تأثیر ‌قابلیت‌های بازاریابی اینترنتی بر توسعه بازارهای بین‌المللی شرکت‌های صادراتی

نوع مقاله : پژوهشی

نویسندگان

دانشگاه شاهد

چکیده

استفاده از ظرفیت بازاریابی اینترنتی در ایران در سال‌های اخیر به‌شدت در حال رشد بوده و بخش عظیمی از فعالیت‌های مربوط به فضای مجازی را به خود اختصاص داده است. این‌گونه بازاریابی در ایران نوظهور است؛ ازاین‌رو بسیاری از ابعاد این نوع بازاریابی هنوز موردبررسی و تحلیل قرار نگرفته است. ازاین‌رو پژوهش حاضر با انجام پژوهش بر روی شرکت‌های برتر صادراتی ایران، به بررسی نقش قابلیت‌های بازاریابی اینترنتی بر رشد بازار بین‌الملل با توجه به نقش قابلیت‌های صادراتی می‌پردازد. روش پژوهش مورداستفاده از نوع توصیفی، پیمایشی و همبستگی است. همچنین جامعه آماری پژوهش حاضر شامل کلیه‌ی کارکنان، مدیران و کارشناسان مربوطه در شرکت‌های نمونه صادراتی سال 1396 است. نتایج حاکی از آن است که متغیر قابلیت بازاریابی اینترنتی بر در دسترس بودن اطلاعات و قابلیت‌های شبکه بین‌المللی تأثیر مثبت و معناداری دارد. همچنین نتایج، تأثیر جهت‌گیری استراتژیک بین‌المللی بر قابلیت‌های بازار بین‌المللی و تأثیر قابلیت‌های بازار بین‌المللی بر رشد راهبردهای توسعه‌ای بازار بین‌المللی را تأیید می‌کند. بااین‌حال تأثیر در دسترس بودن اطلاعات بر جهت‌گیری استراتژیک بین‌الملل و قابلیت بازاریابی اینترنتی بر جهت‌گیری استراتژیک بین‌الملل مثبت و معنادار گزارش نشد.

کلیدواژه‌ها

عنوان مقاله [English]

Study the Effect of Internet Marketing Capabilities on the Development Strategies of the International Markets for Export Companies

نویسندگان [English]

  • Ehsan Sharifi
  • Naser Yazdani
Shahed University
چکیده [English]

The use of Internet marketing capacity in Iran has grown steeply in recent years and has received a large share of virtual space activities. Such marketing is emerging in Iran; therefore, many aspects of this kind of marketing have not yet been analyzed. Therefore, the present study investigates the role of internet marketing capabilities on the growth of the international market with regard to the role of export capabilities, by conducting research on Iran's leading export companies. The research method is descriptive, survey and correlation. The statistical population of the present study includes all employees, managers and experts in the sample companies of 1396. The results indicate that Internet marketing capability has a positive and significant effect on the availability of information and capabilities of the international network. Also, the results confirm the impact of international strategic orientation on the capabilities of the international market and the impact of international market capability on the growth of the international market. However, the impact of the availability of information on the strategic orientation of the international and Internet marketing capabilities was not positively and significantly impacted on the strategic orientation of the international community.

کلیدواژه‌ها [English]

  • Internet Marketing
  • Market Development Strategies
  • International Market
  • Export Company
  • International Trade

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فصلنامه مطالعات مدیریت راهبردی
دوره 9، شماره 34
شهریور 1397
صفحه 169-186

فایل ها

سابقه مقاله

  • تاریخ دریافت: 30 مرداد 1396
  • تاریخ بازنگری: 31 اردیبهشت 1398
  • تاریخ پذیرش: 31 اردیبهشت 1397

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