الگوی راهبردی بازاریابی مبتنی بر ارزش های پیشنهادی برنامه های کاربردی مذهبی تلفن همراه
محورهای موضوعی : پژوهش های مدیریت راهبردیزهره دشتی شاهرخ 1 , وحید خاشعی 2 , سید سروش قاضی نوری 3 , امیر اصلانی افراشته 4
1 - استاد گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران
2 - دانشیار گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران
3 - دانشیار گروه مدیریت فناوری و کارافرینی، دانشگاه علامه طباطبائی، تهران، ایران
4 - دانشجوی دکتری رشته مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران
کلید واژه: بازاریابی, مذهب, ارزش های پیشنهادی, برنامه های کاربردی تلفن همراه مذهبی,
چکیده مقاله :
هدف از پژوهش حاضر ارایه الگویی راهبردی برای بازاریابی مبتنی بر ارزش های پیشنهادی در برنامه های کاربردی مذهبی تلفن همراه است. روش تحقیق داده بنیاد، داده ها با مصاحبه عمیق نیمه ساختاریافته جمع آوری و جامعه هدف از بین بنیان گذاران و فعالان اجرایی برنامه های کاربردی مذهبی تلفن همراه و پژوهشگران بازاریابی در حوزه ی بازاریابی کسب و کارهای مذهبی، می باشد. روش نمونه گیری گلوله برفی است که پس از 15 مصاحبه اشباع نظری حاصل گردید. تجزیه و تحلیل داده ها در سه مرحله کدگذاری باز، محوری و انتخابی انجام شد. نتایج نشان داد مقوله محوری ارزش های پیشنهادی ( اقتصادی، اجتماعی، کاربردی، مذهبی، اطلاعاتی، شناختی، احساسی، ارتباطی) تحت تاثیر عوامل علی ( عوامل نگرشی در مخاطبان مذهبی، عوامل رقابتی در بازار برنامه های کاربردی مذهبی، عوامل رفتاری در استفاده کنندگان از برنامه های کاربردی مذهبی و عوامل فنی برنامه های کاربردی مذهبی) است. همچنین الگوی بازاریابی توسط راهبردهای (بازاریابی محتوایی ( ایده، خلق و توزیع محتوای مذهبی)، طراحی و تولید برنامه های کاربردی مذهبی، قیمت گذاری و درامدی برنامه های کاربردی مذهبی، فروش سازمانی در برنامه کاربردی مذهبی و راهبردهای ارتباطی با کاربران برنامه های کاربردی مذهبی، بهینه سازی عملکرد در فضای دیجیتال، تحقیقات بازار و شناسایی رفتار مصرف کنندگان مذهبی)، عوامل زمینه ای ( عوامل مرتبط با محصول، عوامل مرتبط با رفتار کاربران، عوامل مرتبط با نهادها، عوامل مرتبط با بازار و عوامل سازمانی)، عوامل مداخله گر ( عوامل قانونی و ممیزی، فنی، اجتماعی و فرهنگی، سیاسی)، و پیامدها در چهار سطح پیامدهای (فردی، سازمانی، ملی و فراملی) تحقق می یابد.
The aim of the current research is to provide a strategic model for marketing based on proposed values in religious mobile phone applications. Based on Grounded theory research method, the data is collected through in-depth semi-structured interviews and the target community is among founders and executives of religious mobile applications and marketing researchers in the field of religious business marketing. The sampling method is snowball, which reached theoretical saturation after 15 interviews. Data analysis was done in three stages of open, central and selective coding. The results showed that the core category of proposed values (economic, social, functional, religious, informational, cognitive, emotional, communication) is influenced by causal factors (attitudinal factors in religious audiences, competitive factors in the market of religious applications, behavioral factors in users of religious applications and technical factors of religious applications). Also, the marketing model by strategies (content marketing (idea, creation and distribution of religious content), design and production of religious applications, pricing and revenue of religious applications, organizational sales in religious applications and communication strategies with users of religious applications , optimization of performance in the digital space, market research and identifying the behavior of religious consumers), contextual factors (factors related to the product, factors related to user behavior, factors related to institutions, factors related to the market and organizational factors), intervening factors (legal and audit factors, technical, social and cultural, political), and the consequences are realized at four levels of consequences (individual, organizational, national and transnational).
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