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موانع و چالش‌های بازاریابی ورزش دانشجویی (مورد مطالعه: دانشگاه پیام نور) | ||
| فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
| مقاله 3، دوره 8، شماره 1 - شماره پیاپی 29، تیر 1398، صفحه 43-56 اصل مقاله (324.7 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2019.5844 | ||
| نویسندگان | ||
| عبدالمهدی نصیرزاده1؛ زهرا فراهانی2؛ لیلا سلطانیان* 3 | ||
| 1استادیار مدیریت ورزشی دانشگاه پیام نور | ||
| 2دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه تهران، | ||
| 3دانشجوی دکتری مدیریت ورزشی دانشگاه رازی کرمانشاه | ||
| چکیده | ||
| این پژوهش با هدفموانع و چالش‌های بازاریابی ورزش دانشجویی اداره کل تربیتبدنی دانشگاه پیامنور انجام شد. روش پژوهش، توصیفی – تحلیلی است. جامعه تحقیق شامل مدیران اداره کل تربیتبدنی، معاون، اعضای هیأت علمی رشته تربیتبدنی فعال در زمینه تدوین استراتژی و رؤسای ادارات تربیتبدنی دانشگاه پیامنور استانهای سراسر کشور بودند؛ که جمعاً برابر 50 نفر بوده است. ابزار جمعآوری اطلاعات پرسشنامه محقق ساخته شامل 55 سؤال است که پس از تأیید روایی و پایایی (91/.) توزیع گردید. دادههای پرسشنامه توسط نرم افزاز SPSS نسخه 16 و برای تجزیه و تحلیل دادهها از آزمون رتبهبندی فریدمن در سطح معناداری 5./. و ماتریس ارزیابی عوامل داخلی و خارجی استفاده شد. یافته‌های تحقیق نشان داد که اداره کل تربیتبدنی دانشگاه پیامنور در وضعیت کنونی با 10 قوت، 10 ضعف، 10 فرصت و 10 تهدید مواجه است. تشکیل واحد بازاریابی، عدم شناخت کافی از فرایند برنامهریزی بازاریابی دانشگاه در میان کارکنان، توجه به نقش حامیان مالی در برنامهریزی ورزش دانشجویی و عدم تخصیص منابع مالی کافی جهت توسعه و رشد ورزش دانشجویی بالاترین میزان اهمیت را دارند. نتایج نشان داد برخی از موانع و چالش‌ها همچون، نداشتن سایت‌ها و نشریات تخصصی، عدم پوشش رسانهای، نداشتن برنامه راهبردی بازاریابی، ضعف در جذب حامیان مالی، کمبود جلسات دانشگاه با سازمان‌های فعال بازاریابی از اهم چالش‌هایی است که باید مورد توجه مدیران قرار گیرد. | ||
| کلیدواژه‌ها | ||
| بازاریابی؛ چالش‌ها؛ ورزش دانشجویی | ||
| عنوان مقاله [English] | ||
| Obstacles and Challenges of University Students' Sports Marketing (Case Study: Payame Noor University) | ||
| نویسندگان [English] | ||
| Abdol Mehdi Nasirzadh1؛ zara Frahani2؛ leila soltanian3 | ||
| 1Assistant Professor of Sport Management at Payam Noor University | ||
| 2Graduate Student of Business Management at Tehran University | ||
| 3Ph.D. Student in Sport Management Razi University of Kermanshah | ||
| چکیده [English] | ||
| The aim of present research is to identify the obstacles and challenges of university students' sports marketing at Physical Education department ofPayame Noor university. This research was a descriptive analytical research. The statiscal populations were Director Generals of Physical Education department, deputies, Physical Education faculty members active in field of strategy and Heads of departments physical education Payam Noor were provinces, which total of 50 people. The data collected A researcher- made through the questionnaire included 55 questions the validity and reliability (91/.) Were distributed. The data were collected by SPSS software version 16 and for data analysis to rank the Friedman test at the significant level (./.5) and matrix of internal and external factors evaluation was used. Results showed that the physical education organization in the current situation of 10 strengths, 10 weaknesses, 10 opportunities and 10 threats is facing. forming a marketing department, Lack of knowledge among employes of the marketing planning process, Regarding the role sponsors in the planning of student sport and failure to allocate sufficient funds for the development of student sport's highest importance. The results showed that some of the obstacles and challenges such as, Shortage of sites and specialized publications, lack of media coverage, lack of marketing strategy,Weakness in attracting sponsors, lack of meetings with organizations active marketing of the most important challenges that must be considered by managers. | ||
| کلیدواژه‌ها [English] | ||
| Marketing, Challenges, student sport | ||
| مراجع | ||
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