واکاوی شرایط و زمینه‌های مؤثر بر برندینگ نهادینه شده بانک صادرات از تبلیغات رسانه‌ای با استفاده از روش نظریه زمینه‌ای
محورهای موضوعی : مدیریت بازرگانی
اکرم سالاری
1
(دانشجوی دکتری مدیریت، گرایش مدیریت رسانه، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.)
سیدعلیرضا افشانی
2
(استاد، گروه جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه یزد، یزد، ایران.)
شادی ضابط
3
(استادیار، گروه علوم ارتباطات اجتماعی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.)
کلید واژه: تبلیغات, بینش مشتری, همسویی منافع, برندینگ, بانک صادرات.,
چکیده مقاله :
هدف این پژوهش، ارائه مدل مطلوب برندینگ نهادینه شده بانک صادرات با استفاده از رویکرد نظریه زمینه‌ای است. جامعه هدف پژوهش، کارشناسان حوزه روابط عمومی و بازاریابی هستند که با استفاده از نمونه‌گیری هدفمند و نظری تعداد 14 نفر انتخاب شدند. ابزار گردآوري داده‌ها، مصاحبه نیمه‌ساختار یافته است و تجزیه و تحلیل داده‌ها در سه مرحله کدگذاری باز، محوری و گزینشی انجام شده است. یافته‌ها نشان می‌دهد که براي بهبود برند بانک صادرات، باید بسترهایی را فراهم کرد که موجب افزایش تولیدات آن شود. این بسترها شامل 3 شرط علی (نابسامانی اقتصادی، برنامه‌ریزی استراتژیک تبلیغات، رسالت بانک)، 4 شرایط زمینه‌ای (رفتار تعاملی بانک، تبلیغات رقابتی مبتنی بر شناخت، توجیه‌پذیری طرح‌های بانکی، اخلاق حرفه‌ای)، 4 شرایط مداخله‌گر (فروکاست اعتماد مشتریان، آسیب‌شناسی تبلیغات، خودشیفتگی برند، کاهش ارزش کیفی برند) 9 استراتژی‌ها (استراتژی‌های هدفمند تبلیغات، مدیریت ارتباط با مشتری،کیفیت تعاملات و ارتباط با مشتری، عوامل کلیدی در پیاده‌سازی CRM، رهبری استراتژیک تبلیغات، ارزشیابی تبلیغاتی مبتنی بر مخاطبین، مدیریت اجتماعی تبلیغات، آفرینش فرصت‌های جدید، استراتژی نوسازی تبلیغات) و 4 پیامد (توسعه برند، بهبود مستمر عملکرد، همگرایی منافع، همسوسازی منافع) می‌باشد. بر همین اساس، برندینگ نهادینه شده در ذهن مشتریان از تبلیغات در قالب‌های مختلف و با تدوین مدل مناسب خود را نشان می‌دهد.
The purpose of this research is to present the desired institutionalized branding model of Saderat Bank using the grounded theory approach. The target population of the research is public relations and marketing experts, who were selected using purposeful and theoretical sampling in the number of 14 people. The data collection tool is a semi-structured interview, and the data analysis was done in three stages of open, central and selective coding. The findings show that in order to improve the brand of Saderat Bank, platforms must be provided to increase its production. These platforms include 3 causal conditions (economic turmoil, strategic advertising planning, bank mission), 4 background conditions (interactive behavior of the bank, competitive advertising based on knowledge, justification of banking plans, professional ethics), 4 intervening conditions (disappointment of customer trust, pathology of advertising) 9 strategies (targeted advertising strategies, customer relationship management, quality of interactions and customer relationship, key factors in CRM implementation, strategic advertising leadership, audience-based advertising evaluation, social management of advertising, creation of opportunities new, advertisement renewal strategy) and 4 consequences (brand development, continuous improvement of performance, convergence of interests, alignment of interests). Based on this, institutionalized branding in the minds of customers shows itself through advertisements in different formats and by developing a suitable model.
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