شناسایی و اولویت بندی ابزارهای آمیخته ترفیع صنعت پلاستیک با استفاده ترکیب فنون تصمیم گیری چند شاخصه (MADM)
محورهای موضوعی : مدیریت صنعتیAli Mohaghar 1 , Shahram Hashemnia 2 , Seyed Hojjat Bazazzadeh 3 , Roya Eghbal 4
1 - Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran
2 - Assistant Professor of Department of Business Administration & MBA, Payame Noor University, Tehran, Iran
3 - Master Senior of Department of Business Administration & MBA, Payame Noor University, Tehran, Iran
4 - Master of Science in Master Of Business Administration (MBA), Payam-e -Noor University of Karaj, Iran
کلید واژه: تبلیغات, advertisement, Public Relations, روابط عمومی, MADM methods, آمیخته ترفیع, پیش برد فروش, فروش شخصی, بازاریابی مستقیم, تکنیک های MADM, Promotion mix, Sale promotion, Personal selling, Direct Marketing,
چکیده مقاله :
بازاریابی فرایندی است که بوسیله آن افراد با مبادله کالاها، به تأمین نیازها و خواسته‌های خود اقدام می‌کنند. امیخته بازاریابی یا 4 p(قیمت،محصول،مکان یا توزیع و ترفیع) ابزاری توانمند است که به پیشبرد اهداف بازاریابی کمک می کند. مقصود ازترفیع، فعالیت هایی است که شرکت بر اساس آن ها اطلاعات خوبی از محصولات خود در اختیار خریدار قرار می دهد و او را تشویق به خرید محصول می نماید، از این رو می توان با اولویت بندی مولفه های امیخته ترفیع (تبلیغات، پیش برد فروش، روابط عمومی، فروش شخصی، بازاریابی مستقیم) متناسب با هر کسب و کار، به افزایش فروش نائل شد. هدف تحقیق حاضر، کمک به مدیران شرکت های فعال در صنعت پلاستیک برای تصمیم گیری بهتر درمورد شناسایی و اولویت‌بندی ابزارهای آمیخته ترفیع مناسب است. لذا در این تحقیق ابتدا 22 ابزار مؤثر برای انجام فعالیت های ترفیعی در صنعت پلاستیک با مطالعه ادبیات تحقیق و بررسی نظرات خبرگان و صاحب نظران این صنعت شناسایی شد. تعداد 105 نفر از مدیران ارشد(بازرگانی، فروش، بازاریابی و...) به عنوان کارشناس، که حداقل 5 سال در صنعت فوق مشغول به فعالیت هستند مورد بررسی قرار گرفتند. ابزار جمع آوری اطلاعات پرسشنامه ای بود که همة مؤلفه های آن دارای ضریب آلفای کرونباخ در دامنة 65 تا 83 درصد بودند و روایی پرسشنامه توسط صاحب نظران تایید گردید. بعد از شناسایی ابزارهای ترفیعی مناسب توسط خبرگان، با استفاده از تکنیک هایMADM SAW)، TOPSIS، ELECTERE و تخصیص خطی رتبه بندی شدند. با توجه به اینکه نتایج حاصل از اجرای روش های فوق در مواردی با هم همخوانی نداشت، برای رسیدن به یک اجماع کلی، از یک تکنیک ادغامی تحت عنوان روش کپلند (COPELAND)، استفاده نمودیم. نتایج رتبه بندی حاصل از تکنیک کپلند، نشان داد که استفاده از روش های تبلیغات تلویزیونی، )Trade fairs ایجاد یک تصویر ویژه در ذهن مشتری با در معرض دید قرار دادن محصول) و فروش حضوری محصول، نسبت به سایر ابزارهای ترفیعی دارای بیشترین اهمیت هستند. با توجه به نتایج بدست آمده در این تحقیق مدیران فروش و بازاریابی صنایع تولیدی پلاستیک قادر خواهند بود با استفاده از تکنیک های تصمیم گیری چند شاخصه به شناسایی بهترین ابزارهای ترفیعی صنعت خود دست یابند و موجبات بهبود فروش محصولات خود را فراهم کنند.
چکیده انگلیسی:
Marketing is a process by which people exchange goods and meet their needs and demands. Marketing mix or 4p (product price, place, promotion) is a powerful tool that helps to advance marketing goals. The purpose of promotion is the activities by which the company gives costumer good information about its products and encourages him/her to purchase. So, by prioritization of the components of promotion mix (Advertisement, Sale promotion, Public relations, Personal selling, Direct marketing) compatible with any business, increase in the sale can be achieved. The purpose of this study is to help managers in plastic industry companies in order to identify and prioritize mix promotional tools to improve their sale. For this purpose, 22 effective promotional tools in the plastic industry were identified with the help of library research and experts ideas. 105 head managers with at least 5 years of experience were examined. To collect the data, the researchers used a questionnaire with Cronbach Alpha with the range of 65-83 for all the items and the Validity of questionnaire was confirmed by the experts. After identifying appropriate mix promotional tools by experts, they were prioritized by MADM methods (SAW, TOPSIS, ELECTRA, and LINMAP). As the results of mentioned methods were not the same, in order to reach a consensus, the researchers used mix methods called Copeland. The result of prioritizing by Copeland showed that TV advertisement, trade fairs (creating a special imagination in costumer’s mind by showing the product) and present sale of the product, have more priority relative to other tools. Based on the results, managers and marketers in the plastic industry will be able to identify the best mix promotional methods by the use of multi-attribute decision-making methods and so they can enhance their sale.
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