توسعه مدل بازاریابی مبتنی بر همکاری در کسب‌ و‌کارهای کوچک و متوسط (SMEs) جهت ورود و حضور فعال در بازارها (مطالعه موردی صنایع غذایی استان آذربایجان غربی)

نوع مقاله : علمی - پژوهشی

نویسندگان

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

2 دانشجوی دکتری مدیریت بازرگانی- بازاریابی، دانشگاه شهید بهشتی ، تهران، ایران.

چکیده

شرایط محیطی عصر حاضر از جمله تغییرات روزافزون عوامل محیطی و پیچیدگی بیش از حد محیط فعالیت و همچنین تغییر نیاز و انتظارات مشتریان، لزوم پاسخگویی به نیازهای بازار و ارتقاء توان رقابتی جهت حضور فعال در فضای رقابتی را بیش از پیش برای بنگاه های اقتصادی ضروری ساخته است. از اینرو، پژوهش حاضر با هدف توسعه مدل بازاریابی مبتنی بر همکاری در کسب‌ و‌کارهای کوچک و متوسط جهت ورود و حضور فعال در بازارها انجام شده است. تحقیق حاضر از نوع تحقیقات کاربردی و توصیفی بوده و جامعه آماری تحقیق شامل کلیه مدیران وکارشناسان 56 شرکت صنایع غذایی استان آذربایجان غربی است  که با استفاده از روش کوکران تعداد 275 و 30  نفر  در دو مرحله به عنوان نمونه آماری تعیین گردید. داده های مورد نیاز تحقیق با استفاده از دو پرسشنامه ساخت محقق و استاندارد شده که روایی و پایایی آن مورد سنجش و تایید قرار گرفته و مصاحبه با خبرگان  جمع آوری گردیده است و برای تجزیه و تحلیل داده ها و تست مدل از آزمونهای تحلیل عاملی، رگرسیون چند متغیره ، ضریب هبستگی ،آزمون تی  و آزمون فریدمن با استفاده از نرم افزار lisrel استفاده شده است. بر اساس نتایج تحقیق ده استراتژی برای مدل بازاریابی مبتنی بر همکاری  به همراه راهکارهای اجرایی که بتوانند شاخص های تولیدی ، مالی و هزینه ای صنایع غذایی استان را بهبود دهند شناسایی و مورد تایید قرار گرفتند در پایان برای اجرای مدل تدوین شده پیشنهاداتی نیز ارایه شده است .  

کلیدواژه‌ها

عنوان مقاله [English]

Development of Marketing Model based on Cooperation in Small and Medium Businesses of Food Industries of West Azerbaijan province

نویسندگان [English]

  • Gholam Hossein khorshidi 1
  • kazem javandoost 2
1 Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
2 PhD student in Business Administration-Marketing, Shahid Beheshti University, Tehran, Iran.
چکیده [English]

Objective: The present study aims to develop a marketing model based on cooperation in small and medium businesses to enter and actively participate in markets.
Metodology: The research method is applied and descriptive research and the statistical sample includes 275 and 30 people in two stages of managers and experts of 56 food companies of West Azerbaijan, which has been determined using a simple random method. The required data were collected using two researcher-made and standardized questionnaires that the face, content and structural validity of the questionnaires were confirmed and its reliability was confirmed according to Cronbakh's alpha equal to 0/844 and for analysis.
Finding: Data and model fit of factor analysis, multivariate regression, correlation coefficient, t-test and Friedman test using SPSS and LISRE software. Based on the research results, ten strategies including production, distribution, suppliers, pricing, promotion measures, experiences, investment, processes and joint consortium for a collaborative marketing model with executive solutions that can produce, financial and cost indicators of industries.
Result: Improve the province's food were identified and approved. Finally, suggestions are made for the implementation of the developed model

کلیدواژه‌ها [English]

  • Strategy
  • Cooperative Marketing
  • food industry
  • West Azerbaijan Province

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