مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تدوین و طراحی مدل بازاریابی رکود با استفاده از تکنیک داده‌بنیاد (مطالعه موردی گروه صنعتی پاکشو)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران(نویسنده مسئول)
2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم انسانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
از دوره رکود، به‌عنوان دوره کسادی و بحران نیز یاد می‌شود. بازاریابی، وسیله شناسایی و برآورده ساختن نیازهای مشتریان به روشی سودمند است و نقشی حیاتی را در دوران رکود در حفظ مشتریان موجود و همچنین در جذب و به دست آوردن مشتریان جدید و حفظ سهام بازار ایفا می‌کند، هدف اصلی این پژوهش مفهوم‌پردازی و طراحی مدل بازاریابی رکود با رویکرد داده‌بنیاد مبتنی بر روش تحقیق کیفی است.
روش تحقیق مقاله حاضر، کیفی-اکتشافی و با رویکرد پارادیم داده‌بنیاد است. جهت گردآوری داده‌ها از مصاحبه نیمه ساختاریافته مطابق با مدل پارادایمی استفاده شد. نمونه‌گیری به روش هدفمند و گلوله برفی بود که با نظرات 25 نفر از اعضای مدیران و مسئولان شرکت‌های گروه صنعتی پاکشو  انجام گرفت.یافته‌های به‌دست‌آمده طی فرآیند کدگذاری باز، محوری و انتخابی به مدل طراحی‌شده بازاریابی رکود شامل عوامل علی، زمینه‌ای، مداخله‌ای، راهبردها و پیامدها، منجر شد که در نهایت 30 مقوله و 521 کد بدست آمد.درنهایت هرکدام از مقوله‌ها تفسیر گردید و پژوهش‌های مرتبط با نتایج تحقیق شناسایی و مورد تطبیق قرار گرفت. در صورت انتخاب استراتژی صحیح  بازاریابی, دوران رکود بازار که در بسیاری از حالت‌ها یک دوره تهدیدآمیز محسوب می‌شود، بهترین دوران توسعه بازار و سودآوری نیز می‌تواند باشد و حتی افزایش سهم بازار می‌تواند بسیار چشم‌گیر باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Develop a recession marketing model using the data-based technique (Case study of Pakshoo Industrial Group)

نویسندگان English

farzad asayesh 1
morteza jafari zare 2
1 Assistant Professor, Department of Business Management, Faculty of Humanities, Ghods Branch, Islamic Azad University, Tehran, Iran (Corresponding Author)
2 PhD students in Business Management, Faculty of Humanities, Ghods City Branch, Islamic Azad University, Tehran, Iran
چکیده English

The period of recession is also referred to as the period of recession and crisis. Marketing is a useful tool to identify and meet customer needs and plays a vital role in retaining existing customers during the recession, as well as in attracting new customers and retaining market shares. The main purpose of this research is to conceptualize and design a marketing model. Recession with data-based approach is based on qualitative research method.The research method of the present article is qualitative-exploratory with a data-based paradigm approach. Semi-structured interviews according to the paradigm model were used to collect data. Sampling was purposeful and snowball method which was done with the opinions of 25 members of managers and officials of Pakshoo Industrial Group companies.The findings obtained during the open, pivotal and selective coding process led to the designed model of recession marketing including causal factors, contexts, interventions, strategies and consequences, which finally resulted in 30 categories and 521 codes.Finally, each of the categories was interpreted and research related to the research results were identified and applied. If you choose the right marketing strategy, the period of market recession, which in many cases is a threatening period, can be the best period of market development and profitability, and even increasing market share can be very significant.

کلیدواژه‌ها English

Recession
marketing
inflationary recession
marketing recession
data base
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