مفهوم‌سازی ارزش رسانه‌ای بازیکنان فوتبال به عنوان پایه‌ای برای توسعه مدل‌های درآمدزایی باشگاه‌های فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد، گروه مدیریت رسانه، دانشگاه تهران، تهرن، ایران.

2 استادیار، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران .

3 استاد، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران.

چکیده

در حالیکه درآمدهای سرشار فوتبال در کشورهای پیشرو اروپایی این ورزش را به یک صنعت پردرآمد تبدیل کرده است، باشگاه‌های فوتبال ایرانی همواره با مشکلات مالی روبه‌رو بوده‌اند. پژوهش‌های پیشین که روش‌های درآمدزایی در فوتبال اروپا را با لیگ برتر فوتبال ایران مقایسه کرده‌اند، نشان داده‌اند که باشگاه‌های ایرانی نتوانسته‌اند از روش‌های درآمدزایی فوتبال بهره ببرند و این گاه به دلیل مسائل قانونی بوده و گاه به دلیل ناکارآمدی مدیریتی. پژوهش حاضر با هدف توسعه زیرساختی مفهومی برای توسعه مدل کسب‌وکار باشگاه‌های فوتبال کشور، ارزش رسانه‌ای بازیکنان فوتبال را به عنوان یک دارایی نامشهود مطرح می‌کند که عبارت است از بخشی از ارزش اقتصادی بازیکن که به واسطه رسانه‌ها ایجاد می‌شود. پایه نظری این مفهوم‌سازی را تئوری بازار دوطرفه رسانه‌ای شکل می‌دهد که طی آن برخی از رسانه‌ها – از جمله تلویزیون دولتی ایران- با ارائه محتوای رایگان، توجه مخاطبان را جلب می‌کنند و این توجه را به آگهی‌دهندگان می‌فروشند و درآمد کسب می‌کنند. روش انجام این پژوهش کتابخانه‌ای و مرور نظام‌مند ادبیات مرتبط با اقتصاد فوتبال و مدیریت رسانه است. انتظار می‌رود با طرح مفهوم ارزش رسانه‌ای، امکان توسعه مدل‌های کسب‌وکار موفق و مستقل از کمک‌های دولتی باشگاه‌های فوتبال ایران و بهره‌گیری مناسب از ظرفیت‌های‌ رسانه‌ای موجود به منظور درآمدزایی باشگاه‌ها فراهم شود.

کلیدواژه‌ها

عنوان مقاله [English]

Conceptualizing Media Value of Football Players as a Basis for Development Revenue Models of Iranian Football Clubs

نویسندگان [English]

  • Marjan Basirat 1
  • Datis Khajeheian 2
  • Taher Roshandel Arbatani 3
1 Msc. Department of Media Management, University of Tehran, Tehran, Iran.
2 Assistant Professor, Department of Business Management, University of Tehran, Tehran, Iran.
3 Professor, Department of Business Management, University of Tehran, Tehran, Iran.
چکیده [English]

While football related revenues of leading European football clubs have made this sport a kind of industry, Iranian football clubs are always faced with financial problems. Previous studies that compared the methods of revenue generation in European football with the Iranian Premier Leagues’ clubs have shown that Iranian clubs were not able to use revenue generation methods. Sometimes it is due to legal issues and sometimes because of inappropriate management. The present study aimed to develop a conceptual infrastructure for the development of the business model of the Iranian football clubs, offering the media value of football players as an intangible asset. The media value of football player is a part of his economic value which is created by the media. The theoretical foundation for this conceptualization is the dual-product marketplace of media in which some media-including Iranian state TV-with free content, attract the attention of the audiences and sell the attention to advertisers and earn revenue. Systematic Literature Review of articles in related fields used as the method for conduct of this research. It is expected that by introducing the concept of media value, it will be possible to develop successful business models, which are independent from government grants, in football clubs and make proper use of existing media capacities in order to earn revenue.

کلیدواژه‌ها [English]

  • Football Economics
  • Media Value of Football Player
  • Media Management
  • Business Models
  • Intangible Asset

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سابقه مقاله

  • تاریخ دریافت: 21 اردیبهشت 1398
  • تاریخ بازنگری: 28 مهر 1398
  • تاریخ پذیرش: 09 آذر 1398

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