نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار پژوهشگاه تربیت بدنی و علوم ورزشی

2 دانشیار دانشگاه تهران

3 استادیار دانشگاه خوارزمی

چکیده

باشگاه‌های فوتبال ایران و سازمان لیگ فوتبال به­منظور جذب و حفظ هواداران و درآمدزایی بیشتر، باید از طرق مختلف خود را به ­برندی معتبر تبدیل کنند تا هم مورد توجه عموم و رسانه‌ها باشند و هم­ برای بنگاه­های اقتصادی و تجاری جذابیت داشته باشند. جذب­کردن هواداران بیشتر و افزایش وفاداری آن­ها، همگی به مدیریت صحیح برند مربوط می‌باشد. هدف اصلی این پژوهش، شناسایی عوامل و چالش‌های داخلی مؤثر بر برند باشگاه­های لیگ برتر فوتبال ایران و ارائۀ مدل می­باشد؛ ابزار  پژوهش مصاحبه بود که بر اساس اروش نمونه گیری گلوله برفی 22 مصاحبه کیفی انجام گردید. یافته های پژوهش از طریق روش تحلیل کیفی داده بنیان مورد تحلیل قرار گرفتند. یافته‌ها بیانگر وجود 70 نشان مؤثر در برندینگ داخلی باشگاه­های فوتبال است. این نشان‌ها در 16 مفهوم طبقه­بندی شده­اند و شامل­ موارد زیر می­باشند: فرهنگ، ارتباطات، برندسازی، بازاریابی، مسائل مالی، مسائل حقوقی، مدیریت، برنامه­ریزی، نیروی انسانی، ذات باشگاه­های ورزشی، کانون هواداران، خصوصیات فوتبال، امکانات، باشگاه، رسانه و ساختار. در­نهایت، مدل پژوهش با 5 مقولۀ اصلی شامل: ذات فوتبال، فلسفۀ باشگاه، عملکرد، بازاریابی و تطبیق تدوین گردید. با توجه به یافته­های پژوهش، راهبردهای اجرایی ارانه می­گردد که می‌تواند راه­گشای مدیران باشگاه‌ها در­خصوص توسعۀ برند باشگاه باشد.




 

کلیدواژه‌ها

عنوان مقاله [English]

Internal factors and obstacles of brand management in Iran's pro league football clubs

نویسندگان [English]

  • Mehdy Rasooli 1
  • Mohammad Khabiri 2
  • Alireza Elahi 3
  • Najaf Aghaee 3

2 Tehran university

3 kharazmi university

چکیده [English]

Football clubs and league organization should become a valid brand through different ways. This should happen due to attract and maintain fans to become a focus point of public, media and commercial franchises. Attraction of more fans especially in International levels and Promoting fans loyalty depends on Accurate Brand Management. The main aim of this Study was identifying internal effective factors and Obstacles on Branding of Iran's pro league Football clubs and developing an appropriate model. So, Deep interviews conducted with Experts, managers and faculty members with work field of Marketing. Sampling was based of Subjective and snowball Approach and 22 People was interviewed. Interviews analyzed through Qualitative coding (open, axial and selective). Findings Exposed 70 labels in open Coding which Categorized in 16 concepts. These Concepts were culture, Communication, branding, marketing, financial issues, legal Issues, Management, Planning, human Resources, essence of sport clubs, essence of Football, equipment, club, media and structure. Eventually the study model Developed From 5 categories which were Essence of Football, clubs Philosophy, Marketing, Performance and Matching. The Alternatives suggested according to the Findings which Club Managers can use to promote club's brand.



 

کلیدواژه‌ها [English]

  • Brand Management
  • Sport Marketing
  • Football
  • Sport Club
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