راه‌کارهای فروش B2B مبتنی بر هوش‌مصنوعی مولد: اکتشافی از صنعت نرم افزار

نوع مقاله : فناوری(سیستم اطلاعاتی مدیریت، مدیریت دانش، برون سپاری، سیاستگذاری فناوری، انتقال فناوری، اکوسیستم فناوری، تجاری‌سازی فناوری، فناوری‌های پیشرفته، . . . )

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 استاد گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

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

10.22080/jem.2026.31463.4042

چکیده

با ظهور هوش مصنوعی مولد، فرایندهای فروش بنگاه به بنگاه (B2B) در حال تجربه تحولی اساسی هستند. باوجود رشد پژوهش‌ها در حوزه بازاریابی مبتنی بر هوش مصنوعی، کاربرد هوش مصنوعی مولد در فروش B2B، به‌ویژه در صنعت نرم‌افزار، همچنان کمتر مورد بررسی قرار گرفته است. هدف این پژوهش، شناسایی راهکارهای فروش B2B مبتنی بر هوش مصنوعی مولد در شرکت‌های نرم‌افزاری و تبیین روابط میان مؤلفه‌های کلیدی آن‌ها در قالب مدلی مفهومی است. پژوهش حاضر با رویکردی کیفی و با استفاده از روش تحلیل مضمون انجام شد. داده‌ها از طریق مصاحبه‌های نیمه‌ساختاریافته با ۱۸ نفر از خبرگان فروش B2B در صنعت نرم‌افزار گردآوری و با استفاده از نرم‌افزار ATLAS.ti تحلیل شدند. نتایج پژوهش به شناسایی ۱۲ مضمون فرعی و ۳ مضمون اصلی منجر شد که مبنای طراحی مدل علّی فروش B2B مبتنی بر هوش مصنوعی مولد قرار گرفتند. یافته‌ها نشان می‌دهند که این فناوری، از طریق تحول در فرایندهای فروش، بهینه‌سازی تصمیم‌سازی و ارتقای تعاملات فروش، نقشی معنادار در بهبود عملکرد فروش ایفا می‌کند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Generative Artificial Intelligence–Driven B2B Sales Strategies: An Exploration of the Software Industry

نویسندگان [English]

  • zeinab Rostami Khavas 1
  • Azim Zarei 2
  • Maryam Asgharinajib 3
1 MSc. Student in Business Management, Faculty of Economics and Management, Semnan University, Semnan, Iran
2 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
3 Assistant Professor, Department of Business Management, Se.C., Islamic Azad University, Semnan, Iran
چکیده [English]

With the emergence of generative artificial intelligence (AI), business-to-business (B2B) sales processes are undergoing a fundamental transformation. Despite the growing body of research on AI-driven marketing, the application of generative AI in B2B sales—particularly within the software industry—remains underexplored. This study aims to identify generative AI–based B2B sales strategies in software companies and conceptualize the relationships among their key components within a comprehensive model. A qualitative approach was adopted, using thematic analysis. Data were collected through semi-structured interviews with eight B2B sales experts in the software industry and analyzed using ATLAS.ti. The findings identified 12 subthemes and three overarching themes, which formed the basis for developing a causal conceptual model of generative AI–enabled B2B sales. The results indicate that generative AI can enhance sales performance by transforming sales processes, optimizing decision-making, and improving sales interactions.

کلیدواژه‌ها [English]

  • B2B sales
  • generative artificial intelligence
  • software industry
  • digital sales transformation
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