ارائه یک مدل بازاریابی دیجیتال بین بنگاهی در صنایع فولاد ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

2 گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

هدف: بازاریابی دیجیتال به عنوان محرک اصلی اقتصاد مدرن شناخته شده‌است. از طرفی، بازاریابی دیجیتال یکی از عوامل بالقوه موثر در ارتباطات بازاریابی بین بنگاهی در آینده شمرده می‏شود. همواره بنگاه‌های صنعتی از تکنولوژی‌های جدید استقبال می‌نمایند و در همین راستا شرکت‌های صنعتی توجه خود را بر روی بازاریابی دیجیتال بین بنگاهی متمرکز کرده‏اند. در ایران بازاریابی دیجیتال در حوزه صنعتی نیازمند گسترش جریان پذیرش است. صنایع فولاد با هدف قرار دادن صنایع استراتژیک جامعه از جمله صنعت حمل و نقل و خودروسازی و ساختمان‏سازی نقش حائز اهمیتی دارد. هدف پژوهش حاضر، ارائه مدلی برای بازاریابی دیجیتال بین بنگاهی در صنایع فولاد ایران است.

روش: این پژوهش از رویکرد کیفی-کمی بهره گرفته است. در بخش کیفی، با استفاده از روش نمونه‌گیری گلوله برفی، 14 نفر از مدیران ارشد و کارشناسان بازاریابی شرکت‌های فولادی ایران برای انجام مصاحبه‌های نیمه ساختاریافته انتخاب شدند. جامعه آماری بخش کمی شامل مدیران و کارشناسان بازاریابی صنعتی شرکت‌های فولادی بود و نمونه‌گیری به روش غیرتصادفی و دردسترس انجام گرفت. در این بخش، ۳۶۳ پرسشنامه جمع‌آوری شد و تحلیل داده‌ها با مدل‌سازی معادلات ساختاری و نرم‌افزار Smart PLS 4.0 صورت پذیرفت.
 
یافته‌ها: بر اساس تحلیل یافته‌های کیفی، شبکه روابط با بهره‌گیری از مدل پارادایمی نظریه داده‌بنیاد اشتراوس و کوربین ترسیم گردید. بدین ترتیب، عوامل علی (عوامل درونی و عوامل خارج از سازمان)، عوامل زمینه‌ای (آمادگی بازاریابی دیجیتال و برنامه‌ریزی آمیخته بازاریابی)، پدیده محوری (بازاریابی دیجیتال صنعتی با تأکید بر قابلیت شبکه‌ای، شخصی‌سازی و تولید محتوای تخصصی)، عوامل مداخله‌گر (تغییرات تکنولوژیکی و شخصیت شرکت خریدار)، راهبردها (بازاریابی رابطه‌مند و برندسازی دیجیتال) و پیامدها (عملکرد تجاری و ارزش ویژه برند) شناسایی شدند. یافته‌های کمی نیز روابط میان این متغیرها را تأیید کرد. این پژوهش، چارچوب‌های تحلیلی نوینی را برای بررسی و ارزیابی عملکرد شرکت‌ها از طریق بازاریابی دیجیتال فراهم می‌آورد و بر نقش کلیدی بازاریابی رابطه‌مند و برندسازی دیجیتال در صنایع فولاد تأکید دارد. 

