عوامل موثر بر شکل گیری فرهنگ برند در کشت و صنعت مغان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 استاد تمام دانشگاه پیام نور، مدیریت دولتی و علم سیاست، تهران، ایران.

3 کارشناس ارشد مدیریت بازرگانی، موسسه آموزش عالی مقدس اردبیلی، اردبیل، ایران

4 مدیریت بازرگانی، مرکز آموزش علمی کاربردی سازمان مدیریت صنعتی، اردبیل، ایران

چکیده

شرکت کشت و صنعت مغان یکی از مهمترین قطب های کشاورزی در شمالغرب کشور است که تولید کننده محصولات زراعی، باغی و دامی و سایر محصولات وابسته می‌باشد هدف از پژوهش حاضر، شناسایی عوامل موثر بر شکل گیری فرهنگ برند در کشت و صنعت مغان است. بنابراین این پژوهش در دو مرحله کیفی و کمی به اجرا رسید جامعه آماری در مرحله کیفی مدیران و کارشناسان ارشد این شرکت بودند و در مرحله دوم کلیه کارکنان شرکت کشت و صنعت مغان حاضر بودند حجم نمونه در مرحله کیفی 25 نفر وبه شیوه هدفمند انتخاب شدند و حجم نمونه در مرحله کمی 289 نفر به شیوه تصادفی ظبقه ای بود. ابزار گردآوری اطلاعات در مرحله اول مصاحبه نیمه ساختار یافته بود و در مرحله دوم پرسشنامه محقق ساخته منتج از مرحله اول به عنوان ابزار گردآوری اطلاعات معرفی گردید که روایی و پایایی آن با استفاده از آزمونهای مختلف به تایید رسید. در مرحله اول از روش تحلیل تم استفاده گردید که در نهایت 5 عامل موثر بر شکل گیری فرهنگ برند (ویژگیهای محصول، مدیریت ارتباط با مشتری، بازارگرایی، توانمندی های سازمانی و شایستگی های منابع انسانی) در کشت و صنعت مغان شناسایی شدند و در مرحله دوم با استفاده از تحلیل عاملی اکتشافی در نرم افزار SPSS و تحلیل عاملی تاییدی مرتبه اول و دوم در نرم افزار Lisrel برازش مدل مفهومی مناسب ارزیابی گردید و در پایان نیز با توجه به عوامل به دست آمده پشنهاداتی به مدیران شرکت کشت و صنعت مغان ارائه گردید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

FACTORS AFFECTING THE FORMATION OF BRAND CULTURE IN MOGHAN AGRICULTURE AND INDUSTRY

نویسندگان [English]

  • Behrooz Eskandarpoor 1
  • reza rasouli 2
  • Seyed Mohsen Mosavi 3
  • Somayeh Saebnia 4
1 1. Department of Business Management, Payame Noor University (Corresponding Author);
2 Payam Noor University, Public Administration and Political Science
3 Master of Business Management, Ardebili Higher Education Institute, Ardebil, Iran
4 Applied Scientific Training Center of Industrial Management Organization;, Ardabil, Iran
چکیده [English]

In the realm of brand culture, customer management is silent and it is generalized to identify the progress of a brand among the target community. Unfortunately, today  most brands in Iran have forgotten the impact of their brand culture on customers, and this has caused stagnation in their sales. In order to deal with this issue, spreading the brand culture will be the solution to this issue. This research, by determining and studying the factors influencing the formation of brand culture in the field of agriculture and industry of Iranian customers, trys to find a set of values and beliefs that the brand is surrounded and can establish proper communication with customers and identify them.

کلیدواژه‌ها [English]

  • Brand culture
  • Moghan agriculture and industry
  • human resources
  • marketing
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