طراحی مدل عوامل اثرگذار بر اجرای استراتژی بازاریابی در بانک های تجاری

نوع مقاله : علمی - پژوهشی

نویسندگان

عضو علمی گروه مدیریت بازرگانی دانشگاه پیام نور

10.29252/jbmp.19.44.147

چکیده

هدف : اجرای درست استراتژی به عنوان یکی از توانمندی های کلیدی سازمانها در راستای تحقق اهداف تعیین شده، شناخته می شود. این درحالی است که بسیاری از سازمانها به دلیل فقدان برخورداری از فرایند مناسب اجرای استراتژی های تدوین شده، از توانایی کافی جهت دستیابی به اهداف خود برخوردار نیستند. پژوهش حاضر با هدف ارائه مدل اجرای استراتژی بازاریابی در سازمان های خدماتی تجاری و بطور مشخص بانک های تجاری انجام شده است.
روش : این پژوهش به لحاظ هدف،کاربردی؛ از منظر میزان نظارت و درجه کنترل، میدانی و از حیث چگونگی تحلیل داده‌ها، از انواع توصیفی است. رویکرد حاکم بر این پژوهش، کیفی و روش انجام آن، تکنیک دلفی است. جامعه آماری این پژوهش عبارت است از خبرگان صاحب نظر در بانک های تجاری استان بوشهر که با استفاده از روش هدایت شده، نمونه گیری شده اند. ابزار گردآوری داده ها مصاحبه عمیق نیمه ساختاریافته و پرسشنامه است.
یافته ها : نتایج تحقیق بیانگر تاثیرگذاری 13 عامل محیط داخلی و خارجی متشکل از دو دسته عوامل داخلی و یک دسته عوامل محیط خارجی بر اجرای درست استراتژی بازاریابی در بانک های تجاری است.
نتیجه : عوامل موثر بر اجرای استراتژی بازاریابی شامل: 1- نرم افزارهای درون سیستم ( شامل ریسک-پذیری مدیریت عالی؛ روابط بین بخشی؛ تعهد مدیریت عالی؛ دانش اجرای استراتژی؛ تاکتیک رهبری؛ همسویی منافع کارکنان و سازمان؛ برنامه‌ریزی؛ هماهنگی‌سازمانی؛ فرهنگ‌سازمانی )، 2- عوامل سخت افزاری درون سازمان (‌شامل تکنولوژی و ساختار سازمانی) و 3 - عوامل محیطی خارجی (‌شامل اطلاعات محیطی و قوانین و مقررات دولتی) هستند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a model of factors affecting the implementation of marketing strategy in commercial banks

نویسندگان [English]

  • ahmad taheri
  • mohammadmehdi parhizgar
  • mohammad taghi amini
  • habibullah danaei
business department of payam e noor university
چکیده [English]

Objective: Proper implementation of the strategy is recognized as one of the key capabilities of organizations in order to achieve the set goals. However, many organizations do not have enough ability to achieve their goals due to the lack of a proper process for implementing the developed strategies. The present study aimed to provide a model for implementing marketing strategy in commercial service organizations and specifically commercial banks.
Method: This research is applied in terms of purpose; In terms of monitoring and control, it is a field and in terms of how to analyze the data, it is a descriptive type. The approach of this research is qualitative and the method of doing it is Delphi technique. The statistical population of this study consists of experts in commercial banks of Bushehr province who have been sampled using the guided method. Data collection tools are semi-structured in-depth interviews and questionnaires.
Findings: The results show that 13 internal and external environmental factors consisting of two categories of internal factors and one group of external environmental factors on the correct implementation of marketing strategy in commercial banks.
Outcome: Factors affecting the implementation of marketing strategy include: 1- In-system software (including risk management, top management; cross-sectoral relationships; top management commitment; strategy implementation knowledge; leadership tactics; employee and organization interests alignment; planning; organizational coordination ; Organizational culture), 2- hardware factors within the organization (including technology and organizational structure) and 3- external environmental factors (including environmental information and government laws and regulations).

کلیدواژه‌ها [English]

  • Strategy Implementation
  • Marketing strategy
  • commercial banks
  • Delphi technique

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  • تاریخ دریافت: 29 آذر 1399
  • تاریخ بازنگری: 27 خرداد 1400
  • تاریخ پذیرش: 27 خرداد 1400

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