اراﺋﻪ راﻫﺒﺮدﻫﺎي ﺗﻮﺳﻌﻪ ﺑﺎزار ﻫﻨﺪﺑﺎل اﯾﺮان

Presenting strategies for developing the Iranian handball market

ﻫﺪف ﭘﮋوﻫﺶ اراﺋﻪ راﻫﺒﺮدﻫﺎي ﺗﻮﺳﻌﻪ ﺑﺎزار ﻫﻨﺪﺑﺎل اﯾﺮان ﺑﻮد. ﺗﺤﻘﯿﻖ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻮﺿﻮع از ﻧﻮع ﻣﻄﺎﻟﻌﺎت اﺳﺘﺮاﺗﮋﯾﮏ؛ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي و ﺑﻪ ﻟﺤﺎظ روش از ﻧﻮع ﺗﻮﺻﯿﻔﯽ اﺳﺖ ﮐﻪ ﺟﻤﻊآوري اﻃﻼﻋﺎت آن ﺑﻪﺻﻮرت ﭘﯿﻤﺎﯾﺸﯽ اﻧﺠﺎم ﭘﺬﯾﺮﻓﺘﻪ اﺳﺖ. ﻣﺸﺎرﮐﺖﮐﻨﻨﺪﮔﺎن ﺧﺒﺮﮔﺎن ﺣﻮزه ورزش ﻫﻨﺪﺑﺎل اﯾﺮان ﺑﻮدﻧﺪ. ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ 30 ﻧﻔﺮ ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ ﺗﺮﮐﯿﺒﯽ از روشﻫﺎي ﮐﯿﻔﯽ ﺑﺮاي ﮔﺮدآوري و ﺗﺤﻠﯿﻞ دادهﻫﺎ اﺳﺘﻔﺎده ﺷﺪ. اﺑﺰار ﭘﮋوﻫﺶ، ﭼﮏﻟﯿﺴﺖﻫﺎ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﮐﻪ رواﯾﯽ ﺻﻮري و ﻣﺤﺘﻮاﯾﯽ آن را ﻣﺘﺨﺼﺼﺎن ﺗﺄﯾﯿﺪ ﻧﻤﻮدﻧﺪ. ﺑﺮاي ﺟﻤﻊآوري اﻃﻼﻋﺎت از روش ﻣﺼﺎﺣﺒﻪ اﺳﺘﻔﺎده ﺷﺪ. ﻓﺪراﺳﯿﻮن ﻫﻨﺪﺑﺎل اﯾﺮان داراي ﭘﻨﺞ ﻫﺪف ﮐﻼن ﺷﺎﻣﻞ ﺗﻌﻤﯿﻢ ورزش در ﺑﯿﻦ ﺟﺎﻣﻌﻪ، ﺗﻮﺳﻌﻪ ورزش ﻗﻬﺮﻣﺎﻧﯽ، ارﺗﻘﺎي ورزش ﺣﺮﻓﻪاي، ارﺗﻘﺎ و ﺗﺜﺒﯿﺖ ﺟﺎﯾﮕﺎه ﺳﺎزﻣﺎﻧﯽ ﻫﻨﺪﺑﺎل در ﺗﻤﺎﻣﯽ اﺳﺘﺎنﻫﺎ، ﺗﻌﻤﯿﻖ و ﺗﻘﻮﯾﺖ روﺣﯿﻪ ﺟﻮاﻧﻤﺮدي و اﺧﻼقﻣﺪاري از ﻃﺮﯾﻖ ورزش ﻫﻨﺪﺑﺎل ﺑﻮد. روﯾﮑﺮد راﻫﺒﺮدﻫﺎي ﻓﺪراﺳﯿﻮن ﻫﻨﺪﺑﺎل اﯾﺮان ﺑﺮ اﺳﺎس ﻣﺎﺗﺮﯾﺲ ارزﯾﺎﺑﯽ ﻣﻮﻗﻌﯿﺖ و اﻗﺪام راﻫﺒﺮدي در ﻣﻮﻗﻌﯿﺖ ﺗﻬﺎﺟﻤﯽ ﻗﺮار ﮔﺮﻓﺖ. ازاﯾﻦرو ﺗﻌﺎﻟﯽ ﺳﺎزي ﺑﺮﻧﺪ ﻓﺪراﺳﯿﻮن ﻫﻨﺪﺑﺎل اﯾﺮان در ﺣﻔﻆ وﺿﻊ ﻣﻮﺟﻮد در ﺑﺎزار رﻗﺎﺑﺘﯽ ﺑﻪﻋﻨﻮان ﯾﮑﯽ از رﻫﺒﺮان ﺑﺎزار ﺑﻪﻋﻨﻮان اﺳﺘﺮاﺗﮋي اوﻟﻮﯾﺖدار اﻧﺘﺨﺎب ﮔﺮدﯾﺪ.

The purpose of this study was to develop strategic themes for the development of Iranian handball.The research is strategic in terms of subject matter; it is applied in terms of purpose and it is descriptive in terms of method and its data collection is survey. The statistical population was the experts Using both theoretical and snowball sampling methods 30 individuals were considered as sampleA combination of qualitative and quantitative methods was used to collect and analyze data. The research tool was a researcher-made checklist, which was confirmed by experts on its face and content validity, interviews and strategic council meetings were used to collect information. Logical inductive method was used to analyze the required information in the quantitative section of the matrix of position assessment and strategic action and matrix in the qualitative section. The Iranian Handball Federation has five macro-general sports exercises in the community, the development of championship sport, the promotion of professional sports, the promotion and consolidation of the organizational status of handball in all provinces, deepening and strengthening the morale of chivalry and orality through handball exercise, while the strategy approach The sport of the Iranian Handball Federation was based on an assessment of strategic position and strategic matrix in an aggressive position. Therefore, the brand promotion of the Iranian Handball Federation was chosen to maintain the status quo in the competitive market as one of the market leaders as a priority strategy.