تاثیر بازاریابی شبکه‌ای بر ارتقاء و نگهداشت برند کالا‌‌‌‌های ورزشی خارجی

ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪای ﯾﮑﯽ از روش ﻫﺎی ﻣﺘﺪاول در دﻧﯿﺎﺳﺖ ﮐﻪ ﺑﺎ ﺑﻬﺮهﮔﯿﺮی از ﭘﯿﺸﺮﻓﺖ ﺗﮑﻨﻮﻟﻮژی و ﺗﺸﮑﯿﻞ ﻓﺮوﺷﮕﺎه ﻣﺠﺎزی ﻓﻌﺎﻟﯿﺖ ﺧﻮد را اﻧﺠﺎم ﻣﯽدﻫﺪ. اﻣﺎ ﺑﻪ دﻟﯿﻞ ﻋﺪم آﮔﺎﻫﯽ اﻓﺮاد و ﺷﺮﮐﺖ ﻫﺎ در اﯾﺮان ﻧﺴﺒﺖ ﺑﻪ ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای، ﮐﻤﺘﺮ ﻣﻮرد اﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. از اﯾﻦ رو ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای ﺑﺮ ﺑﺮﻧﺪ ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﮐﺎﻻ ﻫﺎی ورزﺷﯽ ﺧﺎرﺟﯽ اﻧﺠﺎم ﮔﺮدﯾﺪ ﮐﻪ از ﻟﺤﺎظ ﻫﺪف، ﺗﺤﻘﯿﻘﯽ ﮐﺎرﺑﺮدی اﺳﺖ. ﺟﺎﻣﻌﻪی آﻣﺎری اﯾﻦ ﭘﮋوﻫﺶ، ﺷﺎﻣﻞ ﮐﻠﯿﻪ اﺳﺘﻔﺎدهﮐﻨﻨﺪﮔﺎن ﮐﺎﻻی ورزﺷﯽ ﺧﺎرﺟﯽ در ﺷﻬﺮ ﺗﺒﺮﯾﺰ و اروﻣﯿﻪ اﺳﺖ. از اﯾﻦ رو ﻧﻤﻮﻧﻪﻫﺎ ﺑﻪ دﻟﯿﻞ ﻣﺤﺪود ﺑﻮدن ﺟﺎﻣﻌﻪ آﻣﺎری، ﻣﺸﺘﻤﻞ ﺑﺮ 200 ﻧﻔﺮ و ﺑﻪ ﺻﻮرت ﻧﻤﻮﻧﻪﮔﯿﺮی ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﺟﻬﺖ ﮔﺮدآوری داده ﻫﺎ از دو ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای و ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪ )ﻣﻘﯿﻤﯽ، 1390( اﺳﺘﻔﺎده و در ﺑﯿﻦ آزﻣﻮدﻧﯽ ﻫﺎ ﺗﻮزﯾﻊ ﮔﺮدﯾﺪ و رواﯾﯽ آنﻫﺎ ﺗﻮﺳﻂ 10 ﻧﻔﺮ از ﻣﺘﺨﺼﺼﺎن ﻣﺪﯾﺮﯾﺖ ﺑﺎزارﯾﺎﺑﯽ ﻣﻮرد ﺗﺎﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ و ﭘﺎﯾﺎﯾﯽ ﮐﻞ ﺗﻮﺳﻂ آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ 0/95 ﮔﺰارش ﺷﺪ. ﺑﺮای ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ از روش آﻣﺎر ﺗﻮﺻﯿﻔﯽ و ﺑﺮای آزﻣﻮن ﻓﺮﺿﯿﺎت از روش ﻫﻤﺒﺴﺘﮕﯽ و رﮔﺮﺳﯿﻮن ﮔﺎمﺑﻪﮔﺎم در ﻣﺤﯿﻂ ﻧﺮماﻓﺰار spss22 ﻣﻮرد اﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺖ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﺑﯿﻦ ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪای و ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪ ﻫﻤﺒﺴﺘﮕﯽ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری وﺟﻮد دارد. ﻫﻤﭽﻨﯿﻦ ﺑﯿﻦ ﻣﻮﻟﻔﻪ ﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪای از ﺟﻤﻠﻪ اﻋﺘﻤﺎد، ﻟﺬت، ﺳﻬﻮﻟﺖ اﺳﺘﻔﺎده، ﻃﺮح ﺳﻮددﻫﯽ وﯾﮋه ﺑﺎ ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪ ﻫﻤﺒﺴﺘﮕﯽ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری وﺟﻮد دارد. در ﻣﺠﻤﻮع ﻣﻮﻟﻔﻪ ﺳﻬﻮﻟﺖ اﺳﺘﻔﺎده از ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪای و ﻟﺬت از ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪای ﺑﻪ ﻣﺪل ﭘﯿﺶﺑﯿﻨﯽ ﺗﻐﯿﯿﺮات وارﯾﺎﻧﺲ ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪ وارد ﺷﺪ و اﯾﻦ دو ﻣﻮﻟﻔﻪ ﺑﻪ ﻣﯿﺰان 38 درﺻﺪ از ﺗﻐﯿﯿﺮات وارﯾﺎﻧﺲ ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪ را ﺗﻮﺟﯿﻪ ﻣﯽ ﮐﻨﺪ، در واﻗﻊ اﯾﻦ ﻧﺘﺎﯾﺞ ﺑﯿﺎﻧﮕﺮ آن اﺳﺖ ﮐﻪ ﺑﻪ ﻣﯿﺰان 38 