ﺑﺮرﺳﯽ وﺿﻌﯿﺖ ﻓﻠﺴﻔﻪ ﺑﺎزارﯾﺎﺑﯽ، ﻫﻮش رﻗﺎﺑﺘﯽ و ارﺗﺒﺎﻃﺎت ﯾﮑﭙﺎرﭼﻪ ﺑﺎزارﯾﺎﺑﯽ در ﻓﺪراﺳﯿﻮنﻫﺎي ورزﺷﯽ اﯾﺮان

Investigating the Status of Marketing Philosophy, Competitive Intelligence and Integrated Marketing Communications in Iranian Sport Federations

ﻫﺪف از اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮرﺳﯽ وﺿﻌﯿﺖ ﻓﻠﺴﻔﻪ ﺑﺎزارﯾﺎﺑﯽ، ﻫﻮش رﻗﺎﺑﺘﯽ و ارﺗﺒﺎﻃﺎت ﯾﮑﭙﺎرﭼﻪ ﺑﺎزارﯾﺎﺑﯽ در ﻓﺪراﺳﯿﻮنﻫﺎي ورزﺷﯽ اﯾﺮان ﺑﻮد. روش ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ– ﺗﺤﻠﯿﻠﯽ اﻧﺠﺎم ﮔﺮﻓﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ، ﻫﻤﻪ ﻣﺪﯾﺮان )ﻣﺪﯾﺮان ﻋﺎﻟﯽ، ﻣﯿﺎﻧﯽ و ﭘﺎﯾﻪ( در ﻓﺪراﺳﯿﻮنﻫﺎي ورزﺷﯽ ﺑﻮد ﺑﻪ ﺗﻌﺪاد 700 ﻧﻔﺮ ﺑﻮد، ﮐﻪ ﺑﺎ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﺗﺼﺎدﻓﯽ ﺳﺎده 248 ﻧﻔﺮ ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑﺰارﻫﺎي ﮔﺮداوري دادهﻫﺎي ﺗﺤﻘﯿﻖ ﺷﺎﻣﻞ؛ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻓﻠﺴﻔﻪ ﺑﺎزارﯾﺎﺑﯽ ﻣﻬﺪﯾﻪ و ﮐﺮﯾﻤﯽ )1395(، ﻫﻮش رﻗﺎﺑﺘﯽ ﮔﻠﺪﺳﻮن و ﻫﻤﮑﺎران )2012( و ارﺗﺒﺎﻃﺎت ﯾﮑﭙﺎرﭼﻪ ﺑﺎزارﯾﺎﺑﯽ ﻟﯽ و ﭘﺎرك )2007( ﺑﻮد. رواﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺑﻪ ﺗﺄﯾﯿﺪ 10 ﺗﻦ از ﻣﺘﺨﺼﺼﺎن رﺳﯿﺪ و ﭘﺎﯾﺎﯾﯽ آنﻫﺎ در ﯾﮏ آزﻣﻮن ﻣﻘﺪﻣﺎﺗﯽ ﺑﺎ 30 آزﻣﻮدﻧﯽ و ﺑﺎ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﺑﺮاي ﭘﺮﺳﺸﻨﺎﻣﻪ ﻓﻠﺴﻔﻪ ﺑﺎزارﯾﺎﺑﯽ 926/ /0، ﻫﻮش رﻗﺎﺑﺘﯽ 0/935 و ارﺗﺒﺎﻃﺎت ﯾﮑﭙﺎرﭼﻪ ﺑﺎزارﯾﺎﺑﯽ 939/ ﺑﻪ دﺳﺖ آﻣﺪ. ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎ، از روشﻫﺎي آﻣﺎري ﺗﻮﺻﯿﻔﯽ و اﺳﺘﻨﺒﺎﻃﯽ ازﺟﻤﻠﻪ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري، ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن و آزﻣﻮن t ﺗﮏ ﻧﻤﻮﻧﻪاي ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰارﻫﺎي spss اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻧﺘﺎﯾﺞ ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن ﻧﺸﺎن داد ﮐﻪ ﺑﯿﻦ ﻣﺘﻐﯿﺮﻫﺎي ﺗﺤﻘﯿﻖ ارﺗﺒﺎط ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري وﺟﻮد دارد. ﻫﻤﭽﻨﯿﻦ ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ارﺗﺒﺎﻃﺎت ﯾﮑﭙﺎرﭼﻪ ﺑﺎزارﯾﺎﺑﯽ، ﻫﻮش رﻗﺎﺑﺘﯽ و ﻓﻠﺴﻔﻪ ﺑﺎزارﯾﺎﺑﯽ از وﺿﻌﯿﺖ ﺧﻮﺑﯽ در ﻓﺪراﺳﯿﻮنﻫﺎي ورزﺷﯽ ﺑﺮﺧﻮردار ﻧﻤﯽﺑﺎﺷﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻦ ﻧﺘﺎﯾﺞ ﻣﯽﺗﻮان ﻋﻨﻮان ﮐﺮد ﮐﻪ ﻓﺪراﺳﯿﻮنﻫﺎي ورزﺷﯽ ﺑﺎﯾﺪ ﺗﻤﺮﮐﺰ ﺧﻮد را ﺑﺮ اﯾﻦ ﻣﺘﻐﯿﺮﻫﺎ ﺑﻬﺒﻮد ﺑﺒﺨﺸﻨﺪ.

The main purpose of the present study was to model The purpose of this study was to investigate the status of marketing philosophy, competitive intelligence and integrated marketing communications in Iranian sport federations. The research method was descriptive-analytical. The statistical population of the study was all managers (senior, middle level and base managers) in sport federations with 700 people, who were selected 248 people by simple random sampling method. Research data collection tools included the Mahdieh and Karimi Marketing Philosophy Questionnaire (1395), Goldsson et al. (2012) competitive intelligence, and Lee and Park (2007) Integrated Marketing Communication. The validity of the questionnaires was confirmed by 10 experts and their reliability in a pilot test with 30 subjects with Cronbach's alpha Obtained for the questionnaire of marketing philosophy 0.926, competitive intelligence 0.935 and integrated marketing communication 0.939. Descriptive and inferential statistical methods including structural equations, Pearson correlation coefficient and single sample t test using Spss, Amos software were used for data analysis. The research results showed that the results of Pearson correlation coefficient shows that there is a positive and significant relationship between research variables. The results also showed that integrated marketing communications, competitive intelligence and marketing philosophy are not in good standing in sports federations. Given these results, it can be argued that sports federations need to value these approaches more and more in order to be successful in all areas.