به کارگیری رویکرد کیفی فراترکیب به منظور ارائه الگوی جایگاه یابی مجدد برند شرکت های فعال در صنعت برق
محورهای موضوعی : مدیریت بازاریابی
بابک روزبهانی
1
,
سهیل سرمد سعیدی
2
,
بهروز قاسمی
3
1 - گروه بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2 - گروه بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 - گروه بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: جایگاه یابی برند, جایگاه یابی مجدد برند, استراتژی های جایگاه یابی مجدد برند,
چکیده مقاله :
هدف این مطالعه، ارائه الگوی جایگاه یابی مجدد برند شرکتهای فعال در صنعت برق بود. به این منظور با رویکرد پژوهش کیفی و ابزار فراترکیب که شامل گام‌های هفت گانه‌ای است، به ارزیابی و تحلیل نظام‌مند نتایج و یافته‌های پژوهش پیشین پرداخته شده است. در این روش با جستجوی کلیدواژه جایگاه یابی مجدد برند در پایگاه‌های اطلاعاتی گوناگون، در ابتدا 2349 مطالعه در بازه زمانی سال‌های ۲۰12 تا ۲۰22 میلادی و ۱۳91 تا ۱401 خورشیدی یافت شد. از 2349 اثر یافت شده، 1657 اثر از نظر عنوان، 384 اثر از نظر چکیده و 246 اثر از نظر متن با هدف و سوالات تحقیق حاضر همخوانی نداشتند؛ بنابراین این اثار کنار گذاشته شدند و تنها 62 اثر که در زمینه جایگاه یابی مجدد برند بودند و هم از نظر عنوان و هم از نظر محتوا با هدف و سوالات پژوهش حاضر همراستا بودند، برای تحلیل به روش فراترکیب و ارائه الگوی جایگاه یابی مجدد برند انتخاب شدند. با مطالعه و بررسی دقیق منابع نهایی شده، از هر کدام از منابع، مولفه‌ها و شاخص‌های جایگاه یابی مجدد برند شرکتهای فعال در صنعت برق استخراج شد که عبارتند از توان مالی، کیفیت، قیمت، تحویل، سرویس، بازاریابی، رضایت مشتری و مدیریت منابع انسانی. در مجموع الگوی جایگاه یابی مجدد برند شرکتهای فعال در صنعت برق در قالب 8 مولفه و 71 شاخص شناسایی و طبقه بندی شد
The purpose of this study was to provide a brand repositioning model for companies active in the electricity industry. For this purpose, a systematic evaluation and analysis of the results and findings of the previous research has been done with the approach of qualitative research and meta-composite tool, which includes seven steps. In this method, by searching for the keyword of brand repositioning in various databases, 2349 studies were found in the period of 2012 to 2022 AD and 1391 to 1401 AD. Out of 2349 found works, 1657 works in terms of title, 384 works in terms of abstract and 246 works in terms of text were not consistent with the purpose and questions of this research; Therefore, these works were left out, and only 62 works that were in the field of brand repositioning and were in line with the purpose and questions of the present research both in terms of title and content, were selected for meta-combination analysis and presentation of brand repositioning model. became By studying and carefully examining the finalized sources, components and indicators of brand repositioning of companies active in the electricity industry were extracted from each of the sources, which include financial strength, quality, price, delivery, service, marketing, customer satisfaction and management. human resources. In total, the pattern of brand repositioning of companies active in the electricity industry was identified and classified in the form of 8 components and 71 indicators.
1. Asadi Kavan H, Sajjadi S N, Hamidi M, Rajabi H. Brand Positioning in Iran Football Professional League . New approaches in sports management 2021 9 (33):117-130. (In Persian)
2. Yousefi M R. Investigating the impact of strategic positioning policies in improving the position of Iranian products in the market, MBA Master's thesis, Faculty of Management and Accounting, Payam-Noor University, Tehran, West 2013. (In Persian)
3. Kaur L, France A. strategic positioning of a supermarket, Strategic positioning of a supermarket. Applied Management Conference. Hamilton, New Zealand, 2018.
4. Adibfar F. Evaluating the effectiveness of positioning strategies from the perspective of customers in the carpet industry (Case study: Setare Kavir carpet of Yazd), Master's thesis, Shahid Beheshti University 2011. (In Persian)
5. Mousavi S N. The describe of moderating role of product performance in brand vision and positioning effect on brand equity in Iran food industry. Business Management 2016 8(1): 229-243. (In Persian)
6. Ghasemi A. Designing an optimal brand positioning model. Master's thesis in marketing, Shahid Chamran University of Ahvaz 2012. (In Persian)
7. Shahid S, Zafar S. Brand positioning strategies and their effectiveness: A case of high street fashion retail brands in Pakistan. Paradigms. 2019 13(2): 90-99.
8. Adokou FA, Kyere-Diabour E. Positioning strategies of retail firms in Ghana. Journal of African Business 2017 18(2):221-37.
9. Sandelowski M, Barroso J, Voils CI. Using qualitative metasummary to synthesize qualitative and quantitative descriptive findings. Research in Nursing & Health 2007 30(1):99-111.
10. Hem AF, Teslo PC. Brand positioning strategies: an expiremental test OT two types of benefit differentiation (Master's thesis). Bergen 2012.
