طراحی مدل بازاریابی دیجیتال بین‌المللی با رویکرد مشتری‌محوری
محورهای موضوعی : بازاریابیآسیه ناظمی 1 * , منیژه حقیقی نسب 2 , محدثه شمسی‌خانی 3 , ایمان پناه علی 4
1 - گروه مدیریت، دانشکده علوم اجتماعی، دانشگاه الزهرا، تهران
2 - دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا (س)، تهران، ایران
3 - کارشناسی ارشد مدیریت کسب‌وکار، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا (س)، تهران، ایران
4 - کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی تهران
کلید واژه: استراتژی مشتری‌محوری, بازاریابی بین‌الملل, بازاریابی دیجیتال, صادرات, صنایع غذایی ,
چکیده مقاله :
امروزه اهمیت حضور و فعالیت در بازارهای بین‌المللی بیش از پیش آشکار شده و بین‌المللی شدن شرکت‌ها همواره در حال افزایش است. از آن جایی که شدت رقابت در این بازارها افزایش یافته است، بازاریابی بین‌المللی از اهمیت ویژه‌ای برخوردار می‌باشد. بازاریابی و انواع روش‌های آن تحت تأثیر پیشرفت‌های تکنولوژی دستخوش تغییرات فراوان شده به گونه‌ای که آخرین شکل آن، بازاریابی دیجیتال است. علاوه بر این، یکی از استراتژی‌های جدید در حوزه‌ی بازاریابی بین‌الملل، استراتژی مشتری‌محوری است. از سوی دیگر، صادرات به عنوان یکی از بهترین روش‌های فعالیت در بازارهای بین‌المللی و به عنوان کم ریسک‌ترین روش شناخته می‌شود. یکی از صنایع مهم صادراتی ایران، صنایع غذایی می‌باشد. با توجه به نقش صادرات محصولات این صنعت در کاهش وابستگی به صادرات نفتی، تسهیل روند صادرات این صنایع و توسعه بازار خارجی آن‌ها از اهمیت زیادی برخوردار است. لذا با توجه به اهمیت صادرات صنایع غذایی و نقش بازاریابی دیجیتال و استراتژی مشتری‌محوری در موفقیت شرکت‌های صادراتی این صنعت، هدف پژوهش حاضر ارائه یک چارچوب استراتژیک مشتری‌محور دیجیتالی در بازاریابی بین‌الملل می‌باشد. روش تحقیق حاضر از نوع کیفی-اکتشافی و روش نمونه‌گیری به صورت هدفمند قضاوتی است. داده‌ها به وسیله‌ی مصاحبه‌های ساختار یافته با 8 نفر از اساتید دانشگاه و کارشناسان در شرکت‌های صادراتی صنایع غذایی حاضر در ششمین نمایشگاه توانمندی‌های صادراتی ایران، سازمان توسعه تجارت و اتاق بازرگانی جمع‌آوری شد. به منظور تحلیل داده‌ها نیز از روش تحلیل مضمون و نرم‌افزار مکس‌کیو‌دی‌ای20 استفاده شده است. در نهایت، از تحلیل داده‌ها، 1155 کد انتخابی، 110 کد پر تکرار، 34 زیر مقوله و 14 مقوله‌ی اصلی حاصل شد.
Today, the importance of presence and activity in international markets has become more and more apparent, and the internationalization of companies is constantly increasing. Since the intensity of competition in these markets has increased, international marketing is of particular importance. Marketing and its various methods have undergone many changes under the influence of technological advances, such that its latest form is digital marketing. In addition, one of the new strategies in the field of international marketing is the customer-oriented strategy. On the other hand, exporting is known as one of the best methods of operating in international markets and as the least risky method. One of the important export industries of Iran is the food industry. Considering the role of exporting products of this industry in reducing dependence on oil exports, facilitating the export process of these industries and developing their foreign market is of great importance. Therefore, considering the importance of food industry exports and the role of digital marketing and customer-oriented strategy in the success of export companies in this industry, the purpose of the present study is to present a digital customer-oriented strategic framework in international marketing. The present research method is qualitative-exploratory and the sampling method is purposeful and judgmental. Data were collected through structured interviews with 8 university professors and experts in food industry export companies present at the 6th Iran Export Capabilities Exhibition, Trade Development Organization and Chamber of Commerce. Thematic analysis method and MaxQDA20 software were used to analyze the data. Finally, 1155 selected codes, 110 frequent codes, 34 subcategories and 14 main categories were obtained from the data analysis.
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