نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه رفتار حرکتی و مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران

2 گروه مدیریت ورزشی، دانشکدة علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران

3 گروه مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

چکیده

مقدمه: جهانی ‌شدن و تغییر در ساختارهای مالی، تأثیر بسزایی بر صنعت پوشاک داشته است. تولیدی‌های پوشاک ورزشی نیز از زیرشاخه‌های صنعت پوشاک هستند. هدف از پژوهش حاضر، این بود که با به‌کارگیری مدل تحلیلی PEST درک درستی از محیط صنعت پوشاک ورزشی به‌دست آوریم تا به‌واسطة آن عوامل محیطی مؤثر بر توسعة این صنعت را شناسایی کنیم.
روش پژوهش: از حیث روش‌شناسی این تحقیق در زمرة تحقیقات کیفی قرار دارد و از روش تحلیل مضمون برای تحلیل داده‌ها استفاده شده است. داده‌ها نیز در مصاحبه‌های نیمه‌ساختاریافته مبتنی بر ادبیات تحقیق جمع‌آوری شدند. جامعة آماری تحقیق شامل مؤسسان، مدیران، اعضای هیأت ‌مدیره و مدیران فروش، تولیدی‌های فعال صنعت پوشاک ورزشی در داخل ایران بود. به‌منظور نمونه‌گیری از روش نمونه‌گیری هدفمند استفاده شد که حجم نمونه به 18 تولیدی رسید.
یافته‌ها: نتایج نشان داد که عامل سیاسی با مقولات فرعی توسعه‌ای، حمایتی و ارتباطی، عامل اقتصادی با مقولات فرعی مواد اولیه، ارتباطی و بهینه‌سازی، عامل اجتماعی با مقولات فرعی ادراکی، منابع انسانی و فرهنگ‌سازی و عامل فناوری با مقولات فرعی توسعه‌ای و زیرساختی بر توسعة صنعت پوشاک تأثیرگذارند.
نتیجه‌گیری: با توجه به یافته‌های تحقیق، عوامل محیطی از نگاه فعالان این حوزه نقش تعیین‌کننده‌ای در توسعه و رشد صنعت پوشاک ورزشی ایران دارد و مدیران، مسئولان، کارآفرینان و سرمایه‌گذاران این حوزه باید پیش از تصمیم‌گیری و ورود به این حوزه به این عوامل توجه کرده و با توجه به آن برنامه‌ریزی کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying Factors Affecting the Development of Iran's Sportswear Industry using the PEST Analytical Approach

نویسندگان [English]

  • Abdorahman Jami-al-ahmadi 1
  • Bahador Azizi 1
  • Ahmad Mahmoudi 2
  • Maziyar Kalashi 3

1 Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

2 Department of Sport Management, Faculty of Physical Education and Sport Sciences, Tehran University, Tehran, Iran

3 Department of Sport Management, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran

چکیده [English]

Introduction: Globalization and change in financial structures have had a significant impact on the clothing industry. Sportswear manufacturing is also a subcategory of the clothing industry. The aim of present study was to understand the sport clothing industry environment by using the PEST model to recognize the affecting factors on development of sport clothing industry.
Methods: This is a qualitative research by using thematic analysis method. Data were also collected in semi-structured interviews based on the literature of the research. The statistical population of this study consisted of founders, managers, board members and sales managers, active manufacturers of clothing industry inside Iran. Purposive sampling method was used for sampling.
Results: The results showed that the political factor with developmental, supportive and communication subcategories, economic factor with sub-categories of raw materials, communication and optimization, social factor with subcategories of perceptual, human resources and culture, and the factor of technology with developmental and infrastructure sub-categories on industrial development clothing are impressive. 
Conclusion: According to research findings, environmental factors from the perspective of activists in this field have a crucial role in the development and growth of Iranian apparel industry and managers, officials, entrepreneurs and investors in this field should pay attention to these factors before making a decision and entering this area.

کلیدواژه‌ها [English]

  • Clothing industry
  • Economical factor
  • PEST model
  • Sport companies
  • Technological factor
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