رویکردی سیستمی برای طراحی مدل بازاریابی سازمان پروژه محور مبتنی بر استراتژی فرصت های متنوع (مطالعه موردی)
محورهای موضوعی : مدیریت صنعتی
عظیم الله زارعی
1
,
رضا بهبود
2
*
,
عادل آذر
3
1 - سمنان
2 - دانشگاه سمنان
3 - تربیت مدرس
کلید واژه: مدل فرایندی بازاریابی, توسعه کسب و کار, سازمان های پروژه محور, متدولوژی سیستم های نرم.,
چکیده مقاله :
سازمان ها را با توجه به ماهیت و نوع کار در سطح کلان به دو دسته پروژه محور و غیر پروژه محور تقسیم بندی می-کنند. کسب و کارهای مبتنی بر پروژه دارای نقطه شروع و پایان مشخص هستند و پس از تحویل پروژه به مالکان به انتها می رسند. از این رو بازاریابی در این نوع سازمان ها با هدف ادامه حیات سازمان از طریق جستجوی پروژه های جدید برای تولید یک محصول یا ارائه خدمات اهمیت فراوانی دارد. اما بازاریابی در سازمان های پروژه محور با در نظر گرفتن هزینه بالای شرکت در مناقصات، فضای رقابتی شدید، دانش فنی و تکنولوژی پیچیده و متنوع از حساسیت بالایی برخوردار است. این مقاله به مطالعه فرایند بازاریابی در سازمان پروژه محور پرداخته و با توجه به پیچیدگی این مسئله و حضور ذینفعان متعدد در ارائه مدل بازاریابی برای این نوع سازمان از رویکرد متدولوژی سیستم های نرم استفاده شده است. مراحل هفت گانه طراحی مدل به کمک این رویکرد به تشریح بیان شده، عوامل داخلی و خارجی موثر بر فرایند بازاریابی و عناصر مشارکت کننده با تعیین نقش هر یک معرفی و در انتها تغییرات پیشنهادی لازم همچون بازنگری اساسنامه سازمان، اقدام برای اخذ رتبه پیمانکاری در سایر حوزه های صنعتی، تدوین و تصویب مدرک استراتژی کسب، تشکیل واحد مستقل تحقیق و توسعه و ایجاد تفاهم نامه همکاری با شرکت های صاحب تکنولوژی به ذینفعان درگیر در شرایط مسئله با هدف بهبود عملکرد سیستم و افزایش اثربخشی فرایند بازاریابی ارائه شد.
On the macro level, organizations are divided into project-based and non-project-based categories according to the nature and type of work. Project-based businesses have a specific start and end point and end up delivering the project to the owners. Therefore, marketing in these kinds of organizations is very important in order to continue the life of the organization by searching for new projects to produce a product or service. But marketing in project-oriented organizations is highly sensitive with considering the high cost of bidding, the intense competitive environment, the complex and varied technical knowledge and technology. This paper studies the marketing process in the project-oriented organization of industrial projects management of Iran and due to the complexity of this issue and the presence of multiple stakeholders in designing a marketing model for the organization; a soft systems methodology approach has been used. Seven steps of model design using this approach was mentioned, internal and external factors influencing the marketing process by the role of each was introduced, and finally the needed changes such as revising the organization's statute, attempting to obtain the contracting rank in others industrial areas, preparing and approval of a acquisition plan, setting up an independent R&D department, and developing partnerships with technology companies were offered to stackholders to improve system performance and enhance the effectiveness of the marketing process.
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