شناسایی تأثیر بحران کرونا بر تغییر شیوه های بازاریابی در سازمان های ورزشی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر با هدف نقش بحران کرونا بر شیوه بازاریابی در سازمان های ورزشی استان قم تدوین گردید. روش پژوهش از نوع کیفی بود. برای این منظور 14 نفر از مدیران و کارشناسان اداره کل ورزش و جوانان، اساتید آگاه به حوزه بازایابی و اقتصاد ورزشی، مشاوران و مدیران بازاریابی و اقتصادی باشگاه های ورزشی در استان قم به صورت هدفمند و بر اساس استراتژی گلوله برفی برای مصاجبه های عمیق نیمه ساختاریافته انتخاب شدند که مصاحبه ها تا مرحله اشباع نظری ادامه یافت. جهت بررسی روایی مصاحبه ها از واژه های مقبولیّت، انتقال پذیری و تأییدپذیری استفاده گردید. همچنین از پایایی باز آزمون برای محاسبه پایایی مصاحبه های انجام گرفته استفاده گردید. جهت تجزیه و تحلیل داده ها، از کدگذاری باز، محوری و گزینشی با رویکرد سیستماتیک استفاده گردید. براساس نتایج به دست آمده کدهای محوری، مسائل اطلاعاتی، مسائل حمایتی، مسائل رقابتی، چالش های مدیریتی، چالش های قیمتی، چالش های ورزشی، چالش های سرمایه ای، رفتار مصرف کننده، محرک های فروش، بازاریابی فروش و انتخاب کالا به عنوان عوامل موثر بر نقش بحران کرونا بر شیوه بازاریابی سنتی در سازمان های ورزشی و چالش های زیرساختی، چالش های حاکمیتی، چالش های آموزشی، چالش های حمایتی، مشوق های فروش، استراتژی های فروش و گزینش محصولات به عنوان عوامل نقش بحران کرونا بر شیوه بازاریابی الکترونیک در سازمان های ورزشی دسته بندی گردید. ازین رو به مدیران و مسئولان امر لازم است که ازین مدل و عوامل استخراج شده در برنامه ریزی های خود در جهت بهبود وضعیت بازاریابی ورزشی سازمان استفاده نمایند.role of the Corona crisis on the marketing method in the sports organizations
The outbreak of the Covid-19 pandemic has caused an unprecedented global crisis that has affected various sectors of society and the economy (de Boer et al., 2021; Rotten, 2020). In the meantime, the sports industry has not been spared from the consequences of the epidemic (Ratten, 2020; Keshgar et al., 2021). By nature, holding regular sports events due to health and safety concerns and safety measures has led to a complex set of socio-economic challenges in sports (Kil et al., 2021). Prior to the Covid-19 pandemic, analysis of sponsorship data indicated sustained global growth in sports investment. On the one hand, due to the closure of sports activities, harmful effects have occurred, because normal sports events did not take place. Major players in the sports supply chain (eg teams, sponsors, hotels, airlines and transport operators) have suffered irreparable losses. In addition, related industries that are directly or indirectly related to sports have suspended or closed down their activities. The coronavirus has caused the most changes in the sports industry because the essence of sports is tied to mobility, being outdoors, group activities, whether sports or watching competitions. Due to the safety restrictions and mandatory quarantines, this market has faced a drop in audience and income, but still, the possibility of using digital solutions has provided the possibility of survival to some extent. In this regard, the issue of sports business marketing, which has always been a serious issue in scientific research and deals with finding markets and customers in different conditions, has become one of the most important issues for sports business in these new conditions. As an example, Qazlesflo and colleagues (1400) showed in a research that the technology component and the management component had the highest impact on competitive marketing in the Corona era. Escamila et al. (2021) in a research that was conducted with the aim of introducing the adapted model of sports businesses in the era of Corona, showed that accurate needs assessment of the demands of users, customers and personnel of sports clubs should be the basis of the marketing strategy in the era of Corona. Charkhtab (2020) showed in a research that new versions of network marketing strategies have been created in the sports industry during the Corona era. Heydari et al. (2019) showed in a research that the effect of Corona on the sports industry is classified into two general categories: direct and indirect effects, which include positive and negative effects on the sports industry. Also, Sohaili and Manouchehri (1402) also concluded that the effect of conflict factors, satisfaction and people's attitude on their participation in offline sports events in the era of Corona is significant. Therefore, the current research was compiled with the aim of identifying the impact of the Corona crisis on the marketing method in sports organizations of Qom province.The method of conducting this research is qualitative with content analysis approach. Also, the research is exploratory-development based on the classification of research based on the goal. In this research, semi-structured individual interview methods were used to collect information. The statistical population of this research includes all managers and experts of the General Directorate of Sports and Youth, professors knowledgeable in the field of rehabilitation and sports economics, consultants and marketing and economic managers of sports clubs, which are selected on a case-by-case basis and due to the availability of the research community of Qom province. Was investigated. Until the interviews were progressed to the point where theoretical saturation was achieved with respect to the research topic, the participants in the interviews were selected purposefully and non-probably. The interview started with the purposeful selection of people who were experts and knowledgeable about the research topic and continued in the form of a snowball, and finally, during a 2-month process, 14 interviews were obtained. Based on the results, the core codes, information issues, support issues, competitive issues, management challenges, price challenges, sports challenges, capital challenges, consumer behavior, sales drivers, sales marketing and product selection as factors affecting the role of the Corona crisis. The traditional marketing method in sports organizations and infrastructure challenges, governance challenges, educational challenges, support challenges, sales incentives, sales strategies and product selection were categorized as factors of the role of the Corona crisis on the electronic marketing method in sports organizations. According to the findings of this research, it is suggested to provide training courses for managers of sports organizations in order to prepare to face similar crises. Also, considering that the Corona crisis has made the role of electronic businesses more visible, increasing the trend of benefiting from new technologies and supporting startups in this field and increasing knowledge in connection with electronic marketing methods can help the development of sports and businesses in this field. The field helps even in times of crisis. Also, providing and strengthening the necessary infrastructure by the government for the use of electronic marketing by sports organizations and customers is essential. Finally, considering that this research was conducted at the level of Qom province and through interviews, it is suggested that the research be designed and implemented on a wider level and also from the customers' point of view.
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