الگوی اجرای استراتژیک بازاریابی بین‌الملل در بخش پایین دستی صنعت نفت ایران

نویسندگان

دانشگاه آزاد اسلامی واحد تهران مرکزی

چکیده

هدف و ضرورت تحقیق: با توجه به اینکه در سطح استراتژیک الگویی برای اجرا و بسترسازی استراتژی­های بازاریابی بین­الملل بطور یکپارچه ملاحظه نگردید، ضرورت دارد که با هدف ارائه یک الگوی مرجع بتوان موضوعات مطرح در بازاریابی بین­الملل را طبقه­بندی نمود تا تعریف به جایگاه در حوزه موضوعات استراتژیک و عملیاتی این کارکرد صورت پذیرد و مبتنی بر آن همسویی و هم­افزایی در عملکرد صادراتی ایجاد شود.
روش­شناسی تحقیق: با توجه به اینکه در این پژوهش الگویی در سطح استراتژیک برای استراتژی بازاریابی بین­المللی تبیین شده است از منظر نتیجه یک پژوهش توسعه­ای می­باشد و استراتژی تحقیق از نوع استراتژی تحقیق زمینه­یابی است. سطح تجزیه و تحلیل در این پژوهش سازمان است. ابزار جمع­آوری داده­ها برای عملکرد صادراتی داده­های ثانویه خارجی شامل گزارشات سازمان مدیریت صنعتی در ارتباط با پانصد شرکت برتر و گزارشات عملکردی هر یک از سازمان­های تحت بررسی، بوده و برای تعیین درجه همسویی استراتژیک از نظریه نقاط مرجع استراتژیک و تئوری مجاورت مبتنی بر رویکرد فازی استفاده شده است.
یافته­های پژوهش: نتایج نشانگر آن است که اولاً بین متغیر­های همسویی و عملکرد صادراتی همبستگی مثبت و بالایی وجود داشته و متغیرهمسویی عمودی بطور مستقیم بر عملکرد صادراتی مؤثر بوده ولی متغیر­های همسویی افقی و گروه محصولات اثری تعدیل­کننده دارند. ثانیاً میزان تأثیر متغیر همسویی عمودی بر عملکرد صادراتی بیشتر است. ثالثاً، الگوی نقاط مرجع استراتژیک راهنمای عملیاتی مناسبی برای هر یک از استراتژی­های مورد انتخاب سازمان در سطح اجرا و کنترل ارائه می­نماید، بطوری که برنامه­ریزی منطقی بازار بین­الملل، اجرا و کنترل استراتژیک بازار را با تجویز آمیخته منطبق با استراتژی­ها در سطح بین­المللی تسهیل می­کند.

کلیدواژه‌ها

عنوان مقاله [English]

A Model of International Marketing Strategic Implementation in the Downstream Sector of Iran’s Petroleum Industry

نویسندگان [English]

  • Iman Mohammadali Tajrishi
  • Sina Nematizadeh
  • Hasan Esmaeilpour
  • Ghasemali Bazayee

چکیده [English]

 
 
Abstract
   Purpose and Necessity of Research: Given that at the strategic level a model for implementing international marketing strategies was not observed, it is necessary to classify the issues raised in international marketing in order to provide a reference model to define the position in the area of ​​strategic and operational issues of this function based on it, to create alignment and synergy in export performance.
   Research Methodology: Given that this research has defined a strategic model for international marketing strategy, it is a developmental research perspective and the research strategy is survey. The level of analysis in this research is organization. The data gathering tool for export performance is external secondary data included Industrial Management Organization reports on top 500 companies and performance reports of each of the organization. Strategic reference points theory for strategic alignment and the fuzzy approach based on proximity theory were applied.
   Research conclusions: The results indicate that, firstly, there is a positive and high correlation between the variables of alignment and export performance, and the vertical alignment variable has a direct effect on export performance, but the horizontal alignment variables and product groups have a moderating effect. Second, the effect of the vertical alignment variable on export performance is greater. Third, the strategic reference points pattern provides an appropriate operational guide for each of the strategies chosen by the organization at the implementation and control level, so that international market logic planning, execution and strategic market control are matched with the prescription and facilitates strategies internationally.

کلیدواژه‌ها [English]

  • Strategic alignment
  • Quantitative Strategic Reference Points (QSRP)
  • Proximity Theory
  • International Marketing Strategy
  • export performance
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