مدل سازي عوامل موثر در انتخاب كانال توزيع توسط شركت

Modeling the effective determinants in selecting marketing distribution channels by firms

ﻫﺪف اﺻﻠﯽ اﯾﻦ ﻣﻘﺎﻟﻪ ﻃﺮاﺣﯽ ﻣﺪل اﻧﺘﺨﺎب ﮐﺎﻧﺎل ﺗﻮزﯾﻊ ﺑﻪ ﮐﻤﮏ ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﻣﻮﺛﺮ در آن اﺳﺖ. ﮐﺎﻧﺎل ﺗﻮزﯾﻊ درﺑﺮ ﮔﯿﺮﻧﺪه ﮐﻠﯿﻪ ﻓﻌﺎﻟﯿﺖ ﻫﺎﯾﯽ اﺳﺖ ﮐﻪ ﻣﺮﺑﻮط ﺑﻪ اﻧﺘﻘﺎل ﮐﺎﻻﻫﺎي اﻗﺘﺼﺎدي ﺑﯿﻦ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن و ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن اﺳﺖ. اﯾﻦ ﺷﺎﻣﻞ آﻣﺎدﮔﯽ ﻫﻤﺎﻫﻨﮓ ﺷﺪه ﮐﺎﻻﻫﺎي ﺗﻮﻟﯿﺪ ﺷﺪه ﻃﺒﻖ ﻧﻮع و ﺣﺠﻢ آﻧﻬﺎ، ﻓﻀﺎ و زﻣﺎن اﺳﺖ. ﺑﻪ ﻧﺤﻮي ﮐﻪ ﺣﺪاﮐﺜﺮ زﻣﺎن ﺗﺎﻣﯿﻦ ﮐﺎﻻ را ﭘﻮﺷﺶ دﻫﺪ ﯾﺎ ﺗﻘﺎﺿﺎي ﭘﯿﺶ ﺑﯿﻨﯽ ﺷﺪه ﺑﻪ ﺻﻮرت ﮐﺎرا ارﺿﺎ ﮔﺮدد. ﺑﯿﺸﺘﺮ ﻣﻔﻬﻮم ﺳﺎزي ﻫﺎي اﺧﯿﺮ ﺑﺮاي ﺗﻮﺻﯿﻒ ﻋﻮاﻣﻞ ﻣﻮﺛﺮ در اﻧﺘﺨﺎب ﮐﺎﻧﺎل ﺗﻮزﯾﻊ ﺗﻮﺳﻂ ﻣﺸﺘﺮي و ﯾﺎ ﻣﺼﺮف ﮐﻨﻨﺪه ﺑﻮده اﺳﺖ. ﻋﻠﯽ رﻏﻢ ﮐﺎرﮐﺮد ﻣﻬﻢ ﮐﺎﻧﺎل ﺗﻮزﯾﻊ در ﺷﺮﮐﺖ ﻫﺎ، ﺗﺎﮐﻨﻮن ﯾﮏ ﺑﺮرﺳﯽ ﺳﯿﺴﺘﻤﺎﺗﯿﮏ و آﮐﺎدﻣﯿﮏ در ﺧﺼﻮص اﯾﻨﮑﻪ ﭼﻪ ﻋﻮاﻣﻠﯽ در اﻧﺘﺨﺎب ﮐﺎﻧﺎل ﺗﻮزﯾﻊ ﺗﻮﺳﻂ ﺷﺮﮐﺖ ﻫﺎ دﺧﯿﻞ ﻫﺴﺘﻨﺪ ﺻﻮرت ﻧﭙﺬﯾﺮﻓﺘﻪ اﺳﺖ. ﻟﺬا ﺑﻪ ﻣﻨﻈﻮر رﻓﻊ ﺧﻼء ﻣﻮﺟﻮد در ادﺑﯿﺎت، ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﻇﺮ اراﺋﻪ ﯾﮏ ﻣﺪل ﺑﺮاي ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﺗﺎﺛﯿﺮﮔﺬار در اﻧﺘﺨﺎب ﮐﺎﻧﺎل ﺗﻮزﯾﻊ ﺗﻮﺳﻂ ﺷﺮﮐﺖ و ﭘﯿﺶ آﻣﺪﻫﺎي آن اﺳﺖ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻫﺪف ﺗﺤﻘﯿﻖ، اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻧﻮع ﻧﺘﺎﯾﺞ ﺑﻨﯿﺎدﯾﻦ اﺳﺖ. داده ﻫﺎي ﻣﻮرد ﺗﺤﻠﯿﻞ، داده ﻫﺎي ﺛﺎﻧﻮﯾﻪ ﻣﻮﺟﻮد در زﻣﯿﻨﻪ ﻣﻮﺿﻮع ﻣﯽ ﺑﺎﺷﺪ. ﺑﺮاي ﺗﺤﻠﯿﻞ داده ﻫﺎ از روش ﺗﺤﻠﯿﻞ ﮐﯿﻔﯽ داده ﺑﻨﯿﺎد و اﺻﻮل ﻣﺮﺗﺒﻂ ﺑﺎ آن اﺳﺘﻔﺎده ﮔﺮدﯾﺪ ﺗﺎ داده ﻫﺎي ﺛﺎﻧﻮﯾﻪ ﺟﻤﻊ آوري ﺷﺪه ﺗﻔﺴﯿﺮ و ﺧﻮد ﭘﺪﯾﺪه، ﺷﻨﺎﺳﺎﯾﯽ و ﺗﺒﯿﯿﻦ ﺷﻮﻧﺪ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﺑﻪ اراﺋﻪ ﻋﻮاﻣﻞ ﺧﺮد و ﮐﻼن ﺗﺎﺛﯿﺮﮔﺬار در اﻧﺘﺨﺎب ﮐﺎﻧﺎل ﺗﻮﺳﻂ ﺷﺮﮐﺖ ﻫﺎ ﻣﯽ ﭘﺮدازد.

The main goal of this study is to designing a model of selecting distribution channel by the realization of effective elements. Distribution channel encompasses all the activities relate to transition of economic goods among manufacturers and consumers. This includes cooperation of manufactured goods according to their types and volume, space and time to cover the maximum time needed to supply goods or predicted demand in efficient manner. All the recent concepts are to describe effective elements in selecting channels by customers or consumers. Despite the importance of distribution channel functions in firms, it does not exist academic and systematic investigations in the determinant evolving in channel selection by them. So, in order to solve this problem, the study aims to present a model to recognize these determinant and their consequences. According to this, the research is fundamental. The analyzed data are existed secondary data in the context. In order to analyze data, we used database qualified analysis and its principles and the gathered data were interpreted and defined. The results show the macro and micro elements that are crucial in selecting channels by firms.