| Applying the Subscription Business Model as a Profitable Business in the Sports Industry in Iran |
| Paper ID : 1214-SSRC-13TH (R1) |
| Authors |
|
Fatemeh Mohammadkhah Jeirany *1, nooshin benar2 1PhD student in Sports Management, University of Guilan, Rasht, Iran 2Associate Professor of Sports Management, University of Guilan, Rasht, Iran |
| Abstract |
| Introduction: In recent years, thanks to the growth of information and communication technology, new business models have emerged. Platforms that facilitate interactions and exchanges between users have led to the formation of a Subscription business model. The membership fee business model is based on the idea of receiving periodic income (monthly or yearly) in exchange for providing long-term access to a product or service. The main purpose is to receive multiple payments from one person. That's why, instead of gaining new customers, it focuses on retaining regular customers. Benefits of subscriptions include predictable and recurring revenue, suitable for price variation, also engaging users and being psychologically attractive to customers, making marketing easier, and retaining customers and reducing seasonal fluctuations. Subscriptions business models include the membership website model, the free content buffet model, the private club model, the first queue model, the consumer goods model, the amazing box model, the simplification model, the network model and the relaxed mind model. Object: The issue that has been considered in the use of this method today is the erosion of the membership fee and the fatigue of the subscription. Therefore, the purpose of this study is to carefully study the common business model in the sports industry. Method: The method of this research is a review. During this study, after examining the history and concept of subscriptions business, economic, social and sports motivations were categorized. Then the challenges and benefits of this business model were described and finally the research discussion and conclusions were presented. Results and Conclusion: One of the most important results is that from the customer's point of view, paying a small fee on a monthly basis is usually more attractive than paying the full fee in one installment. As a result, membership fees guarantee continued financial support from users, which in sports clubs leads to a greater motivation and commitment to the program and content of sports activities. |
| Keywords |
| business model, sport, Subscribers |
| Status: Abstract Accepted (Poster Presentation) |
