ﺪوﯾﻦ اﻟﮕﻮي ﺑﺎزارﯾﺎﺑﯽ ﺑﺎ اﺳﺘﻔﺎده از واﻗﻌﯿﺖ ﻣﺠﺎزي در ﺻﻨﻌﺖ ورزش ﮐﺸﻮر

Qualitative pattern of virtual reality application in sports marketing

ﭼﮑﯿﺪه رﺷﺪ اﻧﻔﺠﺎري ﻓﻨﺎوري در ﺳﺎلﻫﺎي آﯾﻨﺪه، ﺳﺎزﻣﺎنﻫﺎ و ﺷﺮﮐﺖﻫﺎي ورزﺷﯽ ﺟﻬﺎن را ﺑﻪ ﺳﻤﺖ ﺳﺎﺧﺖ ﺗﺠﻬﯿﺰاﺗﯽ ﺑﺎ اﺳﺘﻔﺎده از ﻓﻨّﺎوري واﻗﻌﯿﺖ ﻣﺠﺎزي ﺳﻮق داده اﺳﺖ. ﻫﺪف از اﯾﻦ ﺗﺤﻘﯿﻖ ﮐﯿﻔﯽ ﮐﻪ ﺑﺎ روش ﮔﺮﻧﺪد ﺗﺌﻮري اﻧﺠﺎم ﺷﺪ، ﺗﺪوﯾﻦ اﻟﮕﻮي ﺑﺎزارﯾﺎﺑﯽ ﺑﺎ اﺳﺘﻔﺎده از واﻗﻌﯿﺖ ﻣﺠﺎزي در ﺻﻨﻌﺖ ورزش ﮐﺸﻮر ﺑﻮد.ﮐﻠﯿﻪ ﻣﺘﺨﺼﺼﺎن و ﺧﺒﺮﮔﺎن ﺣﻮزه ﻓﻨﺎوري و ﺑﺎزارﯾﺎﺑﯽ در ورزش ﺑﻪﻋﻨﻮان ﺟﺎﻣﻌﻪ آﻣﺎري اﻧﺘﺨﺎب ﺷﺪﻧﺪ و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺎﻫﯿﺖ ﺗﺤﻘﯿﻖ و وﯾﮋﮔﯽﻫﺎي ﺟﺎﻣﻌﻪ ﺗﺤﻘﯿﻖ در اﯾﻦ ﺑﺨﺶ، ﻧﻤﻮﻧﻪﮔﯿﺮي ﺑﻪ روش ﻫﺪﻓﻤﻨﺪ و ﺑﻪ روش ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ اﻧﺠﺎم ﺷﺪ. ﺷﺮط ﺣﻀﻮر در ﻣﺼﺎﺣﺒﻪ داﺷﺘﻦ ﺣﺪاﻗﻞ ﺳﻦ 30 ﺳﺎل، ﺣﺪاﻗﻞ 5 ﺳﺎل ﺳﺎﺑﻘﻪ ﺷﻐﻠﯽ در ﺣﻮزه ﻓﻨﺎوري و ﺑﺎزارﯾﺎﺑﯽ در ورزش و ﺣﺪاﻗﻞ ﻣﺪرك ﮐﺎرﺷﻨﺎﺳﯽ ﺑﻮد. ﻣﺼﺎﺣﺒﻪﻫﺎ ﺑﻌﺪ از 16 ﻧﻤﻮﻧﻪ ﺑﻪ اﺷﺒﺎع اﻃﻼﻋﺎﺗﯽ رﺳﯿﺪ اﻣﺎ ﺑﺮاي اﻃﻤﯿﻨﺎن ﺑﯿﺸﺘﺮ ﺗﺎ ﻣﺼﺎﺣﺒﻪ ﺑﯿﺴﺘﻢ اداﻣﻪ ﭘﯿﺪا ﮐﺮد. ﺑﺮاي و ﺗﺤﻠﯿﻞ داده ﻫﺎ از ﻧﺮماﻓﺰار maxqda اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ اﻓﺰاﯾﺶ ﺗﺤﻘﯿﻘﺎت ﻣﺮﺗﺒﻂ ﺑﺎ واﻗﻌﯿﺖ ﻣﺠﺎزي و ورزش، ﺣﻤﺎﯾﺖ ﺳﺎزﻣﺎنﯾﺎﻓﺘﻪ از واﻗﻌﯿﺖ ﻣﺠﺎزي در ﺑﺎزارﯾﺎﺑﯽ ورزﺷﯽ، ﺗﺪوﯾﻦ ﺑﺮﻧﺎﻣﻪ ﺗﻮﺳﻌﻪ واﻗﻌﯿﺖ ﻣﺠﺎزي و ﺑﻮﻣﯽﺳﺎزي، آﻣﻮزش ﻣﺴﺘﻤﺮ و ﺗﺒﻠﯿﻐﺎت ﺑﻪﻋﻨﻮان راﻫﺒﺮدﻫﺎي آﺗﯽ ﺑﺎزارﯾﺎﺑﯽ ﺑﺎ اﺳﺘﻔﺎده از واﻗﻌﯿﺖ ﻣﺠﺎزي در ﺻﻨﻌﺖ ورزش ﮐﺸﻮر ﻣﯽﺑﺎﯾﺴﺖ ﻣﻮرد ﺗﻮﺟﻪ ﻗﺮار ﮔﯿﺮد.

Today, many sports organizations and companies around the world are building new products and services using virtual reality technology, and this technology is expected to grow exponentially in the coming years. The purpose of this study was to develop a marketing model using virtual reality in the country's sports industry. The method of the present study was qualitative and based on the nature of the research which requires the exploration of various factors and variables technique of Strauss and Corbin's approach was used, the grounded theory technique was used. All experts and experts in the field of technology and marketing in sports were selected as a statistical population and according to the nature of research and the characteristics of the research community in this section, sampling was done in a qualitative and targeted manner using the snowball method. Prerequisite for participation in the interview was at least 30 years old, at least 5 years of work experience in the field of technology and marketing in sports and at least a bachelor's degree. The interviews were saturated after 16 samples, but continued until the 20th interview for more assurance. Maxqda software was used to encode and analyze the interviews. The results showed that the increase of research related to virtual reality and sports, organized support of virtual reality in sports marketing, development of virtual reality development and localization program, continuous education and advertising as future marketing strategies using virtual reality in the country's sports industry Should be considered.