تبیین عوامل موفقیت استراتژی بازاریابی در بانک های تجاری ایران
محورهای موضوعی : مدیریت استراتژیکاحمد طاهری 1 , محمد مهدی پرهیزگار 2
1 - دانشگاه پیام نور
2 - دانشگاه پیام نور
کلید واژه: مدیریت استراتژیک استراتژی بازاریابی عوامل موفقیت استراتژی روش دلفی ,
چکیده مقاله :
: هدف این مقاله یافتن عوامل و مولفه هایی است که بر اجرای موفق یک استراتژی بازاریابی تاثیر مثبت دارند. اهمیت این موضوع در این است که امروزه در اغلب کشورها و بویژه در کشورهای توسعه یافته هزینه های هنگفتی جهت تدوین استراتژی انجام می شود در حالیکه استراتژی های خوبی تدوین میشود اما بخش بزرگی از این استراتژی ها شکست خورده ، هزینه های تدوین و حتی اجرا به هدر می رود. از طرف دیگر بانک ها به عنوان بازار پولی هر کشور تاثیر مهمی بر اقتصاد و همچنین بر عوامل توسعه اجتماعی دارند . در این تحقیق، ابتدا با مروری بر سوابق موضوع به تعریف استراتژی بازاریابی، نقش استراتژی در تصمیمات مهم سازمان ها و همچنین جایگاه آن در رقابت های سازمانی امروز پرداخته شدهاست . سپس با مراجعه به خبرگان امور بانکی وبه کمک فن دلفی اقدام به استخراج مولفه ها و عوامل موثر در اجرای موفق استراتژی بازاریابی در بانک های تجاری گردید . این گام زمینه ساز تهیه پرسشنامه نهایی تحقیق جهت بررسی عوامل موفقیت یک استراتژی بازاریابی در بانک های تجاری میباشد . با دریافت نظرات خبرگان بدست امده از پرسشنامه ها و تحلیل انهابه کمک نرم افزار آموس ، مدل نهایی تحقیق بدست امد .
: Since the companies and organizations paid huge costs on making a strategy, it considered as an important subject in this field. However, proper strategies were offered, main part of the them were unsuccessful and the costs of compilation and implementation were wasted. Developing a strategy alone is not enough. effective implementation of a strategy is more important. Today many business sector enterprises have failed to implement right strategies. First we review definition of strategic management and marketing strategy. then , reviewed the role of strategy in vital decision on organizations . Purposive sampling was used to selected 22 senior bankers of Bushehr State commercial banks. It followed by determining an expert group and extracting the elements and effective factors to implementing the marketing strategy in commercial banks. structured questionnaire was applied to gathering data. Finally, we conclude a model that describe factors affecting on marketing strategy implementation successful . The purpose of this study is finding factors that have positive effects on successful implementation of marketing strategy . we recognized Delphi method is proper for this work. Delphi technic is a quantitative method to reach experts idea that lead our to recognize affecting factors they had positive effects on marketing strategy successful .This work important because a lot of money expensed to formulate strategies and mostly are failed. Our final conclusion that 13 factors affected a marketing strategy . actually these 13 factors selected by banking experts among many proposed factors.
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منبع فارسی 39- فروزنده دهکردی.دکتر لطف الله (1387)"مدیریت استراتژیک" انتشارات دانشگاه پیام نور.تهران.
