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شناسایی مؤلفه‌های توسعه بازی‌های دیجیتال ورزشی ایرانی براساس مدل بازاریابی RACE | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| مقاله 4، دوره 13، 1 (تابستان 1403) - شماره پیاپی 49، تیر 1403، صفحه 41-56 اصل مقاله (953.6 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2024.68836.3793 | ||
| نویسندگان | ||
| عباس نظریان مادوانی* 1؛ معصومه شهبازی2؛ خدیجه نوروزی3 | ||
| 1دانشیار، گروه مدیریت ورزشی ، دانشگاه تربیت دبیر شهید رجائی، تهران، ایران. | ||
| 2استادیار، گروه مدیریت ورزشی ، دانشگاه تربیت دبیر شهید رجائی، تهران، ایران. | ||
| 3کارشناس ارشد، گروه مدیریت ورزشی ، دانشگاه تربیت دبیر شهید رجائی، تهران، ایران. | ||
| چکیده | ||
| هدف از انجام این پژوهش شناسایی مؤلفه‌های توسعه بازی‌های دیجیتال ورزشی ایرانی بر اساس مدل بازاریابی RACE بود. روش انجام این مطالعه کیفی و از نوع تحلیل مضمون (به روش قیاسی) و ترسیم شبکه مضامین بود. علاوه بر بررسی ادبیات پژوهش، مصاحبه نیمه‌ساختاریافته با 15 نفر از صاحب‌نظران حوزه بازاریابی، تولیدکنندگان، برخی مدیران دولتی، اساتید دانشگاه و بازیکنان حرفه‌ای بر مبنای مدل بازارایابی فوق تا رسیدن به اشباع نظری انجام‌شد. برای هر یک از مضامین اصلی مدل RACE به ترتیب مؤلفه‌های مدل فوق نتایج ذیل حاصل گردید؛ برای تم اصلی «افزایش آگاهی از برند» شش مضمون یکپارچه: «محتوای تبلیغ و ترویج، فرایند تبلیغ و ترویج، بستر ترویج و تبلیغ، بسترسازی برندینگ، برندینگ موفق، زیرساخت حمایتی» شناسایی شد. برای تم اصلی «تعامل مخاطبان با برند» چهار مضمون یکپارچه: «جذابیت معرفی محصول، جذابیت بستر اجرای بازی، جذابیت فرایند بازی و پشتیبانی و لجستیک». برای تم اصلی «جذب مخاطبین بالقوه» پنج مضمون یکپارچه: «ساختار بازی، تبلیغات دامنه دار، الزامات مدیریتی، اقتصاد بازی، امنیت بازی». در نهایت برای تم اصلی «افزایش توسعه ارتباط با مشتریان» شش مضمون یکپارچه«کیفیت محصولات و خدمات، نیازمندهای مشتری، تبلیغات دامنه‌دار، ارتباطات، زنجیره ارزش در بازی و امنیت بازی» شناسایی و شبکه مضامین مدل بازاریابی RACE ترسیم شد. مقبولیت، انتقال‌پذیری و تأییدپذیری نتایج با روش‌های علمی ارزیابی گردید. با توجه به تجمیع مضامین یکپارچه در یک شبکه مضامین منسجم، پیشنهاد می‌گردد مدیران، تولیدکنندگان و بازاریابان بازی‌های دیجیتال ایرانی به همه عوامل شناسایی‌شده در این پژوهش به طور همزمان توجه لازم داشته باشند. | ||
| کلیدواژه‌ها | ||
| ورزش؛ بازی‌های دیجیتال ورزشی؛ مدل بازارایابی RACE؛ تحلیل مضمون | ||
| عنوان مقاله [English] | ||
| Identifying the Components of Iranian Sports Digital Games Development based on the RACE marketing model | ||
| نویسندگان [English] | ||
| Abbas Nazarian Madavani1؛ Masoomeh Shahbazi2؛ Khadijeh Norouzi3 | ||
| 1Associate Professor, Department of Sport Management, Shahid Rajaee Teacher Training Universit, Tehran, Iran. | ||
| 2Asistant Professor, Department of Sport ManagementShahid Rajaee Teacher Training Universit, Tehran, Iran. | ||
| 3M.A, Department of Sport Management, Shahid Rajaee Teacher Training Universit, Tehran, Iran. | ||
| چکیده [English] | ||
| A B S T R A C T This research aimed to identify the components of Iranian digital sports games development based on the RACE marketing model. The method of this study was qualitative and thematic analysis (deductive method) and thematic network drawing. In addition to reviewing the research literature, a semi-structured interview was conducted with 15 experts in marketing, producters, government managers, university professors and professional players based on the RACE marketing model, until reaching theoretical saturation. These results were obtained for each of the main themes of the RACE model in the order of the components of the above model: For the "increasing brand awareness" theme, six Integrated themes including advertising and promotion content, advertising and promotion process, promotion and advertising platform, branding platform, successful branding and supporting infrastructure; for the "audience interaction with the brand" theme, four integrated themes including: the attractiveness of introducing the product, the attractiveness of the game platform, the attractiveness of the game process and support and logistics; for "attracting potential audiences," theme, five integrated themes including game structure, domain advertising, management requirements, game economy, game security and for the "increasing customer relationship development" theme; six integrated themes including the quality of products and services, customer needs, wide-ranging advertising, communication, the value chain in the game and game security were identified and the theme network of the RACE marketing model was drawn. Acceptability, transferability and confirmability of the results were evaluated with scientific methods. Considering the integration of integrated themes into a coherent theme network, it is suggested that managers, producers and marketers of Iranian digital games pay attention to all the factors identified in this research at the same time. | ||
| کلیدواژه‌ها [English] | ||
| Sport, Sports Digital Games, Race Marketing Model, Theme Analysis | ||
| مراجع | ||
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