بازاریابی هوشمند مبتنی بر اینترنت اشیا در صنعت پرداخت الکترونیک | ||
| چشم انداز مدیریت بازرگانی | ||
| دوره 23، شماره 59 - شماره پیاپی 90، آذر 1403، صفحه 47-67 اصل مقاله (1.11 M) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2025.236841.1630 | ||
| نویسندگان | ||
| محسن شفیعی نیکابادی* 1؛ سمیرا نظامیوند چگینی2؛ حمزه آقابابایی3 | ||
| 1دانشیار گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| 2دانشجوی کارشناسی ارشد، گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| 3دکتری مدیریت صنعتی، گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| چکیده | ||
| امروزه سازمانها به ابزارهای جدیدی جهت تصمیم سازی و تصمیم گیری در محیطهای به شدت رقابتی نیاز دارند. از جمله این ابزارها، هوش یا بازاریابی هوشمند است. انتظار میرود که فناوری اینترنت اشیا کارایی و قابلیت هوش بازاریابی را افزایش دهد، زیرا به کمک آن میتوان اطلاعات مشتریان و رقبا را بهتر جمع آوری کرد. بر این اساس هدف پژوهش حاضر، شناسایی مدل بازاریابی هوشمند مبتنی بر اینترنت اشیا در صنعت پرداخت الکترونیک میباشد. این مطالعه کیفی با استفاده از رویکرد گراندد تئوری انجام شده است. دادهها با استفاده از مصاحبههای ساختار یافته تا اشباع کامل جمعآوری و سپس با کمک کد گذاری باز، محوری و انتخابی با استفاده از نرم افزار اطلس تی ای 9 مورد تجزیه و تحلیل قرار گرفتند. بر اساس یافتههای پژوهش، شرایط علّی به دو مقوله زیرساختهای فنی و تکنولوژیکی، زمینههای موجود در کشور به عنوان مقوله شرایط زمینهای، چالشهای تجاری و عملیاتی ،چالشهای قانونی و حقوقی و چالشهای فناوری و محیطی به عنوان مقولات شرایط مداخلهگر، تحلیل داده ها، رصد بازار، جذب پذیرنده ها، همکاری با بانک ها و مخابرات به عنوان شرایط راهبردی و پیامدهای محیطی و پیامدهای عملکردی به عنوان پیامدها شناسایی شدند. | ||
| کلیدواژهها | ||
| بازاریابی هوشمند؛ اینترنت اشیا؛ پرداخت الکترونیک؛ نظریه داده بنیاد | ||
| عنوان مقاله [English] | ||
| Intelligent Marketing based on the Internet of Things in the Electronic Payment Industry | ||
| نویسندگان [English] | ||
| Mohsen Shafiei Nikabadi1؛ Samira Nezamivand chegini2؛ Hamzeh َAghababayi3 | ||
| 1Associate Professor of Industrial Management Department, Semnan University, Semnan | ||
| 2MA. Student, Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| 3PHD of Industrial Management, Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| چکیده [English] | ||
| Today, organizations need new tools to make decisions in highly competitive environments. Among these tools is intelligence or smart marketing. It is expected that the Internet of Things technology will increase the efficiency and capability of marketing intelligence, because it can be used to better collect information about customers and competitors. Based on this, the aim of this research is to identify the smart marketing model based on the Internet of Things in the electronic payment industry. This qualitative study was conducted using the grounded theory approach. The data were collected using structured interviews until complete saturation and then analyzed with the help of open, central and selective coding using Atlas TI 9 software. Based on the findings of the research, the causal conditions are divided into two categories: technical and technological infrastructures, existing fields in the country as the category of background conditions, commercial and operational challenges, legal and legal challenges and technological challenges and Environment as the categories of intervening conditions, data analysis, market monitoring, attracting adopters, cooperation with banks and telecommunications as strategic conditions and environmental consequences and functional consequences were identified as consequences. | ||
| کلیدواژهها [English] | ||
| Electronic payment, Grounded theory, IoT, Intelligent Marketing | ||
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