راهبردهای نوسازی کسب و کارهای ورزشی در دوران پساکرونا

ﻫﺪف اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮرﺳﯽ راﻫﺒﺮدﻫﺎی ﻧﻮﺳﺎزی ﮐﺴﺐوﮐﺎرﻫﺎی ورزﺷﯽ در دوران ﭘﺴﺎﮐﺮوﻧﺎ ﺑﻮد. ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﻪﺻﻮرت ﮐ ﯿﻔﯽ اﻧﺠﺎم ﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎری ﭘﮋوﻫﺶ ، اﻋﻀﺎی ﻫﯿﺌﺖ ﻋﻠﻤﯽ ﻣﺪﯾﺮﯾﺖ ورزش ﺑﺎ زﻣﯿﻨﻪ ﺗﺨﺼﺼﯽ ﺑﺎزارﯾﺎﺑﯽ، ﮐﺎرﺷﻨﺎﺳﺎن و ﮐﺎرﺷﻨﺎﺳﺎن ﻣﺸﺎﻏﻞ ورزﺷﯽ و ﻫﻤﭽﻨﯿﻦ ﻣﺪﯾﺮان ﺑﺎﺷﮕﺎهﻫﺎی ورزﺷﯽ ﺑﻮدﻧﺪ. ﺑﺮای دﺳﺘﯿﺎﺑﯽ ﺑﻪ ﻫﺪف ﺗﻌﯿﯿﻦﺷﺪه، از ﻣﻄﺎﻟﻌﻪ ﮐﯿﻔﯽ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺼﺎﺣﺒﻪﻫﺎی ﻋﻤﯿ ﻖ ﺑﺎ ﻧﺨﺒﮕﺎن اﺳﺘﻔﺎده ﺷﺪ. ﻣﺼﺎﺣﺒﻪﻫﺎ ﺑﻪﺻﻮرت ﻫﺪﻓﻤﻨﺪ و ﺑﻪ ﺷﮑﻞ ﮔﻠﻮﻟﻪﺑﺮﻓﯽ اداﻣﻪ ﯾﺎﻓﺖ و درﻧﻬﺎﯾﺖ ﺑﺎ 15 ﻧﻔﺮ ﻣﺼﺎﺣﺒﻪ ﺷﺪ و ﺳﭙﺲ دادهﻫﺎی ﺑﻪدﺳﺖآﻣﺪه از ﻣﺼﺎﺣﺒﻪﻫﺎ ﺑﻪ روش ﺗﺤﻠﯿﻞ ﻣﻀﻤﻮن ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﺷﺪﻧﺪ. ﺑﺮای ﺗﺄﯾﯿﺪ اﻋﺘﺒﺎر و ﭘﺎﯾﺎﯾﯽ در اﯾﻦ ﻣﻄﺎﻟﻌﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻣﻔﻬﻮم ﭘﺎﯾﺎﯾﯽ و ﻋﻨﺎﺻﺮ ﻣﺘﻌﺪد آن ، از راﻫﺒﺮد ﻫﺎی ﻣﺘﻌﺪدی ﻣﺎﻧﻨﺪ ﻣﺮور در زﻣﺎن ﮐﺪﮔﺬاری، ﺗﺄﯾﯿﺪ ﻧﺘﺎﯾﺞ ﺑﺎ ﻣﺮاﺟﻌﻪ ﺑﻪ ﻣﻮﺿﻮﻋﺎت و ﺗﺄﯾﯿﺪ ﻫﻤﮑﺎران ﺗﺤﻘﯿﻖ اﺳﺘﻔﺎده ﺷﺪ و رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ ﺗﺄﯾﯿﺪ ﺷﺪ. 33راﻫﺒﺮد ﻧﻬﺎﯾﯽ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪ ﮐﻪ در ﻗﺎﻟﺐ ﻫﺸﺖ ﻣﻘﻮﻟﻪ ﻃﺒﻘﻪﺑﻨﺪی ﺷﺪه و در ﻣﺮﺣﻠﻪ آﺧﺮ، ﺳﻪ ﻣﻀﻤﻮن راﻫﺒﺮدﻫﺎی ﻣﺤﺘﻮاﻣﺤﻮر ، ﻓﺮاﯾﻨﺪﻣﺤﻮر و ﺧﺎرﺟﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. در ﻧﺘﯿﺠﻪﮔﯿﺮی ﭘﮋوﻫﺶ ﺑﺎﯾﺪ ﮔﻔﺖ ، در ﺷﺮاﯾﻂ اﻗﺘﺼﺎدی ﮐﻨﻮﻧﯽ ﮐﺸﻮر ، ﻫﻨﮕﺎم ﺑﺮرﺳﯽ ﻋﻠﺖ ﮐﺎﻫﺶ ﺳﻮدآوری و ﺿﺮرﻫﺎی ﻣﺎﻟﯽ ﮐﺴﺐوﮐﺎرﻫﺎی ورزﺷﯽ ، ﺑﺎﯾﺪ ﻫﻢ ﺷﺮاﯾﻂ ﻋﻤﻮﻣﯽ اﻗﺘﺼﺎدی ﮐﺸﻮر و ﻫﻢ ﻋﻮاﻣﻞ ﺧﺎص داﺧﻠﯽ ﺻﻨﻌﺖ ﯾﺎ ﻣﺪﯾﺮﯾﺖ ﺿﻌﯿﻒ داﺧﻠﯽ ﺑﻪﻋﻨﻮان ﻣﺤﺮکﻫﺎی اﺿﺎﻓﯽ ﻣﺪﻧﻈﺮ ﻗﺮار ﮔﯿﺮﻧﺪ؛ ﺑﻨﺎﺑﺮاﯾﻦ ﮐﺴﺐوﮐﺎرﻫﺎی ورزﺷﯽ ﻣﯽﺗﻮاﻧﻨﺪ ﺑﺎ اﺳﺘﺮاﺗﮋی ﻣﻨﺤﺼﺮﺑﻪﻓﺮد ﺧﻮد ﻣﺎﻧﻊ ورﺷﮑﺴﺘﮕﯽ و ﺗﻮﺳﻌﮥ ﮐﺴﺐوﮐﺎرﺷﺎن ﺷﻮﻧﺪ.

strategies for renovation sports businesses in the post covid 19 era

the purpose of this study was to investigate the modernization strategies of sports businesses in the post covid 19 era. this research was conducted qualitatively. the statistical population of this research was the members of the faculty of sports management with a specialized field of marketing, experts in sports professions as well as the managers of sports clubs. to achieve the set goal, a qualitative study using in depth interviews with elites was used. the interviews continued in a targeted manner and in the form of snowballs, and finally, 15 people were interviewed. finally, the data obtained from the interviews were analyzed by contextual analysis. to confirm the validity and reliability in this study using the concept of reliability and its various elements, various strategies such as review at the time of coding, verification of results by referring to the topics, and approval of research colleagues were used and validity and reliability were confirmed. 33 final strategies were identified, which were classified into 8 categories, and in the last stage, three themes of content oriented, process oriented, and external strategies were selected. as a result, in the current economic situation of the country, when examining the cause of declining profitability and financial losses of sports businesses, both the general economic conditions of the country and specific internal factors of industry or poor internal management should be considered as additional stimuli. therefore, sports businesses can prevent bankruptcy and business development with their unique strategy.