Presenting a conceptual model of branding using multi-criteria decision making method LINMAP to prioritize the consumption value affecting on the customer relationship management for fashion based communication goods
- سال انتشار: 1394
- محل انتشار: کنفرانس بین المللی مدیریت، اقتصاد و سامانه های مالی
- کد COI اختصاصی: MEFS01_110
- زبان مقاله: انگلیسی
- تعداد مشاهده: 1272
نویسندگان
Young Researchers and Elite Club, Kermanshah Branch, Islamic Azad University,Kermanshah, Iran
Corresponding Author Young Researchers and Elite Club, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
Seyed Mohammad Taghi FatemiGhomi
Department of Industrial Engineering, Amirkabir University of Technology, ۴۲۴ Hafez Avenue, ۱۵۹۱۶۳۴۳۱۱Tehran, Iran
Member of Entrepreneurship Department, Razi University, Kermanshah, Iran
چکیده
Today, companies are using customer value as a tool to create competitive advantage among competitors. By perceiving and creating value from customers’ viewpoint, they are attempting to build an appropriate phantasm from their commercial brand in the customer’s mind. This paper has followed to investigate effect of consumable values on choosing brand (trade mark) of mobile phones using knowledge management techniques and also data mining. To increase accuracy in this dissertation, it has been tried that case study is chosen with different and diverse shopping tastes. Therefore, mobile phone shoppers in Kermanshah macro city were considered as statistical population. Sampling was done using simple random sampling. Number of sample is 384 persons. Also, by designing a stable questionnaire with orientation about customer recognition from 2 consumable and emotional aspects, data were collected and statistically investigated. Results obtained from different tests have happened by concentrating on 3 first conspicuous consumption brands. Different results showed that in addition to significance of effect of consumable values on choosing brand, shoppers in studied geographic area have received the highest consumable value from an especial brand. Also, it brings the highest cognitive and emotional value for shoppers. Thus, by taking advantage of brand and knowledge management, valuable strategies were articulated for more penetration in the market for local producers by using results.کلیدواژه ها
Customer relationship management, Brand management, Data mining, Customer recognitioمقالات مرتبط جدید
- پیچیدگی سازمانی به عنوان یک عامل موثر در عملکرد نامطلوب سازمان
- قالب مدون جهت سنجش دفتر مدیریت پروژه
- نقش فعالیت های بازاریابی رسانه اجتماعی بر عملکرد برند با میانجی گری صحه برند، نگرش برند، شهرت برند و آگاهی از برند
- بررسی ارتباط مسئولیت اجتماعی شرکتها با ارزش بازار و ریسک شرکتی در شرکتهای پذیرفته شده در بورس اوراق بهادار تهران
- تاثیر شایسته سالاری در گزینش منابع انسانی بر موفقیت سازمان
اطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.