基于波特竞争战略的伊朗国民银行营销策略制定

IF 2.5 4区管理学 Q3 BUSINESS

Journal of Business-To-Business Marketing Pub Date : 2019-04-03 DOI:10.1080/1051712X.2019.1603421

A. Shokuhi, Seyed Ali Nabavi Chashmi

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引用次数: 5

摘要

为了使银行能够根据当前的市场状况、竞争对手的状况等，从适当的、有效的战略中受益，一个现代的、预定义的营销策略的存在对像银行这样的每一个企业都是必不可少的。因此，本文的目的是根据波特在BankMelli的竞争战略制定营销策略。在BankMelli工作的经理人数为2456人，选取其中的337人作为样本用于计算。本文基于模糊TOPSIS检验方法得出的结果表明，差异化战略是第一优先级，其次是重点战略和成本领先战略。此外，指标的优先顺序表明，人员思维、人员能力、市场开发、服务提供以及最终的产品展示是确定BankMelli战略的前五个优先事项。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Formulation of Bank Melli Iran Marketing Strategy Based on Porter‘S Competitive Strategy

ABSTRACT The presence of a modern and predefined marketing strategy is essential for every enterprise like banks in order for the bank to be able to benefit from an appropriate and efficient strategy based on the current market conditions, competitors' status and so on. Therefore, the purpose of this article is to develop a marketing strategy based on Porter's competitive strategy at BankMelli. the number of managers working at BankMelli is 2456 and 337 of them were selected as samples to be used in the calculations. the result of this article, which were obtained based on the fuzzy TOPSIS test method, indicates that the differentiation strategy is the first priority and then are the focus and cost leadership strategies. In addition, prioritization of indices indicates that personnel thinking, personnel abilities, market development, service provision and ultimately, product presentation are the first five priorities in determining the strategy of BankMelli.

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来源期刊

Journal of Business-To-Business Marketing BUSINESS-

CiteScore

2.20

自引率

35.70%

发文量

期刊介绍： The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities