تبیین الگوی مشارکت مشتری با برندها در بستر شبکه‌های اجتماعی مبتنی بر تفاوت‌های فرهنگی (با رویکرد کیفی)
محورهای موضوعی : مدیریت بازرگانی
حامد ثقفیان
1
,
صمد عالی
2
*
,
مرتضی محمودزاده
3
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 - دانشیار، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 - استادیار، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
کلید واژه: مشارکت مشتری, برندها, شبکه‌های اجتماعی, فرهنگ.,
چکیده مقاله :
هدف اصلی این تحقیق، تبیین الگوی مشارکت مشتری با برندها در بستر شبکه‌های اجتماعی مبتنی بر تفاوت‌های فرهنگی با رویکرد کیفی است. پژوهش حاضر مطالعه‌ای کیفی است و راهبرد مورد استفاده در اين پژوهش در بخش کیفی مبتنی بر مصاحبه و تحلیل محتوا بوده است. جامعه آماری شامل خبرگان جامعه علمی و متخصصان دانشگاهی و خبرگان 500 شرکت برتر ایران بر اساس رتبه بندی سازمان مدیریت صنعتی بودند که به صورت هدفمند انتخاب شده و تعداد خبرگان در بخش کیفی 10 نفر بوده است. نتایج حاصل از تحلیل محتوا نشان داد که این تحقیق شامل 14 بعد و 30 مؤلفه می‌باشد که شامل طراحی برنامه فرهنگی جهت ماندگاری در بازارهای جهانی (طراحی برنامه فرهنگی جهت ورود در بازارهای جهانی، استفاده از آمیخته بازاریابی جهت فروش بر اساس جایگاه برند)، طراحی برنامه‌های رفتاری استراتژیک جهت حفظ موقعیت بازار، ارتقای مزیت رقابتی جهت سودآوری شرکت‌ها (بهبود فرایند سودآوری، ارتقای مزیت رقابتی)، استراتژی بازاریابی متناسب با تفاوت فرهنگی، استراتژی رقابتی جهت حفظ مشتری متناسب با تفاوت فرهنگی، استراتژی توسعه محصولات متنوع متناسب با تفاوت فرهنگی، بکارگیری ابزارهای رفتاری افراد در جهت حفظ جایگاه برند نزد مشتری، جذابیت بازار بر اساس ساختار برند شرکت متناسب با فرهنگ جامعه، ابزارهای آمیخته بازاریابی، خلق انگیزه بازاریابی جهت راه اندازی کسب و کار، بسترهای محیط بازاریابی، بهره‌برداری از اطلاعات فرهنگ جامعه در حوزه برند جهت قدرت و قابلیت رقابت در عرصه‌های بین‌المللی، بهبود عملکرد بهینه بازار برند، شناخت بازار متناسب با نیاز و فرهنگ مشتریان است.
The main objective of this research is to explain the pattern of customer engagement with brands in the context of social networks based on cultural differences with a qualitative approach. The present study is a qualitative study and the strategy used in this research in the qualitative part was based on interviews and content analysis. The statistical population included experts from the scientific community academic specialists and experts from the top 500 Iranian companies based on the Industrial Management Organization ranking, which were selected purposefully and the number of experts in the qualitative part was 10. The results of the content analysis showed that this research includes 14 dimensions and 30 components, including designing a cultural program to survive in global markets (designing a cultural program to enter global markets, using a marketing mix to sell based on brand position), designing strategic behavioral programs to maintain market position, promoting competitive advantage for company profitability (improving the profitability process, promoting competitive advantage), marketing strategy tailored to cultural differences, competitive strategy to retain customers tailored to cultural differences, strategy for developing diverse products tailored to cultural differences, using behavioral tools of individuals to maintain brand position with customers, market attractiveness based on the company's brand structure tailored to the culture of the society, marketing mix tools, creating marketing motivation to start a business, marketing environment platforms, utilizing information about the culture of the society in the field of brand for strength and competitiveness in international arenas, improving optimal brand market performance, understanding the market tailored to the needs and culture of customers.
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