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تبیین مدل کاربردی بازاریابی محتوایی بانکی با هدف افزایش سهم از بازار | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 15، شماره 29، شهریور 1402، صفحه 407-433 اصل مقاله (835.27 K) | ||
| نوع مقاله: مدیریت کارآفرینی( مدیریت کسب‌وکار، فرایندهای کسب‌وکار، سیاست‌های کارآفرینانه، کارآفرینی سازمانی، اکوسیستم کارآفرینی، فضای کسب‌وکار، مدل‌های کسب‌وکار، چرخه حیات کسب و کارها، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2023.24128.3790 | ||
| نویسندگان | ||
| علیرضا داداشی1؛ علی حمیدی زاده* 2؛ رسول ثانوی فرد3 | ||
| 1دانشجوی دکترا، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران | ||
| 2دانشیار، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران | ||
| 3استادیار، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران | ||
| تاریخ دریافت: 18 مرداد 1401، تاریخ بازنگری: 15 بهمن 1401، تاریخ پذیرش: 25 بهمن 1401 | ||
| چکیده | ||
| با گسترش نقش فناوری در کسب وکارها، مشتریان دیگر مایل به دنبال کردن تبلیغات قدیمی نیستند. بنابراین صاحبان کسب وکار هم باید از شیوه‌های جدیدتر بازاریابی و تبلیغات استفاده کنند. هدف این پژوهش تبیین مدل بازاریابی محتوایی در صنعت بانکداری به عنوان یکی از شیوه‌های نوین بازاریابی است. مدلی که به افزایش سهم بازار در این صنعت کمک کند. در بخش کیفی، ابتدا اطلاعات و یافته‌های پیشین جمع‌آوری شده و کدهایی شناسایی شدندکه در قالب مفاهیم و مقولات جدید دسته‌بندی و مبنای طراحی سوالات و پروتکل مصاحبه شدند. با انجام 13 مصاحبه با خبرگان 7 بانک اشباع نظری حاصل شده است. از مصاحبه‌ها و ادبیات موجود 70 کد و 23 مفهوم مرتبط با موضوع استخراج شده و بر اساس آن مدل مفهومی طراحی گردید. در بخش کمی با رویکرد مدلسازی معادلات ساختاری به اعتبارسنجی مدل ارائه شده پرداخته شده است. ابزار گردآوری داده‌ها در بخش کمی، پرسشنامه‌‌ای بوده که به صورت بسته و با طیف 5 گزینه‌ای لیکرت تهیه شده است. از آنجا که تعداد گویه‌های پرسشنامه 70 گویه بوده، بارعایت قاعده 4 تا 5 برابری تعداد پرسشنامه‌ها نسبت به گویه‌ها، تعداد 319 پرسشنامه در بین کارکنان بانک توزیع و جمع‌آوری شده و در تحلیل مورد استفاده قرار گرفته است. مقولات نهایی مدل شامل طرح‌ریزی محتوا، تولید محتوا، توزیع محتوا، سهم کیفی بازار، سهم کمی بازار و ارزش گذاری است. بر اساس یافته‌های بخش کیفی، مدل طراحی گردیده و در بخش کمی با رویکرد مدلسازی معادلات ساختاری به اعتبارسنجی آن پرداخته شده. تحلیل خروجی پرسشنامه‌ها موید مناسب بودن مدل است. | ||
| کلیدواژه‌ها | ||
| بازار هدف؛ بازاریابی محتوایی؛ سهم از بازار؛ بانکداری | ||
| موضوعات | ||
| مدیریت کارآفرینی | ||
| عنوان مقاله [English] | ||
| Explaining the functional model of banking content marketing to increase the market share | ||
| نویسندگان [English] | ||
| Ali Reza Dadashi1؛ ALI HAMIDIZADEH2؛ Rasool Sanavifard3 | ||
| 1Ph.D Student, Department of Business Management, Qom Branch, Islamic Azad University. Qom, Iran | ||
| 2Associate Professor, Public Administration Department, Management and Accounting Faculty, University of Tehran (Farabi College). Qom, Iran. | ||
| 3Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University. Qom, Iran. | ||
| چکیده [English] | ||
| With the expansion of technology in businesses, customers don’t want to be exposed to extensive traditional advertising. Therefore, businesses should use new advertising and marketing methods. The purpose of this research is to explain the content marketing model in the banking industry that can help increase market share in this industry. In the qualitative part, the available information was collected and codes were identified, which were categorized in the form of new concepts and categories, and it was the basis for designing the questions and the interview protocol. Theoretical saturation has been achieved after 13 interviews with experts of 7 banks. Based on 70 codes related to 23 concepts related to the research topic, the final model has been designed. In the second step, the validation of the presented model has been done with the quantitative approach of structural equation modeling. The tool for collecting data in the quantitative section was a closed-ended questionnaire with a 5-point Likert scale. Because the number of items in the questionnaire was 70items, 319 questionnaires were distributed and collected among bank employees and used in the analysis. The final categories of the model are: content planning, content production, content distribution, qualitative market share, quantitative market share and valuation, based on the findings of the qualitative stage, the model was designed, and in the second stage, equations were modeled with a quantitative approach. It has been structurally validated. The analysis of the output of the questionnaires confirms the appropriateness of the mentioned model. | ||
| کلیدواژه‌ها [English] | ||
| target market, content marketing, market share, banking | ||
| مراجع | ||
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