Abstract:
ﭼﻜﻴﺪه ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺷﻨﺎﺳﺎﻳﻲ ﻣﻮاﻧﻊ ﭘﻴﺶ روی ﺗﻮﺳﻌﻪ درآﻣﺪزاﻳﻲ ﺣﺎﺻﻞ از ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ در ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل ﺟﻤﻬﻮری اﺳﻼﻣﻲ اﻳﺮان ﺑﻮد. ﺑﻪ اﻳﻦ ﻣﻨﻈﻮر ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻘﻴﻖ ﻛﻴﻔﻲ ﺑﻪ ﻣﺼﺎﺣﺒﻪ ﻫﺎی ﻋﻤﻴﻖ ﺑﺎ ﻧﺨﺒﮕﺎن آﮔﺎه از ﻣﻮﺿﻮع ﻣﻮرد ﺑﺮرﺳﻲ ﭘﺮداﺧﺘﻪ ﺷﺪ. ﺟﻤﻊ آوری داده ﻫﺎ ﺗﺎ ﺣﺪ رﺳﻴﺪن ﺑﻪ اﺷﺒﺎع ﻧﻈﺮی اداﻣﻪ ﻳﺎﻓﺖ. ﻣﻄﺎﺑﻖ ﺑﺎ ﻣﺒﺎﻧﻲ ﺗﺤﻘﻴﻘﺎت ﻛﻴﻔﻲ، ﺗﺤﻠﻴﻞ ﻳﺎﻓﺘﻪ ﻫﺎ ﻫﻤﺰﻣﺎن ﺑﺎ ﺟﻤﻊ آوری داده ﻫﺎ اﻧﺠﺎم ﮔﺮدﻳﺪ. ﻧﺘﺎﻳﺞ ﻧﺸﺎن داد ﻣﻬﻢ ﺗﺮﻳﻦ ﻣﻮاﻧﻊ ﻣﻮﺟﻮد در ﺗﻮﺳﻌﻪ درآﻣﺪزاﻳﻲ ﺣﺎﺻﻞ از ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ ﺻﺮﻓﺎ در ﺳﺎﺧﺘﺎر ﻣﺪﻳﺮﻳﺖ ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل ﻗﺮار ﻧﺪاﺷﺘﻪ و ﻣﻮاﻧﻊ ﻣﺤﻴﻄﻲ ﻧﻴﺰ در ﻋﺪم ﺗﻮﺳﻌﻪ درآﻣﺪزاﻳﻲ ﺣﺎﺻﻞ از ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ ﻧﻘﺶ ﻣﻬﻤﻲ دارﻧﺪ. ﻣﻬﻢ ﺗﺮﻳﻦ ﻣﻮاﻧﻊ ﺷﻨﺎﺳﺎﻳﻲ ﺷﺪه رﻳﺸﻪ در ﺳﺎﺧﺘﺎر اﻗﺘﺼﺎدی ﻛﺸﻮر، ﺑﺮﺧﻲ ﻣﺸﻜﻼت ﺣﻘﻮﻗﻲ و ﻗﺎﻧﻮﻧﻲ، ﻣﺎﻟﻜﻴﺖ دوﻟﺘﻲ ﺑﺎﺷﮕﺎه ﻫﺎ، ﺳﺎﺧﺘﺎر و ﻧﻴﺮوی اﻧﺴﺎﻧﻲ ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل، ﻣﺪﻳﺮﻳﺖ ﺑﺎزارﻳﺎﺑﻲ، ﺑﺮﻧﺎﻣﻪ رﻳﺰی ﻣﺴﺎﺑﻘﺎت ﻓﻮﺗﺒﺎل، اﻣﻜﺎﻧﺎت و ﺗﺴﻬﻴﻼت ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل و ... دارﻧﺪ.
The purpose of this study was to identify the barriers to revenues from sponsorship in Iran Football industry. For this purpose, the researchers interviewed knowledgeable elites using a qualitative research method (n=30). Data collection was continued until theoretical saturation. In accordance with qualitative research principles, data analysis and data collection were performed simultaneously. Results demonstrated that the most important barriers to revenues from sponsorship not only were the structure and management system of football industry, but also environmental barriers had an important role in a lack of development in sponsorship revenues. The most important barriers originated in economic structure of our country, some legal problems, governmental ownership of clubs, the structure and human resources of football industry, marketing management, football match planning, facilities for football industry, etc.
