تحلیل الگوی مهارت برند بر عملکرد برند در شرکت های فعال در بورس فلزات فولادی

ﻫﺪف: اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ دﻧﺒﺎل ﻃﺮاﺣﯽ و آزﻣﻮن اﻟﮕﻮی ﻣﻬﺎرت ﺑﺮﻧﺪ در ﺷﺮﮐﺖ ﻫﺎی ﻓﻌﺎل در ﺣﻮزه ﺑﻮرس ﻓﻠﺰات ﻓﻮﻻدی اﯾﺮان اﺳﺖ. روش : اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ روش ﮐﯿﻔﯽ -ﮐﻤﯽ اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﺑﺨﺶ ﮐﯿﻔﯽ داده ﻫﺎز ﻣﺼﺎﺣﺒﻪ ﻫﺎی ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎر ﯾﺎﻓﺘﻪ از18 ﻧﻔﺮ ازﺧﺒﺮﮔﺎن ﺟﻤﻊ آوری ﺷﺪ. ﺑﻪ ﻋﻠﺖ ﻧﺎﻣﺤﺪود ﺑﻮدن ﺟﺎﻣﻌﻪ آﻣﺎری ﺗﻌﺪاد 384 ﻧﻔﺮی از ﻣﺸﺘﺮﯾﺎن ﺷﺮﮐﺖ ﻫﺎی ﻓﻌﺎل در ﺑﻮرس ﻓﻠﺰات اﻧﺘﺨﺎب و ﭘﺮﺳﺸﻨﺎﻣﻪ ﭘﮋوﻫﺸﮕﺮ ﺳﺎﺧﺘﻪ ﻣﺴﺘﺨﺮج از ﻣﺮﺣﻠﻪ ﮐﯿﻔﯽ ﭘﮋوﻫﺶ ﺟﻤﻊ آوری ﺷﺪ. ﺑﺮای ﺗﺤﻠﯿﻞ داده ﻫﺎی ﮐﯿﻔﯽ از ﺗﺤﻠﯿﻞ ﻣﻀﻤﻮن و ﺑﺮای ﺑﺨﺶ ﮐﻤﯽ از ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: در ﺑﺨﺶ ﮐﯿﻔﯽ ﭘﮋوﻫﺶ ﻋﻮاﻣﻞ اﯾﺠﺎدﮐﻨﻨﺪه ﻣﻬﺎرت ﺑﺮﻧﺪ در ﺳﻪ ﻃﺒﻘﻪ ﻋﻮاﻣﻞ وﯾﮋﮔﯽ ﻫﺎی ﮐﺎرﮐﺮدی ﺑﺮﻧﺪ، ﺑﺎزارﻣﺤﻮری و ﻗﺎﺑﻠﯿﺖ ﺑﺎزارﯾﺎﺑﯽ؛ ﻋﻮاﻣﻞ زﻣﯿﻨﻪ ای ﺷﺎﻣﻞ ﺣﺎﮐﻤﯿﺖ دوﻟﺖ و ﻧﻘﺶ و ﻣﺸﮑﻼت ﺻﺎدرات؛ و در ﻧﻬﺎﯾﺖ ﭘﯿﺎﻣﺪﻫﺎ ﯾﺎ ﻋﻤﻠﮑﺮد ﻣﻬﺎرت ﺑﺮﻧﺪ در ﭼﻬﺎر ﻃﺒﻘﻪ ارزش وﯾﮋه ﺑﺮﻧﺪ، ﻋﻤﻠﮑﺮد ﺑﺎزاری ﺑﺮﻧﺪ، ﻋﻤﻠﮑﺮد ﻣﺎﻟﯽ ﺑﺮﻧﺪ، ﻋﻤﻠﮑﺮد ﺻﺎدراﺗﯽ ﺑﺮﻧﺪ دﺳﺘﻪ ﺑﻨﺪی ﺷﺪ. ﻧﺘﺎﯾﺞ: ﻧﺘﺎﯾﺞ آزﻣﻮن ﻣﺪل ﻧﺸﺎن داد ﮐﻪ وﯾﮋﮔﯽ ﻫﺎی ﮐﺎرﮐﺮدی ﺑﺮﻧﺪ ، ﺑﺎزارﻣﺤﻮری ، ﻗﺎﺑﻠﯿﺖ ﺑﺎزارﯾﺎﺑﯽ ﺣﺎﮐﻤﯿﺖ دوﻟﺖ ،ﺑﺮ ﻣﻬﺎرت ﺑﺮﻧﺪ و ﻣﻬﺎرت ﺑﺮﻧﺪ ﺑﺮ ارزش وﯾﮋه ﺑﺮﻧﺪ ،)ﻋﻤﻠﮑﺮد ﺑﺎزاری ، ﻋﻤﻠﮑﺮد ﻣﺎﻟﯽ ﻋﻤﻠﮑﺮد ﺻﺎدراﺗﯽ ﺗﺄﺛﯿﺮﮔﺬار ﻫﺴﺘﻨﺪ. ﻫﻤﭽﻨﯿﻦ ﻣﺸﮑﻼت و ﻧﺎرﺳﺎﯾﯽ ﻫﺎی ﺻﺎدرات ﺗﺎﺛﯿﺮ ﻣﻨﻔﯽ ﺑﺮ ﻣﻬﺎرت ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ دارﻧﺪ.

Analysis of Brand Skills Pattern on Brand Performance in Corporate Steel Exchange

Objective: This study seeks to design and test the brand skill model in companies active in the field of Iranian steel metals exchange. Methodology: This research has been done qualitativelyquantitatively. The qualitative part of the data was collected from semistructured interviews with 18 experts. Due to the unlimited statistical population, 384 customers of companies operating in the metal exchange were selected and a researchermade questionnaire was extracted from the qualitative stage of the research. Thematic analysis was used to analyze the qualitative data and structural equations were used for the quantitative part. Findings: In the qualitative part of the research, the factors that create brand skills in three categories of factors: functional characteristics of the brand, market orientation and marketing capability; Underlying factors include government sovereignty and the role and problems of exports; Finally, the consequences or performance of brand skills were classified into four categories: brand equity, brand market performance, brand financial performance, and brand export performance. Result: The results of the model test showed that the functional characteristics of the brand, market orientation, marketing capability, government governance, brand skills and brand skills affect brand equity, market performance, financial performance, export performance. Export problems and shortcomings also have a negative impact on brand skills.