شناسایی زمینه‌های کاربرد کلان داده در بازاریابی

نوع مقاله : مروری

نویسندگان

1 مدیریت بازاریابی بین الملل/ دانشکده علوم اجتماعی و مدیریت، دانشگاه الزهرا، تهران،

2 مدیریت/ دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران

چکیده

هدف: با توجه به ظهور و رشد روزافزون داده‌های با حجم، سرعت و تنوع بالا یا به‌عبارت‌دیگر کلان داده و پتانسیل بالای آن در ایجاد منافع برای سازمان‌ها علی‌الخصوص بخش بازاریابی به دلیل محوریت داده و تحلیل داده، پژوهش حاضر باهدف شناسایی زمینه‌های کاربرد کلان داده در بازاریابی و ارائه مدلی در این زمینه انجام‌شده است.

روش‌شناسی: تحقیق حاضر به لحاظ ماهیت، کیفی و ازنظر هدف، کاربردی است. در این پژوهش به‌منظور تبیین مدلی جامع و به کمک روش پژوهش فراترکیب، 30 مقاله در بازه زمانی 2006-2020 با بهره‌گیری متدولوژی کسپ بررسی و زمینه‌های کاربرد کلان داده در آمیخته بازاریابی شناسایی و اولویت‌بندی شدند.

یافته‌ها: پس از تجزیه‌وتحلیل مقالات، ابتدا 187 کد از ارزش‌های محوری کلان داده شناسایی و در 16 تم و 4 مقوله محصول، قیمت، پیشبرد و توزیع طبقه‌بندی و اولویت‌بندی شدند. نتایج این تحقیق نشان داد که بیشترین فراوانی در چهار آمیخته بازاریابی به‌طور کل و در آمیخته محصول به‌طور خاص مربوط به بعد ارزشی «شخصی‌سازی و سفارشی‌سازی محصول (کالا یا خدمت)» است.

نتیجه‌گیری: نتایج این پژوهش نشان داد که مهم‌ترین ارزش کلان داده در آمیخته محصول مختص به «شخصی‌سازی و سفارشی‌سازی محصول (کالا یا خدمت)»، در آمیخته قیمت‌گذاری مختص به «قیمت‌گذاری پویا»، در آمیخته مکان مختص به «خودکارسازی سازی فرآیندهای توزیع، سفارش و تحویل» و در آمیخته پیشبرد فروش مختص به بهبود سیستم‌های CRM" است. این پژوهش منجر به گسترده شدن بدنه دانشی ادبیات تحقیقات شده و می‌تواند درک عمیقی از ارزش کلان داده در آمیخته بازاریابی را به محققان و مدیران بازاریابی ارائه دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying Fields of Big Data Application in Marketing

نویسندگان [English]

  • Saba Abdian 1
  • Masoumeh Hosseinzadeh Shahri 2
  • Ameneh Khadivar 2
1 International marketing management/, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
2 Management/ Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
چکیده [English]

Objective: Big data has an undeniable potential for creating value in the marketing sector (due to the importance of data in all of its activities). However, due to research fragmentation, no comprehensive theoretical framework for this topic exists. This study aims to identify and present a comprehensive model of big data application in marketing.
Methodology: The present research is qualitative in nature and falls into applied research in terms of the purpose of the study. To explain and prioritized big data application through makreting-mix, the Meta-synthesis approach is used. After performing CASP analysis, eventually, 30 essays are investigated from 2006 to 2020.
Results: In this study, 187 codes of core values of big data were identified and classified into 16 themes and four categories. The results of this study showed that the highest frequency is related to the value dimension of "personalization and customization of products and services".
Conclusion: According to the study's findings, the most important big data values related to the product, pricing, place, and promotion category are dedicated to "personalization and customization of products and services, "dynamic pricing", "automation of distribution processes, ordering and delivery" and "CRM systems improvement". This research has contributed to the expansion of the research literature's knowledge body and can provide researchers and marketing managers with a thorough understanding of the value of big data in the marketing mix.

کلیدواژه‌ها [English]

  • Value
  • Marekting- mix
  • Big data
  • Big data analytics

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  • تاریخ دریافت: 26 مهر 1400
  • تاریخ بازنگری: 16 آذر 1400
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