Proposal on the production process to finance companies sport from studying his followers
DOI:
https://doi.org/10.12775/QS.2015.021Keywords
sport marketing, fan of sports, business model, costumer needs, marketing deportivo, seguidor del deporte, modelo de negocio, necesidades del consumidorAbstract
The follower of sport should be the focus of the operation of sport companies. For that we must understand their needs so we can develop the business model that gives direction to the sport company to achieve financial sustainability. The proposal is based on social psychology and sociology at the theoretical part and in two methodological research: A transversal cross-correlation descriptive and the other is based on statistical analysis of textual data. Taking some of its conclusions, the proposal aimed to channel the needs of the follower of sports to an exchange called cultural consumption. For this, the necessary elements that the company must develop to maximize emotions, motivations and identities during games, tournaments and sporting events. It does this using the amplification of symbolic values, develop statistics and promote the practice of sport. With this tour, arise actors that the process for its success must accompany: Athletes, media and advertisers. With these inputs we can make an intersection between the follower and the consumer of the sponsor.References
Bécue, M. (1992). El analisis estadistico de datos textuales. La lectura según los escolares de enseñanza primaria. Anuario de Psicología(55), 7-22.
Berger, P. L., & Luckmann, T. (1995). La construcción social de la realidad (Decimotercera Edición ed.). Buenos Aires, Argentina: Amorrortu Editores.
Calabuig, F., Burillo, P., Crespo, J., & Mundina, J. y. (2010). Satisfacción, calidad y valor percibido en espectadores de atletismo. Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 10(40), 577-593.
Ferrand, A., Camps, A., & Torrigiani, L. (2007). La Gestión del Sponsoring Deportivo. Barcelona: Editorial Paidotribo.
Funk , D. C., Beaton, A., & Alexandris, K. (2012). Sport consumer motivation: Autonomy and control orientations that regulate fan behaviours. Sport Management Review, 15, 355–367.
García-Canclini, N. (2006). El consumo cultural: una propuesta teórica. En G. Sunkel, El consumo cultural en América latina (Segunda edición ed., págs. 72-113). Bogotá D.C., Colombia: Convenio Andrés Bello.
Hsieh, L.-W., Wang, C.-H., & Yoder, T. (Diciembre de 2012). Factors Associated with Professional Baseball Consumption: A Cross-Cultural Comparison Study. International Journal of Business and Information, 6(2), 135-159.
Luna-Arocas, R. (1998). Segmentación Psicográfica y Marketing Deportivo. Revista de Psicología del Deporte, 121-135.
Luna-Arocas, R., & Mundina-Gómez, J. (1998). La satisfacción del consumidor en el. Revista de Psicología del Deporte, 149-158.
Marx, K. (2005). El Capital: Crítica de la Economía Política (Veinte ed., Vol. I). (P. Scaron, Trad.) México: Siglo XXI editores S.A.
Mason, D. (1999). What is the sports product and who buys it? The marketing of professional sports leagues. European Journal of Marketing, 33(3/4), 402-418.
Sandoval, M., Cortés, O., & Crissien, B. (2009). Caracterización sectorial de las organizaciones deportivas de la ciudad de Bogotá D.C. Revista EAN.
Sandoval, M., Cortés, O., & Crissien, B. (2010). Perfil de los usuarios activos y finales de clubes deportivos de Bogotá D.C. Revista EAN, 134-153.
Stanton, W. J., Etzel, M. J., & Walker, B. J. (2007). Fundamentos de marketing (Decimocuarta ed.). (A. Carranza Garza, C. Calderon Valencia, X. Hurtado Licón, S. I. García López Legorreta, A. P. Nuñez Cervera, & R. Vite López, Trads.) México, México: McGraw Hill.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Marketing de servicios (Quinta ed.). (J. P. Calderon Dávalos, & I. López Espinosa, Trads.) México, México: McGraw Hill.
Downloads
Published
How to Cite
Issue
Section
Stats
Number of views and downloads: 666
Number of citations: 0
