Volume 12, Issue 24 (12-2022)
JRSM 2022, 12(24): 104-120 |
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Izadkhah S, Ashraf Ganjooei F, Haji Anzhaei Z. Designing a Strategic Business Model for Marketing Sports Products on Social Networks. JRSM 2022; 12 (24) :104-120
URL: http://jrsm.khu.ac.ir/article-1-3139-en.html
URL: http://jrsm.khu.ac.ir/article-1-3139-en.html
1- Central Tehran Branch, Islamic Azad University
2- Central Tehran Branch, Islamic Azad University , ganjoei@yahoo.com
2- Central Tehran Branch, Islamic Azad University , ganjoei@yahoo.com
Abstract: (2085 Views)
The purpose of this study was to design a model of business strategies for marketing sports products on social networks. The statistical sample of this study consisted of 20 experts (university faculty members, employment and entrepreneurship consultants, and sports market consultants and sports business managers). Sampling was purposeful and snowballs and continued until the interviews reached the stage of theoretical saturation. Data were collected through in-depth and semi-structured interviews. The validity of the study was confirmed based on the criteria of "acceptability", "transferability" and "verifiability". Also, 85% reliability was reported. According to the obtained results, it can be said that in order to provide an implementation mechanism, 1) innovation strategy, 2) customer relationship strategy, 3) infrastructure strategy, 4) development strategy, 5) service strategy, 6) Expert manpower strategy, 7) Promotion strategy, 8) Pricing strategy and 9) Product strategy to be considered. Marketing strategies have an impact on the performance of sports businesses, meaning that sports businesses on social networks can reach a good position in a competitive environment when they have a good marketing strategy. Therefore, it is necessary for sports business managers in social networks to pay special attention to marketing strategies in order to develop their performance.
Keywords: Innovation Strategy, Promotion Strategy, Pricing Strategy, Sports Product Marketing, Social Networks
Type of Study: Research |
Subject:
sport management
Received: 2021/06/23 | Accepted: 2021/09/5 | ePublished ahead of print: 2022/11/15 | Published: 2022/12/31
Received: 2021/06/23 | Accepted: 2021/09/5 | ePublished ahead of print: 2022/11/15 | Published: 2022/12/31
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