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Designing and Preparing the Development Model of Marketing in Volleyball Super League of Iran
Annals of Applied Sport Science Pub Date : 2019-12-01 , DOI: 10.29252/aassjournal.600
ُSiavash Khodaparast Sareshkeh , Seyed Mohammad Hossein Razavi , Morteza Rezaee Soufi , Ali Mohammad Safania , , , ,

Background. Marketing is essential for any kind of conscious movement in today's market; a market that no longer recognizes either the borders or a particular customer. Objectives. The aim of this research is designing and preparing the development model of marketing in volleyball Super League of Iran. Methods. The current research is an applied one from the point of its aims. The research method for this study is mixed methods research of the discovery serial type. At the end of this stage, important factors contributing on the designing and preparing the development model of marketing in volleyball Super League were used. The population for this research included general managers, leaders, managers, and coaches present in the super league of Iran. The sample including 102 members was chosen based on theoretical sampling method using the Cochran formula. The research tool for this paper was a questionnaire consisting of 139 two-way 5-option questions. In order to test the hypotheses Lisrel and SPSS software were used. Results. The results indicated that in optimal circumstances, management, environment, strategy, partitioning the goal market, locating, and mixed marketing are influential factors in Iran’s volleyball super league. Moreover, in optimal conditions, the priorities of the marketing variables of Iran’s super league are management, environment, strategy, mixed marketing, target market, and locating. In the current situation, sport marketing management in sport marketing strategy and mixed marketing has a positive significant impact. Conclusion. In order to reach the above-mentioned marketing we should consider factors like management, environment, strategy, partitioning the target market, and contexts should be considered as influential factors.

中文翻译:

设计和准备伊朗排球超级联赛营销发展模式

背景。营销对于当今市场上的任何有意识的运动都是必不可少的。不再识别边界或特定客户的市场。目标。本研究的目的是设计和准备伊朗排球超级联赛营销的发展模式。方法。从其目的出发,当前的研究是一种应用的研究。本研究的研究方法是发现序列类型的混合方法研究。在此阶段的最后,使用了有助于设计和准备排球超级联赛营销模式的重要因素。这项研究的人群包括伊朗超级联赛中的总经理,领导人,经理和教练。使用Cochran公式根据理论抽样方法选择了包括102名成员的样本。本文的研究工具是由139个双向五选项问题组成的问卷。为了检验假设,使用了Lisrel和SPSS软件。结果。结果表明,在最佳情况下,管理,环境,策略,目标市场划分,定位和混合营销是伊朗排球超级联赛的影响因素。此外,在最佳条件下,伊朗超级联赛营销变量的优先级是管理,环境,策略,混合营销,目标市场和定位。在当前形势下,体育营销管理在体育营销策略和混合营销中具有积极的显著作用。结论。
更新日期:2019-12-01
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