ارائه الگویی از روابط علت و معلولی اثربخشی تبلیغات برای صادرات محصولات غیرنفتی استان آذربایجان شرقی به کشورهای CIS
محورهای موضوعی :
مدیریت صنعتی
Mojtaba Ramazani
1
1 - Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran
تاریخ دریافت : 1396/04/12
تاریخ پذیرش : 1396/11/08
تاریخ انتشار : 1397/03/12
کلید واژه:
تصویر ذهنی,
Fuzzy DEMATEL,
Mental image,
اثربخشی تبلیغات,
Advertising effectiveness,
محصولات غیرنفتی,
DEMATEL فازی,
Non-oil products,
چکیده مقاله :
امروزه تبلیغات جزء لاینفک کلیه استراتژی های بازاریابی به شمار می روند،تبلیغات نقش مهمی در ایجاد آگاهی مشتریان در ارتباط با محصولات و خدمات دارد و تا حد زیادی درایجاد شهرت سازمان موثر می باشد. بر همین اساس تحقیق حاضر با هدف ارائه الگویی از روابط علت و معلولی اثربخشی تبلیغات برای صادرات محصولات غیرنفتی استان آذربایجان شرقی به کشورهای CIS انجام شده است. برای نیل به هدف فوق یک سوال اصلی و دو سوال فرعی تدوین شده است. روش تحقیق توصیفی بوده و جامعه آماری این تحقیق کلیه صادرکنندگان استان آذربایجان شرقی در فاصله سال های 1390 تا 1396 می باشد. تعداد 161 صادر کننده بر اساس اطلاعات اخذ شده از سازمان صنعت، معدن و تجارت انتخاب شد. برای تجزیه و تحلیل داده ها از روش دیمتل فازی استفاده شده است. برای جمع آوری داده های لازم از پرسشنامه مخصوص دیمتل فازی استفاده شده است. نتایج بررسی ها نشان می دهد که تداوم و استمرار تبلیغات، ایجاد تصویر ذهنی مثبت نسبت به محصول یا خدمت، ابتکار و خلاقیت موجود در تبلیغ، نوع رسانه، زمان مناسب ارائه تبلیغ، تکرار دفعات تبلیغات، صداقت در پیام های تبلیغاتی و شهرت و وجهه خوب برند هشت سازه اصلی تحقیق می باشند. که تداوم و استمرار تبلیغات ، ایجاد تصویر ذهنی مثبت نسبت به محصول یا خدمت، ابتکار و خلاقیت موجود در تبلیغ و نوع رسانه تأثرگذارترین سازه ها و زمان مناسب ارائه تبلیغ، تکرار دفعات تبلیغات، صداقت در پیام های تبلیغاتی و شهرت و وجهه خوب برند تأثیرپذیرترین سازه های تحقیق می باشند.
چکیده انگلیسی:
Today, advertising is an integral part of all marketing strategies and it plays an important role in creating customer awareness of products and services. It also is greatly effective in fostering the reputation of an organization. Accordingly, the present study aims to provide a model of the causal relationships of the effectiveness of advertising for the export of non-oil products in the East Azerbaijan province to CIS countries. To achieve the above goal, three research questions have been formulated. The research method is a descriptive one and the statistical population of this research is all exporters of East Azerbaijan province during 2011 and 2017. A total of 161 exporters were selected based on the information from the Industry, Mining, and Trade Organization. For the data analysis, the fuzzy DEMATEL method has been used. A specific questionnaire was used for collecting the data. The results of the surveys show that the continuation of advertising, the creation of a positive image of the product or service, the innovation, and creativity in the ads, the type of media, the appropriate time to advertising, repetition the propaganda, honesty in advertising messages and reputation Good brand are the eight main structures of research. The continuity of advertising, the creation of a positive image of the product or service, the innovation and creativity in the advertisement and the type of media, the most effective structures and the right time to advertise, repeat the propaganda, honesty in advertising messages and reputation and the reputation of the best brand.
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