طراحی اکو سیستم بازاریابی کارآفرینانه دیجیتال برای خرده فروشی های اینترنتی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشکده مدیریت ،دانشگاه آزاد اسلامی واحد سنندج، ایران

2 دانشیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی تهران، ایران

3 استادیار، دانشکده مدیریت ،دانشگاه آزاد اسلامی واحد سنندج، ایران

چکیده

اکو سیستم کارآفرینانه بازاریابی دیجیتال به‌عنوان شکل جدیدی برای سازمان‌دهی کسب‌وکار مطرح است که از منابع مؤثر استفاده می‌کند. پژوهشگران با بررسی مطالعات صورت گرفته و پژوهش‌های پیشین، ابتدا مفاهیم را استخراج کردند، اما با توجه به مرتبط نبودن برخی از عوامل استخراج‌شده با وضعیت کنونی خرده‌فروشی‌های اینترنتی ایران، به کمک دو روش مصاحبه و دلفی ازنظر خبرگان بهره برده شد. روش پژوهش، آمیخته کیفی و کمی است و ازلحاظ هدف، توسعه‌ای و کاربردی به شمار می‌رود. ابتدا از طریق مصاحبه با 18 نفر خبره مؤلفه‌ها شناسایی شد. سپس مدل اولیه توسط 12 نفر از مدیران شرکت‌های خرده‌فروشی اینترنتی و 3 نفر خبرگان دانشگاهی 98 شاخص و 25 مفهوم اکو سیستم بازاریابی کارآفرینانه دیجیتال شرکت‌های خرده‌فروشی اینترنتی شکل گرفت. در مرحله سوم به‌منظور تأیید مدل اولیه، از کارشناسان و مدیران شرکت خرده‌فروشی اینترنتی نظرخواهی شد و با استفاده از روش تحلیل عاملی اکتشافی دسته‌بندی شدند. بر اساس نتایج به‌دست‌آمده عوامل خارجی، داخلی، ارزش‌ها و بازیگران شاکله مدل نهایی را ساختند. مدل نهایی از مفاهیم جدید توسعه محصول از طریق سرمایه‌گذاری تعاملی، کانال‌های یکپارچه، استفاده از کلان داده، مراکز خدمات پایدار، اقتصاد اشتراکی، تولید توسط مصرف‌کننده و وجود بازیگران مختلف را ارائه کرده است.

کلیدواژه‌ها

عنوان مقاله [English]

Designing an Entrepreneurial Digital Marketing Ecosystem For online retailers Iran

نویسندگان [English]

  • mahdi allahdadi 1
  • Abolfazl Tajzadeh namin 2
  • mansor irandoost 3
  • heresh soltananeh 3
1 Ph.D. Student in Faculty of management, Islamic Azad University, Sanandaj,Iran
2 Associate Prof., Faculty of management Accounting, Allameh Tabataba,i University, Tehran, Iran
3 Assistant Prof., Faculty of management, Azad University, Sanandaj, Iran
چکیده [English]

Digital entrepreneurship marketing ecosystem as a new form of business organization that uses effective resources. Investigating the studies and previous studies, the researchers first extracted the concepts, but due to the non-relevance of some of the factors extracted to the current state of Iran's retail retailers, using the two methods of interviewing and Delphi, experts were used. . The research method is a qualitative and quantitative mixture and is considered as an objective, developmental, and applied goal. Firstly, through an interview with 18 experts, the components were identified. The initial model was then developed by 12 Internet Retailers Managers and 3 Academic Experts 98 Indicators and 25 Concepts of the digital entrepreneurship marketing ecosystem of Internet Retail Companies. In the third step, in order to confirm the initial model, experts were interviewed and managers of the Internet retailer were interviewed and classified by exploratory factor analysis method. Based on the results, external factors, internal, values, and casting actors constructed the final model. The final model provides new concepts for product development through interactive investment, integrated channels, Bigdata, sustainable services, shared economies, Prosumer, and the existence of various actors.

کلیدواژه‌ها [English]

  • Digital entrepreneurship marketing ecosystem
  • Delphi Method
  • online retailers Iran

مراجع

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مطالعات رفتار مصرف‌کننده
دوره 5، شماره 2
بهمن 1397
صفحه 135-154

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