نشریه مدیریت ورزشی

راهبردهای توسعۀ اقتصاد دیجیتال در ورزش ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

شهناز کریمیان 1
اسرا عسکری 2
زین العابدین فلاح 2
طاهر بهلکه 2

1 گروه تربیت ‌بدنی، دانشکدۀ علوم انسانی، دانشگاه آزاد اسلامی واحد گرگان، گرگان، ایران

2 گروه تربیت بدنی، دانشکدۀ علوم انسانی، دانشگاه آزاد اسلامی واحد گرگان، گرگان، ایران

https://doi.org/10.22059/jsm.2021.325606.2742
چکیده
مقدمه: هدف از این پژوهش، تدوین راهبردهای توسعۀ اقتصاد دیجیتال در ورزش ایران بود.
روش پژوهش: این پژوهش به لحاظ روش گردآوری داده‌ها از نوع پژوهش‌های کیفی بود که با روش گراندد تئوری و رویکرد نظام‌مند استراوس و کوربین انجام گرفت و از مصاحبۀ کیفی نیمه‌ساختاریافته برای جمع‌آوری داده‌ها استفاده شد. جامعۀ آماری پژوهش شامل نخبگان علمی و اجرایی ورزش کشور بود که در حوزه‌های اقتصاد، فناوری، IT، تجارت الکترونیک، کسب‌وکارهای دیجیتال و اقتصاد دیجیتال تجربه داشتند و در مجموع 21 مصاحبه انجام گرفت. برای تجزیه‌وتحلیل داده‌ها از سه مرحلۀ کدگذاری باز، محوری و انتخابی استفاده شد که در بخش راهبردها، 31 کد باز در 5 مقوله شناسایی شد.
یافته‌ها: به‌کارگیری رسانه‌های نوین و دیجیتالی در ورزش، حمایت از هوشمندسازی خدمات و فرایندهای ورزشی، آموزش و به‌کارگیری نیروی انسانی ماهر در حوزۀ فناوری اطلاعات در ورزش، حمایت از طراحی پلتفرم‌ها و اپلیکشن‌های ورزشی و حمایت از کارآفرینان و استارتاپ‌های ورزشی از راهبردهای توسعۀ اقتصاد دیجیتال در ورزش ایران بودند.
نتیجه‌گیری: با توجه به اینکه امروزه فضای بازار از شکل سنتی خود به سمت دیجیتالی شدن تغییر یافته است، ازاین‌رو سازمان‌ها، فدراسیون‌ها، باشگاه‌ها و مشاغل ورزشی باید ضمن سازگاری با این تغییرات، راهبردهای پیشنهادی را مطابق با شرایط خود عملیاتی کنند.

کلیدواژه‌ها

دیجیتالی‌سازی
اقتصاد دیجیتال
اقتصاد ورزش
فناوری اطلاعات در ورزش

عنوان مقاله English

Sport Digital Economy Development Strategies in Iran

نویسندگان English

Shahnaz Karimian 1
Asra Askari 2
Zynalabedin Fallah 2
Taher Bahlekeh 2
1 Department of Physical Education, Faculty of Humanities, Islamic Azad University, Gorgan Branch, Gorgan, Iran
2 Department of Physical Education, Faculty of Humanities, Islamic Azad University, Gorgan Branch, Gorgan, Iran.
چکیده English

Introduction: The purpose of this study was to determine development strategies of sport digital economy in Iran.
Methods: This research was a qualitative research in terms of data collection method, which was conducted by grounded theory method and systematic approach of Strauss and Corbin, and a semi-structured qualitative interview was used to collect data. The statistical population of the study included the scientific and executive elites who had experience in the fields of economics, technology, IT, e-commerce, digital businesses and digital economy and a total of 21 interviews were conducted. For data analysis, three stages of open, axial and selective coding were used as 31 open codes were obtained in five categories.
Results: Using new digital media in sport, smartening of sports services and processes, employing skilled staff in the field of information technology in sports, designing sport platforms and applications, supporting sports entrepreneurs and startups were strategies for developing digital economy of sports in Iran.
Conclusion: Due to the fact that today the market environment has changed from its traditional form to digitalization, therefore, organizations, federations, clubs and sports-related jobs must implement the proposed strategies according to their circumstances

کلیدواژه‌ها English

Digitalization
Digital Economics
Sports Economics
Information Technology in sport
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نشریه مدیریت ورزشی
دوره 14، شماره 3
پاییز 1401
صفحه 227-217

  • تاریخ دریافت 25 خرداد 1400
  • تاریخ بازنگری 04 مرداد 1400
  • تاریخ پذیرش 05 مرداد 1400

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