بررسی نقش بازاریابی در شرکت‌های کوچک و متوسط مستقر در پارک علم و فناوری استان آذربایجان‌شرقی
الموضوعات :حسین عباسی اسفنجانی 1 , ام البنین اسدی قربانی 2
1 - دانشگاه پیام نور تهران
2 - دانشگاه پیام نور تهران
الکلمات المفتاحية: تئوری بازاریابی خود بازاریابی خود برندیابی شرکت‌های کوچک و متوسط پارک علم و فناوری,
ملخص المقالة :
در بسیاری از کشورها، شرکت‌های کوچک و متوسط بخصوص شرکت‌های مستقر در پارک‌های علم و فناوری بعنوان موتور اقتصادی عمل می‌کنند و بازاریابی یک فعالیت مهم در این کسب و کارها می‌باشد. امّا، درک بازاریابی، کارکردها، نقش و اهمیت آن از سوی مدیران/مالکان این شرکت‌ها و نیز موانع موجود از سوالات و ابهاماتی است که بایستی بدان پاسخ داده شود. در این راستا، پژوهش حاضر با هدف بررسی نقش بازاریابی در شرکت‌های کوچک و متوسط مستقر در پارک علم و فناوری استان آذربایجان‌شرقی انجام گرفته است. برای رسیدن به اهداف پژوهش از رویکرد کیفی و روش مطالعه موردی بهره گرفته شد. جامعه آماری پژوهش شامل مدیران/مالکان شرکت‌های مستقر در پارک علم و فناوری استان آذربایجان‌شرقی بوده که با استفاده از روش نمونه‌گیری هدفمند تعداد 10 نفر به عنوان نمونه انتخاب شدند. داده‌های اولیه با انجام مصاحبه‌های عمیق و نیمه ساختاریافته جمع آوری و با استفاده از روش استقرایی مورد تجزیه و تحلیل قرار گرفت. یافته‌های پژوهش حاکی از آن است که بازاریابی بعنوان مجموعه فعالیتها و اقداماتی که در شرکت‌های بزرگ مورد استفاده قرار می‌گیرد، چندان در شرکت‌های مورد مطالعه درک نشده بود. امّا، ارتباطات بازاریابی دهان به دهان، شناخت نیاز مشتریان و داشتن تعامل و روابط بلندمدت با مشتری از جمله مهم‌ترین فعالیتها و اقدامات بازاریابی در این شرکت‌ها بود که بیشترین نقش را در رشد و بقای آن‌ها داشته است. تمرکز مصاحبه‌شوندگان بیشتر بر اجرای روزمره برخی وظایف بازاریابی محدود شده و در زمینه اجرای طرح بازاریابی به صورت جامع، از تخصص و منابع مالی کافی برخوردار نبودند.
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