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چالش‌های بازاریابی باشگاه‌های ورزشی از طریق فضای مجازی: رویکرد کیفی مبتنی بر تحلیل محتوا | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| مقاله 3، دوره 13، 4 (بهار 1404) - شماره پیاپی 52، فروردین 1404، صفحه 33-46 اصل مقاله (1.12 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2025.68438.3782 | ||
| نویسندگان | ||
| ابراهیم علی دوست قهفرخی* 1؛ سمیرا زمانیان یزدی2؛ احسان محمدی ترکمانی3 | ||
| 1استاد، گروه مدیریت ورزشی، دانشگاه ﺗﻬﺮان، ﺗﻬﺮان، اﯾﺮان. | ||
| 2دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه ﺗﻬﺮان، ﺗﻬﺮان، اﯾﺮان. | ||
| 3استادیار، گروه مدیریت ورزشی، دانشگاه ﺗﻬﺮان، ﺗﻬﺮان، اﯾﺮان. | ||
| چکیده | ||
| پژوهش حاضر با هدف شناسایی چالش‌های بازاریابی باشگاه‌های ورزشی از طریق فضای مجازی انجام شد. این پژوهش از نظر هدف بنیادین و از نظر نوع داده‌ها کیفی بود. جامعه آماری تحقیق حاضر را اساتید مدیریت ورزشی، اساتید بازاریابی، فعالان در حوزه بازاریابی فضای مجازی و مدیران و مالکان باشگاه‌های ورزشی کشور ایران تشکیل دادند. نمونه‌گیری تا رسیدن سازه‌های تحقیق به سطح اشباع داده‌ای با رویکرد گلوله‌برفی ادامه یافت و این مهم پس از مصاحبه با 18 نفر به دست آمد. برای گردآوری داده‌ها در این مطالعه، ابزار مصاحبه نیمهساختاریافته عمیق به کار رفت. پس از جمع‌آوری داده‌ها، ابتدا شرکت‌کنندگان در این مطالعه و ویژگی‌های جمعیت‌شناختی آنان توصیف شد و پس از آن کدگذاری داده‌ها و مراحل مختلف آن بر اساس رویکرد تحلیل محتوای عرفی ارائه گردید. نتایج تحقیق نشان داد که چالش‌های شناسایی شده برای بازاریابی باشگاه‌های ورزشی از طریق فضای مجازی در 10 مقوله و 39 مفهوم دسته‌بندی شد که مقوله‌ها شامل ضعف دانش، ضعف فناوری، ایجاد مزاحمت، محتوای نامناسب، امنیت پایین، اعتماد پایین مخاطب، ضعف در کنترل، بدنام شدن برند، تعداد بالای مسیرها و هزینه بالا بود. بر اساس نتایج تحقیق می‌توان بیان کرد که استفاده از فضای مجازی در امر بازاریابی باشگاه‌های ورزشی می‌تواند به یک مزیت رقابتی تبدیل شود که البته در این مسیر با چالش‌های مختلفی روبه‌رو هستند که برای کسب نتایج بهتر نیاز است که این چالش‌ها به بهترین شکل ممکن رفع یا مدیریت شوند. | ||
| کلیدواژه‌ها | ||
| چالش؛ بازاریابی؛ فضای مجازی؛ تحلیل محتوا؛ باشگاه ورزشی | ||
| عنوان مقاله [English] | ||
| Marketing Challenges of Sports Clubs through Virtual Space: A Qualitative Approach Based on Content Analysis | ||
| نویسندگان [English] | ||
| Ebrahim Ghahfarokhi1؛ Samira Zamaniyan Yazdi2؛ Ehsan Mohamadi Torkamani3 | ||
| 1Professor, Departmentof Sport Management, University of Tehran, Tehran, Iran. | ||
| 2Ph.D Student, Department Sport ManagementUniversity of Tehran, Tehran, Iran. | ||
| 3Assistant Professor, Department of Sport Management, University of Tehran, Tehran, Iran. | ||
| چکیده [English] | ||
| The present study was conducted with the aim of identifying the marketing challenges of sports clubs through virtual space. This research was fundamental in terms of its purpose and qualitative in terms of the type of data. The statistical population of this research was made up of sports management professors, marketing professors, activists in the field of virtual space marketing, and managers and owners of sports clubs in Iran. Sampling continued until the research constructs reached the level of data saturation with the snowball approach, and this was achieved after interviewing 18 people. To collect data in this study, in-depth semi-structured interview tool was used. After collecting the data, first the participants in this study and their demographic characteristics were described, and then the data coding and its different stages were presented based on the traditional content analysis approach. The results of the research showed that the challenges identified for marketing sports clubs through virtual space were categorized into 10 categories and 39 concepts, which categories include weak knowledge, weak technology, creating nuisance, inappropriate content, low security, low audience trust, weak control, The reputation of the brand was high number of routes and high cost. Based on the results of the research, it can be said that the use of virtual space in the marketing of sports clubs can become a competitive advantage, but in this way, they face various challenges that need to be solved or managed in the best possible way to get better results. | ||
| کلیدواژه‌ها [English] | ||
| Challenge, Marketing, Virtual Space, Content Analysis, Sports Club | ||
| مراجع | ||
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