Machine summary:
در اﻳﻦ 1 - Gratton Taylor 2 - Ruben Acosta Hernandez 3 - Corporate Sponsorship 4 - Deloitte Touche 5 - Shirt Sponsorship ﻣﻮاﻧﻊ ﻣﻮﺟﻮد در ﺗﻮﺳﻌﻪ ﺟﺬب درآﻣﺪ ﺣﺎﺻﻞ از ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ در ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل ﺟﻤﻬﻮری اﺳﻼﻣﻲ اﻳﺮان 191 ﮔﺰارش ﻣﻴﺰان اﻳﻦ درآﻣﺪ ﺑﺮای ﺑﺎﺷﮕﺎه ﻫﺎی ﻳﻮوﻧﺘﻮس، ﺑﺎرﺳﻠﻮﻧﺎ ، ﻣﻨﭽﺴﺘﺮ ﻳﻮﻧﺎﻳﺘﺪ، ﭼﻠﺴﻲ و ﺑﺎﻳﺮﻣﻮﻧﻴﺦ ﺑﺮای ﻳﻚ ﺳﺎل ﺑﻪ ﺗﺮﺗﻴﺐ ﺑﺮاﺑﺮ ﺑﺎ 4/34، 03، 4/02، 4/71 و 71 ﻣﻴﻠﻴﻮن ﻳﻮرو اﻋﻼم ﺷﺪه اﺳﺖ )71(.
اﻟﻬﻲ )5831( ﺑﺎ ﺑﺮرﺳﻲ ﻣﻨﺎﺑﻊ 1 - Brand Awareness 2 - Arthur, Scott Woods 3 - Emotional 4 - Rational 5 - Thwaites Carruthers 6 - Hobby Motive 7 - Nathan Tomasini ﻣﻮاﻧﻊ ﻣﻮﺟﻮد در ﺗﻮﺳﻌﻪ ﺟﺬب درآﻣﺪ ﺣﺎﺻﻞ از ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ در ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل ﺟﻤﻬﻮری اﺳﻼﻣﻲ اﻳﺮان 391 درآﻣﺪی ﻟﻴﮓ ﺣﺮﻓﻪ ای اﻳﺮان و ﻣﻘﺎﻳﺴﻪ آن ﺑﺎ ﻟﻴﮓ ﺣﺮﻓﻪ ای ژاﭘﻦ ﺑﻪ اﻳﻦ ﻧﺘﻴﺠﻪ رﺳﻴﺪ ﻛﻪ درآﻣﺪ ﻟﻴﮓ ﺣﺮﻓﻪ ای ژاﭘﻦ از ﻣﺤﻞ ﺣﺎﻣﻴﺎن ﻣﺎﻟﻲ ﺣﺪود 52 ﺑﺮاﺑﺮ اﻳﻦ درآﻣﺪ در ﻟﻴﮓ ﺣﺮﻓﻪ ای اﻳﺮان اﺳﺖ.
ﮔﺎم ﺑﺮداﺷﺘﻦ در راﺳﺘﺎی اﻳﻦ ﻣﻮﺿﻮع ﻣﺴﺘﻠﺰم ﺷﻨﺎﺧﺖ دﻗﻴﻖ اﻫﺪاف ﺣﺎﻣﻴﺎن ﻣﺎﻟﻲ اﺳﺖ )4( اورﻳﻠﻲ و ﻫﺎرﻳﺴﻮن1)5002( ﺑﻴﺎن ﻣﻲ دارﻧﺪ ﻛﻪ اﻳﺠﺎد ﺗﺴﻬﻴﻼت و ﻓﻨﺎوری ﺗﺒﻠﻴﻐﺎﺗﻲ روزآﻣﺪ و ﺟﺬاب ﺗﺮ در اﺳﺘﺎدﻳﻮم ﻫﺎ 1 - O’ Reilly Harrison ﻣﻮاﻧﻊ ﻣﻮﺟﻮد در ﺗﻮﺳﻌﻪ ﺟﺬب درآﻣﺪ ﺣﺎﺻﻞ از ﺣﻤﺎﻳﺖ ﻣﺎﻟﻲ در ﺻﻨﻌﺖ ﻓﻮﺗﺒﺎل ﺟﻤﻬﻮری اﺳﻼﻣﻲ اﻳﺮان 991 ﻣﻲﺗﻮان ﻳﻜﻲ از ﻣﻬﻢ ﺗﺮﻳﻦ اﻫﺪاف ﺷﺮﻛﺖ ﻫﺎی ﺣﺎﻣﻲ ﻣﺎﻟﻲ ﻛﻪ ﺗﻮﺳﻌﻪ آﮔﺎﻫﻲ ﻋﻤﻮﻣﻲ در ﻣﻮرد آرم ﻳﺎ ﻧﺸﺎن آﻧﻬﺎﺳﺖ را ﺑﺮآورده ﻧﻤﻮد )62(.