文章基本信息

标题：The Evaluation of Iran’s Sport Marketing Development Obstacles
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作者：Salimi, Mahdi ; Soltan Hosseini, Mohammad ; Naderian Jahromi, Masoud 等
期刊名称：مطالعات مدیریت ورزشی
印刷版ISSN：2538-3213
电子版ISSN：2538-3221
出版年度：2015
卷号：7
期号：29
页码：13-36
出版社：Sport Sciences Research Institute
摘要：Today, development in champion sport is a symbol of power in countries and undoubtedly sport marketing causes survival and growth in champion sport in all levels. Therefore the object of this study was to evaluate the obstacles of Iran’s sport marketing development. The obstacles were classified in four groups: 1- Political obstacles, 2- Obstacles are relevant to rules, 3- Scientific, specialty and research obstacles, and 4- Technical, managerial and organizational obstacles; after library studies and conversation by eminent masters of sport management. The research’s statistics samples were 14 people of eminent masters of sport management; 19 people of top-level managers in NOC and sport & youth ministry; 18 people of top-level managers in federations and professional clubs; and 14 people of top-level managers in economical companies. For gathering the information used of two questionnaires: 1- seven scales (by 20 questions) and 2- dual comparison between obstacles (by 47 questions) and for analyzing them used of AHP& TOPSIS methods in Fuzzy Environment. The research’s results indicated that no believing to sport marketing for accessing to income among industrial companies’ top-level managers, no giving attention to sport within other economic sectors, no compatibility between financing in sport and policy in development, no economic laws that encourage financiers to invest in sport marketing, and no possibility in indication of sport marketing’s accurate income for investors, are the most important of Iran’s sport marketing development obstacles.
关键词：Sport Marketing;Obstacles of Development;Fuzzy AHP;Fuzzy TOPSIS