11. Manhas PS. Strategic brand positioning analysis through comparison of cognitive and conative perceptions. Journal of Economics, Finance & Administrative Science 2010 15(29).
12. Zarei A, Farsizadeh H, Dehghani Soltani M, Gholamzadeh, R. Explaining the effect of product positioning on company performance. Management and Development Process 2015 29(1). (In Persian)
13. Lhotáková M, Klosová A. Identification of a target consumer in process of positioning-theoretical and practical aspects. Acta Oeconomica Pragensia 2009 3(3):3-24.
14. González-Benito Ó, Martos-Partal M. Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing 2012 88(2):236-49.
15. Śmigielska G, Stefańska M. Innovative Positioning as a Marketing Tool of Retailers on the Food Market. Entrepreneurial Business & Economics Review 2017; 5(1): 77-90.
16. Blankson C, Ketron S, Coffie S. Positioning strategies by foreign retailers at the Accra mall in Ghana: A case study approach. Journal of Managerial Issues 2017:294-314.
17. Saluja P, Singhal P. An Empirical Study To Explore The Brand Positioning Strategies In Personal Care Products, Durgadevisaraf Institute Of Management Studies 2020 2(2), 64-77.
18. Zaribaf M, Shameli N. Notebook Positioning With Perceptual Map and Laddering Method. New Marketing Research Journal 2012 2(3):121-34. (In Persian)
19. Mohammadi H. Brand positioning of banks and drawing a perceptual map of competitors from the customers' point of view (case study of Bank Mehr Ekhedat in Qazvin province). Master's thesis in the field of business management, Takestan Institute of Higher Education 2015. (In Persian)
20. Rajabi S. Factors affecting brand positioning (Case study: review of the soft drink industry in Tehran). Master's Thesis of Business Administration, Allameh Tabatabai University 2011. (In Persian)
21. Deilmi Moazi H. Investigating factors affecting the effectiveness of brand positioning strategies from the customer's point of view. Master's thesis, Payam Noor University, Noorpayam Center, Tehran 2014. (In Persian)
22. Dissing C, Andersen N, Thrane-Møller J. Retail Branding And Positioning, How To Build A Retail Brand Position In The Danish Optician Retail Sector, Marketing Communication Management - Copenhagen Business School, 10th September 2010, Master Thesis, Supervisor: Jens Thrane-Møller; Extern, Within Advertisement 2010.
23. Hosseini S, Abolghasem MS, Esfidani MR, Farzianpour F. Determination of Positioning Components in the Retail Market of Iran Market: A Mixed Methods Study. Journal of Service Science and Management 2019 12(3):407-20.
24. Kiran K, Boora K. A Study On Positioning Strategies And The Influence On Retailer's Buying Behavior In Indian Electronic Market. Prestige International Journal Of Management & It- Sanchayan; Gwalior. 2019 8(1), 25-35.
25. Salehnia M. Strategic positioning and identification of sources of sustainable competitive advantage (case study: strategic positioning of brand names in the state banking sector). 2nd International Financial Services Marketing Conference, Financial Services Marketing Center 2008. (In Persian)
26. Bayat S. A comparative study of the position of international brands of audio and video equipment active in the Iranian market from the perspective of customers living in Tehran using the perceptual mapping technique. Master's thesis, Tarbiat Modares University 2010. (In Persian)
27. Asikhia O. Positioning a bank service in Nigeria: a conceptual framework. International journal of business and management. 2010 5(8):146.
28. Kamyabi R. Evaluating the brand position of cosmetic products from the point of view of consumers using the perceptual mapping technique. Master's Thesis of Business Administration, Al-Zahra University 2016. (In Persian)
29. Camilleri MA. Market Segmentation, Targeting And Positioning. In Travel Marketing, Tourism Economics And The Airline Product (Chapter 4, Pp. 69-83). Springer, Cham, Switzerland 2018.
30. Mahmoudi L, Davodi A, Sadeghi T, Kafashpour A, Yousefzadeh F. Strategic positioning of Saderat Bank brand from the point of view of legal customers of South Khorasan production units, Journal of Marketing Management. 2012 8(19):67-92. (In Persian)
31. Brandstoke. Brand Essence By Every Other Name. Conrad Phillips Vutech, Available At: Www.Brandstoke.Com/ 2009/07/15/Brand-Essence-By-Every-Other-Name 2009.
32. Urde M, Koch C. Market and brand-oriented schools of positioning. Journal of Product & Brand Management. 2014 23(7):478-90.
33. Holt D. How brands become icons: The principles of cultural branding. Cambridge: Harvard Business School Press 2004.
34. Heding T, Knudtze, CF, Bjerre M. Brand management: Research, theory and practice. Abingdon: Routledge 2009.
35. Keller KL, Lehmann DR. Assessing long-term brand potential. Journal of Brand Management. 2009 17:6-17.
36. Park CW, Jaworski BJ, MacInnis DJ. Strategic brand concept-image management. Journal of Marketing. 1986 50(4):135-45.
37. Bhat S, Reddy SK. Symbolic and functional positioning of brands. Journal of Consumer Marketing. 1998 15(1):32-43.
38. Riezebos R, Van Der Grinten J. Positioning the brand: An inside-out approach to strategic brand positioning. Abingdon: Routledge 2012.
