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تعیین درجه اهمیت استراتژیهای بازاریابی باشگاههای لیگ برتر فوتبال با روش AHP | ||
| فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
| مقاله 7، دوره 8، شماره 1 - شماره پیاپی 29، تیر 1398، صفحه 95-105 اصل مقاله (259.86 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2019.5848 | ||
| نویسندگان | ||
| علیرضا ایزدی* 1؛ غلامرضا شعبانی بهار2؛ محمود گودرزی3؛ حبیب هنری4 | ||
| 1دانش آموخته دکتری مدیریت ورزشی دانشگاه بوعلی همدان | ||
| 2استاد مدیریت ورزشی دانشگاه علامه طباطبایی (ره) | ||
| 3استاد مدیریت ورزشی دانشگاه تهران | ||
| 4دانشیار مدیریت ورزشی دانشگاه علامه طباطبایی (ره) | ||
| چکیده | ||
| برنامههای راهبردی بازاریابی فوتبال با استفاده از تکنیک تحلیل سلسله مراتبی انجام شد. بدین منظور نظرات 52 نفر از مدیران باشگاهها، مسئولین کمیته بازاریابی باشگاههای فوتبال و متخصصین بازاریابی ورزشی که به صورت هدفمند انتخاب شده بودند و با توجه به محدود بودن جامعه از نمونهگیری تمام شمار استفاده شد و دادهها از طریق پاسخگویی به پرسشنامههای محقق ساخته با 20 گویه جمعآوری شدند. روایی صوری پرسشنامه توسط متخصصان تأیید و پایایی آنها به خاطر نرخ ناسازگاری پرسشنامهها که کمتر از (1/0) بود، تایید گردید.روش تحقیق حاضر توصیفی- پیمایشی است و به منظور تحلیل داده ها از روش AHP و نرم افزار Expert Choice استفاده شد.یافته ها نشان داد که تدوین یک استراتژی بازاریابی برای باشگاه ها مهمترین اولویت است و پوشش و پخش تمامی مسابقات فوتبال لیگ برتر، تدوین نظام جامع باشگاه داری و توسعه فرصت های سرمایه گذاری بخش خصوصی اولویت های دوم تا چهارم هستند و تدوین برنامه های تسهیلی( معافیت مالیاتی، عدم رعایت سقف قراردادو...) جهت ورود بازیکنان تراز اول خارجی به لیگ برتر فوتبال از کمترین اولویت برخوردار است. | ||
| کلیدواژه‌ها | ||
| برنامه های راهبردی؛ بازاریابی؛ فوتبال؛ AHP | ||
| عنوان مقاله [English] | ||
| Determining Degree of Importance of Marketing Strategies for Premier League Football Clubs by AHP | ||
| نویسندگان [English] | ||
| Alireza Eizadi1؛ Gholamreza SHabanibahar2؛ mahmood goodarzi3؛ habib honari4 | ||
| 1Sport Management graduated at Bu ALI Sina University | ||
| 2Professor in Sport Mnangement, Allame Tabatabaei University | ||
| 3Professor in Sport Management, University of Tehran | ||
| 4Associate Professor in Sport Mnangement, Allame Tabatabaei University | ||
| چکیده [English] | ||
| Since government funds is limited to develop sports infrastructure, earning more and monitoring costs for sports programs and organization’s goals are considered. Clubs budget is reached to unprecedented figures in the tens or even hundreds of million dollars. As the clubs moved on to the commercial nature of their sporting nature, such a situation requires a transformation of the traditional features of the football industry. In order to prioritize marketing strategy of Premier League football clubs, the comments of 53 executives of clubs, marketing committee, officials and sports marketing football clubs experts were collected through researcher made questionnaires. Experts confirmed the questionnaire validity and respectively their reliability were confirmed due to inconsistency ratio of questionnaires that are less than (0.1). The results showed that developing a strategic marketing plan for premier league clubs matcher with the approach of maximum absorption advertising and sponsorship, developing the club comprehensive system and improving opportunities for private investment sectors are in priority second to fourth in the premier league. Developing stimulus plan to enter foreign top players in the premier league is the lowest priority. | ||
| کلیدواژه‌ها [English] | ||
| Strategic Plans, Marketing, football, AHP | ||
| مراجع | ||
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