08 خرداد 1403
سيد يعقوب حسيني

سید یعقوب حسینی

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت
تلفن: 07731222124
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
ارزیابی بازاریابی دیجیتال شرکتهای معدنی استان بوشهر و طراحی استراتژی مناسب با استفاده از مدل RACE
نوع پژوهش پارسا
کلیدواژه‌ها
Digital Marketing Strategy, Assessment Strategy, RACE, Formulation Strategy, Mine
پژوهشگران دیلمی زینب (دانشجو) ، سید یعقوب حسینی (استاد راهنما) ، حیدر احمدی (استاد مشاور)

چکیده

Background and Aim: Digital marketing can be seen as a modern philosophy and modern approach, which has combined the nature of today's businesses with a technological revolution. On the other hand, the world of modern industry and technology is increasingly in need of minerals. For this reason, the present study is based on evaluating the digital marketing strategies of mining companies in Bushehr province, and also designing the appropriate strategy for this sector, while assessing the current status of digital marketing in the province's mining sector, it has taken a step to provide a strategy to advance its export-oriented goals and modernize the country. Methodology: This study, from the perspective of orientation in applied research, has an iductive deductive approach, and its strategy is correlational and scrolling. This descriptive study, which has done quantitative in terms of analyzing its data, has selected the local data collection method and has used tools such as questionnaires, documents, and interviews. The statistical population of this study consisted of all mining companies of Bushehr province with a total of 172 companies. The sampling method was sampling based on two criteria: "Company Activation" and "Digital Marketing Use". It has selected 11 companies from among the companies in the statistical population. Data analysis was performed using SPSS and Smart-PLS software. Findings and Conclusions: The findings of this study indicate that the digital marketing strategy of Bushehr Mining Companies is not in good condition because, reviewing 5 dimensions of digital marketing strategy, namely, "dimensions of marketing plan, reaching the target customer, interacting with customers, turning visitors into customers, and then engaging the customers", shows that all of these dimensions are weak and didn't get a good score. Finally, the strategic analysis of this section comes to the best of its proposed strategy, namely the creation and development of an e