طراحی الگوی بکارگیری استراتژی کانالهای توزیع ترکیبی در سازمانهای مالی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی دانشگاه علامه طباطبایی

2 استادیار گروه مدیریت دانشگاه علامه طباطبایی

3 دانشیار گروه مدیریت دانشگاه علامه طباطبایی

چکیده

علیرغم رایج بودن مفهوم استراتژی کانالهای توزیع ترکیبی و استفاده روزافزون از استراتژی مذکور تاکنون مطالعات نظری جامع و مانعی در این حوزه انجام نشده است و خلاء وجود الگویی علمی و معتبر در این حوزه شدیداً احساس می‎شود. ما با هدف طراحی الگویی جهت بکارگیری استراتژی کانالهای توزیع ترکیبی در سازمانهای مالی این مطالعه را انجام دادیم و با استفاده از نظریه داده‎بنیاد و پس از انجام مصاحبه عمیق با 18 نفر از خبرگان حوزه بانکداری و بیمه، به تعیین مولفه‎های الگو و روابط بین آنها پرداختیم. الگوی طراحی شده به سازمانهای فعال در حوزه‎های مختلف و بطور خاص حوزه مالی کمک می‎نماید درک بهتری در زمینه کانالهای توزیع داشته باشند و به هنگام تصمیم‎گیری در خصوص طراحی کانالهای توزیع و استفاده از استراتژی کانالهای توزیع ترکیبی با مدنظر قرار دادن مولفه‎ها و عوامل تشکیل دهنده الگو به‎گونه‎ای عمل نمایند که ضمن بهره‎گیری از مزایای افزایش تعدد کانالهای توزیع، از مسائل و مشکلات آن دوری گزینند.

کلیدواژه‌ها

عنوان مقاله [English]

“Developing a model for using hybrid distribution channels in financial services”

نویسندگان [English]

  • Hosein Kaviani 1
  • Nader Mazloomi 2
  • Mahmood Mohammadian 2
  • Hamid Zargham 3
چکیده [English]

The number of companies using Hybrid channels strategy for distributing of each of their products is increasing steadily. Despite of this popularity and increasing use of this strategy, a conclusive research in this field have not been performed and we strongly need for a scientific and valid model in this field. This study has been performed in order to develop a model for using hybrid distribution channels strategy in financial organizations. Model’s constituents and the relations between them have been determined by using of grounded theory and in-depth interview with 18 experts in banking and insurance. This model helps organizations in different industries particularly those in financial services sector to enhance their understanding of distribution channels and consider model’s constituents when deciding on distribution channels design and using of hybrid channels strategy. In this case, by using this model financial firms could benefit of increasing types of distribution channels while avoiding from its problems and challenges.

کلیدواژه‌ها [English]

  • Distribution Channels
  • Hybrid channels strategy
  • grounded theory

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سابقه مقاله

  • تاریخ دریافت: 24 اسفند 1393
  • تاریخ بازنگری: 11 مهر 1394
  • تاریخ پذیرش: 11 مهر 1394

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