Estrategias de marketing deportivo para la federación ecuatoriana de tenis en la Urbanización La Joya Parroquia La Aurora, año 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El deporte de tenis no está siendo bien difundido, está fallando a nivel nacional, no se ven muchas canchas o deportistas que puedan representar al país tal como se demostró que antes se lo había hecho, es entonces en que se piensa que, aplicar la mercadotecnia en este deporte, de un giro sustancial a que la situación cambie, recoger nuevos adeptos, participar en torneos, tener mejores representantes del deporte y dejar de lado a aquellos ciudadanos que tienen el dinero para dejar el mismo cuando no se lo necesite más. El objetivo general entonces fue el de proponer estrategias de marketing deportivo para la difusión de los servicios de entrenamiento de la Federación Ecuatoriana de Tenis en la Urbanización la Joya y para ello los objetivos específicos fueron, estudiar la relación entre los principios del marketing deportivo y la práctica de deporte del tenis; identificar los principales factores que influyen en la decisión de practicar tenis como una cultura o disciplina deportiva y finalmente establecer las estrategias de marketing deportivo para la difusión de la cultura del deporte de tenis en el sector de la Joya. La investigación es de diseño no experimental, también considerada como estudio de campo ya que no se hará en un ambiente controlado, es decir no aplica en este caso un grupo focal ni manipulación de las variables declaradas, la hipótesis, aunque está enunciada, es considerada como idea a defenderse en el proyecto o propuesta.
The sport of tennis is not being well publicized, it is failing at the national level, there are not many courts or athletes that can represent the country as it was demonstrated that it had been done before, it is then that it is thought that, apply the marketing in this sport, a substantial turn to change the situation, pick up new followers, participate in tournaments, have better representatives of the sport and leave out those citizens who have the money to leave it when you do not need it anymore. The general objective then was to propose sports marketing strategies for the dissemination of the training services of the Ecuadorian Tennis Federation in the La Joya Urbanization and for this the specific objectives were to study the relationship between the principles of sports marketing and the tennis sport practice; identify the main factors that influence the decision to practice tennis as a sport culture or discipline and finally establish sports marketing strategies for the dissemination of tennis sport culture in the Jewel sector. The research is of non-experimental design, also considered as a field study since it will not be done in a controlled environment, that is, it does not apply in this case a focal group or manipulation of the declared variables, the hypothesis, although it is enunciated, is considered as an idea to defend yourself in the project or proposal.
The sport of tennis is not being well publicized, it is failing at the national level, there are not many courts or athletes that can represent the country as it was demonstrated that it had been done before, it is then that it is thought that, apply the marketing in this sport, a substantial turn to change the situation, pick up new followers, participate in tournaments, have better representatives of the sport and leave out those citizens who have the money to leave it when you do not need it anymore. The general objective then was to propose sports marketing strategies for the dissemination of the training services of the Ecuadorian Tennis Federation in the La Joya Urbanization and for this the specific objectives were to study the relationship between the principles of sports marketing and the tennis sport practice; identify the main factors that influence the decision to practice tennis as a sport culture or discipline and finally establish sports marketing strategies for the dissemination of tennis sport culture in the Jewel sector. The research is of non-experimental design, also considered as a field study since it will not be done in a controlled environment, that is, it does not apply in this case a focal group or manipulation of the declared variables, the hypothesis, although it is enunciated, is considered as an idea to defend yourself in the project or proposal.
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MARKETING DEPORTIVO, TENIS, DIFUSIÓN DEPORTIVA, ALIANZAS ESTRATÉGICAS