نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شمال، آمل، ایران.
2 استادیار دانشگاه هنر، تهران،ایران
3 استادیار مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران.
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
The present research is looking for the marketing outsourcing model in Iran’s football clubs. The current research method is a combination of qualitative and quantitative selection. The statistical population was selected according to the purpose and framework of the research for two quantitative and qualitative phases. Number of 20 interviews until reaching to theoretical saturation.in the quantitative part, the statistical population includes professors and sport activists, and the statistical sample based on the sufficient number for modeling in PLS software was 400 people.in the qualitative phase, the exploratory interview tool was used, and in the quantitative part, Delphi techniques were used to identify and confirm the factors, as well as, the questionnaire extracted from the qualitative and fuzzy Delphi phase the statistical method and data analysis was used in the qualitative part of the research using the method or content analysis in the form of coding in quantitative part Coronbach Alpha method ,as well as, exploratory and confirmatory factor analysis were used to confirm the structure of the research al inferential statistical test are done in (SPSS 24) software and smart PLS software is used for structural modeling and measurement of multiple relationships between variables.in the qualitative and after coding the interweaves we found 94 effective components on marketing outsourcing exploratory factor analysis that identified 71 indicators in 13 categories ,technical and structural factor, managerial factor ,club culture, political and legal infrastructure, monitoring and evaluation, cost management ,sport industry ,pricing ,incentives ,football potential, sport success and market power. Finally, the result of the path analysis also showed that all factors of football marketing outsourcing have relationship and impact. In general, football outsourcing will not solve the existing problems in any way if it is not done in the right conditions and with effective and correct tools and methods. Therefore, it is suggested sports club managers provide the presence of marketing contractors in the club by creating technical and structural infrastructure and paying attention to the culture of the club and check their performance by timely monitoring and evaluation so that the clubs get the necessary financial resources and thus make the clubs successful.
کلیدواژه‌ها [English]
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