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میرکی, محمود, یکتایار, مظفر, اسماعیلی, نرگس. (1400). اولویت‌بندی شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی ایران بر اساس مدل سلسله مراتب اثر. فصلنامه علمی زیست فناوری گیاهان زراعی, 9(2), 82-95. doi: 10.30473/jsm.2021.57542.1505
محمود میرکی; مظفر یکتایار; نرگس اسماعیلی. "اولویت‌بندی شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی ایران بر اساس مدل سلسله مراتب اثر". فصلنامه علمی زیست فناوری گیاهان زراعی, 9, 2, 1400, 82-95. doi: 10.30473/jsm.2021.57542.1505
میرکی, محمود, یکتایار, مظفر, اسماعیلی, نرگس. (1400). 'اولویت‌بندی شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی ایران بر اساس مدل سلسله مراتب اثر', فصلنامه علمی زیست فناوری گیاهان زراعی, 9(2), pp. 82-95. doi: 10.30473/jsm.2021.57542.1505
میرکی, محمود, یکتایار, مظفر, اسماعیلی, نرگس. اولویت‌بندی شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی ایران بر اساس مدل سلسله مراتب اثر. فصلنامه علمی زیست فناوری گیاهان زراعی, 1400; 9(2): 82-95. doi: 10.30473/jsm.2021.57542.1505

اولویت‌بندی شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی ایران بر اساس مدل سلسله مراتب اثر

مدیریت ارتباطات در رسانه های ورزشی
مقاله 6، دوره 9، شماره 2 - شماره پیاپی 34، بهمن 1400، صفحه 82-95    اصل مقاله (2.55 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.30473/jsm.2021.57542.1505
نویسندگان
محمود میرکی1؛ مظفر یکتایار* 2؛ نرگس اسماعیلی3
1دانشجوی دکتری؛ گروه تربیت بدنی؛ واحد سنندج؛ دانشگاه آزاد اسلامی، سنندج، ایران
2استادیار گروه تربیت بدنی؛ واحد سنندج؛ دانشگاه آزاد اسلامی، سنندج، ایران
3دکترای تربیت بدنی
چکیده
در این پژوهش شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی با استفاده از مدل سلسله مراتب اثر  مورد بررسی قرار می‌گیرد. روش تحقیق از نوع توصیفی ـ پیمایشی و‌ برای جمع‌آوری داده‌ها از پرسشنامه محقق ساخته استفاده شد. روایی صوری و محتوایی پرسشنامه توسط متخصصین تأیید گردید و باتوجه به نرخ ناسازگاری پرسشنامه (کمتر از 0/1)، ابزار تحقیق از اعتبار و پایایی مناسب برخوردار بود. جامعه آماری تحقیق را 38 نفر از صاحب‌ نظران و متخصصین بازاریابی ورزشی تشکیل می‌دهد، داده‌ها نیز از طریق روش تحلیل سلسله مراتبی (AHP) و نرم‌افزار Expert Choice مورد تحلیل قرار گرفت. نتایج نشان داد، به ترتیب برای اهداف شناختی؛ ایجاد آگاهی و دانش با وزن نهایی (0/278) و (0/255)، اهداف احساسی؛ میل و تمایل با وزن نهایی(0/257) و(0/232) و اهداف رفتاری؛ اطمینان و عمل (خرید) با وزن نهایی (0.231) و (0/307)  از اهمیت بالایی در صنعت پوشاک وتجهیزات ورزشی ایران برخوردار هستند. از دیگر نتایج این مطالعه در میان ابزارهای IMC در مدل ارتباطی HET، تبلیغات و روابط عمومی به ترتیب با داشتن وزن نهایی(0.313) و (0/260) برای ایجاد آگاهی، و با وزن نهایی (0/206) و (0/300) برای ایجاد دانش دارای اولویت اول بودند لذا به تولیدکنندگان و فروشندگان پوشاک و تجهیزات ورزشی توصیه می‌گردد برای فروش اقلام ورزشی خود با استفاده از ابزارهای ارتباطات یکپارچه بازاریابی برای ایجاد آگاهی و دانش، میل و تمایل، و اطمینان و خرید مشتریان خود از طریق تبلیغات و روابط عمومی،  پیشبرد فروش، فروش شخصی و بازاریابی مستقیم، اقدام نمایند.
کلیدواژه‌ها
ارتباطات یکپارچه بازاریابی؛ مدل سلسله مراتب اثر؛ نرخ ناسازگاری؛ روش تحلیل سلسله مراتبی
عنوان مقاله [English]
Prioritization of Indicators and Integrated Marketing Communication Tools in The Iranian Clothing and Sports Equipment Industry Based On The Hierarchy Of Effects Model
نویسندگان [English]
mahmod miraki1؛ Mozafar Yektayar2؛ narges esmaeily3
1Ph.D. Student; Department of Physical Education; Sanandaj Branch; Islamic Azad University, Sanandaj, Iran
2Assistant Prof. Department of Physical Education; Sanandaj Branch; Islamic Azad University, Sanandaj, Iran
3Ph.D. of Physical Education
چکیده [English]
In this research, the indicators and tools of integrated marketing communication in the clothing and sports equipment industry are examined based on Hierarchy of Effects Model. The research method was descriptive-survey and data were collected by a researcher-made questionnaire. The face and content validity of the questionnaire was confirmed by experts and due to the incompatibility rate of the questionnaire (less than 0.1), the research tool had good validity and reliability. The statistical population of the study consists of 38 sports marketing experts and specialists. The data were analyzed through Analytic Hierarchy Process (AHP) and Expert Choice software. The findings showed that creating awareness and knowledge with final weights of (0.278) and (0.255) is significant for cognitive purposes; desire with final weights of (0.257) and (0.232) is significant for emotional goals, and reliability and action (purchase) with final weights of (0.231) and (0.307) are of great importance for behavioral goals in the Iranian clothing and sports equipment industry. Also, the results indicate that advertising with the final weights of (0.313) and (0.260) to create awareness, respectively, and public relations with the final weights of (0.206) and (0.300) to create knowledge are the first priority among IMC tools in HET communication model. Consequently, manufacturers and sellers of clothing and sports equipment are recommended to sell their sports items using integrated marketing communication tools to create awareness and knowledge, desire and craving, and creation of confidence in customers through advertising and public relations, sales promotion, sales personal and direct marketing.
کلیدواژه‌ها [English]
Integrated Marketing Communication, The Hierarchy of Effects Model, Incompatibility Rate, Analytic Hierarchy Process (AHP)
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