نشریه مدیریت ورزشی

برنامه‌ریزی راهبردی بازاریابی خدمات ورزشی بخش خصوصی شهر تهران

نوع مقاله : مقاله پژوهشی

نویسندگان

سمیه کونانی 1
مریم مختاری دینانی 1
نجف آقایی 2

1 گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه الزهرا (س)، تهران، ایران

2 گروه مدیریت ورزشی ، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

https://doi.org/10.22059/jsm.2022.342330.2941
چکیده
مقدمه: هدف از این تحقیق، تدوین برنامۀ راهبردی بازاریابی خدمات ورزشی بخش خصوصی شهر تهران بود.
روش پژوهش: این تحقیق با تشکیل شورای راهبردی متشکل از ارائه‌دهندگان خدمات ورزشی مستقر در شهر تهران، مدیران و متخصصان بازاریابی ورزشی در دانشگاه‌ها و حوزۀ خدمات ورزشی شهر تهران و نمایندگان ذی‌نفعان کلیدی (رسانه‌ها، حامیان مالی) انجام و به‌صورت هدفمند انتخاب شدند. برای گردآوری داده‌ها از مطالعات تطبیقی، فرم شناسایی باز عناصر برنامۀ راهبردی، تشکیل جلسات شورای راهبردی جهت تشخیص عوامل راهبردی، پرسشنامۀ عوامل داخلی و خارجی، ماتریس عوامل داخلی و خارجی، ماتریس تعیین موقعیت راهبردی بازاریابی خدمات ورزشی داخلی (LE) و ماتریس SWOT برای تدوین راهبرد‌های بازاریابی خدمات ورزشی شهر تهران استفاده شد.
یافته‌ها: بر اساس نتایج به‌دست‌آمده، 16 نقطۀ قوت، 18 نقطۀ ضعف، 14 فرصت و 18 تهدید به‌دست آمد. بر این اساس، موقعیت راهبردی بازاریابی خدمات ورزشی بخش خصوصی شهر تهران، در موقعیت WT (ضعف درونی سازمان و تهدیدهای بیرونی) به‌دست آمد.
نتیجه‌گیری: بنابراین لازم است راهبرد‌های بازاریابی خدمات ورزشی شهر تهران به‌گونه‌ای تدوین شود که بتواند با استفادۀ مناسب از قوت‌ها و فرصت‌های موجود، از ضعف‌های سازمان بکاهد و در جهت برخورد با تهدیدات محیطی پیش رو عمل کند. 

کلیدواژه‌ها

بخش خصوصی
برنامۀ راهبردی
خدمات ورزشی
موقعیت تدافعی

عنوان مقاله English

Strategic Planning for Sports Marketing of Private Sector in Tehran

نویسندگان English

Somayeh Kounani 1
Maryam Mokhtari Dinani 1
Najaf Aghaei 2
1 Department of Sport Management, Faculty of Sport Sciences, Alzahra University, Tehran, Iran.
2 Department of Sports Management, Faculty of Sports Sciences, Kharazmi University, Tehran, Iran
چکیده English

Introduction: The purpose of this study was developing strategic planning for sports marketing of private sector in Tehran.  
Methods: This study was conducted by forming a strategic council consisting of sports service providers, managers and sports marketing specialists in Tehran universities, sports service marketing specialists, key representatives and stakeholders (media, sponsors) who were purposefully selected. Internal and external factors questionnaire, internal and external factors matrix, strategic positioning matrix of domestic sports services marketing and SWOT matrix were used to prioritize the marketing strategies of sports services in Tehran.
Results: Based on the results, Strengths 16 items, weaknesses 18 items, opportunities 14 items, threats 18 items were obtained. The strategic position of marketing sports services in Tehran was obtained in the position of WT (internal weakness of the organization and external threats).
Conclusion: Therefore, it is necessary to formulate marketing strategies for sports services in Tehran in such a way that it can use the existing strengths and opportunities to reduce the weaknesses of the organization and act in order to deal with the environmental threats ahead.

کلیدواژه‌ها English

Marketing
Private sector
Sports Services
Strategic Marketing
WT
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نشریه مدیریت ورزشی
دوره 16، شماره 2
تابستان 1403
صفحه 79-63

  • تاریخ دریافت 09 اردیبهشت 1401
  • تاریخ بازنگری 23 تیر 1401
  • تاریخ پذیرش 15 شهریور 1401

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