Strateški marketing za popularizacijo ritmične gimnastike

diplomsko delo univerzitetnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Tjaša Möderndorfer (Avtor), Miha Marič (Mentor), Gozdana Miglič (Komentor)

Povzetek

Uvodoma smo predstavili in preučili ključne pojme za lažje razumevanje trženjskih osnov. V nadaljevanju predstavimo metode in tehnike, ki nam pomagajo pri raziskovanju in posledično pri določanju trga in ciljev. Predstavljeni so nekateri osnovni modeli, ki nam pomagajo razumeti, kako trg deluje in kaj vse vpliva nanj. Naša tema se nanaša na šport, zato si v nadaljevanju pogledamo delovanje športnih organizacij. Za pripravo strategije trženja pregledamo okolje in vse deležnike, ki so posredno in neposredno vezani na naš projekt. Za uspešno oglaševanje je potrebno odlično poznavanje ciljne publike, da se bo primerno odzvala na našo storitev. Pregled orodij in izbor ustreznih kanalov za oglaševanje je ključnega pomena za doseganje ciljne publike. Pomembno je tudi upoštevanje predpisov, ki narekujejo vedenje v športnem oglaševanju in športni industriji. Za odličen javni nastop in sodelovanje z mediji, je potrebna prijazna in profesionalna drža in odnos. V raziskovalnem delu pregledamo obstoječe stanje v izbrani športni panogi: ritmični gimnastiki. Preko štirih odprtih intervjujev dobimo vpogled na razvoj in stanje v katerem se trenutno nahaja ritmična gimnastika. Pregledamo, kakšne strategije in pristopi so bili uporabljeni do sedaj za popularizacijo športa. Ko govorimo o popularizaciji, ne mislimo s tem zgolj o priljubljenosti med gledalci in širšo javnostjo, ampak tudi o dvigovanju zavesti med mladimi dekleti. Vrhunska ritmična gimnastika je kompleksen šport, ki zahteva predanost in veliko odrekanja, in sprašujemo se kako spodbuditi tekmovalke, da ne odnehajo tekom izobraževalnega procesa. Pregled in primerjava stanja na svetovni ravni nam odpreta nov pogled in predvsem zagon za postavljanje strategije, ki bo prinesla boljše rezultate v prihodnosti. Pridobljeni podatki kažejo na to, da je ritmična gimnastika zelo priljubljen šport, medtem ko interes za vrhunsko ritmično gimnastiko, še posebej pri dekletih starejših od petnajst let, drastično upada. Da bi postali bolj konkurenčni tudi na svetovni ravni, bo potrebno več sodelovanja med športnimi organizacijami in vsemi deležniki vpetimi v to kompleksno, a čudovito olimpijsko športno panogo.

Ključne besede

strateško trženje;ritmična gimnastika;organizacija;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2018
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[T. Möderndorfer]
UDK:	339.1
COBISS:	7998995
Št. ogledov:	647
Št. prenosov:	97
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Strategic marketing to popularize rhythmic gymnastic
Sekundarni povzetek:	Firstly, we presented and studied key concepts in order to understand the marketing basics. Afterwards, we analyzed the methods and techniques that help us in our research. In later stages, they also helped us in defining market and goals. Some basic models that help us understand how the market works and what impacts it are also presented in this part. Our topic refers to sports, therefore we looked at the activities of sports organizations. In order to prepare a marketing strategy, we need to analyze the environment and all stakeholders that are directly and indirectly linked to our project. For successful advertising, we require an excellent knowledge of the target audience. Our knowledge can assure us that the audience will adequately respond to our service. An overview of the tools and a selection of relevant channels for advertising is crucial to reach the target audience. It is also important to comply with the rules that dictate behavior in sports advertising and sports industry. For an excellent public appearance and cooperation with the media, a friendly and professional attitude is needed. In the research part, we reviewed the existing situation in rhythmic gymnastics. We conducted four open interviews that helped us get an insight into the development and the situation in which rhythmic gymnastics currently operates. Additionally, we reviewed strategies and approaches that have been used so far to popularize the sport. When we talk about popularization, we do not imply only to the popularity of rhythmic gymnastic among viewers and the general public, but also to popularity among young girls. Professional rhythmic gymnastics is a complex sport that requires a lot of dedication and sacrifice. Therefore, we question ourselves how to encourage young girls to stay in rhythmic gymnastics during and after the educational process. An overview and comparison of the situation on a global scale gives us a new perspective and above all, a momentum for setting a strategy that will bring better results in the future. The obtained data indicate that rhythmic gymnastics is a very popular sport, while the interest in top-notch rhythmic gymnastics, especially for girls over fifteen years old, drastically decreases. In order to become more competitive, even at the global level, more cooperation will be needed between sports organizations and all stakeholders embedded in this complex but wonderful Olympic sports industry.
Sekundarne ključne besede:	Strategic marketing;Rhythmic gymnastic;Organization;Sport;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	65 f.
ID:	10908522