چکیده

کاربرد سرمایه‏های‏فکری در تحلیل برنامه‏بازاریابی یک کسب‏و‏کار الکترونیک

مطالعه‏بین‏موردی: شرکت آریانیک، رایورز و پارس آنلاین

نگارنده

محمد زند خانه شهری

مطالعه وضعیت فعلی کشور، افزایش‏مشاغل جدید، موفقیت و شکست کسب‏و‏کار‏های الکترونیک و سنتی، نشان‏دهنده تاثیر مثبت نوآوری و خلق مزیت‏رقابتی‏پایدار در برنامه‏بازاریابی شرکت‏های کوچک و متوسط است. نیاز‏های تحلیل برنامه‏بازاریابی در کسب‏وکارالکترونیک و ارتباط سرمایه‏های‏فکری با خلاقیت و نوآوری یک مساله مهم در‏این‏پژوهش است.

در تحقیق حاضر برای شناسایی مدل‏های تحلیل برنامه‏بازاریابی و اجزاء سرمایه‏فکری از روش‏تحقیق فراترکیب و برای تعیین وضعیت برنامه‏بازاریابی مشاغل الکترونیکی کشور، با استفاده از مدل‏های تحلیل برنامه‏بازاریابی و چگونگی کاربرد سرمایه‏های‏فکری در موفقیت برنامه‏بازاریابی یک کسب‏و‏کار‏الکترونیک روش‏تحقیق مطالعه‏بین‏موردی بکارگرفته شده‏است.

نتایج نشان می‏دهند که، ازبین بیش از 50 تحلیل وضعیت مطالعه شده، 13 مدل تحلیل پرکاربردتر؛ و از بین سرمایه‏های‏فکری بررسی شده، بیش از 80 جزء مهم و کاربردی، جهت نوآوری در تدوین برنامه‏بازاریابی کسب‏و‏کار‏الکترونیک بیشترین استفاده را داشتند. هدف این پژوهش بررسی اثر متقابل اجزاء سرمایه‏های‏فکری در ایجاد مزیت‏رقابتی‏پایدار و نوآوری در تحلیل برنامه‏بازاریابی‏الکترونیکی کسب‏و‏کار می‏باشد.

کلمات کلیدی:

مدل‏های تحلیل‏برنامه بازاریابی، کسب‏وکارالکترونیک، چارچوب سرمایه‏های‏فکری

منابع و مراجع

منابع فارسی

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ABSTRACT

Application of intellectual capital in the analysis

of e-business marketing plan

Cross case study: Aryanic, Rayvarz & Parsonline Companies

By

Mohammad Zand Khane Shahri

According to the economy, population pyramid and recent sanctions, Islamic Republic of Iran will see an increase in new jobs, particularly in e-business by youth. The reasons for success and failure of traditional and online business studies reflect the positive impact of innovation and create a sustainable competitive advantage in the small and medium enterprises’ marketing. The importance of this study is to find requirements of the analysis in e-business marketing plan. Previous studies confirm that intellectual capital has a significant and substantive impact on innovation and creativity.

In the present study Meta-Synthesis research methodology was used to identify models of marketing plan and components of intellectual capital; and cross case study method was used to determine the situation of Iranian e-business marketing plan by using the analysis models of marketing plan and how to use an intellectual capital for e-business marketing plan achievement.

 The results show that there are many kinds of situation analysis models (over 50), and 14 analysis models are mostly used for innovation in e-business marketing plans. Also there are many important components of intellectual capital (over 80). The purpose of this research is to survey the interaction of the components of intellectual capital in creating sustainable competitive advantage and innovation in e-businesses' marketing plan.

Keywords: Analysis models of marketing plan, electronic business and intellectual capital framework

IN THE NAME OF GOD

Application of intellectual capital in the analysis

of e-business marketing plan

Cross case study: Aryanic, Rayvarz & Parsonline Companies

BY

Mohammad Zand Khane Shahri

THESIS

SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE (MSc.)

