مدل کیفی ارتقا بازاریابی محتوایی ؛ شناسایی و غربال مهمترین شاخصه ها با تکنیک دلفی (مطالعه موردی: کالاهای ورزشی ایرانی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدرس گروه مدیریت، دانشگاه پیام نور کرمان، کرمان، ایران

2 دانشیار گروه تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران

چکیده

هدف: امروزه تولید محتوای عالی و درگیرکننده از مهمترین چالش ها و الویت اصلی بازاریابان است. هدف این مقاله تدوین مدل کیفی ارتقا بازاریابی محتوایی کالاهای ورزشی ایرانی، شناسایی و غربال مهمترین شاخصه ها با تکنیک دلفی، و رتبه بندی آنها بود.
روش پژوهش: روش تحقیق بر مبنای جستجوی داده ها، از نوع آمیخته بود. بخش کیفی با استفاده از نظریه داده بنیاد استراوس و کوربین با مصاحبه های عمیق از 12نفر از متخصصان به عمل آمد. بخش میانی با استفاده از تکنیک دلفی برای اطمینان از شاخصه های استخراج شده از طریق پرسشنامه در مقیاس لیکرت توسط پانل خبرگان متشکل از 10خبره انجام شد و بخش کمی رتبه بندی شاخصه ها از دید خبرگان با آزمون توصیفی-استنباطی فریدمن انجام شد.
یافته ها و نتیجه گیری: مصاحبه ها در بخش کیفی با نظریه ی داده بنیاد کدگذاری شد که شامل کد گذاری باز(104کد)، محوری(68کد) و انتخابی(27کد) از 5 مقوله ی (شرایط علی مانند استراتژی های بازاریابی، عوامل زمینه ای مانند توسعه ی ارتباطات، عوامل مداخله گر مانند توسعه ی سئو، راهبردهای مؤثرمانند توسعه ی پژوهش ها و تحقیقات و پیامدهای حاصل مانند توسعه ی اقتصاد ورزشی) و مدل کیفی بر اساس این کدگذاری ها طراحی شد. در بخش میانی از طریق تکنیک دلفی استفاده شد و به منظور هماهنگی شاخصه های شناسایی شده، از آزمون ضریب کندال در نرم افزارspss22 استفاده شد، پس از شناسایی وغربال شاخصه ها با تکنیک دلفی 6 شاخصه شناسایی شد، در بخش کمی تحقیق با آزمون فریدمن شاخصه ها رتبه بندی شد. که به ترتیب این نتایج به دست آمد: توسعه سئو، توسعه ی رسانه ها و شبکه های اجتماعی، منع احتکار، همکاری میان واحد بازاریابی و فروش، توسعه ی تحقیقات و پژوهش ها، رفع تنش میان واحد بازاریابی و فروش ناشی از تعارضات فرهنگی. بر این اساس عامل توسعه ی سئو بالاترین رتبه را به خود اختصاص داد. با توجه به نتایج تحقیق می توان نتیجه گرفت شرکت ها و بازاریابان عامل توسعه ی سئو را بیشتر مورد توجه قرار دهند و از روش های( سئوکلاه سفید ) برای افزایش سود آوری استفاده نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

qualitative model of content marketing promotion; Identification and screening of the most important indicators with the Delphi technique (case study: Iranian sports goods)

نویسندگان [English]

  • asma fekrat 1
  • Esmaeil Shrifiyan 2
1 Management Department, Payam Noor University of Kerman, Kerman, Iran
2 Associate Professor of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran
چکیده [English]

Purpose: Today, producing excellent and engaging content is one of the most important challenges and the main priority of marketers. The purpose of this article is to formulate a qualitative model for promoting the content marketing of Iranian sports goods, identifying and screening the most important indicators with the Delphi technique, and ranking them.
Research method: The research method is based on data search, of mixed type. The qualitative part has been carried out using the data theory of the Strauss and Corbin Foundation with in-depth interviews of 12 experts. The middle part has been extracted using the Delphi technique to ensure the indicators, it has been done through a Likert scale questionnaire by a panel of experts consisting of 10 experts, and the quantitative part of rating the indicators from the experts' point of view has been done with Friedman's descriptive-inferential test.
Findings and conclusions: The interviews were coded in the qualitative section, which includes open coding (104 codes), central coding (68 codes), and selective coding (27 codes) of 5 categories (causal conditions such as marketing strategies, background factors such as the development of Communication, intervening factors such as the development of SEO, effective strategies such as the development of research and research and the resulting consequences such as the development of sports economy) and a qualitative model have been designed. In the middle section, through the Delphi technique, in order to coordinate the identified indicators, the Kendall coefficient test was used in the SPSS software, after identifying and screening the indicators with the Delphi technique, 6 indicators were identified, in the quantitative part of the research Friedman's test of indicators is ranked: Development of SEO, development of media and social networks, prohibition of hoarding, cooperation between marketing and sales units, development of research and studies, resolution of tension between marketing and sales units due to cultural conflicts. Based on this, the SEO development factor has been assigned the highest rank, it can be concluded that companies and marketers should pay more attention to the development factor of SEO and use (white hat SEO) methods to increase profitability.

کلیدواژه‌ها [English]

  • "content marketing"
  • "Iranian sports goods"
  • " Delphi technique"
  • " SEO development"
  • " white hat SEO"

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