اولویت‌بندی استراتژی‌های بازاریابی شرکت صنایع لبنی پگاه آذربایجان‌شرقی: کاربرد رهیافت‌های دیماتل و ویکور

نوع مقاله : مقالات پژوهشی

نویسندگان

دانشگاه تبریز

چکیده

انتخاب استراتژی مناسب بازاریابی یکی از مهمترین مسائل در شرکت‌ها به‌خصوص شرکت‌های صنایع غذایی می‌باشد. هدف از انجام تحقیق حاضر، اولویت‌بندی استراتژی‌های بازاریابی شرکت صنایع لبنی پگاه آذربایجان شرقی است که در راستای این هدف، مهم‌ترین معیارها برای انتخاب استراتژی بازاریابی نیز شناسایی شدند. به هر حال با توجه به این‌که معیارهای متعدد کمی و کیفی مانند انطباق با اصول بهداشتی و زیست‌محیطی، ریسک، اقتصادی– تجاری، رضایتمندی مشتری، داشتن مزیت رقابتی، نوآوری و همسویی با بازار و همسویی با فرآیند داخلی شرکت بر روی انتخاب یک استراتژی بازاریابی مناسب تأثیرگذارند و اغلب دارای وابستگی درونی نیز هستند، استفاده از ابزارهایی که بتواند روابط شبکه‌ای را مدل‌سازی نماید می‌تواند مفید باشد. بنابراین الگوی ترکیبی براساس فرآیند تحلیل سلسله مراتبی، دیماتل و ویکور برای اولویت‌بندی استراتژی بازاریابی پیشنهاد شده است. برای این منظور، در ابتدا وزن معیارها به کمک روش تحلیل سلسله مراتبی محاسبه شد. سپس روش دیماتل با توجه به وابستگی متقابل در معیارها، اهمیت وزن معیارها را اصلاح نمود. در نهایت روشویکور برای اولویت‌بندی استراتژی‌ها استفاده گردید. نتایج نشان می‌دهند که معیار انطباق با اصول بهداشتی و زیست محیطی بااهمیت‌ترین معیار در انتخاب استراتژی بازاریابی این شرکت است. همچنین معیارهای ریسک، اقتصادی– تجاری و نوآوری و همسویی با بازار «معیارهایی علّی» محسوب می‌شوند و در بین آن‌ها، معیار «اقتصادی– تجاری» بیشترین تأثیر را بر معیارهای دیگر دارد. در حالی‌که معیارهای انطباق با اصول بهداشتی و زیست محیطی، رضایتمندی مشتری، داشتن مزیت رقابتی و همسویی با فرآیند داخلی شرکت «معیارهایی معلولی» هستند. همچنین نتایج حاکی از آن است که استراتژی‌های تنوع و تمرکز اولویت اول را برای شرکت پگاه آذربایجان‌شرقی دارند.

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