نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکده علوم اقتصادی و اداری، دانشگاه مازندران

2 دانشجوی کارشناسی ارشد اجرایی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران.

چکیده

در این تحقیق به بررسی اثر«0همراستایی استراتژیهای بازاریابی» بر«عملکرد زنجیره تأمین» و«عملکرد سازمانی» در شرکت‌های مبلمان اداری پرداخته شده است. جامعه آماری این تحقیق شرکت های مرتبط در زمینه تولید و فروش مبلمان اداری، مستقر در شهرک های صنعتی چهاردانگه، خاوران و پرند در استان تهران است که در نهایت 206 نمونه جمع آوری شد. روش تحقیق از نظر هدف کاربردی و از نظر نحوه‌ی گردآوری اطلاعات، توصیفی-همبستگی است و برای آزمون فرضیات و پاسخ‏گویی به سؤالات تحقیق، از «مدلسازی معادلات ساختاری» استفاده شد.
بر اساس نتایج پژوهش، در سطح اطمینان 95% مشخص گردید که تأثیر «همراستایی استراتژی های بازاریابی» بر «عملکرد زنجیره تأمین» در شرکت های مبلمان اداری مورد بررسی 7.45، تأثیر«عملکرد زنجیره تأمین» بر«عملکرد سازمانی» در شرکت-های مبلمان اداری مورد بررسی 4.19، بدست آمد که نشان دهنده معنی‌داری نوع رابطه در این فرضیات می باشد. همچنین در این تحقیق مشخص گردید که «همراستایی استراتژی های بازاریابی» هم بطور مستقیم موجب بهبود «عملکرد سازمانی» می شود وهم بطور غیرمستقیم به افزایش «عملکرد زنجیره تأمین» شرکت های فعال در صنعت مبلمان اداری کمک می کند و این افزایش «عملکرد زنجیره تأمین» به بهبود «عملکرد سازمانی» می انجامد.

کلیدواژه‌ها

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