طراحی الگوی بازاریابی الکترونیکی مبتنی برهوش مصنوعی در صنعت ورزش ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی‌ارشد، گروه مدیریت ورزشی، دانشگاه تربیت دبیر شهید رجایی، تهران، ایران.

2 استادیار، گروه مدیریت ورزشی، دانشگاه تربیت دبیرشهید رجایی، تهران، ایران.

3 دانشیار، گروه مدیریت ورزشی، دانشگاه تربیت دبیرشهید رجایی، تهران، ایران.

چکیده

چکیده

در دنیای پویا و رقابتی صنعت ورزش ایران، تجارت الکترونیکی به عنوان یک ابزار برجسته و جدید، برای تحول و بهبود فرآیندهای بازاریابی با هوش مصنوعی مورد توجه قرار گرفته است. بر این اساس در این پژوهش، به بررسی نقش این الگوهای نوآورانه در توسعه صنعت ورزش ایران و ایجاد فرصت‌های جدید برای کسب و کارهای این حوزه پرداخته شده است. این پژوهش به لحاظ هدف کاربردی است و با روش کیفی و رویکرد تحلیل مضمون انجام شده است. ابزار مورد استفاده در این تحقیق مصاحبه بوده است. مشارکت کنندگان، خبرگان حوزه صنعت ورزش و بازاریابی هستند که با تعداد 12 نفر و تا رسیدن به حد اشباع نظری، در گردآوری داده‌ها مشارکت داشته‌اند. بر اساس نتایج تحقیق، شاخص‌های هوش مصنوعی، چالش های بازاریابی الکترونیکی مبتنی بر هوش مصنوعی، پیشایندهای بازاریابی الکترونیکی مبتنی بر هوش مصنوعی در صنعت ورزش ایران و پیامدهای کاربرد هوش مصنوعی در بازاریابی الکترونیکی شناسایی شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing an Artificial Intelligence-Based Electronic Marketing Pattern in the Iranian Sports Industry

نویسندگان [English]

  • shafagh Abolghasemi Atany 1
  • Maysam Rahimizadeh 2
  • Amir Hossein Monazami 3
1 Msc, Department of Physical Education, Shahid Rajaee Teacher Training University, Tehran, Iran.
2 Assistant Professor, Department of Physical Education, Shahid Rajaee Teacher Training University, Tehran, Iran
3 Associate Professor, Department of Physical Education, Shahid Rajaee Teacher Training University, Tehran, Iran.
چکیده [English]

ABSTRACT

In the dynamic and competitive world of the sports industry in Iran, electronic commerce has emerged as a prominent and novel tool for the transformation and improvement of marketing processes with artificial intelligence. Accordingly, this research delves into the role of these innovative patterns in the development of the sports industry in Iran and the creation of new opportunities for businesses in this field.This study is application-oriented and employs a qualitative approach with content analysis. Interviews were conducted as the primary data collection method, involving 12 participants who are experts in the fields of sports and marketing. According to the research findings, the implications include cost reduction, improved human resource management, enhanced performance, better planning and budget management, accelerated employment generation, achieving targeted planning, effective customer communication, practical use in biomechanics and kinesiology, development of universal and championship sports, broad market access, diversity, speed in selection, increased sales, transitioning from knowledge to artificial intelligence-driven wisdom. The study also provides practical recommendations based on the research results.

کلیدواژه‌ها [English]

  • Electronic marketing"
  • Artificial Intelligence"
  • "
  • Sport Industry"
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