IN

INFORMATION TECHNOLOGY

(ELECTRONIC COMMERCE)

NOORETOUBA VIRTUAL UNIVERSITY

TEHRAN

ISLAMIC REPUBLIC OF IRAN

EVALUATED AND APPROVED BY THE THESIS COMMITTEE AS: …………

Dr. S. M. R. Nasserzadeh (CHAIRMAN)

Dr. H. R. Yazdani (CONSULTANT)

Dr. H. A. Nemati. Sh (ARBITRATOR)

چکیده

کاربرد سرمایه‏های‏فکری در تحلیل برنامه‏بازاریابی یک کسب‏و‏کار الکترونیک

مطالعه‏بین‏موردی: شرکت آریانیک، رایورز و پارس آنلاین

نگارنده

محمد زند خانه شهری

مطالعه وضعیت فعلی کشور، افزایش‏مشاغل جدید، موفقیت و شکست کسب‏و‏کار‏های الکترونیک و سنتی، نشان‏دهنده تاثیر مثبت نوآوری و خلق مزیت‏رقابتی‏پایدار در برنامه‏بازاریابی شرکت‏های کوچک و متوسط است. نیاز‏های تحلیل برنامه‏بازاریابی در کسب‏وکارالکترونیک و ارتباط سرمایه‏های‏فکری با خلاقیت و نوآوری یک مساله مهم در‏این‏پژوهش است.

در تحقیق حاضر برای شناسایی مدل‏های تحلیل برنامه‏بازاریابی و اجزاء سرمایه‏فکری از روش‏تحقیق فراترکیب و برای تعیین وضعیت برنامه‏بازاریابی مشاغل الکترونیکی کشور، با استفاده از مدل‏های تحلیل برنامه‏بازاریابی و چگونگی کاربرد سرمایه‏های‏فکری در موفقیت برنامه‏بازاریابی یک کسب‏و‏کار‏الکترونیک روش‏تحقیق مطالعه‏بین‏موردی بکارگرفته شده‏است.

نتایج نشان می‏دهند که، ازبین بیش از 50 تحلیل وضعیت مطالعه شده، 13 مدل تحلیل پرکاربردتر؛ و از بین سرمایه‏های‏فکری بررسی شده، بیش از 80 جزء مهم و کاربردی، جهت نوآوری در تدوین برنامه‏بازاریابی کسب‏و‏کار‏الکترونیک بیشترین استفاده را داشتند. هدف این پژوهش بررسی اثر متقابل اجزاء سرمایه‏های‏فکری در ایجاد مزیت‏رقابتی‏پایدار و نوآوری در تحلیل برنامه‏بازاریابی‏الکترونیکی کسب‏و‏کار می‏باشد.

کلمات کلیدی:

مدل‏های تحلیل‏برنامه بازاریابی، کسب‏وکارالکترونیک، چارچوب سرمایه‏های‏فکری

منابع و مراجع

منابع فارسی

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ABSTRACT

Application of intellectual capital in the analysis

of e-business marketing plan

Cross case study: Aryanic, Rayvarz & Parsonline Companies

By

Mohammad Zand Khane Shahri

According to the economy, population pyramid and recent sanctions, Islamic Republic of Iran will see an increase in new jobs, particularly in e-business by youth. The reasons for success and failure of traditional and online business studies reflect the positive impact of innovation and create a sustainable competitive advantage in the small and medium enterprises’ marketing. The importance of this study is to find requirements of the analysis in e-business marketing plan. Previous studies confirm that intellectual capital has a significant and substantive impact on innovation and creativity.

In the present study Meta-Synthesis research methodology was used to identify models of marketing plan and components of intellectual capital; and cross case study method was used to determine the situation of Iranian e-business marketing plan by using the analysis models of marketing plan and how to use an intellectual capital for e-business marketing plan achievement.

 The results show that there are many kinds of situation analysis models (over 50), and 14 analysis models are mostly used for innovation in e-business marketing plans. Also there are many important components of intellectual capital (over 80). The purpose of this research is to survey the interaction of the components of intellectual capital in creating sustainable competitive advantage and innovation in e-businesses' marketing plan.

Keywords: Analysis models of marketing plan, electronic business and intellectual capital framework

IN THE NAME OF GOD

Application of intellectual capital in the analysis

of e-business marketing plan

Cross case study: Aryanic, Rayvarz & Parsonline Companies

BY

Mohammad Zand Khane Shahri

THESIS

SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE (MSc.)

IN

INFORMATION TECHNOLOGY

(ELECTRONIC COMMERCE)

NOORETOUBA VIRTUAL UNIVERSITY

TEHRAN

ISLAMIC REPUBLIC OF IRAN

EVALUATED AND APPROVED BY THE THESIS COMMITTEE AS: …………

Dr. S. M. R. Nasserzadeh (CHAIRMAN)

Dr. H. R. Yazdani (CONSULTANT)

Dr. H. A. Nemati. Sh (ARBITRATOR)