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محقر, علی, هاشم نیا, شهرام, بزاززاده, سید حجت, اقبال, رویا. (1393). شناسایی و اولویت بندی ابزارهای آمیخته ترفیع صنعت پلاستیک با استفاده ترکیب فنون تصمیم گیری چند شاخصه (MADM). نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 9(29), 1-24.
علی محقر; شهرام هاشم نیا; سید حجت بزاززاده; رویا اقبال. "شناسایی و اولویت بندی ابزارهای آمیخته ترفیع صنعت پلاستیک با استفاده ترکیب فنون تصمیم گیری چند شاخصه (MADM)". نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 9, 29, 1393, 1-24.
محقر, علی, هاشم نیا, شهرام, بزاززاده, سید حجت, اقبال, رویا. (1393). 'شناسایی و اولویت بندی ابزارهای آمیخته ترفیع صنعت پلاستیک با استفاده ترکیب فنون تصمیم گیری چند شاخصه (MADM)', نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 9(29), pp. 1-24.
محقر, علی, هاشم نیا, شهرام, بزاززاده, سید حجت, اقبال, رویا. شناسایی و اولویت بندی ابزارهای آمیخته ترفیع صنعت پلاستیک با استفاده ترکیب فنون تصمیم گیری چند شاخصه (MADM). نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 1393; 9(29): 1-24.

شناسایی و اولویت بندی ابزارهای آمیخته ترفیع صنعت پلاستیک با استفاده ترکیب فنون تصمیم گیری چند شاخصه (MADM)

فصلنامه مدیریت راهبردی در سیستم های صنعتی (مدیریت صنعتی سابق)
مقاله 1، دوره 9، شماره 29، آذر 1393، صفحه 1-24    اصل مقاله (1.09 M)
نوع مقاله: مقاله پژوهشی
نویسندگان
علی محقر1؛ شهرام هاشم نیا2؛ سید حجت بزاززاده* 3؛ رویا اقبال4
1دانشیار گروه مدیریت صنعتی، دانشکدة مدیریت، دانشگاه تهران، ایران
2استادیار، گروه مدیریت و حسابداری، دانشگاه پیام نور
3باشگاه پژوهشگران جوان و نخبگان، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران
4کارشناس ارشد مدیریتMBA، دانشگاه پیام نورکرج
چکیده
بازاریابی فرایندی است که بوسیله آن افراد با مبادله کالاها، به تأمین نیازها و خواسته‌های خود اقدام می‌کنند. امیخته بازاریابی یا 4 p(قیمت،محصول،مکان یا توزیع و ترفیع) ابزاری توانمند است که به پیشبرد اهداف بازاریابی کمک می کند. مقصود ازترفیع، فعالیت هایی است که شرکت بر اساس آن ها اطلاعات خوبی از محصولات خود در اختیار خریدار قرار
می دهد و او را تشویق به خرید محصول  می نماید، از این رو می توان با اولویت بندی مولفه های امیخته ترفیع (تبلیغات، پیش برد فروش، روابط عمومی، فروش شخصی، بازاریابی مستقیم) متناسب با هر کسب و کار، به افزایش فروش نائل شد. هدف تحقیق حاضر، کمک به مدیران شرکت های فعال در صنعت پلاستیک برای تصمیم گیری بهتر درمورد شناسایی و اولویت‌بندی ابزارهای آمیخته ترفیع مناسب است. لذا در این تحقیق ابتدا 22 ابزار مؤثر برای انجام فعالیت های ترفیعی در صنعت پلاستیک با مطالعه ادبیات تحقیق و بررسی نظرات خبرگان و صاحب نظران این صنعت شناسایی شد. تعداد 105 نفر از مدیران ارشد(بازرگانی، فروش، بازاریابی و...) به عنوان کارشناس، که حداقل 5 سال در صنعت فوق مشغول به فعالیت هستند مورد بررسی قرار گرفتند. ابزار جمع آوری اطلاعات پرسشنامه ای بود که همة مؤلفه های آن دارای ضریب آلفای کرونباخ در دامنة 65 تا 83 درصد بودند و روایی پرسشنامه توسط صاحب ‌نظران تایید گردید. بعد از شناسایی ابزارهای ترفیعی مناسب توسط خبرگان، با استفاده از تکنیک هایMADM SAW)، TOPSIS، ELECTERE و تخصیص خطی رتبه بندی شدند. با توجه به اینکه نتایج حاصل از اجرای روش های فوق در مواردی با هم همخوانی نداشت، برای رسیدن به یک اجماع کلی، از یک تکنیک ادغامی تحت عنوان روش کپلند (COPELAND)، استفاده نمودیم. نتایج رتبه بندی حاصل از تکنیک کپلند، نشان داد که استفاده از روش های تبلیغات تلویزیونی، )Trade fairs ایجاد یک تصویر ویژه در ذهن مشتری با در معرض دید قرار دادن محصول) و فروش حضوری محصول، نسبت به سایر ابزارهای ترفیعی دارای بیشترین اهمیت هستند. با توجه به نتایج بدست آمده در این تحقیق مدیران فروش و بازاریابی صنایع تولیدی پلاستیک قادر خواهند بود با استفاده از تکنیک های تصمیم گیری چند شاخصه به شناسایی بهترین ابزارهای ترفیعی صنعت خود دست یابند و موجبات بهبود فروش محصولات خود را فراهم کنند.
 
کلیدواژه‌ها
آمیخته ترفیع؛ تبلیغات؛ پیش برد فروش؛ روابط عمومی؛ فروش شخصی؛ بازاریابی مستقیم؛ تکنیک های MADM
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