شناسایی عوامل موثر بر اجرای بازاریابی ورزشی در باشگاه‌های لیگ برتر فوتبال ایران

اﻣﺮوزه ﺑﺎزارﯾﺎﺑﯽ ﯾﮑﯽ از ﭘﯿﭽﯿﺪهﺗﺮﯾﻦ وﻇﺎﯾﻒ ﺳﺎزﻣﺎنﻫﺎی ورزﺷﯽ اﺳﺖ ﮐﻪ در ﺻﻮرت اﺟﺮای درﺳﺖ، ﻣﯽﺗﻮان ﺷﺎﻫﺪ ﺷﮑﻮﻓﺎﯾﯽ ورزش ﮐﺸﻮر در ﺳﻄﺢ ﻣﻠﯽ و ﺑﯿﻦاﻟﻤﻠﻠﯽ، اﻓﺰاﯾﺶ ﺗﻌﺪاد اﻓﺮاد ﺷﺮﮐﺖﮐﻨﻨﺪه در ﻓﻌﺎﻟﯿﺖﻫﺎی ورزﺷﯽ و ﮐﺎﻫﺶ واﺑﺴﺘﮕﯽ ﻣﺎﻟﯽ ورزش ﮐﺸﻮر ﺑﻪ اﻋﺘﺒﺎرﻫﺎی ﻣﺎﻟﯽ ﻣﺘﻤﺮﮐﺰ از ﺳﻮی دوﻟﺖ ﺑﻮد. ﻫﺪف از اﻧﺠﺎم ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ اﺟﺮای ﺑﺎزارﯾﺎﺑﯽ ورزﺷﯽ در ﺑﺎﺷﮕﺎهﻫﺎی ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل اﯾﺮان ﺑﻮد. روش ﭘﮋوﻫﺶ از ﻧﻮع آﻣﯿﺨﺘﻪ اﮐﺘﺸﺎﻓﯽ ﺑﻮد ﮐﻪ در ﻣﺮﺣﻠﻪ اول ﺑﻪ ﺻﻮرت ﮐﯿﻔﯽ و ﺑﺎ اﺳﺘﻔﺎده از ﻧﻈﺮﯾﻪ داده ﺑﻨﯿﺎد و در ﻣﺮﺣﻠﻪ دوم ﺑﻪ ﺻﻮرت ﮐﻤﯽ اﻧﺠﺎم ﺷﺪ. ﻣﺪل ﺗﺪوﯾﻦ ﺷﺪه ﺑﻪ روش ﻣﯿﺪاﻧﯽ ﺟﻬﺖ ﺑﺮازش ﺑﺮرﺳﯽ ﮔﺮدﯾﺪ. ﺟﺎﻣﻌﻪ آﻣﺎری ﭘﮋوﻫﺶ ﺷﺎﻣﻞ اﺳﺎﺗﯿﺪ ﻣﺪﯾﺮﯾﺖ ورزﺷﯽ، ﻣﺪﯾﺮان ﻋﺎﻣﻞ و ﺑﺎزارﯾﺎﺑﺎن ﺑﺎﺷﮕﺎهﻫﺎی ﻓﻮﺗﺒﺎل، اﻋﻀﺎی ﮐﻤﯿﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﻓﺪراﺳﯿﻮن ﻓﻮﺗﺒﺎل و داﻧﺸﺠﻮﯾﺎن دﮐﺘﺮی ﻣﺪﯾﺮﯾﺖ ورزﺷﯽ ﺑﻮدﻧﺪ. ﺑﺮای ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ در ﺑﺨﺶ ﮐﻤﯽ از ﻣﺪلﺳﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری اﺳﺘﻔﺎده ﺷﺪ. در ﺑﺨﺶ ﮐﯿﻔﯽ ﺑﺮای ﺟﻤﻊآوری دادهﻫﺎ از ﻧﻤﻮﻧﻪﮔﯿﺮی ﻧﻈﺮی و ﻣﺼﺎﺣﺒﻪ ﻋﻤﯿﻖ ﺑﺎ ﻧﺨﺒﮕﺎن اﻣﺮ ﺑﻪ ﺗﻌﺪاد 17 ﻧﻔﺮ و ﺑﺮای ﺗﺤﻠﯿﻞ دادهﻫﺎ از ﻧﻈﺮﯾﻪ داده ﺑﻨﯿﺎد اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. در ﺑﺨﺶ ﮐﻤﯽ ﺑﻌﺪ از ﺗﺪوﯾﻦ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺗﺤﻘﯿﻖ- ﺑﺮﮔﺮﻓﺘﻪ از ﺑﺨﺶ ﮐﯿﻔﯽ- و ﺗﻮزﯾﻊ آن ﺑﯿﻦ ﻧﻤﻮﻧﻪﻫﺎی ﺗﺤﻘﯿﻖ، 244 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺟﻤﻊآوری و ﻣﻮرد ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺖ. رواﯾﯽ ﺻﻮری و ﻣﺤﺘﻮاﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ 49 ﮔﻮﯾﻪای ﺑﺎ اﺳﺘﻔﺎده از ﻧﻈﺮات اﺳﺎﺗﯿﺪ و ﻧﯿﺰ رواﯾﯽ ﻫﻤﮕﺮا و واﮔﺮا و ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎ اﺳﺘﻔﺎده از آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ و ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ ﻣﻮرد ﺗﺎﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. در ﻣﺠﻤﻮع 381 ﮐﺪ اوﻟﯿﻪ ﺑﻪ دﺳﺖ آﻣﺪ ﮐﻪ ﺑﻌﺪ از اﺳﺘﺨﺮاج ﮐﺪﻫﺎی ﻣﺸﺎﺑﻪ، 66 ﮐﺪ ﺑﺎز ﻣﺘﻤﺎﯾﺰ ﻣﺸﺨﺺ ﮔﺮدﯾﺪ. اﯾﻦ ﮐﺪﻫﺎ در 14 ﮔﺮوه ﮐﺪ ﻣﺤﻮری و 3 ﮔﺮوه ﮐﺪ اﻧﺘﺨﺎﺑﯽ ﺷﺎﻣﻞ ﻋﻮاﻣﻞ ﻓﺮدی، ﻋﻮاﻣﻞ ﺳﺎزﻣﺎﻧﯽ و ﻋﻮاﻣﻞ ﺑﺮون ﺳﺎزﻣﺎﻧﯽ دﺳﺘﻪﺑﻨﺪی ﺷﺪهاﻧﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻘﺪار ﺷﺎﺧﺺ 0/282 =gof در ﺑﺮرﺳﯽ ﺑﺮازش ﮐﻠﯽ، ﻣﺪل اﻧﺪازهﮔﯿﺮی از ﮐﯿﻔﯿﺖ ﻣﻨﺎﺳﺒﯽ ﺑﺮﺧﻮردار اﺳﺖ. ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﻣﯽﺗﻮاﻧﺪ ﺑﺎﺷﮕﺎهﻫﺎی ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل اﯾﺮان را در ﺑﺮﻧﺎﻣﻪرﯾﺰی در راﺳﺘﺎی اﺟﺮای ﻣﻄﻠﻮب ﺑﺎزارﯾﺎﺑﯽ ﻫﺪاﯾﺖ ﮐﻨﺪ.

