Devising a Strategic Development Plan for Marketing of Health and Sport Centers (Case study of Isfahan Paladium Health and Sport Complex)

سال انتشار: 1401
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 172

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شناسه ملی سند علمی:

JR_RSMM-3-1_005

تاریخ نمایه سازی: 26 تیر 1401

چکیده مقاله:

Purpose: The purpose of the present study was to devise a strategic marketing plan for Health and Sport Centers (Case Study: Isfahan Palladium Health and Sport Complex).Methods: this is a descriptive-analytic study and its statistic population includes the professors of sport marketing and management, managers and experts of Isfahan Palladium Health and Sport Complex. The statistic population of the study was chosen based on a judgmental approach and included ۵۰ people. The means of the study includes a library study, interviews and questioners. The content validity of the instruments was confirmed by experts and its reliability was confirmed by Cronbach's alpha method. Findings were analyzed using SWOT method.Results: The strategic component of the research was classified into four sections: strengths, weaknesses, opportunities and threats (۱۰۶ components). Also, the seven main perspectives of the research included the economic capacities of the society, business capacities, environmental dynamics, marketing capacities of the health center, empowerment of human resources and processes, branding and marketing. Also, the strategic position of Palladium Health Club was in the area of stability (close to growth).Conclusion: According to the research findings, it can be said that despite the challenges of advancing the strategic marketing system of health centers, in order to achieve stability, these centers need to be on the path of growth.

نویسندگان

Azadeh Adlparvar

Ph.D. Student of Sport Management, Islamic Azad University Qazvin Branch, Qazvin, Iran

Mehrali Hematinezhad Touli

Professor of Sport Management, University of Guilan, Guilan, Iran

Hasan Daneshmandi

Professor of Sports Pathology and Corrective Movements, University of Guilan, Guilan, Iran

Nima Majedi

Assistant Professor of Sport Management, Islamic Azad University Qazvin Branch, Qazvin, Iran