تبيين بخش‌بندي مشتريان بازارهاي صنعتي با نقشه هاي خودسازمان ده

Explain the segmentation of customers in industrial markets based on self-organized maps

ﭼﺎﻟﺶ روﻧﺪ ﻓﺰاﯾﻨﺪه ﺗﻐﯿﯿﺮات ﻣﺤﯿﻄﯽ، ﺷـــﺪت رﻗﺎﺑﺖ و ﮔﺬر از دوران اﻧﺤﺼـــﺎري ﺑﻪ ﻓﻀـــﺎي رﻗﺎﺑﺖ، ﺷـﺮﮐﺖ ﻫﺎ را ﺑﻪ ﺳـﻤﺖ ﺑﺎزارﯾﺎﺑﯽ ﭘﻮﯾﺎ )ﺑﺎزارﯾﺎﺑﯽ ﻫﺪﻓﻤﻨﺪ( ﺳـﻮق داده اﺳﺖ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻦﮐﻪ ارﺗﻘﺎي ﺳــﻄﺢ رﺿــﺎﯾﺘﻤﻨﺪي ﻣﺸــﺘﺮﯾﺎن و ﻫﻤﭽﻨﯿﻦ اﻓﺰاﯾﺶ ﺳــﻮدآوري و رﺷــﺪ ﭘﺎﯾﺪار از راﻫﺒﺮدﻫﺎي اﺻـــﻠﯽ ﺷـــﺮﮐﺖ ﻓﻮﻻد ﻣﺒﺎرﮐﻪ ﺑﻪ ﺷـــﻤ ﺎر ﻣﯽروﻧﺪ؛ ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ، ﮐﻤﮏ ﺑﻪ ﺗﺤﻘﻖﺑﺨﺸﯽ راﻫﺒﺮدﻫﺎي ﻣﺬﮐﻮر از ﻃﺮﯾﻖ ﻫﺪفﻣﻨﺪ ﺳﺎﺧﺘﻦ ﺳﺎزﻣﺎن در راﺳﺘﺎي ﺳﻔﺎرﺷﯽﺳﺎزي ﺧﺪﻣﺎت، ﺑﺮ ﻣﺒﻨﺎي وﯾﮋﮔﯽﻫﺎي ﺑﺮﺟﺴـﺘﻪ و ﺷـﺎﺧﺺ ﻫﺎي رﻓﺘﺎري ﻣﺸـﺘﺮﯾﺎن ﺑﺎزار ﺻﻨﻌﺘﯽ اﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ دﻟﯿﻞ ﺿــﺮورت ﺷــﻨﺎﺧﺖ ﻣﺸــﺘﺮﯾﺎن ﻣﺨﺘﻠﻒ، ﺟﻬﺖ اراﺋﻪ ﺧﺪﻣﺎت ﻣﺘﻨﺎﺳــﺐ ﺑﺎ ﺧﺼـﻮﺻـﯿﺎت ﻫﺮ ﺑﺨﺶ، از ﻧﻘﺸﻪ ﻫﺎي ﺧﻮدﺳﺎزﻣﺎنده ﺑﺮاي ﺑﺨﺶﺑﻨﺪي و ﺷﻨﺎﺳﺎﯾﯽ وﯾﮋﮔﯽﻫﺎي ﻣﺸـﺘﺮﯾﺎن ﺷـﺮﮐﺖ اﺳـﺘﻔﺎده ﺷـﺪه اﺳﺖ. ﻣﻄﺎﺑﻖ ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻣﺸﺘﺮﯾﺎن ﺑﺎزار داﺧﻞ ﺷﺮﮐﺖ ﻓﻮﻻد ﻣﺒﺎرﮐﻪ اﺻـــﻔﻬﺎن، ﺑﺮ اﺳـــﺎس 95 ﻣﻌﯿﺎر ﻣﺴـــﺘﺨﺮج از 48 ﺷـــﺎﺧﺺ )ﺟﻤﻌﯿﺖﺷـــﻨﺎﺧﺘﯽ، ﺟﻐﺮاﻓﯿﺎﯾﯽ، ﻋﻤﻠﯿﺎﺗﯽ، رﻓﺘﺎري و وﺿــﻌﯿﺘﯽ(، در ﭘﻨﺞ ﺧﻮﺷــﻪ ﮐﻪ ﺑﺮ ﻣﺒﻨﺎي ﻣﺘﻐﯿﺮﻫﺎي ﺷــﯿﻮه ﻫﺎي ﺧﺮﯾﺪ )RFM(، ﺑﻪ ﺻــﻮرت ﻣﺸــﺘﺮﯾﺎن ﻃﻼﯾﯽ، ﻣﺸــﺘﺮﯾﺎن ﺧﺎص، ﻣﺸــﺘﺮﯾﺎن وﻓﺎدار، ﻣﺸــﺘﺮﯾﺎن رويﮔﺮدان و ﻣﺸﺘﺮﯾﺎن ﻣﺸﮑﻮك ﻧﺎمﮔﺬاري ﺷﺪهاﻧﺪ، ﻗﺮار ﮔﺮﻓﺘﻪاﻧﺪ.

Challenges for the growing trend of environmental changes, the intensity of competition and the transition from monopoly era to competitive environment have driven firms to dynamic marketing for targeted marketing. Given that improving customer satisfaction and increasing profitability and sustainable growth are among the main strategies of Mobarakeh Steel Company. The goal of this research is to contribute to realization of these strategies by targeting the organization in order to customize its services based on prominent characteristics and behavioral indices of industrial customers. In this paper, because of the necessity of identify different customers, to provide services tailored to the characteristics of each sector, the self-organizing maps have been used for segmenting customers and identifying their characteristics. The findings indicate that the domestic market customers of Mobarakeh Steel Company, based on 95 criteria derived from 48 indicators (demographic, geographic, operational, behavioral and situational), are put into five clusters that have been named based on procurement practices variables (RFM), as Golden customers, special customers, loyal customers, churned customers and suspicious customers.