تحلیل پویای تاب آوری توزیع در زنجیره تامین از طریق سناریوهای بازاریابی (مطالعه صنعت قطعه سازی خودرو)
محورهای موضوعی : بازاریابی
محمدرضا فلاح
1
,
حبیب اله جوانمرد
2
,
رضا رادفر
3
1 - گروه مدیریت صنعتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - گروه مدیریت صنعتی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران
3 - گروه مدیریت صنعتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: سیستم پویا, تاب آوری توزیع, آمیخته بازاریابی, صنعت قطعه سازی,
چکیده مقاله :
با طراحی و تحلیل سناریوهای بازاریابی، سیستم توزیع در زنجیره تامین برای بروز اختلال آمادگی خواهد داشت و قادر به بازگشت به حالت اولیه یا مطلوب‌تر خواهد بود. هدف این مطالعه بررسی رابطه پویا بین شاخص‌های بازاریابی برای توزیع تابآور و تأثیر سناریوهای بازاریابی بر ابعاد تابآوری توزیع در زنجیره تأمین قطعاتخودرو است. روش تحقیق توصیفی-پیمایشی در گروه تحقیقات ترکیبی-اکتشافی است. جامعه آماری شامل دو گروه است. گروه اول خبرگان و گروه دوم مدیران و کارشناسان در صنعت قطعهسازی خودرو هستند. از نمونه‌گیری گلوله برفی برای انتخاب خبرگان و از نمونه‌گیری هدفمند برای انتخاب مدیران و کارشناسان استفاده شد. با استفاده از نظر خبرگان و تحلیل دلفیفازی اقدام به تعیین و تطبیق شاخص‌های تابآوری در تولید قطعات خودرو با ابزار مصاحبه شدهاست. روابط شاخص‌های بازاریابی برای توزیع تابآور با نظرسنجی از مدیران شرکتهای قطعهسازی تعیین شدند. پویایی سیستم با نرم‌افزار VENSIM برای تحلیل تأثیر سناریوهای بازاریابی بر توزیع تابآور انجام شد. نتایج تحلیل پویا نشان داد که عوامل بازاریابی در تابآوری توزیع تأثیر دارند. چهار سناریو شامل تغییر در نوآوری و کیفیت، تبلیغات و برندسازی، مخارج بازایابی و مدیریت ارتباط با مشتری، کانال‌های توزیع و موقعیت‌یابی طراحی و آزمون شدند. نتایج نشان داد که تغییر در همه شاخص‌ها تأثیر مثبتی در تابآوری دارد، اما زمان و نوع تأثیر آنها متفاوت است. تأثیر شاخص‌های نوآوری و کیفیت، کانال‌های توزیع و مکانیابی بر تابآوری پس از پنج سال نمایان خواهد شد. تأثیر شاخص برندسازی و تبلیغات در دو سال اول به دلیل هزینه‌بر بودن، تابآوری را کاهش می‌دهد، اما پس از پنج سال اثرات مثبت خواهد شد. تأثیر مجازی‌سازی، تکنیک‌های جدید و هزینه بازاریابی از سال سوم تأثیر معناداری بر تابآوری دارند.
The purpose of this study is to investigate the systematic effects of marketing mix indicators in distribution resilience. Method of study is descriptive - survey in systematic modeling approach and by considering the relationships among variables, it has been categorized in the mixed - exploratory research group. The samples are two groups, first are experts and second are managers in auto-parts manufacturing. In the qualitative stage, fuzzy Delphi analysis was used for identified indicators and adjust them with the conditions of auto - parts manufacturing by the interview tool, and in the quantitative stage, it was applied by the questionnaire tool. The samples consisted of experts who had the necessary scientific and practical requirements in the supply chain and marketing mix, as well as managers and employees of the country 's automotive auto - parts - manufacturing industry. Snowball sampling and targeted sampling were used in the qualitative and quantitative phases, respectively. System dynamics method and VENSIM software were used to analyze the data, examine the relationships between the variables, and show their effectiveness and flexibility in the dynamics and factor changes in the scenarios. For this purpose, the indicators of marketing how the relationships between them were determined as a model. The results of dynamic analysis showed that marketing factors effect in resilience distribution in supply chain. Four scenarios as changing in innovation and quality, advertising and branding, CRM and marketing expenses, distribution channels and positioning, were designed and tested. Results shown that changing in all indicators have positive effect in resilience, but time and kind of their effects are different.
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