نوع مقاله : مقاله پژوهشی

نویسندگان

1 اصفهان، دانشگاه اصفهان، دانشکده تربیت بدنی و علوم ورزشی

2 استادیار دانشگاه اصفهان. دانشکده تربیت بدنی و علوم ورزشی

3 دانشیار تربیت‌بدنی و علوم ورزشی

چکیده

در عصر حاضر، توسعه در ورزش حرفه‌ای به‌عنوان نمادی از قدرت یک کشور محسوب می‌گردد و بدون‌شک بازاریابی ورزشی، ضامن بقا و رشد ورزش حرفه‌ای می‌باشد؛ لذا هدف از پژوهش حاضر، ارزیابی موانع توسعۀ بازاریابی ورزشی در ایران بود. پس از انجام مطالعات کتابخانه‌ای و نظرسنجی از اساتید برجستۀ مدیریت ورزشی، موانع توسعۀ بازاریابی ورزشی کشور در چهار گروه:1. موانع سیاسی، 2. موانع حقوقی و قانونی، 3. موانع علمی، تخصصی و پژوهشی و 4. موانع فنی، مدیریتی و سازمانی طبقه‌بندی گردیدند. نمونۀ آماری پژوهش را 14 نفر از اساتید برجستۀ مدیریت ورزشی، 19 نفر از مدیران ورزش کشور در وزارت ورزش و جوانان و کمیتۀ ملی المپیک، 18 نفر از مدیران ارشد فدراسیون‌ها و باشگاه‌های مطرح ورزشی کشور و 14 نفر از مدیران عالی شرکت‌های تجاری تشکیل می‌دادند. نتایج پژوهش نشان می‌دهد عدم وجود اعتقاد به بازاریابی ورزشی در بین مدیران عالی‌رتبۀ بخش صنعتبه‌عنوان یک منبع درآمد، عدم توجه ویژه به ورزش در کنار سایر بخش‌های صنعتی، عدم هم‌سویی سرمایه‌گذاری در ورزش با سیاست‌های توسعه‌ای کشور، عدم وجود قوانین اقتصادی مناسب جهت تشویق سرمایه‌گذاران بخش صنعتی در سرمایه‌گذاری در ورزش و عدم امکان تشخیص دقیق میزان سود بازاریابی ورزشی برای سرمایه‌گذاران از مهم‌ترین موانعی هستند که باید مورد توجه مسئولان و مدیران ورزشی کشور قرار گیرند.

کلیدواژه‌ها

عنوان مقاله [English]

The Evaluation of Iran’s Sport Marketing Development Obstacles

نویسندگان [English]

  • Mahdi Salimi 1
  • Mohammad Soltan Hosseini 2
  • Masoud Naderian Jahromi 3

1 Assistant Professor, University of Isfahan

2 Assistant Professor, University of Isfahan

3 Associate Professor, University of Isfahan

چکیده [English]

Today, development in champion sport is a symbol of power in countries and undoubtedly sport marketing causes survival and growth in champion sport in all levels. Therefore the object of this study was to evaluate the obstacles of Iran’s sport marketing development. The obstacles were classified in four groups: 1- Political obstacles, 2- Obstacles are relevant to rules, 3- Scientific, specialty and research obstacles, and 4- Technical, managerial and organizational obstacles; after library studies and conversation by eminent masters of sport management. The research’s statistics samples were 14 people of eminent masters of sport management; 19 people of top-level managers in NOC and sport & youth ministry; 18 people of top-level managers in federations and professional clubs; and 14 people of top-level managers in economical companies. For gathering the information used of two questionnaires: 1- seven scales (by 20 questions) and 2- dual comparison between obstacles (by 47 questions) and for analyzing them used of AHP& TOPSIS methods in Fuzzy Environment. The research’s results indicated that no believing to sport marketing for accessing to income among industrial companies’ top-level managers, no giving attention to sport within other economic sectors, no compatibility between financing in sport and policy in development, no economic laws that encourage financiers to invest in sport marketing, and no possibility in indication of sport marketing’s accurate income for investors, are the most important of Iran’s sport marketing development obstacles.

کلیدواژه‌ها [English]

  • Sport Marketing
  • Obstacles of Development
  • Fuzzy AHP
  • Fuzzy TOPSIS
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