نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه رفتار حرکتی و مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه خوارزمی تهران.
2 دانشیار دانشگاه خوارزمی
3 استادیار دانشگاه خوارزمی
چکیده
اسپانسرشیپ منبعی است که قادر خواهد بود مزایای رقابتی پایدار ایجاد نموده و شکلی از بازاریابی است که با سریعترین رشد همراه بوده و پتانسیل تبدیل شدن به ابزار بازاریابی قرن 21 را داراست. از این رو هدف از پژوهش حاضر شناسایی استراتژی های موثر در مدل اسپانسرشیپ ورزش های حرفه ای ایران می باشد.
پژوهش حاضر از نظر هدف کاربردی بوده و از نظر گردآوری داده ها میدانی و روش پژوهش توصیفی از شاخه پیمایشی می باشد که بر اساس نظریه برخاسته از داده ها به روش گراندد تئوری مبتنی بر گلیزر است. جامعه آماری صاحب نظران حوزه صنعت ورزش، اعضای هیات علمی دانشگاه ها، روسا، دبیران و مسئولین بازاریابی فدراسیون های ورزشی، مدیران و اعضاء هیات رئیسه باشگاه ها و سازمان های ورزش حرفه ای، مدیران و اعضای هیات رئیسه شرکت های حامی مالی و مدیران رسانه های ورزشی می باشند که تعداد 23 نفر از آنها با استفاده از نمونه گیری هدفمند و غیراحتمالی انتخاب شدند. مصاحبه ها بصورت باز و نیمه ساختاریافته و تجزیه و تحلیل داده ها با استفاده از روش تحلیل محتوای کیفی و کدگذاری باز، محوری و انتخابی صورت گرفته است. نتایج تحقیق 6 استراتژی کلی شامل سرمایه گذاری، مدیریت رابطه، اهرم سازی اسپانسرشیپ و فعالسازی، تناسب و ائتلاف را به عنوان استراتژی های موثر در اسپانسرشیپ ورزش حرفه ای شناسایی نمود. این پژوهش با ارایه الگو و با تمرکز بر استراتژی های مناسب به دنبال ایجاد مزیت های رقابتی و افزایش توان تجاری سازمان های ورزشی می باشد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Effective strategies in sponsorship model of Iran's professional sports
نویسندگان [English]
- javad gholamian 1
- Ali Reza Elahi 2
- Hossein Akbari Yazdi 3
1 sport management Department, sport science faculty, kharazmi university of Tehran.
2 Associated Professor at Kharazmi University
3 associated professor of kharazmi uni
چکیده [English]
Sponsorship is a resource that will be able to provide sustainable competitive advantages and a form of fast-growing marketing that has the potential to become the 21st Century marketing tool. Therefore, the purpose of this study is to identify effective strategies in the Iran's sports professional sponsorship model.
This is an applied research of purpose and data collection is field study. The kind of research is survey and descriptive. According to the grounded theory (Grounded) is based on the method of Glaser. The statistical population is sport industry experts, directors, secretaries and marketing managers of sports federations, Managers and Board Directors of sponsors, and professors of universities with researches and projects related to the matters, Sport organizations, that 23 of them were selected by Target and snowball sampling method. The interviews were open and semi-structured and data analysis has occurred by qualitative content analysis and open, axial and selective coding.
The results of the research identified 6 general strategies including investing, relationship management, leveraging and activation, sponsorship fit and alliances as effective strategies in professional sports sponsorship. This research by presenting a model and focusing on appropriate strategies seeks to create competitive advantages and increase the commercial power of sports federations and facilitate the decision-making process in investment as well as the survival of sponsors in professional sport of Iran.
کلیدواژه‌ها [English]
- sponsorship model
- professional sports
- Effective strategies
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