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اولویت‌بندی شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی ایران بر اساس مدل سلسله مراتب اثر

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری؛ گروه تربیت بدنی؛ واحد سنندج؛ دانشگاه آزاد اسلامی، سنندج، ایران

2 استادیار گروه تربیت بدنی؛ واحد سنندج؛ دانشگاه آزاد اسلامی، سنندج، ایران

3 دکترای تربیت بدنی

چکیده

در این پژوهش شاخص‌ها و ابزارهای ارتباطات یکپارچه بازاریابی در صنعت پوشاک و تجهیزات ورزشی با استفاده از مدل سلسله مراتب اثر  مورد بررسی قرار می‌گیرد. روش تحقیق از نوع توصیفی ـ پیمایشی و‌ برای جمع‌آوری داده‌ها از پرسشنامه محقق ساخته استفاده شد. روایی صوری و محتوایی پرسشنامه توسط متخصصین تأیید گردید و باتوجه به نرخ ناسازگاری پرسشنامه (کمتر از 0/1)، ابزار تحقیق از اعتبار و پایایی مناسب برخوردار بود. جامعه آماری تحقیق را 38 نفر از صاحب‌ نظران و متخصصین بازاریابی ورزشی تشکیل می‌دهد، داده‌ها نیز از طریق روش تحلیل سلسله مراتبی (AHP) و نرم‌افزار Expert Choice مورد تحلیل قرار گرفت. نتایج نشان داد، به ترتیب برای اهداف شناختی؛ ایجاد آگاهی و دانش با وزن نهایی (0/278) و (0/255)، اهداف احساسی؛ میل و تمایل با وزن نهایی(0/257) و(0/232) و اهداف رفتاری؛ اطمینان و عمل (خرید) با وزن نهایی (0.231) و (0/307)  از اهمیت بالایی در صنعت پوشاک وتجهیزات ورزشی ایران برخوردار هستند. از دیگر نتایج این مطالعه در میان ابزارهای IMC در مدل ارتباطی HET، تبلیغات و روابط عمومی به ترتیب با داشتن وزن نهایی(0.313) و (0/260) برای ایجاد آگاهی، و با وزن نهایی (0/206) و (0/300) برای ایجاد دانش دارای اولویت اول بودند لذا به تولیدکنندگان و فروشندگان پوشاک و تجهیزات ورزشی توصیه می‌گردد برای فروش اقلام ورزشی خود با استفاده از ابزارهای ارتباطات یکپارچه بازاریابی برای ایجاد آگاهی و دانش، میل و تمایل، و اطمینان و خرید مشتریان خود از طریق تبلیغات و روابط عمومی،  پیشبرد فروش، فروش شخصی و بازاریابی مستقیم، اقدام نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Prioritization of Indicators and Integrated Marketing Communication Tools in The Iranian Clothing and Sports Equipment Industry Based On The Hierarchy Of Effects Model

نویسندگان [English]

  • mahmod miraki 1
  • Mozafar Yektayar 2
  • narges esmaeily 3

1 Ph.D. Student; Department of Physical Education; Sanandaj Branch; Islamic Azad University, Sanandaj, Iran

2 Assistant Prof. Department of Physical Education; Sanandaj Branch; Islamic Azad University, Sanandaj, Iran

3 Ph.D. of Physical Education

چکیده [English]

In this research, the indicators and tools of integrated marketing communication in the clothing and sports equipment industry are examined based on Hierarchy of Effects Model. The research method was descriptive-survey and data were collected by a researcher-made questionnaire. The face and content validity of the questionnaire was confirmed by experts and due to the incompatibility rate of the questionnaire (less than 0.1), the research tool had good validity and reliability. The statistical population of the study consists of 38 sports marketing experts and specialists. The data were analyzed through Analytic Hierarchy Process (AHP) and Expert Choice software. The findings showed that creating awareness and knowledge with final weights of (0.278) and (0.255) is significant for cognitive purposes; desire with final weights of (0.257) and (0.232) is significant for emotional goals, and reliability and action (purchase) with final weights of (0.231) and (0.307) are of great importance for behavioral goals in the Iranian clothing and sports equipment industry. Also, the results indicate that advertising with the final weights of (0.313) and (0.260) to create awareness, respectively, and public relations with the final weights of (0.206) and (0.300) to create knowledge are the first priority among IMC tools in HET communication model. Consequently, manufacturers and sellers of clothing and sports equipment are recommended to sell their sports items using integrated marketing communication tools to create awareness and knowledge, desire and craving, and creation of confidence in customers through advertising and public relations, sales promotion, sales personal and direct marketing.

کلیدواژه‌ها [English]

  • Integrated Marketing Communication
  • The Hierarchy of Effects Model
  • Incompatibility Rate
  • Analytic Hierarchy Process (AHP)
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مدیریت ارتباطات در رسانه های ورزشی
دوره 9، شماره 2 - شماره پیاپی 34
بهمن 1400
صفحه 82-95
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  • تاریخ دریافت: 19 بهمن 1399
  • تاریخ بازنگری: 26 اسفند 1399
  • تاریخ پذیرش: 03 اردیبهشت 1400
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