پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 941 |
| تعداد مقالات | 7,773 |
| تعداد مشاهده مقاله | 12,854,625 |
| تعداد دریافت فایل اصل مقاله | 9,152,824 |
تبیین پویایی رفتار رقابتی براساس آمیخته بازاریابی مورد مطالعه: صنعت بانکداری | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 5، شماره 1 - شماره پیاپی 13، خرداد 1397، صفحه 134-107 اصل مقاله (307.43 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2019.24081.1676 | ||
| نویسندگان | ||
| فاطمه مشکدانیان؛ معصومه حسین زاده شهری* | ||
| دانشگاه الزهرا | ||
| چکیده | ||
| تحلیل رقابت یکی از الزامات تدوین استراتژی بازاریابی است و جوهره رقابت، پویایی است. پویایی‌های رقابتی، اصطلاحی است برای توصیف شدت کنش و واکنش‌های سازمان‌هایی که در محیط رقابتی کسب‌وکار شرکت دارند. هدف از این پژوهش، تبیین پویایی رفتار رقابتی بر اساس آمیخته بازاریابی در صنعت بانکداری ایران، طی سال‌های 1393 تا پایان آبان‌ماه 1397 است. در راستای تحقق هدف این پژوهش، رویکرد آمیخته اتخاذ شده است. در فاز کیفی، از نظرسنجی و مصاحبه‌ی نیمه‌ساختاریافته؛ و در فاز کمّی، از تحلیل محتوا جهت جمع‌آوری و تجزیه‌وتحلیل داده‌ها استفاده شده است. بانک‌های منتخب دارای سه ویژگی هستند: همه در بورس اوراق بهادار پذیرفته شده‌اند، بالاترین سهم بازار را دارند و از نظر مشتریان، رقیبِ هم محسوب می‌شوند. طبق نتایج پژوهش، بانک‌ها با توسل به حوزه‌ی معرفی محصولات و به‌روزرسانی خدمات، ترویج، کانال توزیع و مشارکت نهادی به رقابت می‌پردازند. علاوه بر این، مشخص شد که اولویت اتخاذ این استراتژی‌ها، با توجه به وضعیت بحرانی و غیربحرانی شرایط محیطی متفاوت است. | ||
| کلیدواژه‌ها | ||
| پویایی رقابتی؛ رفتار رقابتی؛ آمیخته بازاریابی؛ صنعت بانکداری | ||
| عنوان مقاله [English] | ||
| Articulating Dynamics of Competitive Behavior Based on Marketing Mix Case study: Banking industry | ||
| نویسندگان [English] | ||
| FATEME MOSHKDANIAN؛ masume hosseinzade shahri | ||
| alzahra university | ||
| چکیده [English] | ||
| Competition analysis is one of the requirements for developing a marketing strategy and is the essence of competitiveness is dynamism. Competitive dynamics describes the intensity of actions and reactions of organizations which participate in a competitive business environment. The purpose of this research is to explain the dynamics of competitive behavior based on the marketing mix in the banking industry in Iran during a period from 2014 to the end of November 2018. In order to achieve the goal of the study, mixed approach has been employed. In the qualitative phase, semi-structured interviews and survey have been used and in quantitative phase, content analysis is employed to collect and analyze data. The selected banks have 3 characteristics: they are public company (are accepted in stock market), have a high market share, and are considered competing for customers. According to research results, the banks compete on the basis of introduction of products and services updates, promotion, channels and institutional partnerships. In addition, it became clear that the priority of adopting these strategies is different in relation to the critical and non-environmental conditions of the environment | ||
| کلیدواژه‌ها [English] | ||
| Competitive Dynamics, Marketing Mix, Banking Industry | ||
| مراجع | ||
|
Aaker David. (2013). Strategic Market Management. John Wiley & Sons.
Baum, J. A., & Korn, H. J. (1996). Competitive dynamics of inter-firm rivalry. Academy of Management journal, 39 (2), 255-291.
Chen, M. J., & Miller, D. (2012). Competitive dynamics: Themes, trends, and a prospective research platform. The Academy of Management Annals, 6 (1), 135-210.
Chen, E. L., Katila, R., McDonald, R., & Eisenhardt, K. M. (2010). Life in the fast lane: Origins of competitive interaction in new vs. established markets. Strategic Management Journal, 31 (13), 1527-1547.
Chen, M. J., & Hambrick, D. C. (1995). Speed, stealth, and selective attack: How small firms differ from large firms in competitive behavior. Academy of management journal, 38 (2), 453-482.
Chernev. A. (2018).Strategic Marketing Management.9th edition.
Claessens, S. (2009). Competition in the financial sector: overview of competition policies. The World Bank Research Observer, 24 (1), 83-118.
Cruceru, A. F., & Moise, D. (2014). Competitive and Anti-Competitive Behavior of Organizations from a Marketing Perspective. International Journal of Economic Practices and Theories, 4 (2), 179-184.
