شناسایی عوامل موثر بر اجرای استراتژی‌های بازاریابی با استفاده از تحلیل میدان نیرو
محورهای موضوعی : پژوهش های مدیریت راهبردیطهمورث حسنقلی پور 1 , محمد علی شاه حسینی 2 , زهره دهدشتی شاهرخ 3 , قاسم جوکار 4
1 - استاد مدیریت بازرگانی ، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
2 - دانشیار گروه مدیریت MBA، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران
3 - دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
4 - دانشجوی دکتری مدیریت بازاریابی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران
کلید واژه: استراتژی, بازاریابی, عوامل بازدارنده, اجرا, عوامل تسهیلگر,
چکیده مقاله :
اجرای استراتژی بازایابی یک مرحله کلیدی در فرایند بازاریابی استراتژیک در سازمان می‌باشد. با وجود اهمیت و نقش کلیدی اجرای استراتژی‌های بازاریابی در موفقیت و بهبود عملکرد شرکت‌ها، این موضوع یک چالش همیشگی برای شرکت‌ها باقی مانده است. مجموعه متنوعی از عوامل می‌توانند به عنوان حامی و یا مانع اجرای استراتژی‌های بازاریابی عمل کنند. بنابراین هدف اصلی این پژوهش شناسایی عوامل تسهیلگر و بازدارنده اجرای استراتژی‌های بازاریابی در صنعت کاشی و سرامیک می‌باشد. این پژوهش با استفاده از روش پژوهش کیفی و بهره‌گیری از تکنیک تحلیل میدان نیرو عوامل تسهیلگر و بازدارنده در اجرای استراتژی‌های بازاریابی را شناسایی می‌کند. در این پژوهش از مصاحبه به عنوان ابزار گردآوری داده‌ها استفاده شده است. عوامل تسهیلگر اجرای استراتژی‌های بازاریابی در چهار مقوله اصلی شامل زیرساخت‌های سازمانی، رهبری و مدیریت، فاکتورهای عملیاتی و هوشمندی رقابتی و عوامل بازدارنده اجرای استراتژی‌های بازاریابی نیز در چهار مقوله اصلی از جمله عوامل محتوایی، عوامل اجتماعی-انسانی، عوامل محیطی و عوامل کارکردی-وظیفه‌ای استخراج شدند. بر اساس نتایج حاصل از این پژوهش شرکت‌ها با تقویت نیروهای تسهیلگر و تضعیف نیروهای بازدارنده می‌توانند احتمال موفقیت در پیاده‌سازی برنامه‌های استراتژیک بازاریابی و در نتیجه رسیدن به اهداف استراتژیک خود را افزایش دهند.
Implementing marketing strategy is a key step in the strategic marketing process. Despite the importance and key role of implementing marketing strategies for the success and improvement of corporate performance, it is still a serious challenge for companies. A variety of factors can act as a support or Barrier to the implementation of marketing strategies. Therefore, the main objective of this research is to identify the driving and restrictive factors for implementing marketing strategies in the ceramic tile industry using qualitative research method and utilizing the force field analysis technique. In this research, interviews were used as data collection tools. The results of this study showed that the driving factors for the implementation of marketing strategies consist of four main groups: organizational factors, leadership and management, operational factors and competitive intelligence. Restrictive factors for implementing marketing strategies were also divided in four main categories including: content factors, socio-human factors, Environmental factors and functional factors. Based on the results of this research, companies can increase the likelihood of successful implementation of strategic marketing plans and thereby achieve their strategic goals by strengthening the driving forces and weakening the restrictive forces.
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