Document Type : Original Article
Ph.D. Student of Sport Management, Islamic Azad University Qazvin Branch, Qazvin, Iran
Professor of Sport Management, University of Guilan, Guilan, Iran
Professor of Sports Pathology and Corrective Movements, University of Guilan, Guilan, Iran
Assistant Professor of Sport Management, Islamic Azad University Qazvin Branch, Qazvin, Iran
Purpose: The purpose of the present study was to devise a strategic marketing plan for Health and Sport Centers (Case Study: Isfahan Palladium Health and Sport Complex).
Methods: this is a descriptive-analytic study and its statistic population includes the professors of sport marketing and management, managers and experts of Isfahan Palladium Health and Sport Complex. The statistic population of the study was chosen based on a judgmental approach and included 50 people. The means of the study includes a library study, interviews and questioners. The content validity of the instruments was confirmed by experts and its reliability was confirmed by Cronbach's alpha method. Findings were analyzed using SWOT method.
Results: The strategic component of the research was classified into four sections: strengths, weaknesses, opportunities and threats (106 components). Also, the seven main perspectives of the research included the economic capacities of the society, business capacities, environmental dynamics, marketing capacities of the health center, empowerment of human resources and processes, branding and marketing. Also, the strategic position of Palladium Health Club was in the area of stability (close to growth).
Conclusion: According to the research findings, it can be said that despite the challenges of advancing the strategic marketing system of health centers, in order to achieve stability, these centers need to be on the path of growth.