ارائه الگویی از روابط علت و معلولی اثربخشی تبلیغات برای صادرات محصولات غیرنفتی استان آذربایجان شرقی به کشورهای CIS
الموضوعات :
Mojtaba Ramazani
1
1 - Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran
تاريخ الإرسال : 09 الإثنين , شوال, 1438
تاريخ التأكيد : 11 الأحد , جمادى الأولى, 1439
تاريخ الإصدار : 18 السبت , رمضان, 1439
الکلمات المفتاحية:
تصویر ذهنی,
Fuzzy DEMATEL,
Mental image,
اثربخشی تبلیغات,
Advertising effectiveness,
محصولات غیرنفتی,
DEMATEL فازی,
Non-oil products,
ملخص المقالة :
امروزه تبلیغات جزء لاینفک کلیه استراتژی های بازاریابی به شمار می روند،تبلیغات نقش مهمی در ایجاد آگاهی مشتریان در ارتباط با محصولات و خدمات دارد و تا حد زیادی درایجاد شهرت سازمان موثر می باشد. بر همین اساس تحقیق حاضر با هدف ارائه الگویی از روابط علت و معلولی اثربخشی تبلیغات برای صادرات محصولات غیرنفتی استان آذربایجان شرقی به کشورهای CIS انجام شده است. برای نیل به هدف فوق یک سوال اصلی و دو سوال فرعی تدوین شده است. روش تحقیق توصیفی بوده و جامعه آماری این تحقیق کلیه صادرکنندگان استان آذربایجان شرقی در فاصله سال های 1390 تا 1396 می باشد. تعداد 161 صادر کننده بر اساس اطلاعات اخذ شده از سازمان صنعت، معدن و تجارت انتخاب شد. برای تجزیه و تحلیل داده ها از روش دیمتل فازی استفاده شده است. برای جمع آوری داده های لازم از پرسشنامه مخصوص دیمتل فازی استفاده شده است. نتایج بررسی ها نشان می دهد که تداوم و استمرار تبلیغات، ایجاد تصویر ذهنی مثبت نسبت به محصول یا خدمت، ابتکار و خلاقیت موجود در تبلیغ، نوع رسانه، زمان مناسب ارائه تبلیغ، تکرار دفعات تبلیغات، صداقت در پیام های تبلیغاتی و شهرت و وجهه خوب برند هشت سازه اصلی تحقیق می باشند. که تداوم و استمرار تبلیغات ، ایجاد تصویر ذهنی مثبت نسبت به محصول یا خدمت، ابتکار و خلاقیت موجود در تبلیغ و نوع رسانه تأثرگذارترین سازه ها و زمان مناسب ارائه تبلیغ، تکرار دفعات تبلیغات، صداقت در پیام های تبلیغاتی و شهرت و وجهه خوب برند تأثیرپذیرترین سازه های تحقیق می باشند.
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