Debruyne, M., Rudy, M., Griffin, A., Hart, S., Hultink, E. J., & Robben, H. (2002). The impact of new product launch strategies on competitive reaction in industrial markets. Journal of Product Innovation Management, 19 (2), 159-170.
Economics, D. A. (2014). Competition in retail banking
Gao, Yan& Jianxin Zhu& Jiawei Zhu. (2017). the Influence of Competition Network Structure and Competitive Behavior on Customer Performance - An Empirical Study Based on Chinese Catering Industry. EURASIA J. Math., Sci Tech. Ed 2017; 13 (12):8193–8203.
Gao, H., Yu, T., & Cannella, A. A. (2017). Understanding word responses in competitive dynamics. Academy of Management Review, 42 (1), 129-144.
ILIA Corporation. (2016). Banking Industry Iran: Current Status, Opportunities and Threats.
Imani,M., M. Nooshadi. (2012). Qualitative Content Analysis. Journal of research in Human Science, 3 (2), 15-44
Kaczynska, M., & Al Azzawi, L. (2011). Marketing mix in banking in the time of a global financial crisis.
Johns, P., & Van Doren, D. C. (2010). Competitive intelligence in service marketing: A new approach with practical application. Marketing Intelligence & Planning, 28 (5), 551-570.
Lamberg, J. A., Näsi, J., Ojala, J., & Sajasalo, P. (Eds.). (2006). the evolution of competitive strategies in global forestry industries: Comparative perspectives (Vol. 4). Springer Science & Business Media.
Morehouse, J., O'Meara, B., Hagen, C., & Huseby, T. (2008). Hitting back: strategic responses to low-cost rivals. Strategy & Leadership, 36 (1), 4-13. Nair, A., & Selover, D. D. (2012). A study of competitive dynamics. Journal of Business Research, 65 (3), 355-361.
Nasri, W. (2012). Conceptual model of strategic benefits of competitive intelligence process. International Journal of Business and Commerce, 1 (6), 25-35.
Neuman, L., (2014). Social research methods-Volume I: Quantitative and qualitative approaches (Danaei Fard Hassan, Hossein Kazemi). Tehran, Mehraban Publishing.
Olofin, Babatunde. (2017). Competitive Intelligence in the banking industry: a case study of a Nigerian Bank. http://www.worldresearchlibrary.org/up_proc/pdf/1108-15112441001-9.pdf.
Otero-Neira, C., & Varela-González, J. A. (2005). Understanding the probability of response to competitive actions. Marketing Intelligence & Planning, 23 (5), 455-469.
Salimi, Babajani & Jafari. (2017). Rating Iranian Banks based on Financial capability. Empirical studies of financial accounting, 14 (54), 25-50.
Samadi,A., Pirzadian, M., Joveini Namdar. E. Investigating the Relationship between Symbolic Capital and Corporate Competitive Behavior (Case Study: Active Industries in Isfahan Montazeri Industrial Town). First International Conference on Accounting, Business Management and Innovation.
Schmalensee, R. (1988). Industrial economics: an overview. The Economic Journal, 98 (392), 643-681.
Schwab, K. (2018). The global competitiveness report 2017-2018. Geneva: World Economic Forum.Smith, K. G., Ferrier, W. J., & Grimm, C. M. (2001). King of the hill: Dethroning the industry leader. The Academy of Management Executive, 15 (2), 59-70.
Stefanikova, Ľ., Rypakova, M., & Moravcikova, K. (2015). The impact of competitive intelligence on sustainable growth of the enterprises. Procedia Economics and Finance, 26, 209-214.
Steenkamp, J. B. E., Nijs, V. R., Hanssens, D. M., & Dekimpe, M. G. (2005). Competitive reactions to advertising and promotion attacks. Marketing science, 24 (1), 35-54.
Vaniala, I., Luoma, J., Tikkanen, H., Frösén, J., Cho, C., & Huhtala, J. P. (2016). Overshooting Opportunities: CEO Self-Regulation, Competitive Behavior and Firm Performance. In Academy of Management Proceedings (Vol. 2016, No. 1, p. 15408).
Vukotić, S., Aničić, J., Zakić, N., & Petrović, Ž. (2015). The role of marketing and brand in banking. Journal of Process Management. New Technologies, 3 (4), 76-83.
Williamson, I. O., & Somaya, D. (2014). Competitive Actions and Firms’ Accumulation of Specialized Human Capital. In Academy of Management Proceedings (Vol. 2014, No. 1, p. 15169). Academy of Management.
Yunesi, D., Ardakani, S., Mosavi & Ghasemi. (2016). Creating a lasting resource based competitive advantage for the banking system. Business Management Exploration.7 (13).111-131.
| ||
|
آمار تعداد مشاهده مقاله: 942 تعداد دریافت فایل اصل مقاله: 620 |
||