طراحی الگوی فرآیند بازاریابی مبتنی بر هوش مصنوعی: کاربست راهبرد مرور نظام‌مند

نوع مقاله : ترویجی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی ، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران

2 استادیار گروه مدیریت بازرگانی ، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران

چکیده

بکارگیری هوش مصنوعی منجر به شکل دادن مجدد استراتژی‌‌ها، برنامه‌‌ها، تعاملات و روابط در فرایند بازاریابی کسب و کار می‌‌شود. این پژوهش به لحاظ هدف، کاربردی-توسعهای و به لحاظ اجرا پژوهشی کیفی (با استفاده از رویکرد مرور نظام‌‌مند) میباشد. جهت گردآوری اطلاعات، 140 مقاله مرتبط منتشر شده در بازه زمانی 2010 تا 2022 با استفاده از روش هفت‌‌گانه کتابچه کوکران (2008) جهت شناسایی ابعاد، پیشایندها و پیامدهای مورد بررسی قرار گرفت و در نهایت پس از کنار هم قرار دادن و ادغام شاخص‌‌های بهدست آمده یک الگوی پنج مرحلهای برای فرایند بازاریابی مبتنی بر هوش مصنوعی چندگانه استخراج گردید. بر اساس این الگو، بکارگیری انواع هوش مصنوعی مکانیکی، فکری و احساسی می‌‌تواند موجب بهبود مراحل فرایند بازاریابی شامل تحقیقات بازاریابی (جمع‌‌آوری داده‌‌ها، تجزیه بازار و درک مشتری)، استراتژی بازاریابی (تقسیم‌‌بندی، هدف‌‌‌گیری و موقعیت‌‌یابی)، برنامه بازاریابی (استانداردسازی، شخصیسازی و رابطهسازی اجزای آمیخته بازاریابی)، اقدام بازاریابی (مدیریت ارتباط با مشتری عملیاتی، تحلیلی و مشارکتی) و عملکرد بازاریابی به عنوان پیامدهای کاربرد هوش مصنوعی در بازاریابی (بهینهسازی ارزش تجربی و سودآوری، افزایش مزیت رقابتی، افزایش رضایت مشتری، وفاداری مشتری، اعتماد مشتری، درگیرشدن و حفظ مشتریان) شود. همچنین پیشایندهای استفاده از هوش مصنوعی در بازریابی شامل عوامل تکنولوژیکی، سازمانی، محیطی، رفتاری و فردی می‌‌باشد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing a Marketing Process Model Based on Artificial Intelligence: Application of Systematic Review Strategy

نویسندگان [English]

  • Zahra Kazemi Saraskanrood 1
  • Mohammad Safari 2
1 Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran
2 Department of Business Administration, Faculty of Economic and Administrative Sciences, Mazandaran University, Babolsar, Iran
چکیده [English]

The use of artificial intelligence leads to the reshaping of strategies, plans, interactions and relationships in the business marketing process. This research is applied-developmental in terms of purpose and qualitative research in terms of implementation (using a systematic review approach). In order to collect information, 140 related articles published in the period from 2010 to 2022 were analyzed using the seven method of Cochran’s book (2008) to identify dimensions, antecedents and consequences, and finally after putting together and integrating the index from the results, a 5-step model for the marketing process based on multiple artificial intelligence was extracted. Based on this model, the use of mechanical, intellectual and emotional artificial intelligence can improve the stages of the marketing process, including marketing research (data collection, market analysis and customer understanding), marketing strategy (segmentation, targeting and positioning), marketing plan (standardization, personalization and relationalization of marketing mix components), marketing action (operational, analytical and collaborative customer relationship management) and marketing performance as consequences of the application of artificial intelligence in marketing (optimization of experiential value and profitability), increasing competitive advantage, increasing customer satisfaction, customer loyalty, customer trust, engaging and retaining customers). Also, the antecedents of using artificial intelligence in marketing include technological, organizational, environmental, behavioral and individual factors.
 

کلیدواژه‌ها [English]

  • Marketing Process / Multiple Artificial Intelligence / Systematic Review Strategy
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