسندگان English

  • Marzieh Roshanzamir 1
  • Setare Eskandari 1
  • Amir Sedighi 2
1 PHD student, Faculty of physical education and sports sciences, Tehran university
2 PHD student, Alborz campus faculty, Tehran university
چکیده English

Two important elements in the sports marketing mix are promotion and distribution, that failure of them causes irreparable damage to the sports industry. The purpose of this study is to investigate the coronavirus damage to the marketing mix with an emphasis on distribution and promotion. In this study, texts and articles related to the coronavirus and its effects have been searched. The statistical population, and all available resources, is related to the topic related to the title. According to the descriptive orientation of this research, the necessary data have been collected and analyzed from library sources and documents available in full online, based on the "systematic review" method. 41 related articles from articles indexed in the databases of Google Scholar, Science Direct, Research Gate, Taylor & Francis, and Iran Doc, used. The results show that the damage caused by the coronavirus crisis to the mix of distribution and promotion in sport has caused irreparable damage. The inefficiency of the communication network for the distribution of sports goods due to the closure of stores on the one hand and also the closure of sports venues as a place for providing sports services, on the other hand, has caused disruption and financial losses in the distribution element (place). Also, in the promotion section, the postponement of sports leagues and the absence of fans in the stadiums has caused a lot of financial losses in the field of advertising and media.

کلیدواژه‌ها English

  • "Coveid-19 (Coronavirus)"
  • "Marketing mix"
  • "Distribution (Place)"
  • "Promotion"
  • "Sports industry"
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مطالعات مدیریت ورزشی
دوره 14، شماره 74 - شماره پیاپی 74
مهر و آبان 1401
صفحه 249-272

  • تاریخ دریافت 25 شهریور 1400
  • تاریخ بازنگری 15 اسفند 1400
  • تاریخ پذیرش 05 اردیبهشت 1401

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