بررسی تأثیر ارتقای فروش، مدیریت بازار و افزایش سهم بازار گیاهان زینتی بر عملکرد مالی شرکتهای تولید کننده
محورهای موضوعی : مجله گیاهان زینتیمحسن هاشمی گهر 1 , سید محمد علی طباطبائی میرک آباد 2 , محبوبه لعل عالی 3
1 - علوم انسانی،حسابداری،آزاد اسلامی،شهرقدس،تهران ،ایران
2 - مدیریت، علوم انسانی، دانشگاه آزاد اسلامی شهر قدس، تهران، ایران
3 - حسابداری، دانشگاه آزاد اسلامی، واحد شهرقدس، تهران، ایران
کلید واژه: عملکرد مالی, افزایش سهم بازار, مدیریت بازار, گیاهان زینتی, ارتقای فروش.,
چکیده مقاله :
ارزیابی عملکرد مالی به بازاریابان اجازه می دهد میزان سهم خود را در تغییرات ارزش شرکت مورد اندازه گیری و ارزیابی قرار دهند؛ بنابراین بررسی چگونگی اثرگذاری بازاریابی بر عملکرد مالی تولید کنندگان گیاهان زینتی، مسأله ای حائز اهمیت می باشد. هدف از پژوهش حاضر، بررسی تأثیر ارتقای فروش، مدیریت بازار و افزایش سهم بازار گیاهان زینتی بر عملکرد مالی شرکت های تولید کننده بود. تحقیق حاضر از نظر هدف یکی از تحقیقات کاربردی بوده و از نظر جمع آوری داده ها توصیفی و از نوع پیمایشی است. برای جمع آوری اطلاعات از پرسشنامه های استاندارد استفاده شد. جامعه آماری تحقیق حاضر کلیه مدیران بازاریابی، مدیران مالی و کارکنان ارشد شرکت های تولید کننده گیاهان زینتی در سال 1403بودند. با استفاده از فرمول کلاین و جکسون برای معادلات ساختاری، نمونه آماری تحقیق تعداد 125 نفر به صورت تصادفی ساده انتخاب شد. با استفاده از معادلات ساختاری و نرم افزار Smart PLS3 فرضیه های تحقیق مورد آزمایش قرار گرفت و نتایج آزمون فرضیه ها نشان داد ارتقای فروش، مدیریت بازار و افزایش سهم بازار بر عملکرد مالی تولید کنندگان گیاهان زینتی تأثیر مثبت و معنی داری دارد. بر اساس این نتایج می توان بیان داشت در محیط پیچیده، پویا و بسیار متغیر امروزى، تولیدکنندگان گیاهان زینتی نیازمند طراحی و اتخاذ استراتژى هایی هستند که بتوانند آن ها را در بهبود روز افزون عملکردشان یارى رساند و به عبارت دیگر، مدیران این شرکت ها حاصل تصمیم گیرى هاى خود را در قالب انتخاب استراتژى هایی همچون ارتقای فروش، مدیریت بازار و افزایش سهم بازار، در آیینه معیارهاى عملکرد مالی مشاهده خواهند نمود.
Evaluating financial performance allows marketers to measure and assess their contribution to changes in a company's value. Therefore, understanding how marketing affects the financial performance of ornamental plant producers is of great importance. The aim of this study is to investigate the impact of sales promotion, market management, and increased market share of ornamental plants on the financial performance of producing companies. This research is classified as applied research in terms of its purpose and is descriptive-survey in nature regarding data collection. Standard questionnaires were used for gathering information. The statistical population of this research includes all marketing managers, financial managers, and senior staff of ornamental plant-producing companies in 2024. Using the Klein and Jackson formula for structural equations, a sample of 125 individuals was randomly selected. Structural equations and Smart PLS 3 software were used to test the research hypotheses. The results of the hypothesis tests indicate that sales promotion, market management, and increased market share positively and significantly affect the financial performance of ornamental plant producers. Based on these results, it can be stated that in today's complex, dynamic, and highly variable environment, ornamental plant producers need to design and adopt strategies that assist in continuously improving their performance. In other words, the outcomes of managers' decisions in such companies are reflected in financial performance metrics through strategies like sales promotion, market management, and increasing market share.
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