مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

آیندۀ پژوهی جذب سرمایه‌گذاری در فدراسیون والیبال با رویکرد تحلیل ساختاری

نوع مقاله : استخراج از رساله دکتری

نویسندگان
1 دانشجوی دکتری، گروه مدیریت ورزشی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 استادیارگروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران ، ایران.
3 دانشیار گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران.
4 عضو هیئت علمی دانشگاه آزاد واحد تهران مرکزی، پسا دکترای آینده پژوهی دانشگاه تهران، تهران، ایران.
چکیده
جذب سرمایه‌گذاری خارجی از اولویت‌های اقتصادی فدراسیون‌های ورزشی بخصوص فدراسیون والیبال است. اما عدم اطمینان فزاینده در این عرصه، سیاست‌گذاری را به سمت رویکردهای نوینی چون آینده‌نگاری راهبردی سوق داده است. هدف این پژوهش آیندۀ پژوهی جذب سرمایه در فدراسیون والیبال با رویکرد تحلیل ساختاری بود. این پژوهش از لحاظ راهبرد هدف‌گذاری کاربردی و روش آن توصیفی - تحلیلی و براساس روش-های آینده پژوهی، تبیینی می‌باشد. جامعه آماری این پژوهش را اساتید حوزه بازاریابی ورزشی، مسئولین فدراسیون و مدیران شرکت‌های حامی تشکیل می‌دادند. انتخاب این افراد به صورت هدفمند بود و تعداد آن‌ها برابر با 20 نفر بود. جهت شناسایی موضوعات مؤثر بر آینده جذب سرمایه در فدراسیون والیبال از مرور ادبیات تحقیق و همچنین مصاحبه با صاحب‌نظران استفاده شد و مبتنی بر آن تعداد 25 مؤلفه نهایی در ارتباط با جذب سرمایه در فدراسیون والیبال شناسایی گردید. نتایج بدست آمده نشان داد که 24 عامل به‌عنوان مؤلفه‌های مؤثر در جذب سرمایه در فدراسیون والیبال هستند. براساس یافته‌های تحقیق چهار متغیر حق پخش تلویزیونی، قرارداد با شرکای تجاری، تصویب قانون کپی رایت، باشگاه‌داری حرفه‌ای جزء پیشران‌های کلیدی جذب سرمایه در فدراسیون والیبال می-باشند چرا که هم اهمیت و عدم قطعیت‌ بالایی را برای خود ثبت کرده بودند. براین مبنا در برنامه‌ریزی‌های آتی و تعیین سناریوهای محتمل پیش‌روی لازم است مورد استفاده قرار گیرند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

The future of fundraising research in the volleyball federation with a structural analysis approach

نویسندگان English

Hamiid Ghadiri 1
Shiva Azadfada 2
Reza Nikbakhsh 3
Seyed Mohammad Mahdi Beheshtinejad 4
1 PhD student, Department of Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Assistant Professor, Department of Sports Management, Islamic Azad University, North Tehran Branch, .Tehran, Iran
3 Associate Professor, Department of Sports Management, Islamic Azad University, South Tehran Branch, .Tehran, Iran
4 Faculty member, Central Tehran Azad University, Postdoctoral Fellow in Futures Studies, University of Tehran, Tehran, Iran.
چکیده English

Attracting foreign investment is one of the economic priorities of sports federations, especially the volleyball federation. However the growing uncertainty in this field has pushed policy-making towards new approaches such as strategic foresight. The purpose of this research was to identify the future drivers of attracting funds for the volleyball federation. This research is descriptive-analytical in terms of practical targeting strategy and descriptive-analytical based on future research methods. The statistical population of this research was made up of sports marketing professors, federation officials and managers of sponsoring companies. The selection of these people was purposeful and their number was equal to 20 people. to order to identify the issues affecting the future of fundraising in the volleyball federation, a review of research literature and interviews with experts were used, and based on that, 25 final components were identified in connection with fundraising in the volleyball federation. The obtained results showed that 24 factors are effective components in attracting capital to the volleyball federation. According to the findings of the research, the four variables of television broadcast rights, contracts with business partners, approval of copyright law, and professional club ownership are among the key drivers of attracting capital in the volleyball federation because they have both importance and high uncertainty. They had registered for themselves. For this reason, it is necessary to use them in future planning and determination of possible future scenarios.

کلیدواژه‌ها English

Future research
financial support
income generation
uncertainty
strategic management
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