نوع مقاله : پژوهشی اصیل
نویسندگان
1 دانشجوی دکتری، گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران.
2 استادیار، گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران.
3 استاد، گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران.
10.22051/sbj.2024.46102.1135
چکیده
هدف: این تحقیق بر روی تحلیل چالش‌ها و استراتژی‌های توسعه برند جام جهانی فوتبال الکترونیکی تمرکز دارد.
روش: این مطالعه از روش‌های تحقیق کمی و کیفی استفاده کرده و افراد متخصص در زمینه برند و ورزش الکترونیک را به عنوان جمعیت آماری در نظر گرفته است. در این تحقیق از ترکیب روش‌های فازی دلفی، کارت امتیازی متوازن و فرایند تحلیل سلسله مراتبی فازی استفاده شده است.
یافته‌ها: بخش کیفی شناسایی مهم‌ترین چالش‌ها در توسعه برند جام جهانی فوتبال الکترونیکی با استفاده از روش فازی دلفی صورت گرفت و در نهایت 17 مفهوم مشخص شد. در بخش کمی، اولویت هر چالش در توسعه برند با استفاده از فرایند تحلیل سلسله مراتبی فازی مشخص شد. این مطالعه نشان داد که ضعف در ساختار مدیریت از دیدگاه فرآیندهای داخلی، نادیده گرفتن تحقیقات از دیدگاه رشد و یادگیری، نادیده گرفتن روش‌های جدید برای پول‌گرفتن و حامیانگی از دیدگاه جنبه‌های مالی، و ضعف در کیفیت خدمات از دیدگاه مشتریان، مهم‌ترین چالش‌ها بودند.
اصالت و ابتکار مقاله: پیامدهای این تحقیق نشان می‌دهد که استفاده از این مدل می‌تواند به مدیران کمک کند تا با اولویت‌بندی برای رفع چالش‌های توسعه برند جام جهانی FIFAe آشنا شوند و اجازه دهد تا ارزیابی عملکرد برند را به صورت یکپارچه انجام دهند. به‌طور کلی، این مطالعه به نکات قابل ارزشی درباره چالش‌ها و استراتژی‌های توسعه برند جام جهانی FIFAe پرداخته و روش ساختارمند برای پرداختن به این چالش‌ها ارائه کرده است.
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