تبیین پویایی رفتار رقابتی براساس آمیخته بازاریابی مورد مطالعه: صنعت بانکداری

نوع مقاله : مقاله پژوهشی

نویسندگان

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

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

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