الگوی راهبردی بازاریابی مبتنی بر ارزش های پیشنهادی برنامه های کاربردی مذهبی تلفن همراه

پژوهش های مدیریت راهبردی

مقاله 2، دوره 29، شماره 89، شهریور 1402، صفحه 41-76   

نوع مقاله: علمی _ پژوهشی

نویسندگان

زهره دشتی شاهرخ^{* 1}؛ وحید خاشعی²؛ سید سروش قاضی نوری³؛ امیر اصلانی افراشته⁴

¹استاد گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

²دانشیار گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

³دانشیار گروه مدیریت فناوری و کارافرینی، دانشگاه علامه طباطبائی، تهران، ایران

⁴دانشجوی دکتری رشته مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

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.

کلیدواژه‌ها

بازاریابی؛ مذهب؛ ارزش های پیشنهادی؛ برنامه های کاربردی تلفن همراه مذهبی

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