اولویت بندی و تحلیل نقش عناصر آمیخته بازاریابی بر میزان درآمدزایی اماکن ورزشی خصوصی استان قم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزش، گروه تربیت بدنی، دانشکده علوم انسانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران

2 کارشناس ارشد مدیریت ورزش، گروه تربیت بدنی، دانشکده علوم انسانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران

3 استادیار مدیریت ورزش، گروه تربیت بدنی، دانشکده علوم انسانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران

https://www.doi.org/10.34785/J021.2021.964

چکیده

هدف این تحقیق، شناسایی و اولویت بندی نقش عناصر آمیخته بازاریابی بر میزان درآمدزایی اماکن ورزشی خصوصی استان قم بود. روش تحقیق، توصیفی- پیمایشی و از لحاظ هدف، کاربردی می باشد. جامعه آماری تحقیق را کلیه مدیران سالن‌های ورزشی فعال در استان قم (50 سالن ورزشی) تشکیل می دادند ( یک مدیر مرد و یک مدیر زن، در مجموع 100نفر) . برای نمونه گیری از روش نمونه گیری تمام شمار استفاده شد. ابزار جمع آوری داده ها پرسش-نامه محقق ساخته با عامل7P بود. به منظور تجزیه و تحلیل داده ها ، از آمار توصیفی، آزمون تحلیل عاملی تاییدی و اکتشافی و آزمون فریدمن استفاده گردید. تمام مراحل آماری توسط نرم افزار SPSS نسخه 22، انجام شد . یافته های پژوهش نشان داد که عوامل هفتگانه نقش موثری بر درآمدزایی در اماکن ورزشی خصوصی استان قم دارند ، اما میزان اثر گذاری آن‌ها با هم متفاوت است .اولویت این عوامل به شرح زیر می باشد: مولفه قیمت، مولفه مکان، مولفه شواهد - امکانات فیزیکی، مولفه فرایند، مولفه برنامه، مولفه ترفیع و مولفه افراد. نتایج همچنین حاکی از آن بود که بین گویه های هر یک از مولفه های هفتگانه نیز تفاوت معنا داری وجود داشت .در نتیجه می توان گفت : اگر مدیران مجموعه های ورزشی با روش های خلاق و مبتکرانه ازسایر عناصر بازاریابی استفاده کنند، می توانند شناوری لازم در امر سودآوری و رضایت مندی مشتریان را کسب نمایند .

کلیدواژه‌ها

عنوان مقاله [English]

prioritize and analyze the role of marketing mix elements on the income level of private sports facilities in Qom Province

نویسندگان [English]

  • Ezatollah Shahmansouri 1
  • Javad Saadatmandi 2
  • Saadatollah Salehi 3
1 Associate Professor of Sport Management, Department of Physical Education, Faculty of Humanities, Arak Branch, Islamic Azad University, Arak, Iran
2 M.A. Student in Sports Management, Department of Physical Education, Faculty of Humanities, Arak Branch, Islamic Azad University, Arak, Iran
3 Assistant Professor of Sport Management, Department of Physical Education, Faculty of Humanities, Arak Branch, Islamic Azad University, Arak, Iran
چکیده [English]

The purpose of this research is to identify and prioritize the role of marketing mix elements on the income level of sports characteristics of Qom Province. The research method was descriptive-survey and in terms of purpose, was applied. The statistical population of the study consisted of all managers of active sports halls in Qom Province (50 sports halls) ,a male manager and a female manager totaling 100 people. All individuals were selected as samples. The data gathering tool was a researcher-made questionnaire with a factor of 7 P. Data were analyzed using descriptive statistics, confirmatory and exploratory factor analysis, and Friedman test. All statistical steps were performed by SPSS software version 22. The findings of the study showed that the seven factors have an important role in generating income in private sport sites in Qom province, but their impacts are different.The priority of these factors are as follows: price component, location component, evidence-physical component, process component, program component, promotion component and people component.The results also indicated that there was a significant difference between the items of each of the seven components. As a result, it can be said that if managers of sports complexes use other elements of marketing in creative and innovative ways, they can gain the necessary buoyancy in customer profitability and satisfaction.

کلیدواژه‌ها [English]

  • "Income generation"
  • "Marketing mix"
  • "Marketing"
  • "Private sports venues"
  • "Satisfaction"

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