الگوي آميخته بازاريابي كارآفرينانه در مراحل عمر استارت‌آپ‌هاي الكترونيكي در ايران (مطالعه پديدارشناسانه)

Entrepreneurial Marketing Mix Model In The Life Stages Of E-Startups In Iran (Phenomenological Study)

ﺑﺎزارﯾﺎﺑﯽ ﮐﺎرآﻓﺮﯾﻨﺎﻧﻪ ﺗﻮﺳﻂ اﻓﺮادي ﺷﮑﻞ ﻣﯽﮔﯿﺮد ﮐﻪ ﭼﺎرﭼﻮب-ﻫﺎي ﺳﻨﺘﯽ ﺑﺎزارﯾﺎﺑﯽ را ﻣﺘﻨﺎﺳﺐ ﺑﺎ وﺿﻌﯿﺖ ﺧﺎص ﺷﺮﮐﺖ ﺧﻮد ﺗﻄﺒﯿﻖ ﻣﯽدﻫﻨﺪ و ﺑﻮاﺳﻄﻪ ﻣﺤﺪودﯾﺖ ﻣﻨﺎﺑﻊ در آﻏﺎز ﻓﻌﺎﻟﯿﺖ و در اداﻣﻪ در ﻣﺮاﺣﻞ ﮔﻮﻧﺎﮔﻮن ﻋﻤﺮ ﮐﺴﺐ و ﮐﺎر ﺧﻮد، آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ وﯾﮋهاي را ﺑﻪ ﮐﺎر ﻣﯽﺑﻨﺪﻧﺪ و ﻟﺬا آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﺳﻨﺘﯽ ﭘﺎﺳﺨﮕﻮي آﻧﻬﺎ ﻧﺨﻮاﻫﺪ ﺑﻮد. ﻫﺪف از اﻧﺠﺎم ﭘﮋوﻫﺶ ﺣﺎﺿﺮ اراﺋﻪ اﻟﮕﻮي آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﮐﺎرآﻓﺮﯾﻨﺎﻧﻪ در ﻫﺮ ﯾﮏ از ﻣﺮاﺣﻞ ﻋﻤﺮ اﺳﺘﺎرتآپﻫﺎي اﻟﮑﺘﺮوﻧﯿﮑﯽ در اﯾﺮان و ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﻪ ﭼﺎﻟﺶ ﻓﻮق اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ در ﻗﺎﻟﺐ ﻓﻠﺴﻔﻪ ﭘﺪﯾﺪارﺷﻨﺎﺳﯽ ﺑﻪ ﻋﻨﻮان ﯾﮑﯽ از ﺳﻨﺖﻫﺎي راﯾﺞ ﻋﻘﻼﻧﯽ روشﻫﺎي ﮐﯿﻔﯽ ﮐﻪ ﺑﻪ ﻋﻨﻮان ﯾﮏ روش ﺗﺤﻘﯿﻖ در زﻣﯿﻨﻪ ﮐﺎرآﻓﺮﯾﻨﯽ، ﻣﻄﺮح ﻣﯽﺑﺎﺷﺪ، اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ ﮐﺎرآﻓﺮﯾﻨﺎن اﯾﺮاﻧﯽ ﻓﻌﺎل در ﺣﻮزه اﺳﺘﺎرت آپﻫﺎي اﻟﮑﺘﺮوﻧﯿﮑﯽ ﻫﺴﺘﻨﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﯿﺎز ﺑﻪ وﺟﻮد ﭼﻨﺪ وﯾﮋﮔﯽ ﺿﺮوري در ﻣﯿﺎن اﻋﻀﺎي ﻧﻤﻮﻧﻪ، از روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻫﺪﻓﻤﻨﺪ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. روش ﮔﺮدآوري اﻃﻼﻋﺎت در اﯾﻦ ﭘﮋوﻫﺶ ﻣﺼﺎﺣﺒﻪ ﻋﻤﯿﻖ ﺑﻮده و ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ اﻃﻼﻋﺎت ﻧﯿﺰ ﺗﻮﺳﻂ روش ﻫﻔﺖ ﻣﺮﺣﻠﻪاي ﮐﻼﯾﺰي ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ در راﺑﻄﻪ ﺑﺎ ﭼﮕﻮﻧﮕﯽ اﻟﮕﻮي آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﮐﺎرآﻓﺮﯾﻨﺎﻧﻪ، ﻣﺸﺎﻫﺪه ﮔﺮدﯾﺪ ﮐﻪ در ﻣﺮﺣﻠﻪ ﺟﻨﯿﻨﯽ، ﮐﻮدﮐﯽ، رﺷﺪ و ﺑﻠﻮغ ﭼﻬﺎر ﻣﻘﻮﻟﻪ ﻣﺤﺼﻮل، ﻗﯿﻤﺖﮔﺬاري، ﺗﺮوﯾﺞ و ﺗﮑﻨﻮﻟﻮژي ﺑﺎ ﻣﻔﺎﻫﯿﻢ ﻣﺘﻐﯿﺮي ﺷﮑﻞ دﻫﻨﺪه ﻣﻀﻤﻮن آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﻫﺴﺘﻨﺪ.

Entrepreneurial marketing is formed by people who adapt traditional marketing frameworks to the specific situation of their company and due to limited resources at the beginning of the activity and then at different stages of their business life, a special marketing mix. an‎d therefore the traditional marketing mix will not work for them. The purpose of this study is to provide a mixed model of entrepreneurial marketing in each stage of the life of electronic startups in Iran and meet the above challenge. The present study has been conducted in the form of phenomenological philosophy as one of the common rational traditions of qualitative methods, which is considered as a research method in the field of entrepreneurship. The statistical population of this study is Iranian entrepreneurs active in the field of electronic startups. Due to the need for some essential features among the sample members, purposive sampling method has been used. The method of data collection in this study was in-depth interview and data analysis was performed by the seven-step method of Klaizi. According to the research results on how the entrepreneurial marketing mix pattern is, it was observed that in the embryonic stage, childhood, growth and maturity, the four categories of product, pricing, promotion and technology with variable concepts form the theme of the marketing mix.