ﻃﺮاﺣﯽ ﻣﺪل ﻋﻮاﻣﻞ اﺛﺮﮔﺬار ﺑﺮ اﺟﺮاي اﺳﺘﺮاﺗﮋي ﺑﺎزارﯾﺎﺑﯽ در ﺑﺎﻧﮏﻫﺎي ﺗﺠﺎري

Designing a model of factors affecting the implementation of marketing strategy in commercial banks

ﻫﺪف: اﺟﺮاي درﺳﺖ اﺳﺘﺮاﺗﮋي ﺑﻪﻋﻨﻮان ﯾﮑﯽ از ﺗﻮاﻧﻤﻨﺪيﻫﺎي ﮐﻠﯿﺪي ﺳﺎزﻣﺎنﻫﺎ در راﺳﺘﺎي ﺗﺤﻘﻖ اﻫﺪاف ﺗﻌﯿﯿﻦﺷﺪه، ﺷﻨﺎﺧﺘﻪ ﻣﯽﺷﻮد. اﯾﻦ در ﺣﺎﻟﯽ اﺳﺖ ﮐﻪ ﺑﺴﯿﺎري از ﺳﺎزﻣﺎنﻫﺎ ﺑﻪ دﻟﯿﻞ ﻓﻘﺪان ﺑﺮﺧﻮرداري از ﻓﺮاﯾﻨﺪ ﻣﻨﺎﺳﺐ اﺟﺮاي اﺳﺘﺮاﺗﮋيﻫﺎي ﺗﺪوﯾﻦﺷﺪه، از ﺗﻮاﻧﺎﯾﯽ ﮐﺎﻓﯽ ﺟﻬﺖ دﺳﺘﯿﺎﺑﯽ ﺑﻪ اﻫﺪاف ﺧﻮد ﺑﺮﺧﻮردار ﻧﯿﺴﺘﻨﺪ. از ﻫﻤﯿﻦ روي ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎﻫﺪف اراﺋﻪ ﻣﺪل اﺟﺮاي اﺳﺘﺮاﺗﮋي ﺑﺎزارﯾﺎﺑﯽ در ﺳﺎزﻣﺎنﻫﺎي ﺧﺪﻣﺎﺗﯽ ﺗﺠﺎري و ﺑﻪﻃﻮر ﻣﺸﺨﺺ ﺑﺎﻧﮏﻫﺎي ﺗﺠﺎري اﻧﺠﺎمﺷﺪه اﺳﺖ. روش: اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ ﻟﺤﺎظ ﻫﺪف، ﮐﺎرﺑﺮدي؛ از ﻣﻨﻈﺮ ﻣﯿﺰان ﻧﻈﺎرت و درﺟﻪ ﮐﻨﺘﺮل، ﻣﯿﺪاﻧﯽ و از ﺣﯿﺚ ﭼﮕﻮﻧﮕﯽ ﺗﺤﻠﯿﻞ دادهﻫﺎ، از اﻧﻮاع ﺗﻮﺻﯿﻔﯽ اﺳﺖ. روﯾﮑﺮد ﺣﺎﮐﻢ ﺑﺮ اﯾﻦ ﭘﮋوﻫﺶ، ﮐﯿﻔﯽ و روش اﻧﺠﺎم آن، ﻓﻦ دﻟﻔﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ ﺧﺒﺮﮔﺎن ﺻﺎﺣﺐﻧﻈﺮ در ﺑﺎﻧﮏﻫﺎي ﺗﺠﺎري اﺳﺘﺎن ﺑﻮﺷﻬﺮ ﺑﻮدﻧﺪ ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از روش ﻫﺪاﯾﺖﺷﺪه، ﻧﻤﻮﻧﻪﮔﯿﺮي ﺷﺪﻧﺪ. اﺑﺰار ﮔﺮدآوري دادهﻫﺎ در اﯾﻦ ﭘﮋوﻫﺶ ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ و ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺖ. ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از ﺗﺤﻘﯿﻖ ﺑﯿﺎﻧﮕﺮ ﺗﺄﺛﯿﺮﮔﺬاري 13 ﻋﺎﻣﻞ واﺑﺴﺘﻪ ﺑﻪ ﻣﺤﯿﻂﻫﺎي داﺧﻠﯽ و ﺧﺎرﺟﯽ ﻣﺘﺸﮑﻞ از ﺳﻪ دﺳﺘﻪ ﻋﻮاﻣﻞ، ﺷﺎﻣﻞ دودﺳﺘﻪ ﻋﻮاﻣﻞ داﺧﻠﯽ و ﯾﮏ دﺳﺘﻪ ﻋﻮاﻣﻞ ﻣﺤﯿﻂ ﺧﺎرﺟﯽ ﺑﺮ اﺟﺮاي ﻣﻮﻓﻖ و درﺳﺖ اﺳﺘﺮاﺗﮋي ﺑﺎزارﯾﺎﺑﯽ در ﺑﺎﻧﮏﻫﺎي ﺗﺠﺎري اﺳﺖ. ﻧﺘﯿﺠﻪ: ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ اﺟﺮاي اﺳﺘﺮاﺗﮋي ﺑﺎزارﯾﺎﺑﯽ ﺷﺎﻣﻞ: 1- ﻧﺮماﻓﺰارﻫﺎي درون ﺳﯿﺴﺘﻢ )ﺷﺎﻣﻞ رﯾﺴﮏﭘﺬﯾﺮي ﻣﺪﯾﺮﯾﺖ ﻋﺎﻟﯽ؛ رواﺑﻂ ﺑﯿﻦ ﺑﺨﺸﯽ؛ ﺗﻌﻬﺪ ﻣﺪﯾﺮﯾﺖ ﻋﺎﻟﯽ؛ داﻧﺶ اﺟﺮاي اﺳﺘﺮاﺗﮋي؛ ﺗﺎﮐﺘﯿﮏ رﻫﺒﺮي؛ ﻫﻤﺴﻮﯾﯽ ﻣﻨﺎﻓﻊ ﮐﺎرﮐﻨﺎن و ﺳﺎزﻣﺎن؛ ﺑﺮﻧﺎﻣﻪرﯾﺰي؛ ﻫﻤﺎﻫﻨﮕﯽ ﺳﺎزﻣﺎﻧﯽ؛ ﻓﺮﻫﻨﮓﺳﺎزﻣﺎﻧﯽ(، 2- ﻋﻮاﻣﻞ ﺳﺨﺖاﻓﺰاري درون ﺳﺎزﻣﺎن )ﺷﺎﻣﻞ ﻓﻨّﺎوري و ﺳﺎﺧﺘﺎر ﺳﺎزﻣﺎﻧﯽ( و 3 - ﻋﻮاﻣﻞ ﻣﺤﯿﻄﯽ ﺧﺎرﺟﯽ )ﺷﺎﻣﻞ اﻃﻼﻋﺎت ﻣﺤﯿﻄﯽ و ﻗﻮاﻧﯿﻦ و ﻣﻘﺮرات دوﻟﺘﯽ هستند

Objective: Proper implementation of the strategy is recognized as one of the key capabilities of organizations in order to achieve the set goals. However, many organizations do not have enough ability to achieve their goals due to the lack of a proper process for implementing the developed strategies. The present study aimed to provide a model for implementing marketing strategy in commercial service organizations and specifically commercial banks. Method: This research is applied in terms of purpose; In terms of monitoring and control, it is a field and in terms of how to analyze the data, it is a descriptive type. The approach of this research is qualitative and the method of doing it is Delphi technique. The statistical population of this study consists of experts in commercial banks of Bushehr province who have been sampled using the guided method. Data collection tools are semi-structured in-depth interviews and questionnaires. Findings: The results show that 13 internal and external environmental factors consisting of two categories of internal factors and one group of external environmental factors on the correct implementation of marketing strategy in commercial banks. Outcome: Factors affecting the implementation of marketing strategy include: 1- In-system software (including risk management, top management; cross-sectoral relationships; top management commitment; strategy implementation knowledge; leadership tactics; employee and organization interests alignment; planning; organizational coordination ; Organizational culture), 2- hardware factors within the organization (including technology and organizational structure) and 3- external environmental factors (including environmental information and government laws and regulations).