Bulanık bilişsel haritalara dayalı yeni bir ürün konumlandırma yaklaşımı

Year 2020, Volume: 35 Issue: 2, 1047 - 1062, 25.12.2019

Umut Asan Çiğdem Kadaifçi

https://doi.org/10.17341/gazimmfd.528766

Cited By: 2

Abstract

Günümüzde
bir işletmenin rekabetçi bir ortamda hayatta kalabilmesi için hedef kitlesine
rakiplerinden daha üstün veya özgün bir değer sunması kaçınılmazdır. Bunu
başarabilmek için öncelikle tüketicinin pazardaki mevcut ürünleri nasıl
algıladığının ve tercihlerinin ne olduğunun analiz edilmesi ve buna uygun
stratejilerin geliştirilmesi gerekir. Literatürde, bu çabaya yönelik, birçok
nicel yaklaşım önerilmiştir. Ancak orta ve uzun vadeli stratejilerin
geliştirilmesinde kritik öneme sahip zamansal algı değişimi problemini dikkate
alan dinamik yaklaşımlar çok az sayıda olup sınırlı katkıda bulunmuşlardır.
Bunun yanında, hedeflenen bir konuma ulaşabilmenin gerekli koşullarını öngören
normatif bir yaklaşımın eksikliği de göze çarpmaktadır. Bu çalışmada, söz
konusu eksiklikleri gidermek amacıyla az sayıda kısıtlayıcı varsayıma dayanan
ve tekrarlı ölçüm gerektirmeyen yeni bir dinamik konumlandırma yöntemi
önerilmektedir. Bulanık Bilişsel Haritaların geliştirilmesine dayanan bu yeni
yöntem, müşteri algılarının zaman içindeki değişimini başlangıç koşullarına
duyarlı bir şekilde modelleyebilmekte ve hedeflenen bir (ideal) konuma
ulaşabilmenin gerekli koşullarını geriye dönük öngörü ile analiz edebilmektedir.
Önerilen yaklaşımın etkinliğini ve uygulanabilirliğini irdelemek amacıyla
çalışmada basit bir uygulama örneği verilmektedir. 

Keywords

Ürün konumlandırma, bulanık bilişsel haritalama, dinamik modelleme, ileriye dönük öngörü, geriye dönük öngörü

References

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