طراحی مدل پیش بینی چرخه عمر محصول با رویکرد ترمودینامیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی‌ارشد مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

3 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

هدف از این مطالعه ادغام مدل های بازاریابی مرتبط و ایجاد یک مدل برای فعالیتهای بازاریابی سلسله مراتبی جهت شناسایی سطوح مختلف فعالیت های مورد نیاز در مراحل گوناگون چرخه عمر محصول می باشد. در این مطالعه به منظور تشریح پدیده چرخه عمر محصول همزمان فعالیتهای آمیخته بازاریابی به عنوان عامل ایجاد تغییر در کیفیت آنتروپی به کار گرفته شده است. در این پژوهش کاشی و سرامیک به عنوان محصول مورد نظر جهت بررسی اعتبار نظریات تجربی انتخاب شده است و از مدیران برند، فروش و بازاریابی سه شرکت تولید کننده کاشی و سرامیک خواسته شد تا به سوالات مورد نظر پاسخ دهند. سپس از طریق فرآیندهای تحلیل سلسله مراتبی و شبیه سازی نمودارهایی شبیه سازی شده اند که نشان می دهند در حالتی که فعالیت های آمیخته بازاریابی بیشتری به کار گرفته می شوند ، طول عمر محصول طولانی تر بوده و حجم فروش آن نیز بیشتر خواهد بود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Model for Forecasting Product Life Cycle with Thermodynamics Approach

نویسندگان [English]

  • Amir Hossein Khoshoee 1
  • Seyed Hamid Khodadad Hoseini 2
  • Amir Mohammad Colabi 3
1 M.Sc. in Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
2 Professor, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
3 Assistant Professor, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
چکیده [English]

Designing a Model for Forecasting Product Life Cycle with Thermodynamics Approach
Abstract
The aim of this study is to integrate marketing models and create a model for hierarchical marketing activities to identify the different levels of activities required in the various stages of the product life cycle. In this study, in order to explain the phenomenon of product life cycle, mixed marketing activities have been used as a factor in changing the quality of entropy. In this study, ceramic tiles have been selected as the desired product to examine the validity of experimental theories. Brand, sales and marketing managers of 3 ceramic tile companies were asked to answer the questions. Through hierarchical analysis and simulation processes, simulations are simulated that show that if more mixed marketing activities are used, the product life will be longer and the sales volume will be higher.
Keywords: Thermodynamics, Product life cycle, AHP, Tile and ceramic industry

کلیدواژه‌ها [English]

  • Thermodynamics
  • Product life cycle
  • AHP
  • Tile and ceramic industry

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پژوهش های نوین در تصمیم گیری
دوره 6، شماره 3
مهر 1400
صفحه 79-101

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