اولویت‌بندی عوامل مؤثر بر بازاریابی و فروش محصول جدید در کسب‌وکارهای کوچک و متوسط حوزة زیست- فناوری غذایی

نوع مقاله: مقاله پژوهشی - کمی

نویسنده

کارشناس ارشد دانشکدة کارآفرینی، دانشگاه تهران

چکیده

نیازها و خواسته‌های مشتریان در بازار محصولات غذایی به‌شدت درحال تغییر است. درنتیجه، اقدامات مناسب در زمینة بازاریابی و فروش، نقش مهمی در شناسایی این نیازها و موفقیت محصولات جدید غذایی در مرحلة پرتاپ و راه‌اندازی محصول به بازار دارند. این تحقیق، به اولویت‌بندی عوامل مؤثر بر مرحلة بازاریابی و فروش فرایند توسعة محصول جدید در کسب‌وکارهای کوچک و متوسط فعال در حوزة زیست- فناوری غذایی می‌پردازد. روش تحقیق آمیخته- اکتشافی است. در بخش کیفی، مصاحبه با ده نفر از خبرگان از جمله مدیران و استادان دانشگاهی در حوزة توسعة محصول جدید و زیست- فناوری غذایی صورت گرفت و در بخش کمی با استفاده از نتایج کیفی، پرسشنامه‌ای تهیه و میان 80 نفر از خبرگان توزیع شد که 64 پرسشنامه عودت داده شد و از طریق نرم‌افزار SPSS20 تحلیل انجام گرفت. نتایج پژوهش مبین تأیید چهار عامل آمیختۀ بازاریابی (قیمت، محصول، توزیع و ترفیع) در بعد بازاریابی و فروش فرایند توسعة محصول جدید است. نتایج آزمون نشان داد به‌ترتیب قیمت، محصول، ترفیع و توزیع دارای اهمیت هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Prioritizing the Factors Affecting the Marketing and sales of New Product in SMEs Active in Food Biotechnology

نویسنده [English]

  • Ameneh Kan'ani
MA student, Faculty of Entrepreneurship, University of Tehran
چکیده [English]

Rapidly changing customer needs and desires in market of food product A pproprait actions in relation to marketing and sales play an important role in identifying these needs and succeeding of new food products in stage of launch of product. this paper aims to prioritize the factors affecting the marketing and sales of the new product development process in small and medium-sized businesses active in the field of biotech food deals. The research is exploratory mixed type. In the qualitative interviews with dozens of experts in the field of new product development and food biotechnology in the quantitative 80 questionnaire distributed and 64 questionnair returned. The results represent a confirmation Four elements of the marketing mix (price, product, place and promotion) of the marketing and sales of the new product development process to prioritize the importance of each of these factors and sub-factors of Friedman test was used. Test results showed that the price, product, promotion and distribution are important. Finally, suggestions for future managers and researchers are presented.

کلیدواژه‌ها [English]

  • New product development
  • marketing and sales
  • food biotechnology
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