Study on the Marketing Mix of the Iranian Football Industry
محل انتشار: مجله کسب و کار در ورزش، دوره: 2، شماره: 1
سال انتشار: 1401
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 187
فایل این مقاله در 14 صفحه با فرمت PDF قابل دریافت می باشد
- صدور گواهی نمایه سازی
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_SPBJ-2-1_001
تاریخ نمایه سازی: 30 خرداد 1401
چکیده مقاله:
Purpose: The purpose of this study was to investigate on the marketing mix model of the Iranian football industry.Methodology: The present study is an applied and descriptive-analytical research that was conducted on fieldwork. The research tool is a marketing mix of the Memari study on Iranian sport industry (۲۰۰۷). Subjective and content validity was determined by experts and sports experts and its reliability in a preliminary study was estimated on ۳۰ sample subjects through Cronbach's alpha of ۰.۹۲. The statistical population of the study consisted of two groups. The first group was the Fans of the three East Azerbaijan province teams in the Premier League, with ۴۴۱ of them being unlimited, they were selected randomly by multi-stage cluster and cluster. The second group includes members of the Football Association board Technical, managing director of the provincial clubs, teams of experts board and administrators (N = ۹۰) who were selected by targeted sampling method. Data were analyzed by descriptive statistics and correlation t-test with the help of statistical package SPSS ۲۲ and structural equation model using Amos software.Findings: The results showed that the existing situation of sports clubs marketing mix are significantly lower than the optimal situation such as financial sponsorship, promotion management, pricing management, the power of the market, public relations management, process management, location management and brand management. Finally, the coefficients of the indexes indicate the optimal fit of the marketing mix model of the football clubs. Therefore, to improve the development of football industry, it is necessary to make fundamental changes to the marketing plans of this province.Originality: In this article, we examine the modeling of the p۸ marketing mix elements on the football industry using structural equation methods.
کلیدواژه ها:
نویسندگان
رقیه سرلاب
Assistant Professor, Department of Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
زهرا علیپور نادینلوئی
PhD Student, Department of Sport Management, Faculty of Sport Science, Urmia University, Urmia, Iran.
نازیلا محمودی
M. A of Sport Management, Islamic Azad University Sardroud Branch, Tabriz, Iran.