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ارائه مدل هوشمند بازاریابی عصبی برای تبدیل بازار بالقوه به بازار بالفعل در صنعت قارچ ایران و صنایع تبدیلی آن با رویکرد داده بنیاد | ||
مطالعات مدیریت کسب و کار هوشمند | ||
مقاله 6، دوره 11، شماره 41، مهر 1401، صفحه 155-187 اصل مقاله (1.25 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22054/IMS.2022.65973.2120 | ||
نویسندگان | ||
پروین افشار![]() ![]() ![]() ![]() | ||
1گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران | ||
2گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران نویسنده مسئول : Mohammadjalilee@yahoo.com | ||
3گروه مدیریت، بخش مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران | ||
چکیده | ||
در صنعت قارچ و صنایع تبدیلی آن تنوع محصولات (خوراکی/دارویی) بسیار زیاد، بازار هدف گسترده و منابع مالی و غیرمالی محدود و شناسایی دقیق مشتریان سودآور زمانبر است؛ بنابراین، روشهای سنتی بازاریابی به دلیل سرعت کم و هزینههای بالا و محدودیت در ابزارهای شناختی در جذب و حفظ مشتریان واقعی کارایی کافی را ندارد، لذا اتخاذ استراتژیهای هوشمند بازاریابی چالش عمده این صنعت است. پژوهش حاضر درصدد ارائه مدلی هوشمند برای تبدیل بازار بالقوه به بازار بالفعل از طریق بازاریابی عصبی بوده است. در این پژوهش کاربردی و کیفی، از طریق نمونهگیری هدفمند با 12 نفر از خبرگان صنعت قارچ، بازاریابی و عصبشناسی مصاحبه انجام شد و بر اساس روش نظریه داده بنیاد، 411 کدباز، 246 کد محوری و 67 مقوله فرعی و 24 مقوله اصلی در قالب مدل پارادایمی مشخص شد. همچنین در بخش کمی نیز از طریق مدلسازی معادلات ساختاری در اسمارت pls اعتبارسنجی مدل تأیید شد. نتایج نشان داد پدیده اصلی شامل سه مقوله درگیری حواس (ویژگیهای فیزیولوژیک)، شخصیت محصول و ویژگیهای اجتماعی محصول است؛ بنابراین، از طریق توجه و بهکارگیری مدل پارادایمی حاضر، تأکید بر شناخت ویژگیهای فیزیولوژیکی شخصیتی و اجتماعی محصول به شناخت بیشتر از مزایای کاربرد بازاریابی عصبی در صنعت قارچ و صنایع تبدیلی آن منجر میشود تا از این طریق بازار بالقوه را به بازار بالفعل تبدیل نماید. | ||
کلیدواژهها | ||
مدل هوشمند بازاریابی عصبی؛ بازار بالقوه؛ بازار بالفعل؛ صنعت قارچ ایران؛ نظریه داده بنیاد | ||
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