بازاریابی هوشمند مبتنی بر اینترنت اشیا در صنعت پرداخت الکترونیک

ﻣﻘﺪﻣﻪ و اﻫﺪاف: ارﺗﺒﺎﻃﺎت ﯾﮑﯽ از ﻣﻬﻢﺗﺮﯾﻦ اﺑﺰار رﺳﯿﺪن ﺑﻪ اﻫﺪاف ﺑﺎزارﯾﺎﺑﯽ اﺳﺖ. اﻣﺮوزه ﺳﺎزﻣﺎنﻫﺎ ﺑﻪ اﺑﺰارﻫﺎی ﺟﺪﯾﺪی ﺟﻬﺖ ﺗﺼﻤﯿﻢ ﺳﺎزی و ﺗﺼﻤﯿﻢ ﮔﯿﺮی در ﻣﺤﯿﻂﻫﺎی ﺑﻪ ﺷﺪت رﻗﺎﺑﺘﯽ ﻧﯿﺎز دارﻧﺪ. از ﺟﻤﻠﻪ اﯾﻦ اﺑﺰارﻫﺎ، ﻫﻮش ﯾﺎ ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ اﺳﺖ. اﻧﺘﻈﺎر ﻣﯽرود ﮐﻪ ﻓﻨﺎوری اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ ﮐﺎراﯾﯽ و ﻗﺎﺑﻠﯿﺖ ﻫﻮش ﺑﺎزارﯾﺎﺑﯽ را اﻓﺰاﯾﺶ دﻫﺪ، زﯾﺮا ﺑﻪ ﮐﻤﮏ آن ﻣﯽ ﺗﻮان اﻃﻼﻋﺎت ﻣﺸﺘﺮﯾﺎن و رﻗﺒﺎ را ﺑﻬﺘﺮ ﺟﻤﻊ آوری ﮐﺮد. ﻗﺎﺑﻠﯿﺖﻫﺎی اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ ﻣﯽﺗﻮاﻧﺪ ﻣﺪﯾﺮان ﺑﺎزارﯾﺎﺑﯽ را ﺑﺮای ﺑﺮﻧﺎﻣﻪرﯾﺰی و اﻧﺠﺎم ﺗﺤﻘﯿﻘﺎت ﺑﺎزارﯾﺎﺑﯽ ﺑﻪ ﺷﯿﻮهای ﺟﺎﻣﻊ ﺗﻮاﻧﻤﻨﺪ ﺳﺎزد. ﺑﺮ اﯾﻦ اﺳﺎس ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺷﻨﺎﺳﺎﯾﯽ ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ در ﺻﻨﻌﺖ ﭘﺮداﺧﺖ اﻟﮑﺘﺮوﻧﯿﮏ و در ﻣﯿﺎن ﺷﺮﮐﺖﻫﺎی ﭘﺮداﺧﺖ اﻟﮑﺘﺮوﻧﯿﮏ ﻣﯽﺑﺎﺷﺪ . روش: روش اﯾﻦ ﺗﺤﻘﯿﻖ ﮐﯿﻔﯽ و ﺑﺎ روﯾﮑﺮد ﻧﻈﺮﯾﻪ ﮔﺮاﻧﺪد ﺗﺌﻮری اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﻣﻨﺎﺑﻊ اﺻﻠﯽ ﺟﻤﻊآوری دادهﻫﺎ در اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺼﺎﺣﺒﻪﻫﺎی ﺳﺎﺧﺘﺎر ﯾﺎﻓﺘﻪ ﺑﺎ ﻣﺘﺨﺼﺼﺎن و ﮐﺎرﺷﻨﺎﺳﺎن ﻓﻌﺎل ﮐﻪ ﺑﯿﺶ از ﭘﻨﺞ ﺳﺎل ﺳﺎﺑﻘﻪ ﮐﺎری در ﺣﻮزه ﺻﻨﻌﺖ ﭘﺮداﺧﺖ اﻟﮑﺘﺮوﻧﯿﮏ دارﻧﺪ، اﻧﺠﺎم ﺷﺪه اﺳﺖ. دادهﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮم اﻓﺰار اﻃﻠﺲ ﺗﯽ آی ﺑﺮ ﻣﺒﻨﺎی ﻧﻈﺮﯾﻪ داده ﺑﻨﯿﺎد ﻣﻮرد ﺗﺠﺰﯾﻪ وﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺖ و در ﻧﺘﯿﺠﻪ ﺑﺎ ﺳﻪ ﻣﺮﺣﻠﻪ ﮐﺪﮔﺬاری ﺑﺎز، ﮐﺪﮔﺬاری ﻣﺤﻮری و ﮐﺪﮔﺬاری اﻧﺘﺨﺎﺑﯽ، ﻣﺪل ﻧﻬﺎﯾﯽ اﺳﺘﺨﺮاج ﺷﺪ. ﺑﺎ اﻧﺠﺎم ﮐﺪﮔﺬاری دادهﻫﺎ، از داﺧﻞ ﮐﺪﻫﺎ ﻣﻔﺎﻫﯿﻢ، از داﺧﻞ ﻣﻔﺎﻫﯿﻢ ﻣﻘﻮﻟﻪﻫﺎ و از داﺧﻞ ﻣﻘﻮﻟﻪﻫﺎ، ﻣﺪل ﻣﺪ ﻧﻈﺮ اﺳﺘﺨﺮاج ﺷﺪ. ﺑﺎ درک ﺗﻔﺎوتﻫﺎ و ﺷﺒﺎﻫﺖﻫﺎ در ﺑﺮرﺳﯽ ﻣﻘﻮﻟﻪ ﻫﺎی اﺳﺘﻘﺮا ﺷﺪه ﻣﯽ ﺗﻮان ارﺗﺒﺎط ﺑﯿﻦ آنﻫﺎ را ﮐﺸﻒ ﮐﺮده و ﺳﭙﺲ، ﻣﻔﺎﻫﯿﻢ را ﺑﻪ ﻫﻢ وﺻﻞ ﮐﺮد و ﯾﮏ ﺗﺮﮐﯿﺐ ﺟﺪﯾﺪ ﺑﻪ وﺟﻮد آورد. در ﻣﺮﺣﻠﻪ ﺑﻌﺪی ﺑﺮ اﺳﺎس آن ﻣﻔﻬﻮم ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ ﻣﻮرد ﺑﺮرﺳﯽ و ﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺖ و اﻟﮕﻮی آن در ﺻﻨﻌﺖ ﭘﺮداﺧﺖ اﻟﮑﺘﺮوﻧﯿﮏ ﻣﺸﺨﺺ ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﺑﺮ اﺳﺎس ﯾﺎﻓﺘﻪﻫﺎی ﭘﮋوﻫﺶ، ﺷﺮاﯾﻂ ﻋﻠّﯽ ﺑﻪ دو ﻣﻘﻮﻟﻪ زﯾﺮﺳﺎﺧﺖﻫﺎی ﻓﻨﯽ و ﺗﮑﻨﻮﻟﻮژﯾﮑﯽ ﺷﺎﻣﻞ ﻣﻔﺎﻫﯿﻢ ﺗﺤﻠﯿﻞ دادهﻫﺎ و ﺗﺼﻤﯿﻢﮔﯿﺮی ﻫﻮﺷﻤﻨﺪاﻧﻪ، ﺗﮑﻨﻮﻟﻮژیﻫﺎی ﭘﺮداﺧﺖ ﭘﯿﺸﺮﻓﺖ و زﯾﺮﺳﺎﺧﺖ-ﻫﺎی ﺳﺎزﻣﺎﻧﯽ و ﻣﺤﯿﻄﯽ ﺷﺎﻣﻞ ﻣﻔﺎﻫﯿﻢ زﯾﺮﺳﺎﺧﺖﻫﺎی ﺳﺎزﻣﺎﻧﯽ، زﯾﺮﺳﺎﺧﺖﻫﺎی ﻗﺎﻧﻮﻧﯽ، زﯾﺮﺳﺎﺧﺖﻫﺎی ﻓﺮﻫﻨﮕﯽ و ﻧﯿﺎزﻫﺎی ﻣﺸﺘﺮی و ﮐﺴﺐ وﮐﺎرﻫﺎ ﺗﻘﺴﯿﻢ ﻣﯽﺷﻮد ﮐﻪ ﻣﺴﺘﻘﯿﻢ ﺑﺮ رﺧﺪاد ﭘﺪﯾﺪه دﻻﻟﺖ دارد. ﭘﺪﯾﺪه ﮐﻪ ﻫﻤﺎن ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ ﺑﺮ اﺟﺮای راﻫﺒﺮدﻫﺎ )ﻣﻘﻮﻟﻪ اﺳﺘﺮاﺗﮋیﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ ﺷﺎﻣﻞ ﻣﻔﺎﻫﯿﻢ اﺳﺘﺮاﺗﮋی ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﺑﺮاﺳﺎس اﻃﻼﻋﺎت ﺣﺎﺻﻞ از ﺗﺤﻘﯿﻘﺎت رﻗﺎﺑﺘﯽ، اﺳﺘﺮاﺗﮋی ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﺑﺮاﺳﺎس دادهﻫﺎی ﭘﺬﯾﺮﻧﺪه و اﺳﺘﺮاﺗﮋی ﺗﺤﻠﯿﻞ دادهﻫﺎ و اﺳﺘﻔﺎده از اﻟﮕﻮرﯾﺘﻢﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ( در ﺟﻮار ﺷﺮاﯾﻂ ﻣﺪاﺧﻠﻪ ﮔﺮ )ﭼﺎﻟﺶﻫﺎی ﺗﺠﺎری و ﻋﻤﻠﯿﺎﺗﯽ ﺷﺎﻣﻞ ﻣﻔﺎﻫﯿﻢ ﭼﺎﻟﺶﻫﺎی ﺑﺎزارﯾﺎﺑﯽ و رﻗﺎﺑﺘﯽ، ﭼﺎﻟﺶﻫﺎی ﻋﻤﻠﯿﺎﺗﯽ و ﻣﺪﯾﺮﯾﺘﯽ و ﭼﺎﻟﺶﻫﺎی اﺳﺘﺮاﺗﮋﯾﮏ و ﺗﺠﺎری و ﭼﺎﻟﺶﻫﺎی ﻗﺎﻧﻮﻧﯽ و ﺣﻘﻮﻗﯽ ﺷﺎﻣﻞ ﻣﻔﺎﻫﯿﻢ ﭼﺎﻟﺶﻫﺎی ﻗﺎﻧﻮﻧﯽ و ﻣﺎﻟﯽ و ﭼﺎﻟﺶ ﻫﺎی اﻣﻨﯿﺘﯽ و ﺣﺮﯾﻢ ﺧﺼﻮﺻﯽ و ﭼﺎﻟﺶﻫﺎی ﻓﻨﺎوری و ﻣﺤﯿﻄﯽ ﺷﺎﻣﻞ ﻣﻔﺎﻫﯿﻢ ﭼﺎﻟﺶﻫﺎی اﻗﺘﺼﺎدی و ﺳﯿﺎﺳﯽ، ﭼﺎﻟﺶﻫﺎی ﻓﻨﺎوری و ﭘﺬﯾﺮش و ﭼﺎﻟﺶﻫﺎی ﻣﺤﯿﻄﯽ( و ﺷﺮاﯾﻂ زﻣﯿﻨﻪای ) زﻣﯿﻨﻪﻫﺎی ﻣﻮﺟﻮد در ﮐﺸﻮر( ﺑﻪ اﯾﺠﺎد ﭘﯿﺎﻣﺪﻫﺎﯾﯽ از ﺟﻤﻠﻪ دو ﻣﻘﻮﻟﻪ ﭘﯿﺎﻣﺪﻫﺎی ﻣﺤﯿﻄﯽ و ﭘﯿﺎﻣﺪﻫﺎی ﻋﻤﻠﮑﺮدی ﻣﻨﺠﺮ ﻣﯽﺷﻮد. ﻧﺘﯿﺠﻪﮔﯿﺮی: ﺑﺪون ﺷﮏ ﻫﺮ ﻣﺪﻟﯽ و اﺟﺮای آن ﭘﯿﺎﻣﺪﻫﺎی ﻣﺨﺘﺺ ﺧﻮد را دارد ﮐﻪ در ﻣﻮرد ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ در ﻣﺪل ﺑﻪ دﺳﺖ آﻣﺪه ﭘﯿﺎﻣﺪﻫﺎ در راﺳﺘﺎی ﻣﻔﺎﻫﯿﻢ ﭘﯿﺎﻣﺪﻫﺎی ﻣﺤﯿﻂ زﯾﺴﺘﯽ، ﭘﯿﺎﻣﺪﻫﺎی ﺟﺎﻣﻌﻪ، ﭘﯿﺎﻣﺪﻫﺎی داﺧﻠﯽ، ﺗﻮﺳﻌﻪ ﻓﻨﺎوری و ﺗﻮﺳﻌﻪ ﮐﺴﺐ وﮐﺎر اﺳﺘﻘﺮا ﺷﺪه اﺳﺖ. ﻣﺪل اﯾﻦ ﭘﮋوﻫﺶ در ﻣﯿﺎن ﺷﺮﮐﺖﻫﺎی ﭘﺮداﺧﺖ اﻟﮑﺘﺮوﻧﯿﮏ ﺑﻪ ﻃﻮر اﺧﺘﺼﺎﺻﯽ ﭘﯿﺎﻣﺪﻫﺎﯾﯽ را اراﺋﻪ ﻣﯽدﻫﺪ ﮐﻪ ﻣﺨﺘﺺ ﺑﺎزارﯾﺎﺑﯽ ﻫﻮﺷﻤﻨﺪ ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻨﺘﺮﻧﺖ اﺷﯿﺎ در اﯾﺮان و ﺗﺒﻌﺎت آن اﺳﺖ ﮐﻪ ﻣﻮرد ﺗﺎﯾﯿﺪ ﻣﺼﺎﺣﺒﻪ ﮐﻨﻨﺪﮔﺎن ﻣﯽﺑﺎﺷﺪ.

intelligent marketing based on the internet of things in the electronic payment industry

