طراحی مدل فراترکیب پیشران های استراتژی بازاریابی نوستالوژیک

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

نویسندگان

1 گروه مدیریت، دانشکده علوم انسانی ،دانشگاه آزاد اسلامی واحد سمنان

2 دانشجوی دکتری مدیریت بازرگانی، واحدسمنان، دانشگاه آزاد اسلامی، سمنان، ایران

3 استادیار گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

چکیده

در شرایط رقابتی امروز، مدیران بازاریابی به دنبال کسب مزیت رقابتی و افزایش سهم بازار هستند و بهره گیری از استراتژی بازاریابی نوستالوژیک و تحریک حس لذت بخش افراد به گذشته می تواند یکی از راه های کسب مزیت رقابتی باشد؛ لذا هدف این پژوهش، شناسایی و ارائه مدلی از عوامل موثر بر استراتژی بازاریابی نوستالوژیک می باشد. برای تحقق این هدف، طی جستجوهای انجام شده بین سال های 2000 تا 2019 تعداد 107 مقاله یافت شد که تنها 35 مقاله برای تجزیه و تحلیل انتخاب شدند؛ بطوری که 31 متغیر مورد شناسایی قرار گرفتند. برای کنترل کیفیت، با استفاده از تکنیک دلفی فازی و نظرات 20 خبره، متغیرها غربال گری که 18 متغیر به عنوان مهمترین متغیرها انتخاب و در 4 دسته (ویژگی های فروشگاه، ویژگی‌های فردی، ویژگی های روان‌شناختی و ویژگی های محصول) به صورت مدل مفهومی ارائه شدند؛ سپس متغیرها با نظرات خبرگان و استفاده از تکنیک تحلیل شبکه فازی اولویت بندی شدند؛ بطوری که ویژگی های روانشناختی با وزن 0/331 بالاترین اولویت را در بین متغیرها و نوستالوژی برانگیخته با وزن 0/0698 بالاترین اولویت را در بین زیرمتغیرها داشتند. مدل ارائه شده می تواند به‌عنوان مبنایی برای توسعه استراتژی بازاریابی نوستالوژیک قرار بگیرد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing A Meta-Synthesis Model of Drivers of Nostalgic Marketing Strategy

نویسندگان [English]

  • Seyed Abdollah Heyariyeh 1
  • hamed arab ahmadi 2
  • Younos Vakil Alroaia 3
1 Department of Management, Faculty of Humanities, Islamic Azad University, Semnan Branch
2 Ph.D student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
3 Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
چکیده [English]

In today’s competitive situation, marketing managers are looking for ways to obtain competitive advantages and to increase market share. Stimulating people’s sweet feelings towards good old days, nostalgic marketing strategy could serve as a way of obtaining such competitive advantages. This study aimed to identify the influential factors of nostalgic marketing and provide a model for it. To this end, of the studies conducted from 2000 to 2019, 107 relevant papers were found, 35 of which were selected for analysis and 31 variables were identified. To assure quality control, the variables were screened using Fuzzy Delphi technique and the opinions of 20 experts. Finally, 18 variables were selected as the most important variables and were presented as a conceptual model within four categories- namely: store features, personal characteristics, psychological traits and product features. Then, the variables were prioritized using experts’ opinions and Fuzzy Analytic Network process. Psychological traits (weight=0.331) and stimulated nostalgia (weight=0.0698) were concluded to be the first priority amongst variables and sub-variables, respectively. The provided model could serve as a foundation for developing nostalgic marketing strategy.

کلیدواژه‌ها [English]

  • Nostalgic Marketing
  • Fuzzy Delphi
  • Meta-Synthesis
  • Fuzzy Analytic Network Process
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