شناسایی عوامل موثر بر انتخاب کانال مصرف کننده به منظور تعیین استراتژی بهینه قیمت گذاری شرکت های چندکاناله (مورد مطالعه:صنایع خرده فروشی)

نوع مقاله : مقاله پژوهشی (کیفی)

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشگاه تهران، ایران

2 دانشیار، گروه مدیریت بازرگانی دانشگاه تهران، ایران

3 دکتری مدیریت بازرگانی؛ دانشگاه تهران، ایران

4 مدیریت کارآفرینی ، گرایش کسب و کار جدید ،دانشگاه تهران ،تهران ، ایران

چکیده

با گسترش اینترنت در فضای کسب و کار؛ زیر ساخت محیط خرده فروشی تغییر نموده است و فرصت‌هایی جدید و خلاقانه را برای فعالیت‌های بازاریابی و فروش از طریق کانال های مختلف و همچنین انعطاف بیشتر در تصمیمات بازاریابی و قیمت گذاری برای خرده فروشان فراهم آورده است. هدف از این پژوهش شناسایی عوامل موثر بر انتخاب کانال مصرف کننده در جهت تعیین استراتژی بهینه قیمت گذاری شرکت های چندکاناله می باشد. در این راستا با 13 نفر از مدیران شرکت های چندکاناله در صنایع مختلف مصاحبه صورت پذیرفت .به منظور تحلیل داده ها از روش تئوری داده بنیاد روش گلیزری استفاده شد و کدهای اولیه شناسایی شدند. بر اساس تحلیل صورت گرفته، 418 کد در قالب کدهای اولیه شناسایی شد. که با توجه به شباهت و قرابت معنایی آنها، در 8 مقوله شامل : جمعیت شناختی، ویژگی‌های کالا، خدمات خرده فروش، روانشناختی، محیط فیزیکی، نیازهای اجتماعی، نیازهای هیجانی و ارزش ادراکی دسته‌بندی شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying Factors Affecting Consumer Channel Choice in Order to Determine the Optimal Pricing Strategy of Multichannel Companies (Case Study: Retail Industries)

نویسندگان [English]

  • Mohsen Nazari 1
  • Mohammad Ali Shah Hoseini 2
  • Atefeh Hesaraki 3
  • Mehrshad Nazari 4
1 Associate Prof. in Faculty of Management, University of Tehran, Tehran, Iran
2 Business Management Dep.Faculty of management,, University of Tehran
3 Ph.D. in Marketing ,Faculty of Management, University of Tehran
4 Entrepreneurial management,, University of Tehran, Tehran, Iran
چکیده [English]

With the spread of the Internet in the business environment; The retail infrastructure has changed, providing new and creative opportunities for marketing and sales activities through various channels, as well as greater flexibility in marketing and pricing decisions for retailers. The purpose of this study is to identify the factors affecting consumer channel choice in order to determine the optimal pricing strategy of multi-channel companies. In this regard, 13 managers of multi-channel companies in different industries were interviewed. In order to analyze the data, the data theory method of the Glaser method was used and the initial codes were identified. Based on the analysis, 418 codes were identified as primary codes. After coding the researches, duplicate codes were removed. According to their semantic similarity and closeness, they were classified into 8 categories including: demographics, product characteristics, retail services, psychological, physical environment, social needs, emotional needs and perceptual value. At the end of this article, according to the mentioned categories, some useful suggestions for choosing the optimal pricing strategy in multi-channel retailers are presented for their managers.

کلیدواژه‌ها [English]

  • Channel Choice
  • Multichannel Retailers
  • Retail Services
  • Psychology
  • Demographics
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