راهبردهای بازاریابی در فدراسیون شمشیربازی جمهوری اسلامی ایران مبتنی برمدل هفت پی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
این تحقیق برمبنای راهبردکیفی، از نقطه نظر مسیر اجرا، مبتنی بر روش پژوهش مطالعات راهبردی و از نقطه نظر هدف، کاربردی است. دراین تحقیق، راهبردهای بازاریابی در هفت بعد، محصول یا خدمت (Product)، قیمت (Price)، تبلیغات یا ترویج (Promotion)، مکان توزیع (Place)، افراد و نیروی انسانی (People)، فرآیند (Process) و محیط فیزیکی (Physical Environment) تدوین شده است. جامعه آماری تحقیق بصورت هدفمند و در قالب تشکیل شورای خبرگان شامل افراد صاحب نظر بود. ابزار جمع آوری اطلاعات در این تحقیق عبارتند از مطالعات اسنادی و کتابخانه ای، مصاحبه نیمه ساختارمند و پرسشنامه. جهت تشخیص نقاط قوت، ضعف ها، فرصت ها و تهدیدها از تحلیل محیط درونی و بیرونی استفاده شده است. براساس تحلیل SWOT در مجموع 19 راهبرد شامل 3 راهبرد در بعد محصول(کالا یا خدمات)، 3 راهبرد در بعد قیمت، 4 راهبرد در بعد تبلیغات، 2 راهبرد در بعد مکان، 2 راهبرد در بعد افراد و منابع انسانی، 3 راهبرد در بعد فرآیند ارائه کالا/خدمات، و 2 راهبرد برای بعد محیط فیزیکی تدوین شد. بازاریابی در یک سازمان ورزشی آن هم از نوع المپیکی به سبب ارزش هایی که بازی جوانمردانه و دوستی را ترویج میدهند، بیشتر به سوی جامعه تمایل دارد تا تجارت. به همین سبب نیازهای بازاریابی هر سازمان ورزشی ویژه و مختص به خود آن سازمان باید باشد و به همین سبب این پژوهش "بازاریابی راهبردی" را در مورد محیط سازمانی فدراسیون شمشیربازی، ذی نفعان این فدراسیون و ساختارهای موجود در محیط داخلی و بیرونی فدراسیون به کار گرفته است.Marketing Strategies in the Fencing Federation of the Islamic Republic of Iran Based on the 7Ps Model
The purpose of this study is to identify the marketing strategies of the Fencing Federation of the Islamic Republic of Iran based on the 7Ps model. This study uses a qualitative research methodology as adopted by strategy-based research and falls into the category of applied research. In this research, a marketing strategy plan was developed for the Fencing Federation of the Islamic Republic of Iran by reviewing expert opinions and upstream documents, and by analyzing related matrices. In this line, the 7Ps marketing mix was considered, which include Product (or service), Price, Promotion, Place, People, Process and Physical environment. The statistical population of the research was selected to form a group of experts based on the purposive sampling method, thus comprising of experts in the field of developing strategic marketing plans and executives consisting of the president of the Federation, vice-president of the Federation, vice-president of the Women’s Department, the general secretary of the Federation, a member of the board of the Federation, the international relations director, the representative of athletes and national teams, the representative of the coaches' committee, the representative of the referees' committee, the legal advisor, the public relations officer, the senior advisor, the coach, the ceremonies officer, and the treasurer. The study data was collected by reviewing documentary and library studies, and conducting semi-structured interviews and questionnaires. Internal and external analyses were used to identify strengths, weaknesses, opportunities and threats. Based on the SWOT analysis, a total of 19 strategies were identified including 3 strategies related to the product dimension, 3 strategies related to the price dimension, 4 strategies related to the dimension of promotion, 2 strategies related to the dimension of place, 2 strategies related to the dimension of people and human resources, 3 strategies related to the dimension of the process of offering goods/services, and 2 strategies related to the dimension of the physical environment. Then, the pertinent strategies were sorted by determining the strategic significance of each dimension and according to its position in one of the four areas (i.e., ST, SO, WO, WT). A notable point to consider with regard to marketing in sports organizations, which managers should recognize, is that marketing in a sports organization, particularly one that is focused on the Olympics games, tends to be leaned more toward the community than profit-making, due to the values that promote fair play and friendship. For this reason, the marketing particulars of every sports organization should be specific to that organization. As a result, this study adopted the "strategic marketing" approach to explore the organizational environment of the Fencing Federation, its stakeholders, and the existing structures in its internal and external environments.
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