شناسایی عوامل مؤثر بر ارتقا برند باشگاه فرهنگی ورزشی سایپا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، گروه مدیریت ورزشی و رسانه، دانشکده علوم ورزشی و تندرستی، دانشگاه شهید بهشتی، تهران، ایران

2 استادیار مدیریت ورزشی، گروه مدیریت ورزشی و رسانه، دانشکده علوم ورزشی و تندرستی، دانشگاه شهید بهشتی، تهران، ایران

10.22034/jsmk.2025.67053.1106

چکیده

این پژوهش باهدف شناسایی عوامل مؤثر بر ارتقا برند باشگاه فرهنگی ورزشی سایپا انجام شد. این پژوهش از نوع کاربردی و همبستگی بوده و به‌صورت میدانی اجرا شده است. جامعه آماری شامل مدیران و کارشناسان باشگاه فرهنگی ورزشی سایپا و متخصصین بازاریابی ورزشی بود. نمونه‌گیری به‌صورت در دسترس و ابزار گردآوری داده‌ها، پرسشنامه محقق ساخته بود در نهایت 201 پرسشنامه جمع‌آوری شد. پایایی با آلفای کرونباخ تأیید شد (α>0.70). داده‌ها به‌صورت الکترونیکی گردآوری و با روش مدل‌سازی معادلات ساختاری و نرم‌افزار PLS تحلیل شدند. نتایج به دست آمده نشان می دهد عامل استراتژِ ی های باشگاه (با ضریب 831/0) در اولویت اول در زمینه عوامل موثر ارتقا برند باشگاه فرهنگی ورزشی سایپا قرار دارد و اولویت آخر مربوط به ساختار سازمانی باشگاه (با ضریب 534/0) بوده است. مدیریت کارآمد، با ایجاد و توسعه شبکه‌های تجاری داخلی و بین‌المللی پویا و تعامل مستمر و هدفمند با ذی‌نفعان مختلف، از جمله هواداران، حامیان مالی، رسانه‌ها و نهادهای رسمی، به عنوان موتور اصلی و پیشران تحول برند شناخته می‌شود. این نوع مدیریت نه‌تنها درک عمیقی از محیط متغیر و پیچیده بازار دارد، بلکه توانایی پیش‌بینی روندهای آتی و واکنش سریع و هوشمندانه به تغییرات اقتصادی، فرهنگی و فناوری را نیز داراست، که این امر موجب حفظ مزیت رقابتی و پایداری برند می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying factors that influence the promotion of the Saipa Cultural and Sports Club brand

نویسندگان [English]

  • Farzaneh Majidi 1
  • Seyed Emad Hosseini 2
  • Ali Afrouzeh 2
1 Master's degree in sports management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran
2 Assistant Professor of Sports Management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran
چکیده [English]

Research shows that management, marketing strategies, branding, and brand development are critical, synergistic components in strengthening the Saipa Club’s brand. Coherence and integration among these elements are essential for achieving sustainable and effective outcomes. Efficient management—by creating strong domestic and international networks and maintaining continuous engagement with stakeholders like fans and sponsors—plays a key role in brand transformation. It also involves anticipating market trends and responding quickly to economic, cultural, and technological changes to maintain competitive advantage and brand sustainability. Innovative marketing strategies, such as utilizing digital technologies, targeted advertising, content marketing, and leveraging popular sports figures, help create a distinctive and appealing identity aligned with audience values. These strategies attract new fans and retain existing ones, boosting engagement and participation. Cohesive and purposeful branding across aspects like brand image, identity, personality, customer experience, and brand equity embeds the brand in fans’ minds, fostering loyalty, enhancing credibility, and strengthening relationships with sponsors, which boosts financial support. However, the study is limited by focusing solely on Saipa Club, raising questions about the generalizability of results. It also did not thoroughly examine macro-environmental factors like economic, cultural, and social influences, nor the role of emerging technologies. For future research, using multiple case studies, analyzing diverse organizational structures, and incorporating models like PESTEL can improve understanding and strategy localization. Clubs should also develop flexible structures and foster a learning culture to adapt swiftly to market, technological, and fan expectations.

کلیدواژه‌ها [English]

  • Organizational Structure
  • Environmental Structure
  • Management
  • Strategy

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  • تاریخ دریافت: 09 دی 1403
  • تاریخ بازنگری: 06 بهمن 1403
  • تاریخ پذیرش: 16 بهمن 1403

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