طراحی مدل بازاریابی محتوا برای صنعت بانکداری جهت افزایش سهم بازار هدف

داداشی, علیرضا; حمیدی زاده, علی; ثانوی فرد, رسول

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکترای مدیریت بازاریابی، دانشکده علوم انسانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

² استادیار گروه مدیریت منابع انسانی، دانشکده مدیریت، پردیس فارابی دانشگاه تهران، قم، ایران

³ استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

چکیده

امروزه با گسترش فناوری در کسب وکارها، مشتریان نیز نسبت به تغییر رفتارهای خود اقدام نموده اند. فناوری به مشتریان اجازه داده پیش از ورود به بازار، به حجم وسیعی از اطلاعات مربوط به محصول و بازار دستیابی داشته باشند. بنابراین دیگر تمایل چندانی به قرارگرفتن در معرض تبلیغات سنتی گسترده ندارند. از این روکسب وکارها باید نسبت به استفاده از شیوه های نوین تبلیغات و اطلاع رسانی درباره محصولات و خدمات خود اقدام نمایند. پژوهش حاضر با هدف ارائه‌ی مدل افزایش سهم از بازار هدف در صنعت بانکداری با تمرکز بر بازاریابی محتوایی انجام شده است. پژوهشگر ابتدا به جمع آوری داده‌ها و اطلاعات پرداخته و کدهای شناسایی شده را در قالب مفاهیم و مقولات جدید دسته‌بندی نموده که مبنایی برای طراحی سوالات و پروتکل مصاحبه بوده است. مقولات نهایی عبارتند از: طرح ریزی محتوا، تولید محتوا، توزیع محتوا، سهم کیفی بازار، سهم کمی بازار و ارزش گذاری. مجموعا تا دستیابی به اشباع نظری، 13 مصاحبه با خبرگان 7 بانک انجام گرفته است. مدل نهایی بر اساس 81 کد مرتبط با 23 مفهوم مرتبط با موضوع پژوهش طراحی وارائه گردیده است. در نتیجه، مدلی طراحی گردید که با افزایش سهم کیفی از بازار هدف بانکداری مشتمل بر مولفه های «ارتقاء برند»، «بهبود اعتماد بین بانک و مشتریان» و «ایجاد توجه آگاهانه»، موجب ارتقاء سهم کمی بازارهدف در حوزه‌ها‌ی سپرده‌گذاران، سرمایه‌گذاران و تسهیلات‌گیرندگان خواهد شد.

کلیدواژه‌ها

20.1001.1.2322200.1401.26.2.6.5

عنوان مقاله [English]

Designing a content marketing model for the banking industry to increase the target market share

نویسندگان [English]

ali reza dadashi ¹
Ali Hamidizadeh ²
Rasoul Sanavi fard ³

¹ Ph.D student in marketing management, Department of Humanity Science, Qom Branch, Islamic Azad University. Qom, Iran

² Assistant Professor, Human Resources Management, Department of Management, Tehran university (farabi Campus), qom, iran

³ Assistant Professor, Department of Business Management ,Qom Branch, Islamic Azad University. Qom, Iran

چکیده [English]

With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional advertising. businesses must use new methods of advertising and information about their products and services. This study aims to provide a model for increasing the share of the target market in the banking industry, focusing on content marketing. The researcher first collected data and information and categorized the identified codes into new concepts and categories, which was the basis for designing the interview questions and protocol. The final categories are content planning, content production, content distribution, qualitative market share, quantitative market share, and, valuation. A total of 13 interviews with experts from 7 banks have been conducted to achieve theoretical saturation. The final model is designed and presented based on 81 codes related to 23 concepts related to the research topic. As a result, a model was designed that by increasing the qualitative share of the target banking market, including the components of "brand promotion", "improving trust between banks and customers" and "creating conscious attention", promotes a small share of the target market in areas will be depositors, investors, and borrowers.

کلیدواژه‌ها [English]

content marketing
target market
market share
banking

مراجع

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پژوهش های مدیریت در ایران

طراحی مدل بازاریابی محتوا برای صنعت بانکداری جهت افزایش سهم بازار هدف

مراجع

مراجع

دوره 26، شماره 2
تیر 1401
صفحه 116-142

طراحی مدل بازاریابی محتوا برای صنعت بانکداری جهت افزایش سهم بازار هدف

مراجع

مراجع

دوره 26، شماره 2تیر 1401صفحه 116-142

دوره 26، شماره 2
تیر 1401
صفحه 116-142