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اسماعیلی, سامان, نوربخش, سید کامران, حیدری, سید عباس. (1400). شناسایی و رتبه ‏بندی محرک ‏های ارتباطات یکپارچه بازاریابی بر مبنای رویکرد تلفیقی SWARA و ARAS خاکستری. نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 16(56), 178-200. doi: 10.30495/imj.2021.686402
سامان اسماعیلی; سید کامران نوربخش; سید عباس حیدری. "شناسایی و رتبه ‏بندی محرک ‏های ارتباطات یکپارچه بازاریابی بر مبنای رویکرد تلفیقی SWARA و ARAS خاکستری". نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 16, 56, 1400, 178-200. doi: 10.30495/imj.2021.686402
اسماعیلی, سامان, نوربخش, سید کامران, حیدری, سید عباس. (1400). 'شناسایی و رتبه ‏بندی محرک ‏های ارتباطات یکپارچه بازاریابی بر مبنای رویکرد تلفیقی SWARA و ARAS خاکستری', نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 16(56), pp. 178-200. doi: 10.30495/imj.2021.686402
اسماعیلی, سامان, نوربخش, سید کامران, حیدری, سید عباس. شناسایی و رتبه ‏بندی محرک ‏های ارتباطات یکپارچه بازاریابی بر مبنای رویکرد تلفیقی SWARA و ARAS خاکستری. نشریه علمی پژوهشی دانشگاه آزاد اسلامی, 1400; 16(56): 178-200. doi: 10.30495/imj.2021.686402

شناسایی و رتبه ‏بندی محرک ‏های ارتباطات یکپارچه بازاریابی بر مبنای رویکرد تلفیقی SWARA و ARAS خاکستری

فصلنامه مدیریت راهبردی در سیستم های صنعتی (مدیریت صنعتی سابق)
دوره 16، شماره 56، تیر 1400، صفحه 178-200    اصل مقاله (1.64 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.30495/imj.2021.686402
نویسندگان
سامان اسماعیلی1؛ سید کامران نوربخش* 2؛ سید عباس حیدری2
1گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
2گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
ارتباطات یکپارچه بازاریابی از طریق ایجاد انسجام، هماهنگی، همگرایی و هم‏ افزایی در پیام‏ ها، رسانه‏ ها و ابزارهای ارتباطی، به استحکام تعاملات آشکار و پنهان کسب‏وکار با ذی‏نفعان و توسعه ارتباطات ارزش ‏آفرین با مشتریان کمک می ‏نماید. هدف اصلی این مطالعه، تعیین و اولویت ‏بندی محرک‏ های ارتباطات یکپارچه بازاریابی در صنعت بانکداری است، که ماهیت خدمات آن مبتنی بر ارتباطات و تعاملات مستمر تعریف می ‏گردد. نمونه آماری این پژوهش، شامل 14 نفر از خبرگان و متخصصان حوزه بازاریابی خدمات مالی بوده و روند انتخاب آن‏ها به صورت قضاوتی انجام گرفته است. به لحاظ روش ‏شناسی، مبتنی بر تحلیل محتوای نظری و روش دلفی فازی، محرک ‏های موثر بر ارتباطات یکپارچه بازاریابی شناسایی و غربال‏سازی شدند. سپس با استفاده از نظر خبرگان و روش سوآرا (SWARA)، معیارهای به دست آمده ارزیابی مجدد و وزن ‏دهی شدند. نهایتاً برای رتبه‏ بندی گزینه‏ ها از روش آراس خاکستری (Gray ARAS) استفاده گردید. بر اساس نتایج پژوهش، چهار معیار اصلی 1. گرایش‏ های راهبردی (استراتژی محوری، تکنولوژی محوری، یادگیری محوری و کارآفرینی محوری)، 2. گرایش‏ های بازار (رقیب محوری، هماهنگی بین بخشی، هوشمندی بازار و قابلیت بازاریابی)، 3. گرایش‏ های هویتی (هویت یکپارچه برند، جایگاه مشترک برند، قابلیت‏ های برند) و 4. گرایش ‏های محیطی (شرایط اقتصادی، گرایش ‏های اجتماعی، توسعه تکنولوژیک، عوامل زیست محیطی و وضعیت قوانین و مقررات) شناسایی گردید، که در این بین گرایش ‏های راهبردی وزن و اولویت بالاتری را به خود اختصاص داده‏ است.
کلیدواژه‌ها
ارتباطات یکپارچه بازاریابی؛ گرایش راهبردی؛ گرایش بازار؛ گرایش هویتی؛ گرایش محیطی
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