بررسي عوامل تأثيرگذار بر بازاريابي رقابتي كسبوكارهاي كوچك ورزشي در دوران شيوع كرونا ويروس

Investigating the factors influencing the competitive marketing of small sports businesses during the coronavirus outbreak

ﮐﺴﺐوﮐﺎرﻫﺎي ورزﺷﯽ ازﺟﻤﻠﻪ ﻣﺸﺎﻏﻠﯽ ﻫﺴﺘﻨﺪ ﮐﻪ ﺑﻪﺷﺪت ﺗﺤﺖ ﺗﺄﺛﯿﺮ ﭘﯿﺎﻣﺪﻫﺎي ﻣﺨﺮب ﺗﻌﻄﯿﻠﯽ ﺑﺎﺷﮕﺎهﻫﺎي ورزﺷﯽ و ﻣﺤﺪودﯾﺖﻫﺎي ﺣﻀﻮر اﻓﺮاد ﻗﺮار ﮔﺮﻓﺘﻨﺪ. ﻣﻬﻢﺗﺮﯾﻦ ﺣﻮزهي ﺗﺄﺛﯿﺮﮔﺬاري ﮐﻮوﯾﺪ19 در ﮐﺴﺐوﮐﺎرﻫﺎي ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ ورزﺷﯽ ﻣﺮﺑﻮط ﺑﻪ ﮐﺴﺐوﮐﺎرﻫﺎي ﺗﻮﻟﯿﺪي- ﺧﺪﻣﺎﺗﯽ ﺑﺎﺷﺪ. ﻟﺬا ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﻋﻮاﻣﻞ ﺗﺄﺛﯿﺮﮔﺬار ﺑﺮ ﺑﺎزارﯾﺎﺑﯽ رﻗﺎﺑﺘﯽ ﮐﺴﺐوﮐﺎرﻫﺎي ﮐﻮﭼﮏ ورزﺷﯽ در دوران ﺷﯿﻮع ﮐﺮوﻧﺎ وﯾﺮوس ﺑﻮد. ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ از ﻧﻮع آﻣﯿﺨﺘﻪ ﺑﻮد. در ﻓﺎز ﮐﯿﻔﯽ ﭘﮋوﻫﺶ15 ﻧﻔﺮ از ﺻﺎﺣﺒﺎن ﺑﺎﺷﮕﺎهﻫﺎي ﺗﻔﺮﯾﺤﯽ- ورزﺷﯽ و در ﺑﺨﺶ ﮐﻤﯽ ﺗﻌﺪاد 110 ﻧﻔﺮ از ﻣﺎﻟﮑﺎن ﺑﺎﺷﮕﺎهﻫﺎي ورزﺷﯽ و ﻓﺮوﺷﮕﺎهﻫﺎي ورزﺷﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑﺰار ﭘﮋوﻫﺶ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﻣﺸﺘﻤﻞ ﺑﺮ ﻣﺆﻟﻔﻪﻫﺎي ﻣﺪﯾﺮﯾﺘﯽ، ﻋﻮاﻣﻞ ﻗﺎﻧﻮﻧﯽ- ﺣﻤﺎﯾﺘﯽ، ﻋﻮاﻣﻞ ﻓﻨﺎوراﻧﻪ، ﻋﻮاﻣﻞ آﻣﻮزﺷﯽ و ﻋﻮاﻣﻞ اﻧﮕﯿﺰﺷﯽ ﺑﻮد. دادهﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰار اسﭘﯽاساس و ﻟﯿﺰرل ﺗﺤﻠﯿﻞ ﮔﺮدﯾﺪ )0/05≤P(. ﻧﺘﺎﯾﺞ ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﻣﺘﻐﯿﺮﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻣﺆﻟﻔﻪ ﺗﮑﻨﻮﻟﻮژي و ﻣﺆﻟﻔﻪ ﻣﺪﯾﺮﯾﺘﯽ از ﺑﺎﻻﺗﺮﯾﻦ ﺿﺮﯾﺐ ﺗﺄﺛﯿﺮ را ﺑﺮ ﺑﺎزارﯾﺎﺑﯽ رﻗﺎﺑﺘﯽ ﺑﺮﺧﻮردار ﺑﻮدﻧﺪ. ﺑﻨﺎﺑﺮاﯾﻦ ﻣﺪﯾﺮان و ﻣﺎﻟﮑﺎن ﮐﺴﺐوﮐﺎرﻫﺎي ورزﺷﯽ ﻣﯽﺗﻮاﻧﻨﺪ از ﻃﺮﯾﻖ اﺳﺘﻘﺮار و آﻣﻮزش ﻓﻨﺎوريﻫﺎي ﻧﻮﯾﻦ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ وﯾﮋهاي را ﮐﺴﺐ ﮐﺮده و ﺣﻀﻮر ﺧﻮد در ﭼﺮﺧﻪ رﻗﺎﺑﺖ را تضمين ﻧﻤﺎﯾﻨﺪ.

Sports businesses are among the jobs that have been severely affected by the negative consequences of the current crisis. The most important area of influence of Quid 19 in the sports industry is related to production-service businesses. Therefore, the main aim of present study was investigation the effect of factor on small sport business marketing in Corona crisis. The present study was mix method research. In the qualitative phase of the research, 15 owners of recreational-sports clubs and in the quantitative phase, 110 owners of sports clubs and sports shops were selected. The research instrument was a researcher-made questionnaire including managerial components, legal-supportive factors, technological factors, educational factors and motivational factors. Data were analyzed using SPSS software and LISREL (P≥0.05).The results of factor analysis of research variables showed that the technology component (0.68) and management component (0.66) had the highest impact on competitive marketing. Therefore, managers and owners of sports businesses can gain a special competitive advantage through the deployment and training of new technologies and ensure their presence in the competitive cycle.