introduction: communication is one of the most important tools to achieve goals. organizations need future tools for decision-making and decision making in highly competitive environments. among these tools is intelligence or smart brand. it is expected that the internet of things technology will increase the efficiency and ability of intelligence, because with its help, the information of customers and competitors can be collected better. iot capabilities can enable planning and conducting marketing research in comprehensive ways. based on this aim of the current research, the identification of the smart marketing model on the internet of things in the electronic payment industry.methods: the method of this qualitative research was conducted with the grounded theory approach, which ultimately leads to the creation of a paradigm model. the main sources of data collection in this research were conducted using structured interviews with professionals and active experts who have more than 5 years of work experience in the field of electronic payment. the data were analyzed after being written using atlas ti software based on foundational data theory and paradigm model, and as a result, the final model was extracted with three stages of open coding, axial coding and selective coding. by coding the data, concepts emerge from the codes, categories emerge from the concepts, and theories emerge from the categories. by understanding the differences and similarities in examining the induced categories, it is possible to discover the relationship between them and then connect the concepts and create a new combination. in the next step, based on that, the concept of intelligent marketing based on the internet of things was analyzed and its pattern was determined. result and discussion: based on the findings of the research, the causal conditions are divided into two categories: technical and technological infrastructures, including the concepts of data analysis and intelligent decision-making, progress payment technologies, and organizational and environmental infrastructures, including the concepts of organizational infrastructures, infrastructures legal, cultural infrastructure and needs of customers and businesses are divided, which directly indicates the occurrence of the phenomenon. the phenomenon of smart marketing based on the internet of things on the implementation of strategies (the category of smart marketing strategies based on the internet of things includes the concepts of smart marketing strategy based on information obtained from competitive research, smart marketing strategy based on receiving data and data analysis strategy and using smart marketing algorithms (next to interfering conditions) commercial and operational challenges including the concepts of marketing and competitive challenges, operational and managerial challenges, strategic and commercial challenges, and legal and legal challenges including the concepts of legal and financial challenges, security and privacy challenges, technological and environmental challenges, including the concepts of economic and political challenges, technological challenges and acceptance, and environmental challenges (and background conditions) existing fields in the country) leads to the creation of consequences including two categories of environmental consequences and functional consequences.conclusions: undoubtedly, every model and its implementation has its own consequences, which in the case of the intelligent marketing model based on the internet of things, the consequences obtained in the model are in line with the concepts of environmental consequences, society consequences, internal consequences, technology development and business development. is the model of this research specifically presents consequences that are specific to smart marketing based on the internet of things in iran and its consequences, which are approved by all the interviewers.