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بررسی تأثیر همراستایی استراتژیهای بازاریابی و عملکرد زنجیره تامین بر عملکرد سازمانی در شرکتهای صنعتی تولید مبلمان اداری استان تهران | ||
| تحقیقات علوم چوب و کاغذ ایران | ||
| مقاله 13، دوره 31، شماره 3 - شماره پیاپی 56، مهر 1395، صفحه 522-540 اصل مقاله (994.97 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22092/ijwpr.2021.106286 | ||
| نویسندگان | ||
| ابوالحسن حسینی* 1؛ محمدرضا طبیبی1؛ سید علی حسینی2 | ||
| 1استادیار گروه مدیریت بازرگانی دانشکده علوم اقتصادی و اداری، دانشگاه مازندران | ||
| 2دانشجوی کارشناسی ارشد اجرایی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران. | ||
| چکیده | ||
| در این تحقیق به بررسی اثر«0همراستایی استراتژیهای بازاریابی» بر«عملکرد زنجیره تأمین» و«عملکرد سازمانی» در شرکتهای مبلمان اداری پرداخته شده است. جامعه آماری این تحقیق شرکت های مرتبط در زمینه تولید و فروش مبلمان اداری، مستقر در شهرک های صنعتی چهاردانگه، خاوران و پرند در استان تهران است که در نهایت 206 نمونه جمع آوری شد. روش تحقیق از نظر هدف کاربردی و از نظر نحوه‌ی گردآوری اطلاعات، توصیفی-همبستگی است و برای آزمون فرضیات و پاسخگویی به سؤالات تحقیق، از «مدلسازی معادلات ساختاری» استفاده شد. بر اساس نتایج پژوهش، در سطح اطمینان 95% مشخص گردید که تأثیر «همراستایی استراتژی های بازاریابی» بر «عملکرد زنجیره تأمین» در شرکت های مبلمان اداری مورد بررسی 7.45، تأثیر«عملکرد زنجیره تأمین» بر«عملکرد سازمانی» در شرکت-های مبلمان اداری مورد بررسی 4.19، بدست آمد که نشان دهنده معنی‌داری نوع رابطه در این فرضیات می باشد. همچنین در این تحقیق مشخص گردید که «همراستایی استراتژی های بازاریابی» هم بطور مستقیم موجب بهبود «عملکرد سازمانی» می شود وهم بطور غیرمستقیم به افزایش «عملکرد زنجیره تأمین» شرکت های فعال در صنعت مبلمان اداری کمک می کند و این افزایش «عملکرد زنجیره تأمین» به بهبود «عملکرد سازمانی» می انجامد. | ||
| کلیدواژه‌ها | ||
| همراستایی استراتژیهای بازاریابی؛ عملکردزنجیره تامین؛ عملکردسازمانی؛ صنعت مبلمان اداری در استان تهران؛ مدلسازی معادلات ساختاری | ||
| عنوان مقاله [English] | ||
| Study of Relationship of Aligning Marketing Strategies and Organizational Performance With the mediator role of Supply Chain Performance.Case study: Office Furniture Production Industrial Corporations in Tehran. | ||
| نویسندگان [English] | ||
| Aboalhassan hosseini1؛ Mohammad reza Tabibi1؛ Seaid ali Hosseini2 | ||
| 1Assistant Prof, Faculty Member of University of Mazandaran, Babolsar, Iran | ||
| 2MSc., Business Administration, University of Mazandaran, Babolsar, Iran | ||
| چکیده [English] | ||
| In this study, the effect of "aligning marketing strategy" on "supply chain performance" and "organizational performance" in office furniture companies was taken into account. The study population was firms where based in the industrial towns, Tehran, such as Chahardangeh, Khavaran and Parand. At last, 206 samples were collected. This is, based on purpose, an applied research, however, it is a descriptive survey in terms of data collection. For analyzing of hypotheses and research questions, "structural equation modeling" was used. According to the results, the impact of aligning marketing strategies on the value of supply chain in office furniture firms was determined 7.45 at 95% confidence level and also the effect of the value of supply chain on organizational performance was gained 4.19 at the same confidence level. Both indicated the relationships in hypotheses were significant. From this research, it was concluded that aligning marketing strategies had improved organizational performance directly and increased the value of supply chain indirectly in active companies in the office furniture industry which helped to improve "organizational performance". | ||
| کلیدواژه‌ها [English] | ||
| marketing strategy alignment, supply chain performance, organizational performance, office furniture companies, Structural equation modeling | ||
| مراجع | ||
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