با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد تربیت‌بدنی و مسئول تربیت‌بدنی دانشکده فنی کشاورزی مراغه

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه پیام نور، تهران

3 کارشناسی ارشد جامعه شناسی

چکیده

هدف از اجرای این تحقیق بررسی نقش اینترنت برآمیخته بازاریابی شرکت‌های حمایت‌کننده مالی از باشگاه‌های ورزشی شهر تبریز بود. روش پژوهش از نوع توصیفی - همبستگی بود. جامعه‌ی آماری پژوهش حاضر شامل کلیه مدیران ارشد (مدیرعامل، مدیر فروش و مدیر مالی) شرکت‌های حمایت‌کننده مالی از باشگاه‌های ورزشی شهرستان تبریز بود و نمونه تحقیق هم تعداد 68 مدیر ارشد به‌صورت نمونه در دسترس از مناطق مختلف شهرستان تبریز انتخاب شدند. جهت جمع‌آوری اطلاعات از پرسشنامه محقق ساخته (1395) استفاده گردید. برای تحلیل داده­ ها نیز از آزمون‌های تی استیودنت، فریدمن، ضریب همبستگی پیرسون و رگرسیون دومتغیره استفاده شد. نتایج تحقیق نشان داد: اینترنت برآمیخته بازاریابی شرکت‌های حمایت‌کننده مالی از باشگاه‌های ورزشی شهرستان تبریز تأثیر دارد. بین اولویت‌بندی مؤلفه‌های آمیخته بازاریابی شرکت‌های حمایت‌کننده مالی از باشگاه‌های ورزشی شهرستان تبریز تفاوت وجود دارد که دراین‌بین عامل تبلیغ در رتبه نخست و عامل مکان در رتبه آخر قرار داشت. همچنین بین مؤلفه‌های آمیخته بازاریابی شرکت‌های حمایت‌کننده مالی از باشگاه‌های ورزشی شهرستان تبریز ارتباط مستقیم و معناداری وجود دارد. نتیجه‌گیری کلی اینکه استفاده از اینترنت می‌تواند موجب بهبود آمیخته بازاریابی شرکت‌های حمایت‌کننده مالی از باشگاه‌های ورزشی شود.

کلیدواژه‌ها

عنوان مقاله [English]

An Investigation into the Role of Marketing Mix of Sports Clubs Sponsors

نویسندگان [English]

  • Salman Jafari 1
  • Bahram Akbari 2
  • Sana Mohammad alizad Rafie 3

1 M.A Physical Education and Physical Education Faculty of Agriculture in charge of Maragha

2 Ph.D Student in Sport Management, Payam Noor University, Tehran

3 M.A Sociology, Tabriz University

چکیده [English]

The purpose of this research was the An ivestigation into the role of marketing mix of sports clubs sponsors city of tabriz.The research method is descriptive – correlation. The study population was consisted of all senior managers (CEO, sales manager and financial manager) companies sponsors of sports clubs Tabriz city and the research sample were selected 68 Senior managers for available samples from different areas of the Tabriz city. It is used from questionnaire Self-made (1395). For analysis of data, It is used of tests and students- T test, Fridman, pearson correlation coefficient and two-variable regression. The results of this research show that: Internet has effect on marketing mix companies sponsors of sport clubs city of tabriz. There is a significant difference between Prioritize the components of marketing mix companies sponsors of sport clubs city of tabriz that in the meantime is advertising components in first ranks and place components in end ranks. Also, there is significant correlation between the components marketing mix companies sponsors of sport clubs city of tabriz. The overall conclusion that using the Internet can cause improve marketing mix companies are sponsors of sport clubs.

کلیدواژه‌ها [English]

  • Internet
  • Marketing Mix
  • Companies Sponsors
  • Sport Club
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