تحلیل ساختاری ایجاد کسب‌وکار جدید به‌واسطه تشخیص و توسعه فرصت‌های بازاریابی الکترونیکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه کارافرینی، دانشکده اقتصاد و مدیریت، دانشگاه سیستان و بلوچستان، زاهدان، ایران.

2 دانشجوی دکتری مدیریت کسب و کار، گروه علوم اقتصادی و اداری، دانشکده علوم اجتماعی، دانشگاه آکدنیز، انتالیا، ترکیه.

3 کارشناسی ارشد، گروه کارآفرینی، دانشکده اقتصاد و مدیریت، دانشگاه سیستان و بلوچستان، زاهدان، ایران.

چکیده

 بازاریابی الکترونیکی می‌تواند فرصت‌هایی برای ایجاد کسب‌وکار جدید به همراه داشته باشد. هدف این پژوهش تحلیل ساختاری ایجاد کسب‌وکار جدید با استفاده از تشخیص و توسعه فرصت‌های بازاریابی الکترونیکی در شرکت‌های مستقر در مرکز رشد می‌باشد. پژوهش حاضر روش تحقیق پژوهش حاضر به لحاظ هدف کابردی و به لحاظ اجرا توصیفی پیمایشی با رویکرد مدل سازی معادلات ساختاری می باشد. جامعه آماری این پژوهش کارکنان شرکت‌های مستقر در مرکز رشد و پارک علم و فناوری سیستان و بلوچستان به تعداد 400 نفر می‌باشند، که تعداد 196 نفر به روش تصادفی ساده و بر اساس فرمول کوکران به عنوان نمونه آماری پژوهش انتخاب شدند. ابزار گردآوری داده‌ها دو پرسشنامه استاندارد و پرسشنامه مقایسه زوجی، می‌باشد. روایی صوری ابزار تحقیق توسط نظرات چند تن از اساتید، روایی محتوایی، با روایی همگرا و واگرا و پایایی آن از طریق ضریب آلفای کرونباخ با ضریب 0.83 مورد تأیید قرار گرفت. برای تجزیه‌وتحلیل داده‌ها از روش SEM-PLS در نرم‌افزار Smart-PLS-3 و جهت رتبه‌بندی از AHP در Expert Choice استفاده شد. یافته­ها نشان داد که ابعاد ارزش‌افزوده (317/0)، ایجاد مزیت رقابتی (242/0)، تمایز در کیفیت (558/0)، راهبرد اقیانوس آبی )175/0)، رشد صادرات (127/0)، سفارشی‌سازی )150/0)، فرصت‌های بازاریابی الکترونیک )207/0)، پویایی بازار (182/0)، پیشران رقابت‌پذیری (112/0)، گرایش به نوآوری (199/0)، یکپارچه‌سازی بازار (158/0) بر ایجاد کسب وکار جدید تاثیر گذار می باشند. همچنین نتیجه اولویت‌بندی مؤلفه‌های فرصت‌های بازاریابی الکترونیکی، سفارشی‌سازی با رتبه 0.237را از همه ابعاد، دارای درجه اهمیت بالاتر دانست.

کلیدواژه‌ها

عنوان مقاله [English]

Structural Analysis of Establishing a new Business Through the Identification and Development of Electronic Marketing Opportunities Using a Partial Least Squares Approach.

نویسندگان [English]

  • Mohim Tash 1
  • Zohreh Amiri Sardari 2
  • Ghamar Yavari 3
1 Assistant Professor, Department of Entrepreneurship, Faculty of Economics and Management, University of Sistan and Baluchestan, Zahedan, Iran .
2 Ph.D. student of Business Administration, Faculty of Social Sciences, Akdeniz University, Antalya, Turkey.
3 Master of Entrepreneurship, Department of Entrepreneurship, Faculty of Economics and Management, Universety of Sistan and Baluchestan, Zahedan, Iran.
چکیده [English]

