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
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سهیل سرمد سعیدی
2
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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.
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