نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 دانشیار مدیریت ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
چکیده
هدف پژوهش حاضر؛ ارائه راهبردهای کاربردی جدید به منظور سودآوری باشگاه‌های فوتبال استقلال و پرسپولیس با بکارگیری از ظرفیت‌های درآمدهای رسانه‌ای و تبلیغاتی، درآمدهای تجاری و درآمدهای مدیریتی بود. روش پژوهش به صورت کیفی و بر اساس نظریه داده بنیاد می‌باشد. جامعه آماری پژوهش اعضای هیات علمی دانشگاه‌ها در گروه مدیریت ورزشی و مدیریت بازرگانی، متخصصین بازاریابی ورزشی، کارشناسان حقوق و اقتصاد، بودند. نمونه آماری به صورت هدفمند برای مصاحبه انتخاب گردید و مصاحبه‌ها تا حد اشباع نظری ادامه یافت. درنهایت 12 مصاحبه انجام پذیرفت پس از اجرای مصاحبه‌ها، مطالب گردآوری شده به دقت مطالعه شد و داده‌های حاصل از اجرای آن در سه گام اصلی کدگذاری باز، محوری و انتخابی قرار گرفت. بعد از کدگذاری مرحله به مرحله با توجه به روش گلیزر، تعداد 74 کد نهایی به دست آمد که در 9 مقوله فرعی و 3 مقوله اصلی درآمدهای رسانه‌ای و تبلیغاتی، درآمدهای تجاری و درآمدهای مدیریتی به عنوان راهبردهای درآمدزایی مؤثر بر باشگاه‌های فوتبال استقلال و پرسپولیس قرار گرفتند. با به‌کارگیری از مفاهیم به‌دست‌آمده در این پژوهش می‌توان کمبودهای مالی ناشی از مشکلات حق پخش رسانه‌ای، بلیط فروشی و تبلیغات محیطی در کشور را با دیگر ابزارهای ارتباط رسانه‌ای، درآمدهای تجاری و درآمدهای مدیریتی جبران کرد و به درآمدزایی در باشگاه رسید.
کلیدواژه‌ها
عنوان مقاله [English]
Development of Strategies Related to Revenue Generation of Esteghlal & Persepolis Football Clubs
نویسندگان [English]
- mohammad zare abandansari 1
- NASRIN AZIZIAN KOHAN 2
- fatemeh rezapour 1
1 Ph.D. Student in Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran
2 Associate Prof. of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran
چکیده [English]
The aim of the present study; Presenting new practical strategies for the profitability of Esteghlal & Persepolis football clubs by using the capacities of media & advertising revenues, commercial revenues & managerial revenues. The research method is qualitative & based on the Grounded Theory. The statistical population of the study was the faculty members of the universities in the Department of Sport Management & Business Management, sport marketing specialists, legal & economics experts. The statistical sample was purposefully selected for the interview & the interviews continued until theoretical saturation. Finally, 12 interviews were conducted. After conducting the interviews, the collected materials were carefully studied & the data obtained from its implementation was divided into three main steps of open, axial & selective coding. After step-by-step coding according to Glaser method, 74 Final code were obtained in 9 sub-categories & 3 main categories of media & advertising revenues, commercial revenues & managerial revenues as effective revenue generation strategies were applied to Esteghlal & Persepolis football clubs. Using the concepts obtained in this study, the financial deficits caused by the problems of media broadcasting rights, ticket sales & environmental advertising in the country can be compensated with other means of media communication, business revenues & management revenues & made money in the club.
کلیدواژه‌ها [English]
- Advertising
- Communications
- Managers
- Media
- Profitability
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