آسیب‌شناسی برنامه بازاریابی بانک توسعه صادرات ایران با استفاده از مدل سه‌شاخگی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت اجرایی، دانشکده مدیریت دانشگاه تهران، تهران، ایران.

2 استادیار 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


عنوان مقاله [English]

Pathology of marketing program of the Export Development Bank of Iran using three-ramification model

نویسندگان [English]

  • Moahammadreza Rahimi 1
  • Ali Salmasnia 2
1 MSc. in Executive Management., Faculty of Management, University of Tehran, Tehran, Iran
2 Assistant 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
­ Assael, H. (1990). Assael Marketing: Principles & Strategy (The Dryden Press series in marketing), Published by Thomson Learning, ISBN 10: 0030166225 ISBN 13: 9780030166228.

­ Brodeur, M. (2008). The Role of Organizational Diagnosis in Organizational learning, Antioch New England Graduate School, Journal of Counseling and Development, 71(6), 642-650.

­ Bouranta N, Mavridoglou G, Kyriazopoulos P, (2005). The Impact of Internal Marketing to Market Orientation Concept and their Effects to Bank Performance. Operational Research. An International Journal. 5(2) 349-362.

­ Caillet A, (2004). Succeeding as a Corporate Coach Prescient Leaders, and The Six Challenges Facing Today’s Corporate. 1st European ICF Coaching Conference. Prescient Leaders, LLC © 2004.

­ Eslam, Ali Akbar. (2006) “Mrketing Planning: Concepts, Patterns, Structures, Strategies, Expriences, Documents”.Tehran. (In Persian).

­ Falletta, S.V, (2008). HR INTELLIGENCE: ADVANCING PEOPLE RESEARCH AND ANALYTICS. , IHRIM journal, Vol. XII, No.3, pp. 51-65.

­ Ferrel O.C, Dibb S, Simkin L, Pride, W.M, (2005). Marketing: Concepts and Strategies. ISBN-10: 061853203X ISBN-13: 978-0618532032. Publisher: Houghton Mifflin.

­ Joneidi M, Mohebbi F, (2008).  Phathology of heuman resources in medical university of Tehran with the aim of improving, 6th International conference on Management, (in Persian)

­ Kotler P, (2007). Strategic marketing for nonprofit organizations (7th Edition). ISBN-10: 013175372X ISBN-13: 978-0131753723. Publisher: Prentice Hall.

­ Kotler P, Armstrong G, (2013). Principles of Marketing (15th Edition). ISBN-13: 978-0133084047 ISBN-10: 0133084043. Publisher: Prentice Hall.

­ Khanifar H. (2005). “ Providing Local Management Pattern based on Emam Ali’s View Via three- ramification Model”, Organizational Culture Management, 8, 99-112. (In Persian).

­ Lin T.T, Lee C.C, Lin H.C. (2013). Analysis of customer profit contribution for banks with the concept of marketing mix strategy between 4Cs and 5Ps. Serv Bus 7:37–59.

­ Manzini. A.O, (1988) Organizational Diagnosis: A Practical Approach to Company Problem Solving and Growth, Published by AMACOM, American Management Association.

­ McDonald, M (1992). Ten Barriers to Marketing Planning, Journal of Business and Industrial Marketing, 7(1) 5-18.

­ Mirzaee Ahranjani H, (1998). “Analaysis of Effective Factors on Work Ethic & Social Discipline in Organization”, 2th conference on Work Ethic & Social Discipline. 311-326, (in Persian).

­ Mirzaee Ahranjani H, Amiri M, (2002). “A three-dimensional model for analysis of philosophical foundations and infrastructure management theories”, Management Knowledge, 56, 116-128. (In Persian)

­ Mohammadzahdeh A, (2004) “Development Management”, Tehran SAMT Publishers. (In Persian)

­ Rezaian A, (2001) “Manegment Principals”, Tehran SAMT Publisher. (In Persian)

­ Seyyed Javadin S.R, Aghazadeh H, (2004). “Intellectual Maketing Strategy”. Management Knowledge quarte, 65, 116-123. (In Persian)

­ Stanton W.J, Furtrell C, (1992). Fundamentals of marketing. ISBN-10 0070609438 ISBN13: 9780070609433. Publisher: McGraw-Hill Companies

­ Valdani E, Arbore A, (2015). Marketing Strategies, International Encyclopedia of the Social & Behavioral Sciences (Second Edition), 555–558.

­ Vorhies D.W, Orr L.M, Bush V.D, (2011). Improving customer-focused marketing capabilities and firm financial performance via marketing exploration and exploitation, Journal of the Academy of. Marketing Science, 39 (5), 735-756.

Worley, Christopher G., Thomas G. Cummings, (2005) Organization Development & Change, Edition: 8, Illustrated, Revised, Published by Thomson South- Western.

CAPTCHA Image