فرایند خطمشیگذاری مبتنی بر موضع‌سازی در حوزه خرده‌فروشی بازار ایران
محورهای موضوعی : خطمشیگذاری عمومی در مدیریتشادی حسینی 1 , سید ابوالقاسم میرا 2 , محمد رحیم اسفیدانی 3
1 - دانشجوی دکتری مدیریت بازرگانی، بازاریابی پردیس البرز دانشگاه تهران، ایران.
2 - استادیار مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران،ایران.
3 - استادیار مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران،ایران.
کلید واژه: بازار ایران, موضع‌سازی, فرایند خط‌مشی, فروشگاه‌های خرده‌فروشی,
چکیده مقاله :
زمینه و هدف: پژوهش حاضر با هدف تدوین فرایند خط مشی گذاری مبتنی بر موضع‌سازی در حوزه خرده‌فروشی بازار ایران اجرا شده است. روش تحقیق: پژوهش حاضر از حیث هدف پژوهش توسعه‌ای‌کاربردی، از نقطه‌نظر زمان گردآوری، از نوع توصیفی و از نظر روش‌های جمع‌آوری داده‌ها و اطلاعات، از نوع میدانی و از نظر ماهیت از نوع آمیخته اکتشافی می‌باشد. در بخش اول (کیفی) به روش تحلیل تم و فرآیند آن با نرم‌افزار مکس کیو دی ای 12 طبقه‌بندی و تحلیل شد. در بخش کمی پرسشنامه محقق‌ساخته مشتمل بر 40 گویه در اختیار 384 نفر از مشتریان فروشگاه‌های خرده‌فروشی قرار داده شد . پس از جمع‌آوری اطلاعات با روش مدل‌سازی معادلات ساختاری مبتنی بر مدل پیشنهادی (برآمده از فاز کیفی مطالعه) با استفاده از نرم‌افزار اسمارت پی ال اس 2 مورد ارزیابی قرار گرفت. یافته‌ها : یافته‌ها نشان دادسه فروشگاه رفاه، فروشگاه افق کوروش و فروشگاه جانبو از حیث چهارده مولفه چارچوب طراحی شده وضعیت مطلوبی دارند. اما فروشگاه شهروند به جز از نظر دو مولفه اطلاع رسانی و تبلیغات که مقادیر میانگین آنها کمتر از (5/2 (170/2و 385/2) می باشد، از حیث دوازده مولفه دیگر از وضعیت مناسب و مطلوبی برخوردارند. نتیجه‌گیری : با ارزیابی وجمع‌بندی از مصاحبه‌ها از گروه کانونی و بحث آنها در مورد کدهای استخراج شده مدل مفهومی این پژوهش، چهارده مولفۀ موضع‌سازی در حوزۀ خرده‌فروشی بازار ایران به دست آمد.نتایج مدل‌سازی معادلات ساختاری نشان داد 3 فروشگاه رفاه، فروشگاه افق کوروش و فروشگاه جانبو از حیث 14 مولفه چارچوب طراحی شده وضعیت مطلوبی دارند. اما فروشگاه شهروند به جز از نظر دو مولفه اطلاع رسانی و تبلیغات، از حیث 12 مولفه دیگر از وضعیت مطلوبی برخوردار است.
Background and purpose: The present research was carried out with the aim of formulating a policy-making process based on positioning in the field of retail sales in the Iranian market. Method: In terms of the purpose of the applied developmental research, from the point of view of the time of collection, it is of a descriptive type, and in terms of data and information collection methods, it is a field type, and in terms of its nature, it is a mixed exploratory type. In the first (qualitative) part, it was classified and analyzed by the method of theme and process analysis with Max QDA 12 software. In the quantitative part, the researcher-made questionnaire consisting of 40 items was provided to 384 customers of retail stores. After collecting the information with the method of structural equation modeling based on the proposed model (resulting from the qualitative phase of the study), it was evaluated using Smart PLS 2 software. Findings: The findings showed that three convenience stores, Afogh Korosh store and Janbo store have a favorable situation in terms of the fourteen components of the designed framework. However, except for the two components "Information" and "Advertising" whose average values are less than 2.5 (2.170 and 2.385), Shahrvand's store has a suitable and favorable condition in terms of twelve other components. Conclusion: By evaluating and summarizing the interviews from the focus group and their discussion about the extracted codes of the conceptual model of this research, fourteen positioning components were obtained in the retail sector of the Iranian market. The results of the structural equation modeling showed that there are 3 Refah stores, Afogh Korosh store and in terms of the 14 components of the designed framework, they have a favorable situation. But Shahrvand store has a favorable situation in terms of 12 other components, except for the two components "information" and "advertisement.
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