نوع مقاله : مقاله پژوهشی
نویسنده
گروه مهندسی صنایع، واحد پرند، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
هدف: در فضای کسبوکار امروزی نقش بازاریابی و مدیریت برند دارای اهمیت بالایی میباشد. مطالعات نشان میدهد که مهارت بسیار بالا و جذاب صاحبان کسبوکارها با توانایی آنها در ایجاد و مدیریت برند شناخته میشود. به همین دلیل برندها از مهمترین داراییهای مشهود سازمان میباشد. یکی از نمونههای بارز بازاریابی، بازاریابی مکانی است. در این نوع بازاریابی، هدف ایجاد هویت برند در خصوص یک محل جغرافیایی خاص میباشد. برای یک بازاریابی و برندینگ مکانی موفق باید عوامل کلیدی موفقیت شناسایی شوند. عوامل کلیدی مختلفی برای موفقیت بازاریابی مکانی و برندینگ مکانی وجود دارد. هدف از این تحقیق، شناسایی و بررسی میزان تاثیر هر یک از این عوامل کلیدی موفقیت میباشد.
روششناسی پژوهش: برای این منظور با استفاده از نظر خبرگان 5 عامل کلیدی موفقیت انتخاب شدند. جامعه آماری این تحقیق شرکتهای معتبر مشاور بازاریابی و برندینگ کشور در نظر گرفته شد که نهایتا 35 پرسشنامه مورد بررسی قرار گرفت. در این تحقیق به منظور رتبهبندی عوامل 5گانه کلیدی موفقیت از روش تحلیل سلسله مراتبی فازی بهره گرفته شد.
یافتهها: نتایج نشان داد در میان عوامل پنجگانه «چشمانداز و تحلیل استراتژیک» و «گروههای برنامهریزی» بیشترین میزان تاثیر را بر موفقیت بازاریابی و برندینگ مکانی دارند.
اصالت/ارزشافزوده علمی: در پژوهش حاضر حوزه بازاریابی مکان و برندینگ مکانی و عوامل کلیدی موفقیت در بازاریابی مورد مطالعات قرار گیرد.
کلیدواژهها
عنوان مقاله [English]
The use of multi-criteria decision models in investigating the key factors of success in marketing and location branding in an uncertain environment
نویسنده [English]
- Ghasem Farajpour Khanaposhti
Department of Industrial Engineering, Parand Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]
Purpose: In today's business environment, the role of marketing and brand management is very important. Studies show that the very high and attractive skill of business owners is known by their ability to create and manage a brand. For this reason, brands are one of the most important visible assets of the organization. One of the prominent examples of marketing is location marketing. In this type of marketing, the goal is to create a brand identity in a specific geographic location. For a successful location marketing and branding, key success factors must be identified. There are several key factors for the success of location marketing and location branding. The purpose of this research is to identify and evaluate the impact of each of these key success factors.
Methodology: For this purpose, 5 key factors of success were selected using the opinion of experts. The statistical population of this research was considered the reputable marketing and branding consulting companies of the country, and finally 35 questionnaires were examined. In this research, the fuzzy hierarchical analysis method was used to rank the 5 key factors of success.
Findings: The results showed that among the five factors, "strategic vision and analysis" and "planning groups" have the greatest impact on the success of location marketing and branding.
Originality/Value: In the present research, the area of location marketing and location branding and the key success factors in marketing should be studied.
کلیدواژهها [English]
- Multi-criteria decision models
- Branding
- Marketing
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