شناسایی پیشران و پسران های بازاریابی کارآفرینانه در جهت مدیریت چرخه عمر برند با رویکرد فراترکیب
محورهای موضوعی : مدیریت بازاریابی
شهرام رئیسی
1
,
محمدجواد تقی پوریان
2
,
مریم رحمتی
3
,
اعظم حاجی اقاجانی
4
1 - دانشجوی دکتری مديريت کارآفرینی، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ايران
2 - دانشیار گروه مديريت، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ايران
3 - استادیار گروه مديريت، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ايران
4 - استادیار گروه مديريت، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ايران
کلید واژه: بازاریابی کارآفرینانه, مدیریت چرخه عمر برند, جوانسازی برند, فراترکیب. ,
چکیده مقاله :
ارزش ویژه برند معمولا تنها دارایی با ارزش برای یک شرکت است و موقعی که جنبه های خاص از ارزش ویژه برند به درستی مدیریت نشود، برند در مسیر افول قرار می گیرد. برندها در طول حیات خود با فراز و نشیب های مختلفی مواجه و به طور معمول در دوران بلوغ رو به افول می گذارند که بسیاری از سازمان ها غافل از این مساله زمان را از دست می دهند. برای اینکه عمر برند افزایش یابد، جوان سازی یکی از روش های کارآمد است. جوان سازی برند افزودن ارزش به برندی است که در حال حاضر وجود دارد و این کار با بهبود ویژگی های محصول و چهره کنونی آن صورت می گیرد. استراتژی های مختلفی می تواند به جوانسازی برند منجر شود. مدیریت چرخه عمر برند خصوصا در مرحله افول، به عنوان آخرین مرحله از چرخه حیات یک برند، همواره مورد توجه ویژه مدیران به منظور تدوین و اجرای راهبردهایی ارزش آفرین بوده است. البته، اثربخشی راهبردهای ارائه شده منوط به شناسایی عوامل تأثیرگذار بر افول برند می باشد. بازاریابی کارافرینانه یکی از راهبردهای موثر جهت جوانسازی برند و مدیریت چرخه عمر برند در عصر حاضر می باشد. کتب و مقاله های بسیاری چرخه عمر محصول را بررسی نموده ولی در کمتر مقاله ای مدیریت چرخه عمر برندها مورد کاووش قرار گرفته و در ایران و جهان چارچوب پذیرفته شده ای برای بازاریابی کارافرینانه و شناسایی عوامل موثر جهت مدیریت چرخه برند در دسترس نیست. هدف مقاله حاضر بررسی استنتاج مدل مفهومی بازاریابی کارافرینانه جهت مدیریت چرخه عمر برندها با روش فراترکیب می باشد. ضرورت این تحقیق عمر کوتاه برندهای مطرح و به دنبال آن هدر رفت سرمایه های اقتصادی و اجتماعی می باشد. روش پژوهش در این مقاله روش فراترکیب می باشد که به عنوان یکی از روش های مرور نظام مند، به تحلیل نتایج و یافته های محققان پیشین در بازه زمانی 2013 الی 2023 می پردازد یافته ها ی این تحقیق با بهره گیری از گام های هفت گانه روش ساندلوسکی و باروسو شش عامل پیشران و شش عامل پسران بازاریابی کارآفرینانه در جهت مدیریت چرخه عمر برند، می باشد که مدل کیفی تحقیق، با استفاده از نرم افزارمکس کیو ای دی طراحی شده است. نتایج حاصله در قالب مفاهیم و کد گذاری باز و محوری طبقه بندی شدند که پس از بررسی کامل در نهایت جهت پیشران های بازاریابی کارآفرینانه های 6 مولفه شامل فناوری مقبول، دولت کارافرین، ادراک کارافرینانه، ماموریت خلاق محور سازمان، بینش کارافرینانه و تحلیل کارآفرینانه و 10 عامل و 57 شاخص و پسران های بازاریابی کارآفرینانه جهت مدیریت چرخه عمر برند در 6 مولفه شامل بازار ستیزی، خود تحریمی، توهم ادراکی، شخصیت ضد کارافرینی، تحلیل حبابی و تهدیدهای خارجی و7 عامل و 17شاخص شناسایی شدند. نتایج این تحقیق می تواند به عنوان یکی از راهکارهای مدیریت چرخه عمر برند مورد استفاده صاحبان برند قرار گیرد.
Brand equity is usually the only valuable asset for a company, and when certain aspects of brand equity are not managed properly, the brand is on the path of decline. Brands face various ups and downs throughout their lives and usually decline during the maturity period, which many organizations are unaware of and lose time. In order to increase the life of a brand, rejuvenation is one of the effective methods. Brand rejuvenation is adding value to a brand that currently exists, and this is done by improving its product features and current image. Various strategies can lead to brand rejuvenation. Brand life cycle management, especially in the decline stage, as the last stage of a brand's life cycle, has always been of special interest to managers in order to formulate and implement value-creating strategies. Of course, the effectiveness of the presented strategies depends on identifying the factors affecting brand decline. Entrepreneurial marketing is one of the effective strategies for brand rejuvenation and brand life cycle management in the present era. Many books and articles have examined the product life cycle, but in few articles, brand life cycle management has been explored, and in Iran and the world, there is no accepted framework for entrepreneurial marketing and identifying effective factors for brand life cycle management. The purpose of this article is to investigate the derivation of a conceptual model of entrepreneurial marketing for brand life cycle management using the meta-synthesis method. The necessity of this research is the short life of prominent brands and the subsequent waste of economic and social capital. The research method in this article is the meta-synthesis method, which, as one of the systematic review methods, analyzes the results and findings of previous researchers in the period from 2013 to 2023. The findings of this research are six driving factors and six supporting factors of entrepreneurial marketing for brand life cycle management, using the seven steps of the Sandelowski and Barroso method, and the qualitative research model was designed using MaxQED software. The results were classified in the form of concepts and open and axial coding, which after a complete review, ultimately the drivers of entrepreneurial marketing were identified as 6 components including acceptable technology, entrepreneurial government, entrepreneurial perception, creative mission-oriented organization, entrepreneurial insight and entrepreneurial analysis and 10 factors and 57 indicators, and the sons of entrepreneurial marketing for brand life cycle management were identified as 6 components including anti-market, self-sanction, perceptual illusion, anti-entrepreneurial personality, bubble analysis and external threats and 7 factors and 17 indicators. The results of this research can be used as one of the brand life cycle management strategies by brand owners.
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