شناسایی و رتبه‌بندی مناظر توسعة کسب‌وکارهای ورزش‌های الکترونیکی با رویکرد تلفیقی دلفی فازی، BSCو MADM

نوع مقاله : مقاله پژوهشی

نویسندگان

استادیار گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد کرج، کرج، ایران

چکیده

ورزش‌های الکترونیکی در سرتاسر جهان در حال رشد هستند و هر روز افراد بیشتری در این بازی‌ها درگیر می‌شوند. بنابراین تحقیق حاضر، مناظر توسعة کسب‌وکارهای ورزش‌های الکترونیکی را با رویکرد ترکیبی دلفی فازی،  BSCو MADM شناسایی و رتبه‌بندی می‌کند. جامعة آماری این پژوهش در بخش کیفی، شامل 15 نفر از خبرگان مدیریت ورزشی بود. در بخش کمی نیز مشتریانی که حداقل یک سال در مراکز ورزش‌های الکترونیکی شهر تهران سابقة عضویت داشتند، به‌عنوان جامعه در نظر گرفته شدند. در بخش کیفی و با توجه به روش دلفی فازی و BSC عوامل زیر به نام‌های منظر مالی (توسعة فرصت‌های درآمدزایی، تقویت ارزش مشتری، بهبود بهره‌وری ارائة خدمات، قیمت‌گذاری مناسب خدمات ورزش‌های الکترونیکی، مشارکت سرمایه‌گذاران خصوصی، سیستم‌های متنوع پرداخت)، فرایندهای داخلی (تلاش برای افزایش دورة عمر مشتریان، تشخیص بخش‌های غیرسودآور، شناسایی نقاط قوت و ضعف مراکز، گسترش کیفیت و تنوع خدمات، خلاقیت و نوآوری)، مشتری (ارائة خدمات ویژه به مشتریان وفادار، داشتن مربیان مجرب، داشتن امکانات جذاب و مدرن، ایجاد انگیزه در مشتریان، امنیت فضای کسب‌وکار) و رشد و یادگیری (تدوین طرح‌های توسعة مرکز در آینده، ساماندهی تجهیزات فرسوده، ارزیابی صلاحیت کارکنان، به‌کارگیری روش‌های نوین بازاریابی ورزشی، توجه به رقابت و داشتن مزیت رقابتی) شناسایی شدند. با توجه به نتایج تحقیق، مهم است که صاحبان کسب‌وکارهای ورزش‌های الکترونیکی همواره از طریق توسعة امکانات جذاب و مدرن فرصت‌های جدیدی برای ارائه محصولات و خدمات خود به مشتریان ایجاد کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Identification and Ranking the Development perspectives of Esports Business with Combined Approach of Fuzzy Delphi, BSC and MADM

نویسندگان [English]

  • Hossein Abdolmaleki
  • Seyed Bahador Zakizadeh
  • Seyed Nemat Khalifeh
Assistant Professor, department of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
چکیده [English]

E-sports are growing all over the world, and more and more people are getting involved as players or spectators. Therefore, the present study identifies and ranks the development perspectives e-sports businesses with a combined approach of BSC, fuzzy Delphi and MADM. The statistical population of this research in the qualitative section included 15 sport management experts. In quantitative section, customers who had been members of e-sports centers in Tehran for at least 1 year were considered as statistical population. Based on PASS statistical software and research objectives, the sample size was estimated between 320 and 385 people, and finally 330 questionnaires were analyzed. In the qualitative section, according to the fuzzy Delphi method and BSC, the following factors as financial perspective (development of revenue opportunities, strengthening customer value, improving productivity of services, appropriate pricing of e-sports services, participation of private investors, diverse payment systems); internal processes (Efforts to increase the lifespan of customers, identifying unprofitable sectors, identifying the strengths and weaknesses of the center, expanding the quality and variety of services, creativity and innovation); customer (providing special services to loyal customers, having experienced trainers, having attractive and modern facilities, motivating customers, business environment security) and growth and learning (formulating future development plans of the center, organizing worn-out equipment, evaluating the qualifications of employees, using new methods of sports marketing, paying attention to competition and having competitive advantages) were identified. At the end and according to the research results, suggestions were made for managers of e-sports businesses that doing them can help improve their business situation.

کلیدواژه‌ها [English]

  • Video games
  • marketing
  • customer
  • competitive advantage
  • game net

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