Abstract
In recent decades, the concept of e-marketing has been expanding and taking on a new meaning every day. E-marketing can bring new business opportunities. The purpose of this research was structural analysis of new business creation by identifying and developing electronic marketing opportunities in companies based in the growth center. In this applied research, descriptive-field methods were used to collect data. The statistical population of this research is 400 employees of companies located in the growth center and science and technology park, of which 196 people were selected as a sample using Cochran's formula. The data collection tools are two Likert scale questionnaires and paired comparisons questionnaires. The validity of the research tool was confirmed by the opinions of several professors and its reliability was confirmed through Cronbach's alpha with a coefficient of 0.83. SEM-PLS method was used in Smart-PLS-3 software for data analysis and AHP was used in Expert Choice for ranking. The findings show that all aspects of electronic marketing opportunities have been effective in creating new business. Also, the result of prioritizing the components of E-marketing opportunities, customization with a rank of 0.237 was considered to have a higher degree of importance than all dimensions. E-marketing opportunities exist in many forms. In order to create a new business, the need to exploit each of these opportunities in the context of electronic marketing, such as customization, creating innovation, etc., can expect business growth and development at the international level as well.
Introduction
In recent years, the establishment of new businesses has garnered significant attention as a key factor in economic development. Entrepreneurial activities are among the primary drivers of industrial dynamism, economic development, and growth. Businesses play a fundamental role in the functioning of economies. Therefore, entrepreneurship and the creation of new businesses are recognized as catalysts for innovation, employment, and economic growth.
A healthy economy is identified by an appropriate number of existing businesses and a continuous process of creating new businesses (business flow). The elimination of physical boundaries has occurred with the recent expansion of electronic and digital communication channels, such as mobile phones and the Internet. Leading digital companies often distinguish themselves through new business models. Finding the right business model is a challenge for entrepreneurs.
These innovative entrepreneurial approaches coincide with recent trends in small-scale investments utilizing digital technologies to expand their core capabilities. Indeed, advancements in information and communication technology have led to widespread transformations in the lives of individuals, businesses, and marketing practices. As a result, electronic marketing constitutes a significant portion of marketers' attention and corporate budgets.
Although research has been conducted on challenges and opportunities for startups, initiating new businesses, electronic marketing, and innovation, no research has yet addressed the identification and development of electronic marketing opportunities for starting a new business. Therefore, this research aims to conduct a structural-functional analysis of establishing a new business using the identification and development of electronic marketing opportunities in companies based in growth centers.
Case study
The companies that located in the growth center and science and technology park of Sistan and Baluchistan province.
Materials and Methods
The current research, in terms of its objective and application, is descriptive-applied, and in terms of methodology, it is descriptive-field. The data analysis method employed is a combination of quantitative methods, including Structural Equation Modeling (SEM) with a partial least squares approach using Smart-PLS software. For ranking purposes, the Analytic Hierarchy Process (AHP) has been utilized in the analysis.
Discussion and Results
The findings indicate that the dimensions of value-added (0.317), creating competitive advantage (0.242), quality differentiation (0.558), blue ocean strategy (0.175), export growth (0.127), customization (0.150), e-marketing opportunities (0.207), market dynamism (0.182), competitiveness driving force (0.112), innovation orientation (0.199), and market integration (0.158) significantly impact the establishment of a new business. Additionally, the prioritization results of e-marketing opportunities components show that customization, with a rank of 0.237, is considered the most important dimension among all factors. This means that it is the most influential component in e-marketing opportunities. Integration, with a coefficient of 0.214, holds the second position, and competitive advantage, with a rank of 0.166, is in the third position. Therefore, according to the experts' perspective in the study, three crucial variables have been identified.
Conclusion
Upon reflection on the evolution of online methods in service delivery, one can observe the success and impact of utilizing virtual space knowledge in a way that certain phenomena have successfully operated and achieved better and more desirable results by intelligently employing these methods in the modern age. Online marketing, viral marketing (electronic word-of-mouth), social media, and similar tools can all contribute to the facilitation of a new business. Numerous goods and services are presented by individuals, especially women or those who cannot be present in the community full-time. These individuals, through electronic marketing, can easily showcase their products or services in the market without physical presence and generate income.  Especially in special circumstances, such as the current societal conditions and restrictions on people's movement to prevent the spread of the coronavirus, electronic marketing finds greater prominence and is considered one of the most crucial avenues. Through research and study in this field, seven dimensions were identified for the electronic marketing opportunities variable, including:  1. Market Integration (with two components: price fairness and non-restriction of working time and place). 2. Customization (with two components: potential opportunities and perceived usefulness). 3. Competitiveness Driving Forces (with two components: market performance and time-saving orientation). 4. Market Dynamism (with two components: use of social networks and customer relationship management). 5. Creating Competitive Advantage (with two components: supply chain management and quality content production). 6. Blue Ocean Strategy (with two components: use of desirable new technologies and target market evaluation strategy). 7. Export Growth (with two components: convenience motivation and quality of electronic services).

کلیدواژه‌ها [English]

  • E-Marketing
  • opportunity
  • new business
  • structural equations

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پژوهش های مدیریت عمومی
دوره 16، شماره 62 - شماره پیاپی 62
(علمی- پژوهشی)
اسفند 1402
صفحه 317-349

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