ارائۀ مدل توسعۀ محصول جدید بانکی مبتنی بر بازاریابی بذر

به‌دلیل شیوع و گسترش روزافزون ارتباطات مجازی و مزایای فراوان آن در بهبود تجربۀ مشتری و امکان بهره‌مندی مصرف‌کنندگان از تجربیات هم‌نوعان، توجه به شیوه‌های بازاریابی نوین که بر بستر پلتفرم‌های اجتماعی طراحی می‌شوند، بسیار ضروری است. این پژوهش به‌دنبال پاسخ به این سوال است که عوامل تاثیرگذار و شاخص‌های موثر بر توسعۀ محصول جدید مبتنی بر بازاریابی بذر در صنعت بانکداری کدام‌اند. برای رسیدن به هدف اصلی پژوهش که ارائۀ مدل توسعۀ محصول جدید مبتنی بر بازاریابی بذر به‌‌منظور ارتقا و افزایش اثربخشی محصولات جدید بانکی است، از روش آمیختۀ اکتشافی استفاده شده است و با کمک روش کیفی داده‌بنیاد عوامل و شاخصه‌ها مشخص، دسته‌بندی و مدل کیفی توسعۀ محصول جدید بانکی استخراج شد. سپس با کمک روش پیمایش و معادلات ساختاری، مدلْ آزمون شد. براساس مصاحبه‌های انجام‌شده و بررسی مطالعات پیشین، عوامل موثر بر مدل توسعۀ محصول جدید مبتنی بر بازاریابی بذر در 19 مولفۀ مدیریت زمان، مدیریت هزینه، مدیریت روابط، تصمیم‌گیری مناسب، رفاه و آسایش، تکنیک‌های بازاریابی، راهبردهای تجاری‌سازی، راهبردهای خلاقیت، راهبردهای نوآورانه، ارزش‌آفرینی، مزیت رقابتی، جهانی‌شدن، رشد و بلوغ محصول، کارآفرینی، فناوری اطلاعات، بازاریابی هدفمند، عوامل فردی، اقتصادی و محیطی به دست آمد. در این پژوهش، مقولۀ اصلی و محوری، توسعۀ محصول جدید بانکی است و ارزش‌آفرینی، مزیت رقابتی، جهانی‌شدن، رشد و بلوغ محصول و کارآفرینی پیامدهای مدل هستند. همچنین، مولفه‌های میکرولحظه، داستان‌های اجتماعی، ویدئوی زننده، هوش مصنوعی، شخصی‌سازی، موتورهای جست‌وجوگر seo، شبکه‌های اجتماعی، جست‌وجوگرهای صوتی، تبلیغات بصری، بلاکچین، افراد تاثیرگذار و نفوذگر، تبلیغات، ربات‌های خودکار ویدئومارکتینگ بر توسعۀ محصول جدید بانکی تاثیرگذار شناخته شدند. این پژوهش، مدل توسعۀ محصول جدید را باتوجه‌به فضای نوین بازاریابی ارائه می‌دهد و با معرفی مدل مبتنی بر بازاریابی بذر، الگوی بومی نسبتاً جامعی را برای ارتقا و افزایش اثربخشی محصولات بانکی فراهم می‌آورد.

introducing a new banking product development model based on seed marketing

in this study, we seek to answer the question of what are the influential factors and indicators on the development of a new product based on seed marketing in the banking industry. to achieve the main goal of the research, which is to present a new product development model based on seed marketing in order to promote and increase the effectiveness of new banking products, the exploratory mixed method has been used and with the help of qualitative data method, factors, and characteristics are identified, categorized and modeled. qualitative development of a new banking product was extracted and then the model was tested using the survey method and structural equations. based on the interviews and previous studies, the factors affecting the new product development model based on seed marketing in 18 components of time management, cost management, relationship management, appropriate decision making, welfare and comfort, marketing techniques, commercialization strategies, creativity strategies innovative strategies, value creation, competitive advantage, globalization, product growth and maturity, entrepreneurship, information technology, targeted marketing, individual and environmental factors were obtained. also, micro-moment components, social stories, live video, artificial intelligence, personalization, seo search engines, social networks, voice search, visual advertising, blockchain, influential people, advertising, video marketing automation robots are known to influence the development of new banking products. were. this research presents a new product development model according to the new marketing environment and by introducing a model based on seed marketing, provides a relatively comprehensive local model to promote and increase the effectiveness of banking products.introduction:: due to the increasing prevalence of virtual communication and its many benefits in improving the experience and the possibility of consumers benefiting from similar experiences, it is important to pay attention to new marketing methods designed based on social platforms. in this regard, the present study seeks to answer the following question: what are the influential factors and indicators for the development of a new product based on seed marketing in the banking industry?methodology::to achieve the main goal of the research, which is to present a new product development model based on seed marketing in order to promote and increase the effectiveness of new banking products, the exploratory mixed-methods approach has been used and using qualitative data analysis, factors and characteristics are identified, categorized, and modeled. the qualitative development of a new banking product was extracted and then the model was tested using the survey method and structural equations. based on the interviews and previous studies, the factors affecting the new product development model based on seed marketing in 18 components were:  1) time management, 2) cost management, 3) relationship management, 4) appropriate decision making, 5) welfare and comfort, 6) marketing techniques, 7) commercialization strategies, 8) creativity strategies, 9) innovative strategies, 10) value creation, 11) competitive advantage, 12) globalization, 13) product growth and maturity, 14) entrepreneurship, 15) information technology, 16) targeted marketing, 17) individual factors, and 18) environmental factors. also, micro-moment components, social stories, live video, artificial intelligence, personalization, seo search engines, social networks, voice search, visual advertising, blockchain, influential people, advertising, and video marketing automation robots are known to influence the development of new banking products.findings:: based on the interviews and previous studies, the factors affecting the new product development model based on seed marketing in 18 components were:  1) time management, 2) cost management, 3) relationship management, 4) appropriate decision making, 5) welfare and comfort, 6) marketing techniques, 7) commercialization strategies, 8) creativity strategies, 9) innovative strategies, 10) value creation, 11) competitive advantage, 12) globalization, 13) product growth and maturity, 14) entrepreneurship, 15) information technology, 16) targeted marketing, 17) individual factors, and 18) environmental factors. also, micro-moment components, social stories, live video, artificial intelligence, personalization, seo search engines, social networks, voice search, visual advertising, blockchain, influential people, advertising, and video marketing automation robots are known to influence the development of new banking products. conclusion:: this research presents a new product development model according to the new marketing environment. by introducing a model based on seed marketing, it provides a relatively comprehensive local model to promote and increase the effectiveness of banking products. the results of the present study present a relatively comprehensive model based on the requirements of the bank’s characteristics. it could be said that it is more suitable than other models presented by experts as other models have been presented for the development of new products in various industrial sectors such as cosmetics, fast food products, and edibles. compared to other models, the obtained model has advantages in terms of the obtained dimensions, components, and indicators.