طراحی راهبردهای تدافعی فراموشی برند در صنعت لوازم خانگی ایران

شرفی, وحید; طالاری, محمد; محترمی, شیما

doi:10.48308/jbmp.2024.236135.1618

طراحی راهبردهای تدافعی فراموشی برند در صنعت لوازم خانگی ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

¹ استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.

² گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.

10.48308/jbmp.2024.236135.1618

چکیده

هدف: برندها با گذشت زمان و قدیمی شدن، فراموش می‌شوند. فراموشی برند یکی از چالش‌های اساسی کسب و کارها است که می‌تواند به تاثیرات منفی قابل توجهی بر روی عملکرد و سودآوری کسب و کار داشته باشد. پژوهش حاضر نیز با هدف طراحی راهبردهای تدافعی فراموشی برند در صنعت لوازم خانگی ایران انجام شده است.
روش‌شناسی : رویکرد تحقیق حاضر کیفی، ازنظر هدف کاربردی و ازلحاظ ماهیت و روش توصیفی است. جامعه آماری این پژوهش شامل خبرگان دانشگاهی و مدیران با سابقه صنعت لوازم خانگی ایران بوده است. روش نمونه گیری نیز بصورت نمونه گیری گلوله برفی بوده است در این پژوهش از روش تحلیل مضمون شش مرحله‌ای براون و کلارک برای کدگذاری و تجزیه‌وتحلیل یافته‌ها استفاده‌شده است.
یافته‌ها: در این تحقیق پس از تجزیه‌وتحلیل داده‌های جمع‌آوری‌شده از مصاحبه‌ها با روش تحلیل مضمون در نتیجه 69 مضمون پایه در 14 مضمون سازمان دهنده و 5 مضمون فراگیر دسته بندی شدند. راهبردهای تدافعی فراموشی برند عبارتند از: استراتژی دانش، پژوهش محور و فناورانه، استراتژی موضع یابی مجدد، استراتژی کاهش، استراتژی مشارکت، استراتژی بازارگرایی. با توجه به مقوله هایی که به دست آمده است می توان گفت هریک از مقوله های اصلی با توجه به دسته بندی که داشته اند می تواند به شرکت های و صنعت لوازم خانگی کمک کند تا در جهت جلب بر طرف کردن علل فراموشی برند و از استراتژی های تدافعی برای پیشگیری از فراموشی برند استفاده کنند و این باعث سودآوری برای شرکت و همچنین پیشرفت و توسعه کسب و کار می شود.

کلیدواژه‌ها

موضوعات

برندسازی

عنوان مقاله [English]

Designing defensive strategies of brand forgetting in Iran's home appliance industry

نویسندگان [English]

vahid sharafi ¹
mohamad talari ²
shima mohtarami ²

¹ Assistant Professor, Department of Business Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, Iran.

² Assistant Professor, Department of Business Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, Iran

چکیده [English]

Purpose: Brands are forgotten with the passage of time and becoming old. Forgetting the brand is one of the basic challenges of businesses that can have significant negative effects on business performance and profitability. The current research is also done with the aim of designing defensive strategies of brand forgetting in Iran's home appliance industry.
Methodology: The approach of the current research is qualitative, in terms of practical purpose and in terms of nature and descriptive method. The statistical population of this research includes academic experts and managers with experience in Iran's home appliance industry. . The sampling method was snowball sampling. In this research, Brown and Clark's six-stage thematic analysis method was used to code and analyze the findings.
Findings: In this research, after analyzing the data collected from the interviews with thematic analysis method, 69 basic themes were categorized into 14 organizing themes and 5 inclusive themes. Defensive strategies of forgetting the brand include: knowledge, research-oriented and technological strategy, repositioning strategy, reduction strategy, participation strategy, market orientation strategy. According to the categories that have been obtained, it can be said that each of the main categories, according to the categories they have had, can help companies and the home appliance industry in order to attract and eliminate the causes of forgetting the brand and from the strategy. Defensive measures should be used to prevent forgetting the brand, and this will be profitable for the company as well as the progress and development of the business.

کلیدواژه‌ها [English]

brand
brand forgetting
brand decline
home appliance industry

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