درﺻﺪ ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﮐﺎﻻی ورزﺷﯽ ﺧﺎرﺟﯽ واﺑﺴﺘﻪ ﺑﻪ ﺳﻬﻮﻟﺖ اﺳﺘﻔﺎده و ﻟﺬت اﺳﺘﻔﺎده از ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺘﺎﯾﺞ ذﮐﺮ ﺷﺪه ﻣﯽﺗﻮان ﺑﯿﺎن ﻧﻤﻮد ﮐﻪ ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای ﻧﻘﺶ ﻣﻮﺛﺮی در ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪﮐﺎﻻی ورزﺷﯽ ﺧﺎرﺟﯽ دارد و ﺑﺎ اﻓﺰاﯾﺶ ﻣﯿﺰان ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای در ﺻﻨﻌﺖ ورزش ﻣﯿﺰان ﺑﺮﻧﺪﮐﺎﻻی ورزﺷﯽ ﺧﺎرﺟﯽ اﻓﺰاﯾﺶ ﻣﯽﯾﺎﺑﺪ. از اﯾﻦ رو ﺑﺎ ﺗﻘﻮﯾﺖ ﺑﺎزارﯾﺎﺑﯽ ﺷﺒﮑﻪ ای در ﺻﻨﻌﺖ ورزش ﻣﯽ ﺗﻮان ﺑﻪ ارﺗﻘﺎء و ﻧﮕﻬﺪاﺷﺖ ﺑﺮﻧﺪ ﮐﺎﻻی ورزﺷﯽ در داﺧﻞ ﮐﺸﻮر ﮐﻤﮏ ﻧﻤﻮد و ﺑﺪﯾﻦ ﺻﻮرت ﻣﯽﺗﻮان زﻣﯿﻨﻪ را ﺑﺮای رﻗﺎﺑﺖ ﺑﺎ ﻓﺮوش ﮐﺎﻻ ﻫﺎی ورزﺷﯽ ﺧﺎرﺟﯽ در ﺑﺎزار ﻫﺎی داﺧﻠﯽ و ﺟﻬﺎﻧﯽ ﻓﺮاﻫﻢ ﻧﻤﻮد.

The Impact of Network Marketing on Promoting and Maintaining a Brand of Foreign Sporting Goods

the present study was conducted to investigate the effect of network marketing on the brand of promotion and maintenance of foreign sports goods. In terms of purpose, research is applied. The statistical population of this study includes all users of foreign sports goods in Tabriz and Urmia. Therefore, due to the limited statistical population, the samples consisted of 200 people and were selected as available sampling. In order to collect the data, two standard marketing questionnaires, network, and brand promotion and maintenance questionnaires were used and distributed among the subjects. Cronbach’s alpha was reported to be 0.95. Descriptive statistics were used to analyze and analyze the data, and stepbystep correlation and regression methods were used to test the hypotheses in the 22 spss software environment. The results showed that there was a positive and significant correlation between network marketing and brand promotion and maintenance. Also, there is a positive and significant correlation between network marketing components such as trust, pleasure, ease of use, special profitability plan with brand promotion and maintenance. Overall, the ease of use of network marketing and the enjoyment of network marketing was introduced into the model of predicting changes in brand promotion and retention, and these two components justify 38% of the variations in brand promotion and retention variance. In fact, these results indicate that 38% of the promotion and maintenance of foreign sports goods depends on the ease of use and the pleasure of using network marketing.