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طریقی, رسول, شیردل شهمیری, فرشته. (1401). طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش. , 14(2), 212-195. doi: 10.22059/jsm.2021.320901.2699
رسول طریقی; فرشته شیردل شهمیری. "طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش". , 14, 2, 1401, 212-195. doi: 10.22059/jsm.2021.320901.2699
طریقی, رسول, شیردل شهمیری, فرشته. (1401). 'طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش', , 14(2), pp. 212-195. doi: 10.22059/jsm.2021.320901.2699
طریقی, رسول, شیردل شهمیری, فرشته. طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش. , 1401; 14(2): 212-195. doi: 10.22059/jsm.2021.320901.2699

طراحی مدل آمیخته بازاریابی اینترنتی صنعت ورزش

نشریه مدیریت ورزشی
مقاله 12، دوره 14، شماره 2، مرداد 1401، صفحه 212-195    اصل مقاله (490.77 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/jsm.2021.320901.2699
نویسندگان
رسول طریقی* 1؛ فرشته شیردل شهمیری2
1گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شمال، آمل، مازندران، ایران
2گروه مدیریت ورزشی موسسه آموزش عالی غیر دولتی ادیب مازندران
چکیده
مقدمه تحول سریع در فناوری و تأثیر آن بر رشد پیچیدگی محیط‌های کسب‌وکار سبب ایجاد فرصت‌ها و چالش‌هایی از منظر بازاریابی می‌شود و شایستة توجه و تحقیق است. از این حیث هدف از این پژوهش، طراحی مدل آمیختة بازاریابی اینترنتی صنعت ورزش ایران است.
روش پژوهش: روش پژوهش حاضر توصیفی و از نوع کاربردی است. جامعة آماری تحقیق شامل اعضای هیأت علمی مدیریت ورزشی دانشگاه‌های سراسر کشور، کارشناسان، مدیران و خبرگان آگاه به امور بازاریابی ورزش کشور به تعداد 120 نفر بود. روش نمونه‌گیری به‌صورت غیرتصادفی در دسترس هدفمند بود. ابزار گردآوری اطلاعات پرسشنامة محقق‌ساخته است که روایی آن توسط ده تن از استادان مدیریت ورزشی کشور و پایایی آن از طریق آزمون آلفای کرونباخ تأیید شد. در این تحقیق برای تجزیه‌وتحلیل اطلاعات از روش‌های آمار توصیفی و استنباطی و به‌منظور تجزیه‌وتحلیل داده‌های تحقیق از آزمون حداقل مربعات جزئی (PLS) استفاده شد.
یافته ها: نتایج نشان داد که ضرایب مسیر بین متغیرهای علامت تجاری، ارتباطات، گردآوری اطلاعات، قیمت، خدمات به مشتری، محصول، شخصی‌سازی، ترفیع و توزیع با متغیر توسعة آمیختة بازاریابی اینترنتی در صنعت ورزش همبستگی بالایی وجود دارد و ضرایب مسیر تماماً بالای 5/0 به‌دست آمده‌اند و نشان می‌دهد که این متغیرها در توسعة آمیختة بازاریابی اینترنتی دخیل‌اند.
نتیجه گیری: پیشنهاد می‌شود مؤلفه‌های شناسایی‌شده در تحقیق حاضر مورد توجه مدیران سازمان‌های ورزشی کشور قرار گیرد.
کلیدواژه‌ها
آمیختة بازاریابی؛ اینترنت؛ بازاریابی ورزشی؛ صنعت ورزش؛ مدلسازی
عنوان مقاله [English]
Designing the model of internet marketing mix for sports industry
نویسندگان [English]
Rasoul Tarighi1؛ Fereshte Shirdel Shahmiri2
1Department of Sports Management , Faculty of Physical Education and Sport Sciences, shomal University, Amol, Mazandaran,Iran
2Department of Sports Management, Adib Mazandaran Institute of Higher Education
چکیده [English]
Introduction: The rapid evolution in technology and its impact on the growth of the complexity of business environments creates opportunities and challenges from a marketing perspective and deserves attention and research. Therefore, the purpose of this study is Designing the model of internet marketing mix for sports industry of ir Iran.
Methods: The research method is descriptive and is practical in terms of purpose. The statistical population of this study included 120 faculty members of sports management from universities across the country, experts in the field of marketing and knowledge of sports marketing. The sampling method is non-random and targeted accessible. Its validity was confirmed by ten sport management professors. Reliability was calculated by Cronbach’s alpha test. In this research, descriptive and inferential statistics methods were used to analyze the informations .Also the Partial Least Squares, (PLS) has been used to check the research hypotheses.
Results: The results showed that the elements of Internet marketing mix include: brand, communication, data collection, price, customer service, product, personalization, promotion and distribution have an high correlation with the development of internet marketing mix in the sports industry. Also the path coefficients have been achieved completely above 0.5 and show that these variables are get involved in the development of the internet marketing mix.
Conclusion: Therefore, it is suggested that the components identified in the present study be considered by the managers of sports organizations
کلیدواژه‌ها [English]
marketing mix, internet, sports marketing, sports industry, modeling
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