پیوندهای مفید
آمار
| تعداد نشریات | 30 |
| تعداد شماره‌ها | 467 |
| تعداد مقالات | 4,519 |
| تعداد مشاهده مقاله | 7,144,857 |
| تعداد دریافت فایل اصل مقاله | 5,334,668 |
بخش بندی چند معیاره بازار برای مشتریان عمده یک شرکت فولاد سازی در ایران با استفاده ازعناصر ارزش پیشنهادی | ||
| پژوهشنامه مدیریت اجرایی | ||
| مقاله 4، دوره 7، شماره 13، خرداد 1394، صفحه 5-5 اصل مقاله (460.38 K) | ||
| نویسندگان | ||
| زهرا یاوری1؛ بهرام رنجبریان* 2؛ سعیده کتابی2 | ||
| 1دانشجوی دکتری دانشگاه اصفهان | ||
| 2استاد دانشکده علوم اداری و اقتصاد-دانشگاه اصفهان | ||
| تاریخ دریافت: 25 بهمن 1393، تاریخ بازنگری: 23 خرداد 1394، تاریخ پذیرش: 21 شهریور 1394 | ||
| چکیده | ||
| استراتژی بازار انبوه، معمولا دریک بازار رقابتی شانس کمتری برای موفقیت دارد. با بخشبندی یک بازار ناهمگن به تعدادی بازار کوچکترو همگن می توان انتظار داشت که منابع به روشی کاراتر استفاده شود. هدف این مطالعه مدلسازی ریاضی بخشبندی بازار یک شرکت فولاد سازی در ایران با استفاده از عناصر ارزش پیشنهادی شرکت است.داده های مورد استفاده، عناصر ارزش پیشنهادی شرکت است که شامل ارائه محصولات با کیفیت مطلوب، تحویل به موقع، ارائه اطلاعات فنی و تجاری، توسعه سبد محصولات، ارائه محصولات با قیمت و شرایط پرداخت رقابتی و تامین پایدار نیاز مشتری می باشد.مدل مذکور جهت تحلیل داده های 129 مشتری عمده شرکت به کار گرفته شده است. این مدل با نرم افزار GAMS حل گردیده و تعداد بخش بهینه برابر 9 به دست آمده است. در این پژوهش، علاوه بر مقایسه نتایج حاصله با روشهایی مثل کی مینز و شبکه ها ی عصبی، بدلیل چند معیاره بودن ماهیت بخشبندی صورت گرفته، تحلیل ممیزی داده ها، یعد از بخشبندی انجام شده است و درصد موفقیت قاعده رده بندی برابر با 95/3 % بدست آمده است و همچنین معیار شباهت برای تعلق هر مشتری جدید احتمالی محاسبه گردیده است. | ||
| کلیدواژه‌ها | ||
| بخش بندی بازار؛ بازار صنعتی؛ مبناهای بخش بندی؛ ارزش پیشنهادی؛ تحلیل ممیزی | ||
| عنوان مقاله [English] | ||
| Multi-attribute market segmentation for the major customers of an Iranian steel-making company using value proposition elements | ||
| نویسندگان [English] | ||
| Zahra Yavari1؛ | ||
| چکیده [English] | ||
| The Mass market strategy does not have a big chance for success in a competitive market. Therefore, by segmenting a heterogeneous market into some smaller and homogenous markets in which customers have similar characteristics, it is expected that the resources can be more efficiently utilized for meeting the needs of customers. The purpose of this study was mathematical modelling of market segmentation of an Iranian steel-making company using value proposition elements of the company for the customers. The model that mentioned above was used for the analysis of data related to six value proposition elements from 129 major customers of the company. This model was solved using the GAMS software and the number of optimized segments was 9. In this study, the results obtained were compared with those achieved by the conventional segmentation methods such as K-means and self-organized neural networks and two-step clustering. Further, for the validation of the mathematical model used, due to the multi-attribute nature of the segmentation done, discriminant analysis of research data was done after segmentation and the success percentage of the ranking rule was found to be 95.3 %. Also, the similarity criterion was computed for each potential new customer to show which group the new customer belonged. | ||
| کلیدواژه‌ها [English] | ||
| Market Segmentation, Industrial Market, Segmentation Bases, Value Proposition, Discriminant Analysis | ||
| مراجع | ||
|
-Ahmadi, P., Azar, A. and Samsami, F. (2011) ‘Market segmentation with neural network approach (case study : pharmaceutical market in Iran)’, Business Management, Vol. 2, No. 6, pp.1-20 (In Persian).
-Alkskog, F., Andersson, N. and Jeppsson, K.(2002) ‘Requirements on variables within industrial segmentation’. Master thesis no 56/2002. Department of Business Administration, Lund University.pp.11-12 [online] http:// www.Lund university.lu.se (accessed 6 January 2012).
