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The Role of The Electronic Marketing Mix Elements in promoting the Competitive Advantage of Banks )Survey Study on the Public Syrian Commercial Banks)

دور عناصر المزيج التسويقي الإلكتروني في تعزيز الميزة التنافسية للمصارف دراسة ميدانية على المصارف التجارية العامة في اللاذقية

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 Publication date 2015
and research's language is العربية
 Created by Shamra Editor




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This study aimed to identify the role of the marketing mix electronic elements in the creation of competitive advantages of public commercial banks to make them distinct and unique from other banks site، especially after its entry into the era of technological revolution and Informatics. To achieve this، the researcher studied the relationship between the electronic elements of the marketing mix، and achieve competitive advantage، through a survey on public commercial banks in Latakia، and the research sample was/ 120 / unit. The researcher found that a relationship exists between each of the elements of the marketing mix elements (electronic product، electronic pricing، electronic promotion، electronic distribution، people، physical elements، the process of providing the service)، and promoting the competitiveness of banks under study. As the researcher of this study a set of proposals and recommendations that are expected to help banks in the study to achieve competitive advantage.


Artificial intelligence review:
Research summary
تهدف هذه الدراسة إلى التعرف على الدور الذي تلعبه عناصر المزيج التسويقي الإلكتروني في تعزيز الميزة التنافسية للمصارف التجارية العامة في اللاذقية. استخدم الباحثون عينة مكونة من 120 مفردة من العاملين في المصارف التجارية العامة في اللاذقية، وتم تحليل البيانات باستخدام أدوات إحصائية مثل اختبار ألفا كرونباخ وتحليل الارتباط والانحدار. توصلت الدراسة إلى وجود علاقة معنوية بين عناصر المزيج التسويقي الإلكتروني (المنتج الإلكتروني، التسعير الإلكتروني، الترويج الإلكتروني، التوزيع الإلكتروني، الأشخاص، العناصر المادية، عملية تقديم الخدمة) وبين تعزيز الميزة التنافسية للمصارف محل الدراسة. كما قدمت الدراسة مجموعة من التوصيات التي من المتوقع أن تساعد المصارف في تحقيق الميزة التنافسية.
Critical review
دراسة نقدية: تعتبر هذه الدراسة خطوة مهمة في فهم تأثير التسويق الإلكتروني على الميزة التنافسية للمصارف، إلا أنها تفتقر إلى تحليل أعمق للعوامل الخارجية التي قد تؤثر على نتائج الدراسة مثل البيئة الاقتصادية والسياسية. كما أن الاعتماد على عينة محددة من المصارف في منطقة جغرافية واحدة قد لا يعكس الصورة الكاملة لتأثير التسويق الإلكتروني على المصارف في مناطق أخرى. من الجدير بالذكر أن الدراسة لم تتناول بشكل كافٍ التحديات التي قد تواجه المصارف في تطبيق استراتيجيات التسويق الإلكتروني.
Questions related to the research
  1. ما هي أهداف الدراسة؟

    تهدف الدراسة إلى التعرف على دور عناصر المزيج التسويقي الإلكتروني في تعزيز الميزة التنافسية للمصارف التجارية العامة في اللاذقية، وتقديم مجموعة من التوصيات التي تساعد المصارف على تحقيق هذه الميزة.

  2. ما هي عناصر المزيج التسويقي الإلكتروني التي تم دراستها؟

    العناصر التي تم دراستها تشمل المنتج الإلكتروني، التسعير الإلكتروني، الترويج الإلكتروني، التوزيع الإلكتروني، الأشخاص، العناصر المادية، وعملية تقديم الخدمة.

  3. ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟

    توصلت الدراسة إلى وجود علاقة معنوية بين كل من عناصر المزيج التسويقي الإلكتروني وبين تعزيز الميزة التنافسية للمصارف محل الدراسة.

  4. ما هي التوصيات التي قدمتها الدراسة؟

    أوصت الدراسة بزيادة الاهتمام بتطبيق المنتج الإلكتروني، تدريب الكادر التسويقي على التسعير الإلكتروني، تبني استراتيجيات ترويجية فعالة، زيادة الاهتمام بالتوزيع الإلكتروني، تحسين جودة التعامل مع العملاء، والاستغلال الأمثل للعناصر المادية.


References used
Aquilano,Nicolas J.; Chase, Richared B.and Daves Mark M, "Fundamentals of Operations, 7th ed, Mc GRAW-Irwin, INC, (1996) . p 24
Gilmore, Audrey;Damian، Gallagher; Scoth, Henry,” E- marketing and SMEs : Operational lessons for the future” European Business Review, vol. 19 Iss: 3, (2007). PP. 234- 247
(Imber, J.; Besty- Ann T. Dictionary of Marketing terms, 3rd ed. Barrons Business Dictionaries، USA. (2000
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