نوع مقاله : علمی - پژوهشی
2 هییت علمی دانشگاه آزاد اسلامی واحد تهران جنوب(استادیار)
3 هییت علمی دانشگاه آزاد اسلامی واحد تهران جنوب
عنوان مقاله [English]
Internet technology, as compared to previous generations of IT, provides better opportunities for creating a distinct strategic position for companies, provided that they understand the inadequacies between traditional and Internet approaches, and allow for truly distinct design strategies Made The leading research poses the process of developing a marketing strategy for digital business. Qualitative content analysis method was used between 7 digital business experts to reach the theoretical ghost and the quantitative method of interpretive structural method. The present research is from the perspective of the purpose of applied research and development, and in terms of information gathering, descriptive research and survey type. In the results of the study, 31 components, including micro and macro environments, target group ethics, newbie threats, high level actors, system dynamics measurement, customer contact points, platform reviews and competitive advantage, content clarification, service delivery and advertising pricing And user interface, upgrading, updating, scaling, and feedback tools, SEO and data mining, business and branding credentials, people engagement and collaboration, higher value provided, horizontal development, enhanced partnership and asset networking, information and promotional extraction, and more. How to connect this component together in a process model It's been said. In the following, extracted components, five elements of the digital marketing business strategy were introduced.