-آسیب‌شناسی برنامه بازاریابی بانک توسعه صادرات ایران با استفاده از مدل سه‌شاخگی | ||
| مدیریت مهندسی و رایانش نرم | ||
| مقاله 8، دوره 7، شماره 1 - شماره پیاپی 12، فروردین 1400، صفحه 171-188 اصل مقاله (598.15 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22091/jemsc.2016.764 | ||
| نویسندگان | ||
| محمدرضا رحیمی1؛ علی سلماس نیا* 2 | ||
| 1کارشناسی ارشد مدیریت اجرایی، دانشکده مدیریت دانشگاه تهران، تهران، ایران. | ||
| 2استادیار مهندسی صنایع، دانشکده فنی و مهندسی دانشگاه قم، قم، ایران. | ||
| چکیده | ||
| از یک طرفحضور ایران بعنوان عضو ناظر در سازمان تجارت جهانی و از طرف دیگر رشد بانک‌های خصوصی منجر به مواجهه بانک‌های ایران با محیط رقابتی شده‌اند. بقا در چنین محیطی، سازوکارها و استراتژی‌های خاص خود را می‌طلبد. از جمله این ابزارها می‌توان به برنامه بازاریابی جهت رسیدن به یک مزیت رقابتی پایدار اشاره کرد. در این تحقیق بمنظور آسیب‌شناسی برنامه بازاریابی بانک توسعه صادرات ایران از مدل سه‌شاخگی شامل ابعاد ساختاری، زمینه‌ای و محتوایی استفاده می‌شود. در این ارتباط، پرسشنامه‌ای بر اساس الگوی سه‌شاخگی تهیه می‌شود که روایی و پایایی آن به ترتیب از طریق خبرگان و آلفای کرونباخ سنجیده می‌شود. نتایج تحقیق نشان می‌دهد که بانک توسعه صادرات ایران در هر سه مؤلفه وضعیت نامناسبی دارد. | ||
| کلیدواژه‌ها | ||
| آسیب شناسی؛ الگوی سه‌شاخگی؛ بازاریابی؛ بانک توسعه صادرات ایران | ||
| عنوان مقاله [English] | ||
| Pathology of marketing program of the Export Development Bank of Iran using three-ramification model | ||
| نویسندگان [English] | ||
| Moahammadreza Rahimi1؛ Ali Salmasnia2 | ||
| 1MSc. in Executive Management., Faculty of Management, University of Tehran, Tehran, Iran | ||
| 2Assistant Prof., Department of Industrial Engineering, Faculty of Engineering, University of Qom, Qom, Iran | ||
| چکیده [English] | ||
| On one hand the presence of Iran as an observer in the WTO, and on the other hand the development of private banks, encounter the Iranian banks with a much more competitive environment. Survive in such situations requires its own mechanism, tools and strategies. Among these tools, we can mention to a marketing plan to achieve a sustainable ompetitive advantage. In this research, three-ramification model including structural, environmental, and behavioral aspects is used for investigating the pathology of marketing program of Export Development Bank of Iran. In this regard, a questionnaire based on three-ramification model is provided that its validity and stability are evaluated using experts and Cronbach's alpha, respectively. The results show that none of the structural, environmental, and behavioral aspects are not in a suitable situation. | ||
| کلیدواژه‌ها [English] | ||
| marketing, Pathology, Three-ramification model, the export development bank of Iran | ||
| مراجع | ||
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