نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترا، گروه مدیریت ورزشی ، دانشگاه شهید چمران اهواز، ایران.
2 استادیار، گروه مدیریت ورزشی، دانشگاه فردوسی مشهد، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: The purpose of this study is to develop a strategic marketing plan for the North Khorasan Football Board. The present study was a field study that was conducted by descriptive-analytical method and in the field.
Methodology: The statistical population of the study included: all employees, veterans related to the football board and managers of football boards in North Khorasan province. The statistical sample was selected as the total number of the statistical population and finally, out of 50 submitted questionnaires, 50 questionnaires were received. The measurement tool was a researcher-made questionnaire whose validity was confirmed. For compilation of ten experts and professors of sports management and its reliability was confirmed by Cronbach's alpha method (0.82). Strategies were extracted from SWOT analysis and Friedman ranking test was used to rank strengths, weaknesses, opportunities and threats.
Results: Findings indicate that the marketing mix in the North Khorasan Province Football Board is strategically located in the defensive zone in terms of internal and external matrix.
Conclusion: In North Khorasan Province, the football board must be strengthened, dissolved, or merged into another organization by restructuring and re-evaluating.
کلیدواژهها [English]
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