دانلود مقاله توسعه چارچوب بازاریابی 4.0 با قابلیت داده های بزرگ
خلاصه
معرفی
مطالعه پیشینه
طرح پژوهش
یافته ها
توسعه گزاره
بحث و مفاهیم
محدوده آینده مطالعه و محدودیت ها
نتیجه
بیانیه مشارکت نویسنده CRediT
اعلامیه منافع رقابتی
پیوست اول
منابع
Abstract
Introduction
Background study
Research design
Findings
Proposition development
Discussion and implications
Future scope of the study and limitations
Conclusion
CRediT authorship contribution statement
Declaration of competing interest
Appendix A
References
چکیده:
با توجه به انقلاب صنعتی و در نتیجه ظهور Industry 4.0، تأثیری بر بازاریابی شرکت‌های تجاری گذاشته است و آنها را قادر می‌سازد تا به صورت دیجیتالی شیوه‌های بازاریابی 4.0 را با پشتیبانی فناوری‌های هوشمند تغییر دهند و اتخاذ کنند. یکی از اینها تجزیه و تحلیل داده های بزرگ (BDA) است که شرکت را قادر می سازد تا شیوه های بازاریابی خود را بهبود بخشد. هدف اصلی این مطالعه ارزیابی این است که چگونه یکپارچه‌سازی فناوری داده‌های بزرگ، استراتژی‌های بازاریابی شرکت‌های FMCG هند را بهبود می‌بخشد که در بازاری پویا و بسیار رقابتی که به دلیل اندازه و تنوع آن، تغییر مداوم رفتار مصرف‌کننده و گرایش‌های بازاریابی 4.0 متمایز است، فعالیت می‌کنند. این مطالعه یک رویکرد سیستماتیک برای کدنویسی مصاحبه با متخصصان باتجربه FMCG هندی برای توضیح قابلیت‌های Big Data در قالب‌گیری شیوه‌های بازاریابی اتخاذ می‌کند. یک چارچوب بر اساس همان ساخته شده است. مفاهیم نظری و عملی برای تجسم کاربرد آن در تجارت مورد بحث قرار می گیرد. علاوه بر این، نظریه دیدگاه مبتنی بر منابع (RBV) برای توصیف بینش در مورد نقش و پذیرش داده های بزرگ توسط شرکت های FMCG هند برای افزایش عملکرد و دستیابی به رقابت، همراه با نشان دادن مزایای آن برای تصمیم گیری، وفاداری مشتری و داخلی مورد بحث قرار می گیرد. ارزیابی توانایی
Abstract
Due to the industrial revolution and, thereby with, the emergence of Industry 4.0, there has been an impact on the marketing of business firms, enabling them to digitally transform and adopt Marketing 4.0 practices supported by smart technologies. One of these is Big Data Analytics (BDA), which enables a firm to improve its marketing practices. The main objective of this study is to evaluate how integrating big data technology improves the marketing strategies of Indian FMCG companies operating in a dynamic and highly competitive market distinguished by its size and diversity, constantly changing consumer behaviour, and Marketing 4.0 trends. This study adopts a systematic approach to coding an interview with seasoned Indian FMCG professionals to explain the capabilities of Big Data in molding marketing practices. A framework is constructed based on the same. The theoretical and practical implications are discussed to visualize its applicability in business. Further, the Resource-based View (RBV) theory is discussed for describing the insights into the role and adoption of Big Data by Indian FMCG firms for enhancing performance and achieving competitiveness, along with demonstrating its benefits for decision-making, customer loyalty and internal capability assessment.
Introduction
With technological advancements, industries now utilize innovative technologies that bolster a range of corporate activities and procedures, profoundly influencing the internal operations of these firms. (Cammarano et al., 2023, Singh et al., 2022b). The fourth industrial revolution, known as Industry 4.0, which is driving this technological change for business firms, serves as a bridge between intelligent products and adaptive processes and has a significant impact on both business models and production processes (Rosário & Dias, 2022; Salkin et al., 2018). Industry 4.0 enables the digital transformation of firms, which is further impacted by different internal and external factors related to the firm. The digital transformation is required to improve customer experiences and retain customers (Kitsios et al., 2021). Despite their implementation challenges and hazards, these advancements increase market analytics, cost, channel management, client connections, professional skills, and organizational procedures (Pascucci et al., 2023). With Industry 4.0, there is a steady trend towards understanding the consumers, which includes their needs, behaviours, storytelling, and anticipation (Lampropoulos, 2023; White & Pathak, 2023). These are the core components of marketing techniques that have evolved into marketing 4.0 (Yakut, 2022). As an outcome of the emergence of trends like Big Data (BD), social media, corporate social responsibility, and e-commerce, the shift to Marketing 4.0 is accelerating (Guven, 2020). Marketing 4.0 is driven by the convergence of offline and online marketing strategies and incorporates technical advancements to provide better flexibility (Rathod et al., 2020; Kotler et al., 2017). The improvement of the consumer experience, the induction of repurchase intention, and brand promotion are some of the significant achievements of Marketing 4.0 (Dash et al., 2023). Consumer usage patterns of social media, online platforms, search engines, contextual interactions, and community influences are some of the areas the companies are looking into. Companies use the information mainly for promotional and consumer engagement activities. The consumers are seen to be transformed into advocates through marketing 4.0, where a sense of community building takes place, resulting in a meaningful engagement of the marketers and consumers (Gau, 2019).
Conclusion
This study discusses and examines the role of BD and how an FMCG firm can adopt BD to improve its overall performance and attain a competitive position in the market. This research is the first of its kind to explore the implications of BD in the Indian FMCG sector. The relationship among BD, marketing practices and FMCG from in Indian perspective is a unique contribution to this paper. In addition to its usefulness, the study explores the crucial roles that automation and decision science play. This study discusses the benefits the firm achieves for accepting BD in the business. The study reveals some of how BD helps in decision-making for FMCG firms. For Indian FMCG firms, BD is crucial to value creation and achieving business operations' scalability. FMCG organizations are using BD and analytics solutions more and more since they help create value, scale corporate operations, and increase output in today's competitive market. BD makes it possible to analyze consumer preferences and behaviour at each transaction stage with a business. FMCG companies may now provide personalized experiences through targeted messaging, unique offers, and channel-specific communication optimization. BD also offers in-the-moment customer insights via sentiment, preference, and behaviour research, which aids FMCG companies in creating goods that enhance customer experiences and provide them with the necessary competitive edge.
Additionally, BD facilitates effective market campaigns through real-time predictions, data processing, and analysis. BD can also be strategically used through automation, new business model innovation, decision science, and risk management. Furthermore, customer segmentation based on BD makes marketing techniques more effective, and real-time customer insights, like sentiment analysis and tracking of consumer preferences and behavior, help organizations respond quickly to market changes.