تبیین عملکرد اقتصادی تولیدکنندگان گیاهان زینتی با توجه به مدیریت برند و پویایی بازار
محورهای موضوعی : مجله گیاهان زینتیمحسن هاشمی گهر 1 , سید محمد علی طباطبائی میرک آباد 2
1 - گروه حسابداری، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
2 - دانشجوی کارشناسی ارشد گرایش بازاریابی مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد شهرقدس، تهران، ایران
کلید واژه: مدیریت برند, پویایی بازار, عملکرد اقتصادی, گیاهان زینتی, تقاضا,
چکیده مقاله :
عدم قطعیت و پویایی در بازارهای رقابتی، تولیدکنندگان گیاهان زینتی را مجبور می‌کند نسبت به رویکردهای خود جهت بهبود عملکرد اقتصادی شرکت تجدید نظر کنند. کلید دستیابی و حفظ عملکرد اقتصادی در اختیار داشتن و توسعه منابع منحصر به فرد است که تقلید از آن توسط سایر شرکت‌های دیگر دشوار باشد. هدف از پژوهش حاضر، تبیین عملکرد اقتصادی تولیدکنندگان گیاهان زینتی با توجه به مدیریت برند و پویایی بازار بود. تحقیق حاضر از نظر هدف یکی از تحقیقات کاربردی بوده و از نظر جمع‌آوری داده‌ها توصیفی و از نوع پیمایشی است. برای جمع‌آوری اطلاعات از پرسش‌نامه‌های استاندارد استفاده شد. جامعه آماری تحقیق حاضر کلیه مدیران بازاریابی، مدیران مالی و کارکنان ارشد شرکت‌های تولید کننده گیاهان زینتی در سال 1403 بودند. با استفاده از فرمول کلاین و جکسون برای معادلات ساختاری، نمونه آماری تحقیق به تعداد 125 نفر به‌صورت تصادفی ساده انتخاب شد. با استفاده از معادلات ساختاری و نرم‌افزار Smart PLS3 فرضیه‌های تحقیق مورد آزمایش قرار گرفت و نتایج آزمون فرضیه‌ها نشان داد مدیریت برند و پویایی بازار بر عملکرد اقتصادی تولید کنندگان گیاهان زینتی تأثیر مثبت و معنی‌داری دارد. بر اساس این نتایج می‌توان بیان داشت ﻣـﺪﻳﺮان ﺷﺮﻛﺖﻫﺎ ﺣﺎﺻﻞ ﺗﺼـﻤﻴﻢﮔﻴـﺮيﻫـﺎي ﺧـﻮد را در ﻗﺎﻟـﺐ اﻧﺘﺨـﺎب اﺳـﺘﺮاﺗﮋي، در آﻳﻨـﻪ ﻣﻌﻴﺎرﻫـﺎي ﻋﻤﻠﻜﺮدي ﻣﺸﺎﻫﺪه ﺧﻮاﻫﻨﺪ ﻧﻤﻮد. ﺗﺠﺰﻳﻪ وﺗﺤﻠﻴﻞ و ﻣﻘﺎﻳﺴﻪ ﻋﻤﻠﻜﺮد ﻣﺸﺎﻫﺪه ﺷﺪه ﺑﺎ روﻧـﺪ ﮔﺬﺷـﺘﻪ، رﻗﺒﺎ و ﻳﺎ ﻣﺘﻮﺳﻂ ﺻﻨﻌﺖ ﺑﺎزﺧﻮرد ﻣﻨﺎﺳﺒﻲ را ﺟﻬﺖ ﺗﺼﻤﻴﻢﮔﻴﺮي و اﻧﺠﺎم ﻓﻌﺎﻟﻴﺖﻫـﺎي آﺗـﻲ ﻓـﺮاﻫﻢ ﻣﻲآورد. ﺑﻪ ﻫﻤﻴﻦ دﻟﻴﻞ ﻳﻜﻲ از ﻣﻬﻤﺘﺮﻳﻦ اﻫﺪاف ﺗﻤﺎﻣﻲ ﺷـﺮﻛﺖﻫـﺎ در ﻃـﻮل زﻣـﺎن، ﺑﻬﺒـﻮد ﻣﺴـﺘﻤﺮ ﻋﻤلکرد ﺑﻮده اﺳﺖ. ﻋـﻼوه ﺑـﺮ آن ﺷﺮﻛﺖﻫﺎ ﺑﺎﻳﺪ ﻧﺴﺒﺖ ﺑﻪ رﻗﺒﺎ در اﻳﺠﺎد ﻫﻤﺎﻫﻨﮕﻲ ﺑﻴﻦ اﻋﻀﺎي زﻧﺠﻴﺮه و ﺗﺠﺰﻳـﻪ وﺗﺤﻠﻴـﻞ ﺑـﺎزار و ﭘﺎﺳﺦ ﺑﻪ ﻧﻴﺎزﻫﺎي آن ﭘﻴﺶ دﺳﺘﻲ ﻛﻨﻨﺪ و اﻳﻦ ﻣﻬﻢ را ﻣﻲﺗﻮاﻧﻨﺪ ﺑﺎ ﺗﻮﺳﻞ ﺑﻪ اﺳﺘﺮاﺗﮋيﻫﺎي ﺑﺎزارﻳـﺎﺑﻲ و ﻗﺎﺑﻠﻴﺖﻫﺎي آن اﻧﺠﺎم دﻫﻨﺪ.
Uncertainty and market dynamics in competitive environments compel ornamental plant producers to rethink their strategies for improving economic performance. The key to attaining and sustaining economic performance lies in having and expanding exclusive resources, which makes replication by other companies challenging. This research focused on explaining the economic performance of ornamental plant producers considering their brand management and market dynamics. The study is applied research in terms of its objective and descriptive-survey based on its data collection method. Standardized questionnaires were used for gathering information. The statistical population of this study included all marketing managers, financial managers, and senior staff of ornamental plant production companies in the year 2024. Using Klein and Jackson's formula for structural equations, a random sample of 125 individuals was selected. Structural equation modeling and Smart PLS3 software were employed to test the hypotheses. According to the results, brand management and market dynamics play a significant and positive role in improving the economic performance of ornamental plant producers. These findings suggest that managers can observe the results of their decision-making through strategy selection, which reflects on their performance metrics. Assessing and comparing the observed performance with past trends, competitors or the industry average offers valuable feedback for future decision-making and activities. Hence, continuous performance improvement has been one of the primary goals for companies over time. Additionally, companies must outperform their competitors in coordinating with supply chain members, analyzing the market, and responding to its demands, which can be achieved through marketing strategies and capabilities.
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