تأثير ﺑﺮﻧﺪﺳﺎزى در ﮔﺴﺘﺮش ﺑﺎزارﻳﺎبي و ﺻﺎدرات محصولات ﺷﺮﻛﺖ‌هاي داﻧﺶ بنيان در ﺑﺎزار ﻛﺸﻮرهاي همسايه (مورد مطالعه: مشتريان ﺷﺮﻛﺖ‌هاي داﻧﺶ بنيان ﭘﺎرك ﻋﻠﻢ و ﻓﻨﺎورى مازندران)

The Effect of Branding on Marketing and Export of Knowledge Companies Products (Case Study: Companies under Mazandaran Science and Technology Park)

ﺗﺎﻛﻨﻮن در راﺑﻄﻪ ﺑﺎ ﭘﺎرك‌هاي ﻋﻠﻢ و ﻓﻨﺎورى تحقيقاتي ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ، اﻣﺎ در زمينه ﻋﻮاﻣﻞ مؤثر ﺑﺮ ارزش وﻳﮋه ﺑﺮﻧﺪ در ﺷﺮﻛﺖ‌هاي داﻧﺶ بنيان تحقيقاتي دﻳﺪه نمي‌ﺷﻮد. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﻳﻦ ﻣﻮﺿﻮع ﻛﻪ ﺗﻮاﻧﺎيي اراﺋﻪ ﻣﺤﺼﻮﻻت ﻓﻨﺎوراﻧﻪ و ﻧﻮآوراﻧﻪ ﻋﺎﻣﻞ موفقيت ﺷﺮﻛﺖ‌ها در محيط ﺑﻪ ﺷﺪت ﭘﻮﻳﺎ مي‌ﺑﺎﺷﺪ، صاحب‌نظران داﻧﺶ ﺑﺎزارﻳﺎبي در كسب‌وكارهاي داﻧﺶ بنيان را ﺑﻪ ﻋﻨﻮان ﻣﺒﻨﺎ و اﺳﺎس ﻣﺰﻳﺖ رﻗﺎبتي ﭘﺎﻳﺪار ﻣﻄﺮح ﻛﺮده‌اند. از اﻳﻦ رو، هدف اصلي اﻳﻦ ﻣﻘﺎﻟﻪ بررسي تأثير ﺑﺮﻧﺪﺳﺎزى در ﮔﺴﺘﺮش ﺑﺎزارﻳﺎبي و ﺻﺎدرات ﺷﺮﻛﺖ‌هاي داﻧﺶ بنيان در ﺑﺎزار ﻛﺸﻮرهاي همسايه اﺳﺖ. همچنين داده‌ها بوسيله پرسش‌نامه از مشتريان ﺷﺮﻛﺖ‌هاي داﻧﺶ بنيان واﻗﻊ در ﭘﺎرك ﻋﻠﻢ و ﻓﻨﺎورى مازندران جمع‌آوري ﮔﺮدﻳﺪ. در اﻳﻦ پژوهش از نرم‌افزارهاي Spss20 ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎرى و Smart pls2 براي ﺑﺮرسي روايي و ﭘﺎﻳﺎيي متغيرهاي پژوهش اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﻳﺞ اﻳﻦ پژوهش ﻧﺸﺎن مي‌دهد ﻛﻪ رهبري با اﺳﺘﺮاﺗﮋى ﺑﺎزارﻳﺎبي، رهبري با زﻳﺮ ﺳﺎﺧﺖ، زﻳﺮ ﺳﺎﺧﺖ ﺑﺎزارﻳﺎبي با آميخته ﺑﺎزارﻳﺎبي، آميخته ﺑﺎزارﻳﺎبي با ارزش وﻳﮋه ﺑﺮﻧﺪ، تحليل و درك ﺑﺎزار با اﺳﺘﺮاﺗﮋى ﺑﺎزارﻳﺎبي و زﻳﺮ ﺳﺎﺧﺖ با تحليل و درك ﺑﺎزار راﺑﻄﻪ ﻣﺜﺒﺖ و معني‌دارى دارﻧﺪ. اﻣﺎ رهبري ﺑﺮ ﺗﺤﻠﻴﻞ و درك ﺑﺎزار، تحليل و درك ﺑﺎزار با آميخته ﺑﺎزارﻳﺎبي و اﺳﺘﺮاﺗﮋى ﺑﺎزارﻳﺎبي با آميخته ﺑﺎزارﻳﺎبي راﺑﻄﻪ ﻣﺜﺒﺖ و ﻣﻌﻨﺎدار ﻧﺪارﻧﺪ. يافته‌هاي اين مطالعه داراي كاربردهاي عملي براي افزايش ارزش ويژه برند از طريق تقويت الگوهاي بازاريابي رابطه‌مند است.

So far, there has been much research in the fields of science and research technology, but there is no research found on the determinants of brand equity in knowledge firms. Considering that the ability to provide technological and innovative products is the key to the success of firms in a highly dynamic environment, Experts have developed the knowledge of marketing in knowledge businesses as the basis for sustainable competitive advantage. Therefore, the main objective of this paper is to explore the effect of branding in the development of marketing and exporting knowledge companies' products to the neighboring countries' markets. Data were collected by questionnaire from customers of knowledge firms based on Mazandaran science and science parks. As the research methodology, SPSS20 software has been used for structural equations and Smart PLS2 to evaluate the validity and reliability of the research variables. The results show that there are positive and significant relationships among leadership with marketing strategy, leadership with the marketing mix, marketing mix with marketing strategy, marketing strategy with market analysis and perception. However, leadership has not positive and significant relationship with the marketing mix, market perception with the marketing mix, and marketing strategy with the marketing mix. Findings of this study have practical applications to increase brand equity by strengthening relationship marketing patterns.