مدل جامع عوامل مؤثر بر عملکرد کسب‌وکارهای پوشاک ایران با رویکرد نقش هنرمندان رسانه‌ای

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 دانشیارگروه مدیریت و حسابداری ، واحد علی‌آباد‌کتول، دانشگاه آزاد اسلامی، علی‌آباد‌کتول، ایران.

2 دانشجوی دکترای مدیریت بازرگانی،گروه مدیریت ،واحدعلی آباد،دانشگاه آزاداسلامی،علی آبادکتول،ایران.

3 استادیار، گروه مدیریت ، واحد گرگان،دانشگاه پیام نور ، گرگان ، ایران

چکیده

موفقیت شرکت‌های امروزی در گرو شناخت هر چه بیشتر از مشتریان و رقبا و عملکرد کسب و کار در راستای رسیدن به اهداف شرکت‌ها می‌باشد. هدف ازاین تحقیق، ارائه مدل جامع عوامل مؤثر بر عملکرد کسب‌ و کارهای پوشاک ایران با رویکرد نقش هنرمندان رسانه‌ای می‌باشد. جامعه‌آماری تحقیق مصرف‌کنندگان محصولات پوشاک داخلی فعال در رسانه‌های اجتماعی و نمونه آماری 384 نفر می‌باشد. جمع‌آوری داده‌ها از طریق پرسشنامه‌های استاندارد صورت پذیرفت و شش متغیر اصلی و 15 متغیر فرعی با استفاده از مدل سازی ساختاری مورد آزمون قرار گرفت و روایی و پایایی متغیرها تأمین شد. یافته‌های تحقیق نشان داده است که متغیرهای مستقل پنج‌گانه (کیفیت تعامل، رویکردهای ارتباطی، بازاریابی، روانشناختی و سازمانی، زیرساختها) بر عملکرد کسب و کارهای منتخب پوشاک با رویکرد نقش هنرمندان رسانه‌ای تاثیر معنی دار داشته اند. درپایان پیشنهاد شده است که به منظور بهبود عملکرد کسب و کار پوشاک ایران ضمن توجه به همه متغیرهای مستقل لازم است به متغیر بازاریابی توجه بیشتری شود.

کلیدواژه‌ها


عنوان مقاله [English]

Comprehensive model of factors affecting the performance of Iranian clothing businesses with the approach of the role of media artists

نویسندگان [English]

  • parviz saeidi 1
  • ali shahbabaei 2
  • amir akhavanfar 3
1 Associate of professor, Department of management and Accounting, Aliabad Katoul branch, Islamic Azad University, Aliabad Katoul, Iran
2 Department of management, Islamic Azad University-Aliabad Katoul Brench , Aliabad Katoul, Iran.
3 Department of management, Payame Noor University, Gurgan, Iran
چکیده [English]

The success of today's companies depends on knowing more and more customers and competitors and business performance in order to achieve the goals of companies. The purpose of this study is to provide a comprehensive model of factors affecting the performance of Iranian clothing businesses with the approach of the role of media artists. The statistical population of the survey of consumers of underwear products active in social media and the statistical sample is 384 people. Data were collected through standard questionnaires and six main variables and 15 sub-variables were tested using structural modeling and the validity and reliability of the variables were ensured. Findings have shown that five independent variables (quality of interaction, communication approaches, marketing, psychological and organizational, infrastructure) have a significant impact on the performance of selected clothing businesses with the role of media artists. In the end, it is suggested that in order to improve the performance of the Iranian clothing business, while paying attention to all independent variables, it is necessary to pay more attention to the marketing variable.

کلیدواژه‌ها [English]

  • performance
  • business
  • clothing
  • artists
  • media
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دوره 13، شماره 25
شهریور 1400
صفحه 80-96
  • تاریخ دریافت: 01 دی 1399
  • تاریخ بازنگری: 16 اسفند 1399
  • تاریخ پذیرش: 06 اردیبهشت 1400
  • تاریخ اولین انتشار: 01 شهریور 1400