تدوین الگوی راهبردهای هک رشد دیجیتال در بحران ویروس کووید 19 در بازارهای آنلاین ایران (مورد مطالعه : پلتفرم باسلام)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه سمنان، سمنان، ایران

2 استاد دانشکده مدیریت و اقتصاد، دانشگاه سمنان، سمنان، ایران

3 دانشیار دانشکده مدیریت و اقتصاد، دانشگاه سمنان، سمنان، ایران

10.22070/cs.2021.14148.1077

چکیده

امروزه با بحران کرونا و تحول دیجیتال، دنیای استار­ت­آپ‌ها کسب‌و‌کارهای اینترنتی رشد چشم­گیری داشته است و رشد تجارت در حوزه‌های بازاریابی، توسعه‌ی محصول، بخش‌های فروش و حوزه‌های دیگر در فضایی متفاوت انجام می‌گردد. لذا هک رشد دیجیتال برای کسب وکارهای اینترنتی ضروری به نظر می­رسد، زیرا راهبردهای هک رشد بر اساس ایجاد تغییرات درونی در سیستم با هدف افزایش تبدیل کاربر به مشتری و توسعه کسب‌و‌کار از طریق ابزارهای درونی با هزینه اندک انجام می‌شود. مقاله حاضر پژوهشی کیفی درباره راهبردهای هک رشد دیجیتال در بحران کرونا است. در مرحله اول با هدف جمع­آوری داده های کیفی، پس از بررسی گسترده ادبیات در حوزه هک رشد دیجیتال و راهبردهای آن، چارچوبی برای طرح پرسش­های مصاحبه­های نیمه ساختار یافته با صاحبان کسب‌و‌کارهایی که در یک سال اخیر در پلتفرم باسلام رشد چشم گیری داشته اند، طراحی شد. در ادامه پژوهشگران بعد از انجام 14 مصاحبه به اشباع نظری رسیدند. مصاحبه­های ترانویسی شده در مرحله دوم با استفاده از نرم افزاز اطلس و با روش تحلیل تماتیک استقرایی کدگذاری شدند. در پژوهش جاری از مجموع 141 کد باز و 18 تم فرعی، 5 تم اصلی آگاهی، اکتساب، تجارت الکترونیک، درآمد و بقا مبنای راهبردهای هک رشد دیجیتال در بازار آنلاین ایران قرار گرفتند.

کلیدواژه‌ها

عنوان مقاله [English]

A Model for Developing Digital Growth Hacking Strategies in the Covid-19 Virus Crisis in Online Markets in Iran (Case Study: Basalam Platform)

نویسندگان [English]

  • sima alipour 1
  • Maryam .asgharinajib 1
  • davood feiz 2
  • azim zarei 3

1 Ph.D student in Business Management, Faculty of Economics and Management, Semnan University, Semnan, Iran

2 Full Prof, Department of Management, Faculty of Economics and Management, Semnan University, Semnan, Iran

3 Associate Prof, Department of Management, Faculty of Economics and Management, Semnan University, Semnan, Iran

چکیده [English]

Today, with the Corona crisis and digital transformation, the world of startups and Internet businesses has grown significantly and Business growth in the areas of marketing, product development, sales and Other areas are done in a different space. Therefore, digital growth hacking is essential for Internet businesses, Because growth hacking strategies are based on internal changes in the system with the aim of increasing user-to-customer conversion and business development through internal tools at low cost. This article is a qualitative research on digital growth hacking strategies in the Corona crisis. In the first stage, with the aim of collecting qualitative data, after an extensive review of the literature in the field of digital growth hacking and its strategies, A framework for designing semi-structured interview questions with business owners that have grown significantly on the Basalam platform over the past year has been designed. The researchers then reached a theoretical saturation after conducting 14 interviews. The transcribed interviews in the second stage were coded using Atlas software and inductive thematic analysis. In the current study, out of a total of 141 open code and 18 sub-themes, 5 main themes of awareness, acquisition, e-commerce, revenue and survival were the basis of digital growth hacking strategies.

کلیدواژه‌ها [English]

  • Growth Hack
  • Basalam Platform
  • theme analysis
  • Corona Crisis
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