مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران

2 گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران نویسنده مسئول : Mohammadjalilee@yahoo.com

3 گروه مدیریت، بخش مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

چکیده

در صنعت قارچ و صنایع تبدیلی آن تنوع محصولات (خوراکی/دارویی) بسیار زیاد، بازار هدف گسترده و منابع مالی و غیرمالی محدود و شناسایی دقیق مشتریان سودآور زمان‌بر است؛ بنابراین، روش‌های سنتی بازاریابی به دلیل سرعت کم و هزینه‌های بالا و محدودیت در ابزارهای شناختی در جذب و حفظ مشتریان واقعی کارایی کافی را ندارد، لذا اتخاذ استراتژی‌های هوشمند بازاریابی چالش عمده این صنعت است. پژوهش حاضر درصدد ارائه مدلی هوشمند برای تبدیل بازار بالقوه به بازار بالفعل از طریق بازاریابی عصبی بوده است. در این پژوهش کاربردی و کیفی، از طریق نمونه‌گیری هدفمند با 12 نفر از خبرگان صنعت قارچ، بازاریابی و عصب‌شناسی مصاحبه انجام شد و بر اساس روش نظریه داده بنیاد، 411 کدباز، 246 کد محوری و 67 مقوله فرعی و 24 مقوله اصلی در قالب مدل پارادایمی مشخص شد. همچنین در بخش کمی نیز از طریق مدل‌سازی معادلات ساختاری در اسمارت pls اعتبارسنجی مدل تأیید شد. نتایج نشان داد پدیده اصلی شامل سه مقوله درگیری حواس (ویژگی‌های فیزیولوژیک)، شخصیت محصول و ویژگی‌های اجتماعی محصول است؛ بنابراین، از طریق توجه و به‌کارگیری مدل پارادایمی حاضر، تأکید بر شناخت ویژگی‌های فیزیولوژیکی شخصیتی و اجتماعی محصول به شناخت بیشتر از مزایای کاربرد بازاریابی عصبی در صنعت قارچ و صنایع تبدیلی آن منجر می‌شود تا از این طریق بازار بالقوه را به بازار بالفعل تبدیل نماید.
 

کلیدواژه‌ها

عنوان مقاله [English]

Providing A Neuromarketing Intelligent Model To Convert Potential Market To Actual Market In The IRAN Mushroom And Its Conversion Industries By Grounded Theory

نویسندگان [English]

  • Parvin Afshar 1
  • Mohammad Jalili 2
  • Alireza Aghighi 3

1 Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran

2 Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran Corresponding Author: Mohammadjalilee@yahoo.com

3 Department of Management, Faculty of Management, Economics & Accounting, Payame Noor University, Tehran, Iran

چکیده [English]

In mushroom industry and its conversion industries, the variety of products (food / pharmaceutical) is very high, the target market is wide, financial and non-financial resources are limited, accurate identification of profitable customers is time consuming, so traditional marketing methods Cognition is not effective enough in attracting and retaining real customers, so adopting smart marketing strategies is a major challenge in industry. The aim of study was to provide a neuromarketing intelligent model to convert potential market to actual market in the IRAN mushroom and its conversion industries. In this applied and qualitative research, through purposive sampling, semi-structured interviewed with 12 experts of neurologist, marketing and mushroom industry. According to Grounded theory, 411 open codes, 246 core codes, 67 sub-categories and 24 main categories were identified as paradigm model. The model validation was confirmed in a quantitative part by SEM in smart-pls. The results showed that main phenomenon consists of three components of senses (physiological characteristics), product personality, product social features. Therefore, through attention and application of the present paradigm model, the emphasis on recognizing the physiological personality and social characteristics of the product leads to a greater understanding of the benefits of neuromarketing applications in the mushroom industry and its conversion industries to turn the potential market into an actual market.
 

کلیدواژه‌ها [English]

  • Neuromarketing Intelligent Model
  • Actual Market
  • Potential Market
  • IRAN Mushroom Industry. Grounded Theory
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