-Choo, H.J, Moon,H., Kim, H. and Yooh, N.(2012) ‘Luxury customer value’,Journal of Fashion Marketing and management: An International Journal, Vol. 16, No. 1,pp. 81-101.-de Wildt-Liesveld, R., Regeer, B., van Amstel-van Saane, M. and Bunders, J. (2013) ‘Triple P value propositions – from a value trade-off to synergy’, InterdisciplinaryEnvironmental Review, Vol. 14, Nos. 3/4, pp.194–210.-Dibb, S. and Simkin, L. (2012) Market segmentation in practic,Traslated by Birami M.H.1st. ed., Industrial Management Organization Press, Tehran(in Persian) - Faraone, M. F., Gorgoglione,M., Palmisano,C. and Panniello,U.(2012) ‘Using context to improve the effectiveness of segmentation and targeting in e-commerce’,Expert Systems with Application, Vol. 39, No. 9, pp. 8439-8451.-Floh,A., Zauner,A., Koller, M.and Rusch,T.(2014) ‘Customer segmentation using unobserved heterogeneity in the perceived-value-loyalty-intentions link’,Journal of Business Research, Vol. 67, No. 5,pp.974-982.-Frank,B., Abulaiti, G.and Enkawa,T.(2014) ‘Regional differences in consumer preference structures within China,Journal of Retailing and Consumer Services, Vol. 21, No. 2, pp. 203-210.-Frow,P. and payne, A.(2011) ‘A stakeholder perspective of the value proposition concept’,European Journal of Marketing, Vol.45,Nos. 1/2, pp. 223-240.-Geraerdts,R.(2012) ‘Customer value creation: A journey in the search of excellence’,Industrial Marketing Management, Vol.41, No.1, pp. 11-12.-Han,S., Ye,Y., Fu, X.and Chen, Z.(2014) ‘Category role aided market segmentation approach to convenience store chain category management’,Decision Support Systems, Vol. 57,No. 1, pp. 296-308.
-Hong, T. and Kim, E.(2012) ‘Segmenting customers in online stores based on factors that affect the customer's intention to purchase’,Expert Systems with Application, Vol. 39, No. 2, pp. 2127-2131.
-Kheradmandnia, M. and Bahrami, M. (2015) Multivariate statistical data analysis, 2nded., Adabe Emrooz Press, Isfahan(in persian).
-Kiang, M.Y., Hu,M.Y. and Fisher, D.M. (2006) ‘ An extended self- organizing map network for market segmentation-A telecommunication example’,Decision Support Systems. Vol. 42, No.1, pp. 36-47.
-Komulainen, H. andTapio, J. (2013) ‘Exploring value co-creation in the emerging businessservice context’, Int. J. Services and Operations Management, Vol. 14, No. 4,pp.399–420.
-Lindic,J. and Silva C.M. (2011) ‘Value proposition as a catalyst for a customer focused innovation’,Management Decision, Vol.49, No. 10, pp.1694- 1708.
-Liu, Y.(2007) Multicriterion market segmentation: A unified model, implementation and evaluation, A dissertation submitted to the faculty of the Committee of Business Administration. The university of Arizona, Arizona.
-Mortazavi, S., Asemandarreh, Y., Najafi Syahrudi, M. and Alavi, S.M. (2012) ‘Segmentation of mobile telephone market on the basis of benefit expected by the customers, Business Management, Vol. 3, No. 8, pp.115-132(in persian).
-Munnuka,J. and Jarvi,P. (2012) ‘The price-category effect and the formation of customervalue of high-tech products’, Journal of Customer marketing, Vol.29,No. 4, pp. 293-301.
-Ng,I., Parry, G., Smith, L., Maull,R. and Briscoe, G.(2012) ‘Transitioning from a good-dominant to a service-dominant logic,Visualising the value proposition of Rolls-Royce’, Journal of Service Management,Vol.23, No. 3, PP.416-439.
-Payne, A. and Frow, P.(2014) ‘Deconstructing the value proposition of an innovation exemplar’, European Journal of Marketing, Vol. 48, Nos. 1/2, pp. 237-270.
-Reid,P.D. and Bojanic, D.C.(2006)Hospitality marketing management, 4th ed., John Wiley & Sons, Inc.,New Jersey
-Sobral, M.F., Costa, A.P.C.S. and Filho,A.T.A.(2010) ‘Multi-criteria model for classifying clients of companies distributing liquefied petroleum Gas’, Brazilian Journal of Operation & Production Management, Vol.7, No. 1,pp. 53-75.
-Steenkamp, J-B.E.M. and Hofstede, F.T.(2002) ‘International market segmentation : Issue and perspectives’,International Journal of Research in Marketing, No.19, No. 3, pp. 185-213.
-Tansley, C., Huang, J. and Foster, C.(2013) ‘Identity ambiguity and the promises and practices of hybrid e-HRM project team’, Journal of Strategic Information Systems, Vol. 22, No. 3, pp.208-224.
-Verhoef, P.C.and Lemom,K.N.(2013)’Successful customer value management: Key lesson, and emerging trends’,European Management Journal, Vol.31, pp. 1-15.
-Vinodh,S., Patil, A.Sai Balagi, T.S. and Sundara Natarajan, P. (2014) ‘AHP-PROMETHEE integrated approach for agile concept selection’, Int. J. Services and OperationsManagement, Vol. 18, No. 4, pp.449–467.
-Walters, D. andBhattacharjya, J. (2013) ‘Aligning marketing and operations for more effective and efficient ‘total operations’’, Int. J. Logistics Economics and Globalisation, Vol. 5, No. 2, pp.94–107.
-Yavari, Z., Ranjbarian, B.and Ketabi, S. (in press) ‘Ranking value proposition elements of an Iranian steel-making company using a multi-attribute decision-making model’, Int. J.Services and Operations Management, [online] http://www.inderscience. com/info /ingeneral/forthcoming.php?jcode=ijsom(accessed12 February 2015). | ||
|
آمار تعداد مشاهده مقاله: 4,915 تعداد دریافت فایل اصل مقاله: 3,809 |
||