بررسی عوامل تأثیرگذار بر بازاریابی رقابتی کسب و کارهای کوچک ورزشی در دوران شیوع کرونا ویروس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکده علوم انسانی و علوم ورزشی، دانشگاه گنبدکاووس، گنبدکاووس، ایران

2 گروه تربیت‌بدنی و علوم ورزشی، واحد آزادشهر، دانشگاه آزاد اسلامی، آزادشهر، ایران؛

https://www.doi.org/10.34785/J021.2022.942

چکیده

کسب وکارهای ورزشی ازجمله مشاغلی هستند که به شدت تحت تأثیر پیامدهای منفی بحران کنونی قرار گرفته‌اند. مهمترین حوزه‌ی تأثیرگذاری کوید19 در صنعت ورزش مربوط به کسب وکارهای تولیدی- خدماتی ‌باشد. لذا هدف از پژوهش حاضر بررسی عوامل تأثیرگذار بر بازاریابی رقابتی کسب و کارهای کوچک ورزشی در دوران شیوع کرونا ویروس بود. تحقیق حاضر از نوع آمیخته بود. در فاز کیفی پژوهش15 نفر از صاحبان باشگاه‌های تفریحی- ورزشی و در بخش کمی تعداد 110 نفر ازمالکان باشگاه‌های ورزشی و فروشگاه‌های ورزشی انتخاب شدند. ابزار پژوهش پرسشنامه محقق ساخته مشتمل بر مولفه‌های مدیریتی، عوامل قانونی- حمایتی، عوامل فناورانه، عوامل آموزشی و عوامل انگیزشی بود. داده ها با استفاده از نرم افزار اس‌پی‌اس‌اس و لیزرل تحلیل گردید (05/0≥P). نتایج تجزیه و تحلیل عاملی متغیرهای پژوهش نشان داد که مولفه تکنولوژی (68/0) و مولفه مدیریتی (66/0) بالاترین تأثیر را بر بازاریابی رقابتی برخوردار بودند. بنابراین مدیران و مالکان کسب و کارهای ورزشی می‌توانند از طریق استقرار و آموزش فناوری‌های نوین مزیت رقابتی ویژه‌ای را کسب کرده و حضور خود در چرخه رقابت را تضمین نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the factors influencing the competitive marketing of small sports businesses during the coronavirus outbreak

نویسندگان [English]

  • Hamidreza Ghezelsefloo 1
  • Ali Chorli 1
  • Nasser Bay 2
1 Assistance professor of sport management, Department of Humanities and sport sciences. Gonbad Kavous University, Gonbad Kavous, Iran
2 Department of Physical Education and Sport Science, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran.
چکیده [English]

Sports businesses are among the jobs that have been severely affected by the negative consequences of the current crisis. The most important area of influence of Quid 19 in the sports industry is related to production-service businesses. Therefore, the main aim of present study was investigation the effect of factor on small sport business marketing in Corona crisis. The present study was mix method research. In the qualitative phase of the research, 15 owners of recreational-sports clubs and in the quantitative phase, 110 owners of sports clubs and sports shops were selected. The research instrument was a researcher-made questionnaire including managerial components, legal-supportive factors, technological factors, educational factors and motivational factors. Data were analyzed using SPSS software and LISREL (P≥0.05).The results of factor analysis of research variables showed that the technology component (0.68) and management component (0.66) had the highest impact on competitive marketing. Therefore, managers and owners of sports businesses can gain a special competitive advantage through the deployment and training of new technologies and ensure their presence in the competitive cycle.

کلیدواژه‌ها [English]

  • Competitive Advantage
  • Sports Business
  • Corona Virus
  • Technology

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