Publication: Spor işletmelerinde marka oluşturma
Abstract
Bu çalışma, İstanbul ili içindeki spor işletmelerinde marka olmaya yönelik çabaların, marka kavramının ne ölçüde önemsendiğinin ve konuya bakış açısının ortaya konması amacıyla durum tespitine yönelik olarak hazırlanmıştır. İstanbul ili içindeki toplam 30 tane küçük ve orta ölçekli spor işletmesine, kişisel görüşme yöntemini uygulamak amacıyla bizzat gidilmiş, doğru ve tam bilgi almak için spor kulübü yöneticisi veya kulübün sahibine anket uygulanmıştır. Araştırmada belirlenmiş olan değişkenler arasındaki ilişkiye bağlı olarak geliştirilen hipotezler ki-kare test istatistiğinden yararlanılarak değerlendirilmiş, bilgi ve veriler basit ve çapraz tablolarla sunulmuştur. İşletmelerin “değer” kavramına; spor kulübünün yerine, konumuna, görünümüne, çevre düzenlemesine, havalandırma ve hijyene fazlasıyla önem verdikleri görülmektedir. “Kaliteye”, rakiplerden üstün olma, müşterilerin sorunlarının giderilmesi için çözümler bulma, rekabet avantajlarını ele geçirme gibi konulara önem verdikleri görülmektedir. Spor kulüplerinin “kurumsal kimlik” kavramını, kulübün kendine özgü bir davranış biçimi oluşturmasını önemsedikleri görülmektedir. Spor işletmelerinin “etkili iletişim ve tanıtım” konularına; spor kulüplerinin yaptığı tutundurma çalışmalarının gerçekleri yansıtmasına, verilen vaatlerin yerine getirilmesine, akılda kalıcı bir slogan ve logolarının olmasına önem verdikleri görülürken, reklâm çalışmaları, kulüp ismini farklı çevrelerde duyurabilmek amacıyla sponsorluk çalışmaları ve diğer kulüplerle karşılıklı aktiviteler düzenleme konularına ağırlık vermedikleri görülmektedir. “Üstünlük” kavramına, Araştırma- Geliştirmeye (AR-GE) pay ayrılmamaktadır. Spor işletmeleri, ismin çabuk fark edilir olmasına önem verirken, ismin tüm dillerde ne anlama geldiği araştırılmamaktadır, marka oluşturmada olumsuz bir tutum olan, bulunulan şehir ya da semtten etkilenilmesi, kulüp kurucularının isminden etkilenilmesi konularında hassas davranılmadığı görülmektedir. Araştırma sonuçları ise, spor kulüplerinin marka olmaya ilişkin çalışmalarda yeterli çaba göstermedikleri, bu konularda yeterli bilgi birikimine sahip olmadıkları şeklinde özetlenebilir. TO MAKE UP BRAND OF SPORTS MANAGEMENT
Our study has been prepared in order to bring out the circumstances regarding the efforts of the sports centers in İstanbul to constitute a brandmark, to what instance the concept of brandmark is taken into account and to put a point of view on the matter of brandmark. A total of 30 small and middle size sports clubs in İstanbul have been visited and the managers and/ or the owners of the clubs have been interviewed to obtain right and accurate information with the help of questionaries. The hypothesis that have been developed by taking into consideration of the relationship between the variables of the research have been evaluated by using the k-square tests and statistics and the data gathered has been presented with cross tables. It is observed that the undertakings are attaching considerable importance to the concept of “value”; place of the sports club; location, appearance, environment arrangement, ventilation and hygiene. It is seen that they also attach importance to “quality”, superiority to opponents, finding solutions in order to solve customers’ problems and assuming competition advantages.It is realized that sports clubs consider important the “corporate identity”, and establishment of a peculiar behavior style for the club. While the sports clubs attach importance to “effective communication and advertisement” issues; reflecting the reality of habitual practices by the clubs, keeping the promises, and constituting lasting mottos and symbols, they do not strive enough for advertisement works, sponsorship works for introducing the club’s name in different areas, preparing mutual activities with other clubs.Any share is not allocated for “superiority” concept and Research-Development(R&D)Although the sports clubs attach importance to noticeable formation of the trade names, the meaning of the name is not searched among all the languages. It is not behaved sensitive about the issues such as being influenced by the city and province name and club founders’ names, while constituting a trademark, which is a negative style. The findings of the research can be summakised as the sports clubs, which are investigated do not strive sufficiently for becoming a brand and they do not have enough knowledge about this motter.
Our study has been prepared in order to bring out the circumstances regarding the efforts of the sports centers in İstanbul to constitute a brandmark, to what instance the concept of brandmark is taken into account and to put a point of view on the matter of brandmark. A total of 30 small and middle size sports clubs in İstanbul have been visited and the managers and/ or the owners of the clubs have been interviewed to obtain right and accurate information with the help of questionaries. The hypothesis that have been developed by taking into consideration of the relationship between the variables of the research have been evaluated by using the k-square tests and statistics and the data gathered has been presented with cross tables. It is observed that the undertakings are attaching considerable importance to the concept of “value”; place of the sports club; location, appearance, environment arrangement, ventilation and hygiene. It is seen that they also attach importance to “quality”, superiority to opponents, finding solutions in order to solve customers’ problems and assuming competition advantages.It is realized that sports clubs consider important the “corporate identity”, and establishment of a peculiar behavior style for the club. While the sports clubs attach importance to “effective communication and advertisement” issues; reflecting the reality of habitual practices by the clubs, keeping the promises, and constituting lasting mottos and symbols, they do not strive enough for advertisement works, sponsorship works for introducing the club’s name in different areas, preparing mutual activities with other clubs.Any share is not allocated for “superiority” concept and Research-Development(R&D)Although the sports clubs attach importance to noticeable formation of the trade names, the meaning of the name is not searched among all the languages. It is not behaved sensitive about the issues such as being influenced by the city and province name and club founders’ names, while constituting a trademark, which is a negative style. The findings of the research can be summakised as the sports clubs, which are investigated do not strive sufficiently for becoming a brand and they do not have enough knowledge about this motter.