نتیجه‌گیری: این مدل می‌تواند به عنوان یک ابزار آموزشی و کاربردی برای آموزش کارکنان و مدیران در زمینه بازاریابی دیجیتال صنعتی استفاده شود که براساس آن شرکت‌‌ها عوامل کلیدی را شناسایی و برای آن برنامه‌ ریزی کنند. براساس یافته‌های این پژوهش پیشنهاد ‌می‌شود شرکت‌های فولادی برای بازاریابی دیجیتال خود برنامه ریزی دقیق و اجرای صحیح را در دستور کار قراردهند. براساس اهداف مشخص و قابل اندازه‌گیری و مرتبط با اهداف کلی بازاریابی و کسب و کار، مدیران باید استراتژی جامعی را در حوزه بازاریابی دیجیتال تدوین کنند که تمام جنبه‌های بازاریابی را در بر داشته باشد. همچنین باید به طور مداوم استراتژی‌های بازاریابی خود را به روز کنند و با تغییرات بازار سازگار شوند. با شناسایی این عوامل، می‌توان پیش‌بینی دقیق‌تری از نتایج اجرای بازاریابی دیجیتال صنعتی داشت. مدیران وظیفه دارند ساختار سازمانی مناسب برای بازاریابی دیجیتال را با تشکیل تیم‌های اختصاصی برای مدیریت بازاریابی دیجیتال را ایجاد نمایند و بودجه متناسب با اهداف و فعالیت‌های برنامه‌ریزی شده را تخصیص دهند. شرکت‌های فولادی می‌توانند با طراحی استراتژی‌های بازاریابی دیجیتال موثرتر، بازده سرمایه‌گذاری خود را در فعالیت‌های بازاریابی افزایش دهند و با شناسایی نیازهای جدید مشتریان، شرکت‌ها می‌توانند محصولات و خدمات جدیدی را توسعه دهند.
 
 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Developing a Business-to-Business Digital Marketing Model in the Iranian Steel Industry

نویسندگان [English]

  • Nadia Afzali 1
  • Azarnoush Ansari 1
  • Majid Mohammad Shafiee 2
1 Department of Business Management, Faculty of Administrative Sciences &Economics, University of Isfahan, Isfahan. I. R. Iran.
2 Department of Business Management, Faculty of Administrative Sciences & Economics, University of Isfahan, Isfahan, I. R. Iran
چکیده [English]

Objective: Digital marketing is known as the main driver of the modern economy. Also, digital marketing is one of the potential factors in B2B marketing communications in the future. Most of the time, industrial businesses welcome new technologies, and in this regard, industrial businesses focus on B2B digital marketing. Digital marketing needs to be accepted in the industrial sector in Iran. The steel industry is important for affecting strategic industries such as transportation, the automotive industry, and building construction. This study was conducted with the aim of designing a B2B digital marketing model in the steel industry of Iran.

Methods: The study is qualitative–quantitative in nature. Fourteen senior managers and marketing experts of Iranian steel companies were selected for semi-structured interviews in the qualitative phase using the snowball sampling method. The statistical population included managers and industrial marketing experts of steel companies, and participants were selected using non-random and available sampling. A questionnaire was developed and completed by 363 managers and experts. Structural equation modeling and SmartPLS 4.0 were used for data analysis.

Findings: The relationship networks using the paradigmatic model of Strauss and Corbin theory were designed based on the qualitative findings. Accordingly, causal factors including internal factors and external factors of the business; contextual factors including digital marketing readiness and marketing mix planning; driven factors including industrial digital marketing emphasizing network capabilities and personalization and the production of professional content; confounding factors including technological changes and customer characteristics; strategies including relationship marketing and digital branding; and outcomes including business performance and brand equity were identified. Also, the relationships between these factors were confirmed by the quantitative findings.
 
Conclusion: This research presents a novel analytical framework for the review and evaluation of business performance through digital marketing. Also, this research emphasizes the key role of relationship marketing and digital branding in the steel industry. This model can be used as an educational and practical tool for personnel and managers in the field of digital industrial marketing, based on which companies can identify and plan key factors. Based on the findings of this research, it is suggested that businesses active in the steel industry implement accurate planning and implementation in order to carry out digital marketing. Based on specific and measurable targets and aligned with the general goals of marketing and business, managers should develop a comprehensive strategy in the field of digital marketing that covers all aspects of marketing. They also need to continuously upgrade their marketing strategies and adapt to market changes. By identifying these factors, a more accurate prediction of the results of the implementation of digital industrial marketing is possible. Managers have to create a proper organizational structure for digital marketing by forming dedicated teams to manage digital marketing and allocating funds for the goals and activities planned for it. Steel companies can increase their investment efficiency in marketing activities by designing more effective marketing strategies, and also, by identifying new customers’ needs, companies can develop new products and services.

کلیدواژه‌ها [English]

  • B2B Digital marketing
  • Content marketing
  • Digital branding
  • Foundation data theory
  • Relationship marketing

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چشم انداز مدیریت بازرگانی
دوره 24، شماره 64
دی 1404
صفحه 81-110

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