Sporta mārketinga izmantošanas iespēju analīze Latvijas Vieglatlētikas savienībā
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Date
2020
Authors
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Autora darba “Sporta mārketinga izmantošanas iespēju analīze Latvijas Vieglatlētikas savienībā” aktualitāti nosaka nepietiekošais finansējums, kas sporta organizācijām liedz pilnvērtīgi darboties popularizējot sportu un nodrošinot augstvērtīgu rezultātu sasniegšanu sportistiem. Darba mērķis ir analizēt šobrīd izmantotās sporta mārketinga aktivitātes Latvijas Vieglatlētikas savienībā un izstrādāt ieteikumus tās pilnveidošanai.
Darbs sastāv no trīs daļām. Darba pirmajā daļā tiek analizēti teorētiskie avoti, izmantojot monogrāfisko metodi. Otrajā daļā, analizējot Latvijas Vieglatlētikas savienības attīstību un sporta mārketinga aktivitātes tiek izmantota sekundāro datu analīze, pētot sporta mārketinga tendences pasaulē, tiek izmantota gadījuma analīzes metode. Trešajā daļā tiek izmantota kvalitatīvā pētījumu metode analizējot ekspertu intervijas.
Darbā tiek atbildēts uz izvirzīto pētniecisko jautājumu: Kādus sporta mārketinga kanālus un paņēmienus izmantot, lai veicinātu vieglatlētikas popularitāti un finansējuma piesaisti? Pētījuma rezultātā tiek izstrādāti šādi ieteikumi: nepieciešams veidot LVS mājaslapu kā mediju kanālu, kur iespējams komunicēt ar sportistiem un atbalstītājiem, izmantot sportistus kā sporta veida vēstnešus, kā arī izmantot sociāli atbildīga mārketinga priekšrocības.
Darbā ir 58 lapas, 6 attēli, 5 tabulas, 45 avoti, 7 pielikumi.
The topicality of the author’s research paper “Analysis of Using Sports Marketing Possibilities in Latvian Athletics Association” is determined by insufficient funding that prevents sports organisations from performing fully in promoting sports and ensuring the achievement of high-quality results for athletes. The aim of the study is to analyse the currently applied sports marketing activities in the Latvian Athletics Association and develop recommendations for their improvement. The study consists of three parts. The first part analyses the theoretical sources using the monographic method. In the second part the analysis of secondary data is used to analyse the development of Latvian Athletics Association and sports marketing activities, the case study analysis method is used to study sports marketing trends in the world. The third part uses qualitative research method to analyse expert interviews. The paper answers the following research question: What sports marketing channels and techniques should be used to promote the popularity of athletics and attract funding? As a result of the research, the following recommendations have been proposed: it is necessary to develop the homepage of the Latvian Athletics Association as a media channel, where it is possible to communicate with athletes and supporters, use athletes as sports ambassadors, as well as use the benefits of cause-related marketing. The paper comprises 58 pages, 6 figures, 5 tables, 45 sources and 7 appendices.
The topicality of the author’s research paper “Analysis of Using Sports Marketing Possibilities in Latvian Athletics Association” is determined by insufficient funding that prevents sports organisations from performing fully in promoting sports and ensuring the achievement of high-quality results for athletes. The aim of the study is to analyse the currently applied sports marketing activities in the Latvian Athletics Association and develop recommendations for their improvement. The study consists of three parts. The first part analyses the theoretical sources using the monographic method. In the second part the analysis of secondary data is used to analyse the development of Latvian Athletics Association and sports marketing activities, the case study analysis method is used to study sports marketing trends in the world. The third part uses qualitative research method to analyse expert interviews. The paper answers the following research question: What sports marketing channels and techniques should be used to promote the popularity of athletics and attract funding? As a result of the research, the following recommendations have been proposed: it is necessary to develop the homepage of the Latvian Athletics Association as a media channel, where it is possible to communicate with athletes and supporters, use athletes as sports ambassadors, as well as use the benefits of cause-related marketing. The paper comprises 58 pages, 6 figures, 5 tables, 45 sources and 7 appendices.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
sporta mārketings, sporta federācija, Latvijas Vieglatlētikas savienība, sponsorēšana, sports., sports marketing, sports federation, Latvian Athletics Association, sponsorship, sports.