راهبرد فروش برند در صنعت محصولات مصرفی تندگردش

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 استادیار مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 دانشجوی دکتری مدیریت بازرگانی-بازاریابی، دانشگاه شهید بهشتی، تهران، ایران (نویسنده مسئول)

چکیده

شناسایی ماهیت و ابعاد استراتژی فروش، و نیز عوامل اثرگذار بر تصمیمات استراتژیک فروش موفقیت سازمان در حوزه فروش را تضمین و برای سازمان مزیت رقابتی ایجاد خواهد کرد. به همین جهت هدف پژوهش حاضر ارائه الگویی جامع از استراتژی فروش برند و پیشایندهای آن و مکانیزم روابط این پیشایندها با استراتژی فروش است. برای این منظور از نظریه پردازی داده بنیاد استفاده شد و داده‌ها از طریق مصاحبه‌های عمیق نیمه ساختاریافته با خبرگان بازاریابی و فروش محصولات مصرفی تندگردش گرد آوری شدند. نمونه گیری به روش نظری انجام شد و پس از 14 مصاحبه کفایت نظری حاصل گردید. نتایج نشان داد که استراتژی فروش برند مشتمل بر شش بعد: سبد مشتریان نهایی، نوع ارتباط با مشتریان واسطه، سبد کانال های فروش، گرایش به برونسپاری فروش، سبد محصولات و سبد بازارها می باشد. همچنین پیشایندهای استراتژی فروش برند در قالب شرایط علی موثر، شرایط مداخله گر، و شرایط زمینه ای شناسایی شد و مورد تجزیه و تحلیل قرار گرفت. در ادامه و در جهت تکمیل الگو، اقدام واکنشی تدوین استراتژی فروش برند و پیامدهای آن در صنایع محصولات مصرفی تندگردش نیز شناسایی و مورد بحث قرار گرفت. 

کلیدواژه‌ها


عنوان مقاله [English]

Brand sales strategy in the FMCG industry

نویسندگان [English]

  • Ahmad Roosta 2
  • Masoud Javidani 3
1
2 Assistant Prof., Faculty of Business and Management, Shahid Beheshti University, Tehran, Iran
3 Ph.D. Student in Marketing Management, Faculty of Business and Management, Shahid Beheshti University, Tehran, Iran(Corresponding Author)

کلیدواژه‌ها [English]

  • antecedents of sales strategy
  • brand sales strategy
  • FMCG
  • Grounded theory
  • sales strategy dimensions
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