شناسايي و اولويت بندي عوامل موثر بر قابليت بازاريابي پويا با رويكرد سلسله مراتبي

Identifying and Prioritizing the Factors Affecting Dynamic Marketing Capacity with Hierarchical Approach

ﻗﺎﺑﻠﯿﺖ ﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﻓﺮآﯾﻨﺪﻫﺎي ﯾﮑﭙﺎرﭼﻪ و ﻣﻨﺴﺠﻤﯽ ﻫﺴﺘﻨﺪ ﮐﻪ ﺑﺮاي اﻋﻤﺎل ﻣﻬﺎرت ﻫﺎي ﺟﻤﻌﯽ، داﻧﺶ و ﻣﻨﺎﺑﻊ ﺷﺮﮐﺖ ﻃﺮاﺣﯽ ﻣﯽ ﺷﻮﻧﺪ و ﺑﺎﻋﺚ ﺷﻨﺎﺳﺎﯾﯽ ﻧﯿﺎزﻫﺎي ﺑﺎزار ﻣﯽ ﺷﻮﻧﺪ و ارزش ﮐﺎﻻ و ﺧﺪﻣﺎت ﺷﺮﮐﺖ را ﺑﻬﺒﻮد ﻣﯽ ﺑﺨﺸﻨﺪ ﺷﺮﮐﺖ ﺑﻪ ﮐﻤﮏ اﯾﻦ ﻗﺎﺑﻠﯿﺖ ﻫﺎ ﻗﺎدر اﺳﺖ ﺗﺎ ﺧﻮد را ﺑﺎ ﺷﺮاﯾﻂ ﻣﺘﻐﯿﺮ ﺑﺎزار ﺗﻄﺒﯿﻖ دﻫﺪ و از ﻓﺮﺻﺖ ﻫﺎي ﺑﺎزار در ﺟﻬﺖ ﻣﻘﺎﺑﻠﻪ ﺑﺎ ﺗﻬﺪﯾﺪﻫﺎي رﻗﺎﺑﺘﯽ اﺳﺘﻔﺎده ﻧﻤﺎﯾﺪ. ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﺗﺤﻘﯿﻖ ﺷﻨﺎﺳﺎﯾﯽ و اوﻟﻮﯾﺖ ﺑﻨﺪي ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﻗﺎﺑﻠﯿﺖ ﺑﺎزارﯾﺎﺑﯽ ﭘﻮﯾﺎ اﺳﺖ. ﺑﺪﯾﻦ ﻣﻨﻈﻮر ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﺗﺼﺎدﻓﯽ ﻃﺒﻘﻪ ﺑﻨﺪي ﺷﺪه، ﻧﻤﻮﻧﻪ اي ﻣﺘﺸﮑﻞ از 384 ﻧﻔﺮ از ﻣﺪﯾﺮان و ﮐﺎرﺷﻨﺎﺳﺎن ﺷﺮﮐﺖ ﺑﯿﻤ اﯾﺮان اﻧﺘﺨﺎب ﻣﯽ ﮔﺮدد. روش ﻣﻮرد اﺳﺘﻔﺎده در اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮاي اوﻟﻮﯾﺖ ﺑﻨﺪي ﻣﻌﯿﺎرﻫﺎ روش ﺗﺤﻠﯿﻞ ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺒﯽ )AHP( اﺳﺖ. ﯾﺎﻓﺘﻪ ﻫﺎي ﺗﺤﻘﯿﻖ ﻧﺸﺎ ن ﻣﯽ دﻫﺪ ﮐﻪ ﻣﺆﻟﻔﻪ ﻫﺎي، اﺣﺴﺎس و درك، ﯾﺎدﮔﯿﺮي، ﭘﯿﮑﺮﺑﻨﺪي ﻣﺠﺪد، ﻫﻤﺎﻫﻨﮓ ﺳﺎزي و ﯾﮑﭙﺎرﭼﮕﯽ ﺑﺮ ﻗﺎﺑﻠﯿﺖ ﭘﻮﯾﺎ ﺗﺄﺛﯿﺮ داﺷﺘﻪ و ﻣﻌﯿﺎر اﺣﺴﺎس و درك ﺑﺎ وزن ﻧﺴﺒﯽ 0/362 از ﻣﯿﺎن ﻋﻨﺎﺻﺮ ﺗﺄﺛﯿﺮﮔﺬار ﺑﺮ ﻗﺎﺑﻠﯿﺖ ﭘﻮﯾﺎ ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮ را دارد و ﻣﺆﻟﻔﻪ ﯾﺎدﮔﯿﺮي ﺑﺎ وزن ﻧﺴﺒﯽ 0/227 در اوﻟﻮﯾﺖ ﺑﻌﺪي ﻗﺮار ﻣﯽ ﮔﯿﺮد. ﭽﻨﯿﻦ، ﻋﻨﺼﺮ ﭘﯿﮑﺮﺑﻨﺪي ﻣﺠﺪد ﺑﺎ وزن ﻧﺴﺒﯽ 0/218 در اوﻟﻮﯾﺖ ﺳﻮم، ﻋﻨﺼﺮ ﯾﮑﭙﺎرﭼﮑﯽ ﺑﺎ وزن ﻧﺴﺒﯽ0/117 در اوﻟﻮﯾﺖ ﭼﻬﺎرم و ﻋﻨﺼﺮ ﻫﻤﺎﻫﻨﮕﯽ ﺑﺎ وزن اﺑﺮ 0/076 در اوﻟﻮﯾﺖ ﭘﻨﺠﻢ ﻣﯽ ﺑﺎﺷﺪ.

Marketing capabilities are integrated and coherent processes designed to apply collective skills, knowledge and resources of the company, which identify the needs of the market and improve the value of the company's goods and services. The company, with the help of these capabilities, is able to adapt itself to changing market conditions. an‎d use market opportunities to deal with competitive threats. The purpose of this research is to identify and prioritize the factors influencing dynamic marketing capability. For this purpose, a sample of 384 managers and experts of Iran Insurance Company is selected using randomly classified sampling. The method used in this research to prioritize criteria is the AHP hierarchical analysis method. Research findings show that components, feelings and perceptions, learning, re-configuring, synchronization and integration have a dynamic effect on dynamic ability, and the criterion of sensation and perception with relative weight of 0.362 is the most influential element in dynamic ability and the component of learning with relative weight 0.227 is in the next priority. Also, the reconfiguration element with a relative weight of 0.218 in the third priority is an integral element with a relative weight of 0.117 in the fourth priority and an element of coordination with a weight of 0.076 in priority fifth.