یکپارچه‌سازی رویکرد راهبردی و بازاریابی خلق ارزش پایدار

نوع مقاله : پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران. (مقاله حاضر از رساله دکتری)

2 استادیار، گروه مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران.

چکیده

     از عناصر مهم راهبرد کسب‌و‌کار شرکتهای بازار محور درک ارزش‌های مشتریان است. هدف پژوهش حاضر ارائه دیدگاه یکپارچه مفهوم ارزش مشتری با استفاده از برقراری ارتباط میان دیدگاه راهبردی (ارزش مشتری از منظر شرکت) و دیدگاه بازاریابی (ارزش مشتری از منظر مشتری) است؛ هدف دیگر پژوهش، تعیین اولویت‌های خلق ارزش پایدار بر اساس سیستم اطلاعات هوشمند بازاریابی بر اساس نظریه نمودارسازی است. در این پژوهش بر اساس مطالعه مبانی نظری ابتدا با اتکا به سه گروه از پژوهش‌ها در زمینه بازاریابی، راهبرد و کسب مزیت رقابتی تلاش شد مدل یکپارچگی خلق ارزش پایدار بر اساس سیستم اطلاعات هوشمند بازاریابی تدوین شود. سپس بر اساس مشارکت 10 نفر از متخصصان حوزه‌ بازاریابی، شاخص‌های مدل تدوین شد و گزینه‌های اجرای سیستم اطلاعات هوشمند بازاریابی به‌صورت ماتریسی و تحلیل تئوری موردبررسی قرار گرفت. لذا، شاخص انتظارات مشتریان، بیان ارزش بر اساس دیدگاه بازاریابی مهم‌ترین شاخص مدل است. همچنین از میان سه گزینه منابع داخلی، بازاریابی هوشمند و تحقیقات بازاریابی به‌عنوان گزینه‌های سیستم اطلاعات هوشمند بازاریابی، مشخص شد، تحقیقات بازاریابی به‌عنوان اولویت اول در جهت تسهیل اجرای سیستم بازاریابی اطلاعات هوشمند به‌منظور خلق ارزش پایدار باید مدنظر قرار گیرد.
 

کلیدواژه‌ها

عنوان مقاله [English]

Integration of Strategic and Marketion Perspectiuve in Enduring Value Creation

نویسندگان [English]

  • Masoud Lajevardi 1
  • Abolfazl Danaei 2
  • Seyyed Mohammad Zargar 2
  • Seyyed Abdollah Heydarieh 2
1 Semnan branch, Islamic Azad University, Semnan, Iran.
2 Semnan branch, Islamic Azad University, Semnan, Iran.
چکیده [English]

     In recent years, the subject of understanding the values that customers are looking for in the company's proposals, creating value for them and managing them over time has become one of the key elements of the business strategy of market-oriented companies.  In this regard, the purpose of the present research in the first phase is to provide an integrated view of the concept of customer value by linking the strategic perspective (customer value from the perspective of the company) and the marketing perspective (customer value from the perspective of the customer). Then, in the second phase, the research goal was to determine the priorities for creating a sustainable value based on the intelligent marketing intelligence system based on the Rough theory set. In this research, based on the study of theoretical foundations, first, based on three groups of studies in the field of marketing, strategy and gaining competitive advantage, we worked out a model for the creation of a stable value based on intelligent marketing information system. Then, based on the participation of ten experts from the field of marketing, the model indexes were developed and the options for implementation of intelligent marketing intelligence system were matched and Rough theory analysis. The results show that the customer expectation index as a component of expressing value based on the marketing perspective is the most important indicator in the developed model. Among the three options is internal resources, intelligent marketing and marketing research as the options of intelligent marketing information system. , Marketing research should be considered as the first priority in order to facilitate the implementation of intelligent intelligence marketing system in order to create sustainable value.

کلیدواژه‌ها [English]

  • Strategic Perspective
  • Marketing Perspective
  • Creating Stable Customer Value
  • Smart Marketing Information System

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فصلنامه مطالعات مدیریت راهبردی
دوره 9، شماره 34
شهریور 1397
صفحه 19-52

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سابقه مقاله

  • تاریخ دریافت: 10 خرداد 1397
  • تاریخ بازنگری: 31 اردیبهشت 1398
  • تاریخ پذیرش: 24 شهریور 1397

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