ارائه مدل انتخاب و توسعه برند با تاکید بر نقش استراتژی ها

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 گروه مدیریت بازرگانی ، دانشگاه آزاد اسلامی واحد تهران جنوب ، تهران ، ایران

2 گروه مدیریت، واحد لامرد، دانشگاه آزاد اسلامی، لامرد، ایران

3 استادیار دانشگاه آزاد اسلامی واحد تهران جنوب، گروه مدیریت بازرگانی

4 استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد شهر قدس، تهران، ایران

چکیده

بازارهای در حال تغییر، نقش زیادی بر روی تصمیمهایی که شرکتها میگیرند، دارند. محیط جهانی، در درک بازار،پیچیدگیهای زیادی را برای بازاریابان به وجود آورده است. شرکتها به صورت پی درپی، استراتژیهای بازاریابی به روزتری را جهت کسب منابع بیشتر و باقی ماندن در بازار ایجاد و استفاده میکنند.شرکتهای بسیاری به تولید محصولات جدید و ورود آنها به بازار جهت برآورده کردن نیازها و سلایق در حال تغییر مصرف کننده، متکی هستند. از جمله استراتژیهای کاربردی در برندگذاری، توسعه برند است، به گونهای که امروزه اکثر شرکتها و کسب وکارهای بزرگ برای معرفی محصولات جدید خود از این استراتژی استفاده میکنند. با توسعه برند، سازمانها میتوانند در مسیرهای دیگری گام بردارند و با کمک تولید و ارائه کالا و خدمات با استفاده از همان نام تجاری،توسعه و گسترش یابند و ریسک تصویر برند خود را کم کنند. این استراتژی منجر به کاهش هزینه، کاهش ریسک و افزایش صرفه جویی در هزینه هاخواهد شد. توسعه برند ناموفق منجر به آسیب رساندن به برند اصلی و از بین رفتن ارزش ویژه برند میشود. در مدل پارادایمی تئوری مبتنی بر دادهها ،پدیده اصلی این پژوهش همان فرایندارائه مدل انتخاب و توسعه یک برند با تاکیدبر نقش استراتژیهادر نظر گرفته شده و شرایط فعلی،شرایط زمینه ای و شرایط مداخله گر این پدیده های اصلی نیزارائه شد،همچنین نتایج آن نیزارائه میشود. ساخت مدل پارادایمی بامصاحبه های دقیق مرتبط با نظریه مبتنی بر دادههااست این پژوهش از میان کلیه متخصصان مطرح دانشگاهی دارای زمینه علمی مرتبط با مدیریت برندسازی و کارشناسان شرکتها انتخاب شده اند.

کلیدواژه‌ها


عنوان مقاله [English]

presetting a model for selection and developing brand with an emphasis on the role of strategies

نویسندگان [English]

  • Ahmad Akhlaghi 1
  • ahmad askari 2
  • Nami Abdollah 3
  • alireza rousta 4
1 Department of Business Administration ; islamic Azad University, Tehran South Branch,Tehran ; Iran
2 management department ;islamic azad university ; lamerd , iran
3 Assistant Professor of Islamic Azad University, Tehran South Branch, Department of Business Administration
4 Assistant Professor, Department of Business Management, Islamic Azad University, ghods city Branch . tehran, Iran
چکیده [English]

Changing markets play a big role in the decisions companies make.The global environment, in understanding the market, has created many complexities for marketers. Companies are constantly creating and using more up-to-date marketing strategies to gain more resources and stay in the market.Many companies rely on producing new products and entering the market to meet the changing needs and tastes of the consumer.One of the practical strategies in branding is brand development, so that today most companies and large businesses use this strategy to introduce their new products.With brand development, organizations can take other steps and develop and expand their brand image by reducing the risk of their brand image by producing and delivering goods and services using the same brand. This strategy will reduce costs, reduce risk and increase cost savings. Unsuccessful brand development leads to damage to the original brand and loss of brand equity. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of presenting a model for selecting and developing a brand with emphasis on the role of strategies and the current conditions, background conditions and intervening conditions of these main phenomena were also presented, as well as the results.Build a paradigm model with detailed interviews related to data-based theory and the statistical population of this research has been selected from all prominent university experts with a scientific background related to branding management, managers and experts of companies.

کلیدواژه‌ها [English]

  • BrandManagement
  • Brand Development
  • Marketing strategies
  • and Data Theory of the Foundation
منابع
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