آسیب شناسی روش‌های مرسوم بازاریابی بر مجموعه‌های ورزشی آبی و ارائه الگوی بهینه (نمونه موردی شهرستان دزفول)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه تربیت بدنی، گرایش مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران

2 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران

3 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.

چکیده

هدف از تحقیق حاضر آسیب شناسی روش‌های مرسوم بازاریابی مجموعه‌های ورزشی آبی و ارائه الگوی بهینه در شهرستان دزفول بود. روش انجام تحقیق توصیفی از نوع پیمایشی و به لحاظ هدف کاربردی است و جمع‌آوری اطلاعات به صورت میدانی انجام گرفت. جامعه آماری تحقیق صاحب‌نظران ورزش شهرستان دزفول، مدیران و کارکنان مجموعه‌های آبی، مدیران ادارات مربوط و اساتید بازاریابی و مشتریان مجموعه‌های آبی شهرستان دزفول بودند و نمونه آماری تحقیق از میان صاحبنظران، کارکنان و اساتید بازاریابی به صورت در دسترس (43= n) و مشتریان مجموعه‌های آبی (313= n) به صورت تصادفی ساده انجام گرفت. ابزار گردآوری اطلاعات تحقیق شامل مصاحبه ساختار یافته در حیطه آمیخته بازاریابی و پرسشنامه محقق ساخته بود. روایی پرسشنامه تحقیق حاضر به تأیید 12 نفر از اساتید مدیریت ورزشی رسید و پایایی آن 88/0 به دست آمد. تجزیه و تحلیل داده‌های حاصل از مصاحبه به روش تحلیل مضمون با نرم افزار MAXQDA2020 و داده‌های پرسشنامه با استفاده از نرم‌افزار SPSS21 وExpert choice11 تحلیل شد. نتایج تحقیق نشان دهنده 7 نقطه قوت و 18 نقطه ضعف در شاخص‌های اصلی و شاخص‌های فرعی مدل آمیخته بازاریابی مجموعه‌های آبی شهرستان دزفول بود؛ بنابر این برای رشد و موفقیت بازاریابی نیاز است تا 7 نقطه قوت شناسایی شده حفظ و بهینه شود و 18 نقطه ضعف شناسایی شده نیز به عنوان عوامل آسیب‌رسان به بازاریابی و کسب و کار در نظر گرفته شده و گام‌هایی در جهت رفع این آسیب‌ها و تبدیل آن‌ها به نقاط قوت برداشته شود.

کلیدواژه‌ها

عنوان مقاله [English]

Pathology of conventional marketing methods on water sports complexes and presenting an optimal model (A case study of Dezful city)

نویسندگان [English]

  • Zeinab Jarah 1
  • Manouchehr Tatari 2
  • Seyedeh Tahereh Mousavi Rad 3
1 M.A, Department of Physical Education, Sports Management Trend, Payame Noor University, Tehran, Iran
2 Assistant Professor, Department of Sports Management, Payam Noor University, Tehran, Iran
3 Assistant Professor, Department of Sports Management, Payam Noor University, Tehran, Iran.
چکیده [English]

The purpose of this study was to diagnose the pathology of conventional marketing methods of water sports complexes and to present an optimal model in Dezful city. The research method is descriptive survey and applied in terms of purpose and data collection was done in the field. The statistical population of the study were sports experts of Dezful city, managers and employees of water complexes, managers of relevant departments and marketing professors and customers of water complexes of Dezful city. Aqueous assemblies (n = 313) were performed by simple random sampling. Research data collection tools included structured interviews in the field of marketing mix and researcher-made questionnaire. The validity of the present research questionnaire was confirmed by 12 professors of sports management and its reliability was 0.88. The data obtained from the interview were analyzed by thematic analysis using MAXQDA2020 software and the questionnaire data were analyzed using SPSS21 software and Expert choice11. The results showed 7 strengths and 18 weaknesses in the main indicators and sub-indicators of the mixed water marketing model of Dezful city; Therefore, for the growth and success of marketing, it is necessary to maintain and optimize the 7 identified strengths, and the 18 identified weaknesses are considered as harmful factors to marketing and business, and steps are taken to eliminate these defects and transform them. Taken to strengths.

کلیدواژه‌ها [English]

  • Marketing pathology
  • Water sports complexes
  • Optimal marketing model

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  • تاریخ دریافت: 23 اردیبهشت 1401
  • تاریخ پذیرش: 22 آذر 1402

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