Marketing approach in sports industry management
| Autor: | Leonov Yaroslav |
|---|---|
| Rok vydání: | 2019 |
| Zdroj: | Economies' Horizons. :106-111 |
| ISSN: | 2616-5236 2522-9273 |
| Popis: | The purpose of the research. There is a definition of the benefits of using a marketing approach to the management of the sports industry. Methodology. In the course of the study, such methods were used: generalization, analysis, synthesis, induction. Results. The article considers the role of marketing management in the development strategy of a sports organization. In market economic relations, the development of a sports organization can be successful and effective only on the basis of the concept of marketing. The modern conditions of functioning of sports organizations are determined. The development of sports organizations in Ukraine is constrained by the imperfection of current legislative and regulatory documents of all levels, which does not allow the introduction of modern organizational, financial, economic, innovative and marketing technologies to ensure effective functioning. The importance of the marketing approach in the management of a sports organization in modern business conditions is shown. The marketing approach in the management of a sports organization means a systemic, program-targeted mechanism of interaction of marketing and management tools to adapt the organization to changes in the market environment to meet the needs of users of sports products and the organization's goals for efficient use of resources. It is proved that the use of marketing approach in the management of a sports organization provides feedback to users of a sports product and allows you to develop measures that best meet customer demands and respond quickly to constant changes in the market environment. On the basis of the conducted market research of the market of a sports product and definition of potential of development of the sports organization the directions of maintenance of its competitive advantages are formed. Summarizing the obtained results, the relationship between the purpose for which the respondents use the sports product and the priorities of the sports organization (sports school) when choosing a sports school is established. It was determined that the motives of parents were divided into three dominant groups, which correlated with the largest number of indicators (correlation coefficient - 0.87). The target audience focuses on the condition of the material and technical base, the qualification of the coaching staff and the number of trained champions. Practical meaning. Marketing measures to increase the efficiency of sports product promotion are proposed: to actively implement creative, creative approaches with the use of modern management technologies. Prospects for further research. The need to justify a marketing approach in the management of a sports organization will be determined, which will allow to adapt to market changes to market changes and create a more qualitative and relevant sports product. |
| Databáze: | OpenAIRE |
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