تحلیل ارتباطات بازاریابی مبتنی بر فضای مجازی: مطالعه تطبیقی شرکتهای خودرو سازی

الهام واحدی¹ مهدی خادمی² محمد موسوی³ مهدی واحدی⁴

1) دانشجوی دکتری توریسم (گرایش بازاریابی و استراتژیک)، ایران، تهران،
2) دکتری بازاریابی
3) کارشناسی ارشد مدیریت اجرایی
4) کارشناسی مدیریت صنعتی

محل انتشار : کنفرانس بین المللی پژوهش در علوم و تکنولوژی(rstconf.com)
چکیده :
By today,every organization has realized the importance of globalization through making strong communication links between customers and manufacturers. Therefore, most marketing communication programs (especially for new customers) have training goals and the company website is an effective tool to deliver the communications. This fact has been uncovered by the car manufacturing companies and they have always considered a website that is in sync with their products, services and the needs of the customers. Several theories have been proposed on how to design websites by various authorities. In this study, we analyze the websites of 12 car manufacturers using checklists and evaluation survey method. These checklists cover five criteria for evaluating virtual space that include: content, interaction, user friendliness, design, services and 44 sub-components. The results indicated that the Iranian automotive companies’ web sites do not match the criteria of marketing communications in virtual space.
کلمات کلیدی : marketing communications web site content interaction user friendliness design services