factors affecting the implementation of sport marketing in iranian football league clubs

today, marketing is one of the most complex tasks of sports organizations. if this task is performed correctly, we can witness the flourishing of the country's sports at the national and international levels, increasing the number of participants in sports activities and reducing the financial dependence of sports to the government. the study is to identify the factors affecting the implementation of sports marketing in the clubs of the iranian football premier league. the research method was of exploratory mixed type. the first stage was qualitatively and using the foundation data theory and in the second stage of the research, which was done quantitatively, the developed model was examined in a field to fit. the statistical population included sports management professors, ceos and marketers of football clubs, members of the football federation's marketing committee and ph.d. students in sports management. structural equation modeling was used to analyze the data in small quantities. in the qualitative section, theoretical sampling and in-depth interviews with 07 elites were used to collect data and to analyze the data, the data theory of the foundation was used. in the quantitative section, after compiling the research questionnaire derived from the qualitative section and distributing it among the research samples, 522 questionnaires were collected and analyzed. the formal and content validity of the 28-item questionnaire was confirmed using the opinions of the professors, as well as the convergent and divergent validity and reliability of the questionnaire using cronbach's alpha and combined reliability. a total of 320 initial codes were obtained and after extracting similar codes, 11 distinct open codes were identified. these codes are categorized into 02 core code groups and 3 selected code groups, including individual factors, organizational factors, and extra-organizational factors.according to the value of the index (gof=1/525) in the general fitness assessment, the measurement model is of good quality. the results of the study can be used by the clubs of the iranian football premier league to plan for implementation optimize marketing guidance