دوره 13، شماره 25 - ( 6-1402 )                   جلد 13 شماره 25 صفحات 133-109 | برگشت به فهرست نسخه ها


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1- دانشگاه گیلان
2- دانشگاه زنجان ، Seifpanahi.j@znu.ac.ir
چکیده:   (3617 مشاهده)
هدف از این پژوهش ارائه مدلی بر ارتقای جایگاه برند در صنعت باشگاه­داری ورزشی کشور بود. روش تحقیق از نوع کیفی با رویکرد اکتشافی نظام ­مند (تحلیل مضمون) انتخاب شد. مشارکت­ کنندگان شامل دو بخش منابع انسانی (مدیران و مربیان باشگاه­ها، صاحب ­نظران بازاریابی ورزشی) و منابع اطلاعاتی (علمی، کتابخانه­ای و رسانه­ای مرتبط و معتبر) بود. مشارکت­ کنندگان به تعداد قابل کفایت، به‌صورت هدف مند و بر مبنای رسیدن به اشباع نظری انجام شد (27 نفر و 39 سند). ابزار پژوهش شامل مصاحبه­های اکتشافی نیمه ساختارمند به همراه مطالعه کتابخانه­ای نظام‌مند بود. روایی ابزار براساس شایستگی علمی نمونه، روایی ابزار براساس اعتبار حقوقی و علمی نمونه، نظر خبرگان و توافق بین مصححان ارزیابی و تائید گردید. جهت تحلیل یافته­ها از روش کدگذاری مفهومی چندمرحله­ای (باز، گزینشی و موضوعی) با رویکرد تحلیل سیستمی استفاده شد. چارچوب مفهومی نهایی شامل 121 مؤلفه، 26 بُعد، 9 منظر و 3 سطح شناسایی شده بود. سطوح و منظرها به ترتیب اثرگذاری- اثرپذیری بین متغیرهای زیر مجموعه آن­ها شامل سطح زمینه‌ای (منظرهای ساختاری، مدیریتی و ظرفیتی باشگاه­داری)، سطح راهبردی (منظرهای بازاریابی، توان برند، برندسازی و نوآوری) و سطح کارکردی (منظرهای کارکردها و ارزش­های برند) بوود. براساس یافته ­های پژوهش می­توان گفت ارتقای برند در باشگاه ­داری فرایندی نظام ­مند است که در آن سیستم بازاریابی بایستی مبتنی بر شناخت زمینه ­ها و اتخاذ راهبردهای متناسب با آن­ها به ارزش ­های هدف­گذاری شده دست یابد. از این به باشگاه­ها پیشنهاد می­شود که برای ارتقای برند تنها به برخی اقدامات موردی با اثر کوتاه مدت اکتفا ننمایند بلکه پروژه برندسازی خود را براساس چارچوب علمی مانند الگوی ارائه شده این پژوهش تعریف کنند.
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نوع مطالعه: پژوهشي | موضوع مقاله: مدیریت ورزشی
دریافت: 1400/2/16 | پذیرش: 1400/9/21 | انتشار الکترونیک پیش از انتشار نهایی: 1400/9/21 | انتشار: 1402/6/20

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