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‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫؛‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻓ‬ ‫ﺮ‬ ‫آ‬ ‫ﯾ‬ ‫ﻨ‬ ‫ﺪ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ر‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ی‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺴ‬ ‫ﺖ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻻ‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﺘ‬ ‫ﺒ‬ ‫ﯽ‬ ، ‫ﺟ‬ ‫ﻌ‬ ‫ﻔ‬ ‫ﺮ‬ ‫ی‬ ‫ﺣ‬ ‫ﺎ‬ ‫ﺟ‬ ‫ﯽ‬ ‫؛‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﯿ‬ ‫ﺪ‬ ‫ر‬ ‫ﺿ‬ ‫ﺎ‬ ، ‫ﻋ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻠ‬ ‫ﯽ‬ ‫؛‬ ‫ﻃ‬ ‫ﺎ‬ ‫ﻫ‬ ‫ﺮ‬ ، ‫ا‬ ‫ر‬ ‫ﺑ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ر‬ ‫و‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺪ‬ ‫ل‬ ( : ‫ﻫ‬ ‫ﺎ‬ ) ‫ﭘ‬ ‫ﺪ‬ ‫ﯾ‬ ‫ﺪ‬ ‫آ‬ ‫و‬ ‫ر‬ ‫ﻧ‬ ‫ﺪ‬ ‫ه‬ (ISC/ ‫ﭘ‬ ‫ﮋ‬ ‫و‬ ‫ﻫ‬ ‫ﺸ‬ ‫ﯽ‬ - ‫ﻋ‬ ‫ﻠ‬ ‫ﻤ‬ ‫ﯽ‬ ) 7 ‫ﺷ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ر‬ ‫ه‬ - 1395 ‫ﭘ‬ ‫ﺎ‬ ‫ﺰ‬ : : ‫ﻧ‬ ‫ﻮ‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ر‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﺎ‬ ‫ت‬ ‫ﻧ‬ ‫ﺸ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﻪ‬ : : ‫ا‬ ‫ﺟ‬ ‫ﺘ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻋ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻠ‬ ‫ﻮ‬ ‫م‬ 190 ‫ﺗ‬ ‫ﺎ‬ 157 ‫ا‬ ‫ز‬ : ‫ﺻ‬ ‫ﻔ‬ ‫ﺤ‬ ‫ﺎ‬ ‫ت‬ https://www.noormags.ir/view/fa/articlepage/1207573 : ‫ﺛ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﺖ‬ ‫آ‬ ‫د‬ ‫ر‬ ‫س‬ 1402/07/29 : ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﻠ‬ ‫ﻮ‬ ‫د‬ ‫ﺗ‬ ‫ﺎ‬ ‫ر‬ ‫ﯾ‬ ‫ﺦ‬ ‫ﺣ‬ ‫ﻘ‬ ‫ﻮ‬ ‫ق‬ ‫ﻫ‬ ‫ﻤ‬ ‫ﻪ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫س‬ ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﺑ‬ ‫ﺮ‬ ، ‫ا‬ ‫ﺳ‬ ‫ﺖ‬ ‫ﻧ‬ ‫ﻤ‬ ‫ﻮ‬ ‫د‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﻓ‬ ‫ﺖ‬ ، ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ﺻ‬ ‫ﺎ‬ ‫ﺣ‬ ‫ﺒ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ز‬ ‫ر‬ ‫ا‬ ‫ﻻ‬ ‫ز‬ ‫م‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻮ‬ ‫ز‬ ، ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﺷ‬ ‫ﺪ‬ ‫ه‬ ‫ﻋ‬ ‫ﺮ‬ ‫ﺿ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ا‬ ‫ر‬ ‫ا‬ ‫ﺋ‬ ‫ﮥ‬ ‫ﺟ‬ ‫ﻬ‬ ‫ﺖ‬ ( ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ) ‫ا‬ ‫ﺳ‬ ‫ـ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻠ‬ ‫ﻮ‬ ‫م‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﭙ‬ ‫ﯿ‬ ‫ﻮ‬ ‫ﺗ‬ ‫ﺮ‬ ‫ی‬ ‫ﺗ‬ ‫ﺤ‬ ‫ﻘ‬ ‫ﯿ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ت‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ ‫و‬ ‫ﻧ‬ ‫ﻮ‬ ‫ﺷ‬ ‫ـ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ر‬ ‫ﻗ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﺐ‬ ‫د‬ ‫ر‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ت‬ ‫ﻋ‬ ‫ﺮ‬ ‫ﺿ‬ ‫ﻪ‬ ‫و‬ ‫ﻧ‬ ‫ﺸ‬ ‫ـ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﺮ‬ ‫ﮔ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﻪ‬ ، ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﺑ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ـ‬ ‫ﺪ‬ . ‫ﻣ‬ ‫ﯽ‬ " ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ " ‫ﺑ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺘ‬ ‫ﻌ‬ ‫ﻠ‬ ‫ﻖ‬ ، ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ـ‬ ‫ﺎ‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺟ‬ ‫ﻮ‬ ‫د‬ ‫ﺗ‬ ‫ﺄ‬ ‫ﻟ‬ ‫ﯿ‬ ‫ﻔ‬ ‫ﺎ‬ ‫ت‬ ‫و‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ، ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ت‬ ‫ا‬ ‫ﻃ‬ ‫ﻼ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ت‬ ‫و‬ ‫ر‬ ‫و‬ ‫د‬ ‫ا‬ ‫ز‬ ‫ﺑ‬ ‫ﺮ‬ ‫آ‬ ‫ﻣ‬ ‫ـ‬ ‫ﺪ‬ ‫ه‬ ‫ﻣ‬ ‫ـ‬ ‫ﺎ‬ ‫د‬ ‫ی‬ ‫ﺗ‬ ‫ﺤ‬ ‫ﻘ‬ ‫ﯿ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ت‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ ‫و‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ﺻ‬ ‫ﺎ‬ ‫ﺣ‬ ‫ﺒ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ز‬ ، ‫ﻻ‬ ‫ز‬ ‫م‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻮ‬ ‫ز‬ ‫ﮐ‬ ‫ﺴ‬ ‫ﺐ‬ ‫ﻧ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﻨ‬ ‫ـ‬ ‫ﺪ‬ ، ‫ﺑ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ـ‬ ‫ﺪ‬ ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ا‬ ‫ز‬ ‫ﮔ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﺘ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺮ‬ ‫و‬ ‫ﺣ‬ ‫ﺎ‬ ‫ﺻ‬ ‫ﻞ‬ ‫ﮐ‬ ‫ﻪ‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ـ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺻ‬ ‫ﻮ‬ ‫ر‬ ‫ت‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﯾ‬ ‫ﺎ‬ ، ‫آ‬ ‫ن‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻨ‬ ‫ﺪ‬ ‫و‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻏ‬ ‫ـ‬ ‫ﺬ‬ ‫ی‬ ‫ﺻ‬ ‫ﻮ‬ ‫ر‬ ‫ت‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﺗ‬ ‫ﺼ‬ ‫ﻮ‬ ‫ﯾ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫ا‬ ‫ز‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻔ‬ ‫ﺎ‬ ‫د‬ ‫ه‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺮ‬ ‫ر‬ ‫ا‬ ‫ت‬ ‫و‬ ‫ﻗ‬ ‫ﻮ‬ ‫ا‬ ‫ﻧ‬ ‫ﯿ‬ ‫ﻦ‬ ‫ﺻ‬ ‫ﻔ‬ ‫ﺤ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﯿ‬ ‫ﺸ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ا‬ ‫ﻃ‬ ‫ﻼ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ت‬ ‫ﮐ‬ ‫ﺴ‬ ‫ﺐ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻈ‬ ‫ﻮ‬ ‫ر‬ ‫ﺑ‬ ‫ﻪ‬ ‫ا‬ ‫ﺳ‬ ‫ﺖ‬ . ‫ﻗ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ﭘ‬ ‫ﯿ‬ ‫ﮕ‬ ‫ﺮ‬ ‫د‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺟ‬ ‫ﺐ‬ ‫آ‬ ‫ن‬ ‫ا‬ ‫ز‬ ‫ﺗ‬ ‫ﺨ‬ ‫ﻠ‬ ‫ﻒ‬ ‫و‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ﺪ‬ ‫ﻣ‬ ‫ﯽ‬ ( ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ) ‫ا‬ ‫ﺳ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻠ‬ ‫ﻮ‬ ‫م‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﭙ‬ ‫ﯿ‬ ‫ﻮ‬ ‫ﺗ‬ ‫ﺮ‬ ‫ی‬ ‫ﻓ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﺋ‬ ‫ﯿ‬ ‫ﺪ‬ . ‫ﻣ‬ ‫ﺮ‬ ‫ا‬ ‫ﺟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ‫ﺗ‬ ‫ﺨ‬ ‫ﺼ‬ ‫ﺼ‬ ‫ﯽ‬ www.noormags.ir
‫ﻣ‬ ‫ﺮ‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﻂ‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ت‬ ‫ﻣ‬ ‫ﻔ‬ ‫ﻬ‬ ‫ﻮ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﺪ‬ ‫ل‬ ‫ا‬ ‫ر‬ ‫ا‬ ‫ﺋ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻈ‬ ‫ﻮ‬ ‫ر‬ ‫ﺑ‬ ‫ﻪ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﯽ‬ ‫ا‬ ‫ﺑ‬ ‫ﻌ‬ ‫ﺎ‬ ‫د‬ ‫و‬ ‫ﻫ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﻟ‬ ‫ﻔ‬ ‫ﻪ‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ : ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ا‬ ‫ﺟ‬ ‫ﺮ‬ ‫ا‬ ‫ء‬ ‫ﻓ‬ ‫ﺮ‬ ‫آ‬ ‫ﯾ‬ ‫ﻨ‬ ‫ﺪ‬ ‫و‬ ‫ﻣ‬ ‫ﺮ‬ ‫ا‬ ‫ﺣ‬ ‫ﻞ‬ ‫ﻧ‬ ‫ﻈ‬ ‫ﺮ‬ ‫ا‬ ‫ز‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻣ‬ ‫ﺪ‬ ‫ل‬ ‫ا‬ ‫ی‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺴ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺮ‬ ‫ر‬ ‫ﺳ‬ ‫ﯽ‬ ( ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﮐ‬ ‫ﻨ‬ ‫ﻨ‬ ‫ﺪ‬ ‫ه‬ ‫ﻣ‬ ‫ﺼ‬ ‫ﺮ‬ ‫ف‬ ‫ر‬ ‫ﻓ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺮ‬ ‫آ‬ ‫ن‬ ‫ﺗ‬ ‫ﺎ‬ ‫ﺛ‬ ‫ﯿ‬ ‫ﺮ‬ ‫و‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﺗ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ا‬ ‫ن‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﺘ‬ ‫ﺨ‬ ‫ﺐ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﺸ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻪ‬ ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺎ‬ ‫ن‬ ‫ر‬ ‫و‬ ‫ش‬ ‫ﻓ‬ ‫ﺮ‬ ‫ا‬ ‫و‬ ‫ﺗ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﻇ‬ ‫ﺮ‬ ، ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﺗ‬ ‫ﺤ‬ ‫ﻠ‬ ‫ﯿ‬ ‫ﻞ‬ ( ‫آ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ﻧ‬ ‫ﺘ‬ ‫ﺸ‬ ‫ﺎ‬ ‫ر‬ ‫ا‬ ‫ﺗ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﺴ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﮐ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ب‬ ‫ﻓ‬ ‫ﺮ‬ ‫و‬ ‫ش‬ ‫ا‬ ‫ﻓ‬ ‫ﺰ‬ ‫ا‬ ‫ﯾ‬ ‫ﺶ‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ا‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺸ‬ ‫ﯽ‬ ‫ﺧ‬ ‫ﻼ‬ ‫ق‬ ‫ﺻ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﻊ‬ ‫د‬ ‫ر‬ ‫ز‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ی‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻈ‬ ‫ﺎ‬ ‫م‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫و‬ ‫ﯾ‬ ‫ﮋ‬ ‫ﮔ‬ ‫ﯽ‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ا‬ ‫ﺧ‬ ‫ﻼ‬ ‫ﻗ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﮔ‬ ‫ﺮ‬ ‫ی‬ ‫ﻣ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺶ‬ : ‫د‬ ‫ا‬ ‫ر‬ ‫و‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ی‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﺷ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺖ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻤ‬ ‫ﻠ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺆ‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﻋ‬ ‫ﻮ‬ ‫ا‬ ‫ﻣ‬ ‫ﻞ‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺗ‬ ‫ﺠ‬ ‫ﺎ‬ ‫ر‬ ‫ی‬ ‫ﻧ‬ ‫ﺎ‬ ‫م‬ ‫ﺑ‬ ‫ﻪ‬ ‫و‬ ‫ﻓ‬ ‫ﺎ‬ ‫د‬ ‫ا‬ ‫ر‬ ‫ی‬ ‫ﺑ‬ ‫ﺮ‬ ‫ا‬ ‫ﺟ‬ ‫ﺘ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻋ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ر‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﺗ‬ ‫ﺄ‬ ‫ﺛ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺸ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ی‬ ‫ر‬ ‫ﻓ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ر‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ﺟ‬ ‫ﺘ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻋ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫و‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ل‬ ‫ا‬ ‫ی‬ ‫ر‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺶ‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ل‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻤ‬ ‫ﻠ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﻋ‬ ‫ﻮ‬ ‫ا‬ ‫ﻣ‬ ‫ﻞ‬ ‫ﻣ‬ ‫ﺪ‬ ‫ﻟ‬ ‫ﺴ‬ ‫ﺎ‬ ‫ز‬ ‫ی‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ﻓ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﻨ‬ ‫ﮓ‬ ‫ﻣ‬ ‫ﻌ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ر‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﺗ‬ ‫ﺄ‬ ‫ﮐ‬ ‫ﯿ‬ ‫ﺪ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ا‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺸ‬ ‫ﯽ‬ ‫ا‬ ‫ﻟ‬ ‫ﮕ‬ ‫ﻮ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻃ‬ ‫ﺮ‬ ‫ا‬ ‫ﺣ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫آ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ز‬ ‫ش‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ر‬ ‫ز‬ ‫ﺷ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫و‬ ‫ﯾ‬ ‫ﺎ‬ ‫د‬ ‫ﮔ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ی‬ ، ‫ﯾ‬ ‫ﺎ‬ ‫د‬ ‫د‬ ‫ﻫ‬ ‫ﯽ‬ ، ‫ر‬ ‫ﯾ‬ ‫ﺰ‬ ‫ی‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺆ‬ ‫ﺛ‬ ‫ﺮ‬ ‫ر‬ ‫ا‬ ‫ﻫ‬ ‫ﺒ‬ ‫ﺮ‬ ‫د‬ ‫ﯾ‬ ‫ﮏ‬ ‫ﻋ‬ ‫ﻨ‬ ‫ﻮ‬ ‫ا‬ ‫ن‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻔ‬ ‫ﻬ‬ ‫ﻮ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺸ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻌ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﺸ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﻋ‬ ‫ﻨ‬ ‫ﺎ‬ ‫و‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ر‬ ‫و‬ ‫ﯾ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﻫ‬ ‫ﻨ‬ ‫ﺮ‬ ‫و‬ ‫ﻓ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﻨ‬ ‫ﮓ‬ ‫و‬ ‫ﺧ‬ ‫ﺪ‬ ‫ﻣ‬ ‫ﺎ‬ ‫ت‬ ، ‫ﮐ‬ ‫ﺸ‬ ‫ﺎ‬ ‫و‬ ‫ر‬ ‫ز‬ ‫ی‬ ، ‫ﺻ‬ ‫ﻨ‬ ‫ﻌ‬ ‫ﺖ‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺶ‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ی‬ ‫ﺣ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﻪ‬ ‫و‬ ‫ﻓ‬ ‫ﻨ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫آ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ز‬ ‫ش‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﺷ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺧ‬ ‫ﺮ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫آ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ز‬ ‫ﺷ‬ ‫ﯽ‬ ( ‫ﺗ‬ ‫ﺒ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﺰ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫د‬ ‫ا‬ ‫ر‬ ‫ی‬ ‫ﮔ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫د‬ ‫ه‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﻃ‬ ‫ﻖ‬ : ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ﻧ‬ ‫ﻤ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﻪ‬ ) ‫ا‬ ‫ﺳ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ر‬ CPTED ‫ر‬ ‫و‬ ‫ﯾ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺴ‬ ‫ﺖ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﺟ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﺖ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫؛‬ ‫ﺟ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ن‬ ‫ﺗ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ب‬ ‫ا‬ ‫ﺣ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ی‬ ‫ر‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ر‬ " ‫ﮐ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ﺖ‬ ‫ﮐ‬ ‫ﻢ‬ " ‫ﻃ‬ ‫ﺮ‬ ‫ح‬ ‫ا‬ ‫ﺟ‬ ‫ﺮ‬ ‫ا‬ ‫ی‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﺗ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ا‬ ‫ن‬ 3 ‫و‬ 1 ‫ﻣ‬ ‫ﻨ‬ ‫ﻄ‬ ‫ﻘ‬ ‫ﻪ‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫؛‬ ‫ﺗ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ا‬ ‫ن‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﺑ‬ ‫ﺰ‬ ‫ر‬ ‫ﮔ‬ ‫ﺮ‬ ‫ا‬ ‫ه‬ ‫ﺷ‬ ‫ﺒ‬ ‫ﮑ‬ ‫ﻪ‬ ‫د‬ ‫ر‬ ‫ر‬ ‫و‬ ‫ا‬ ‫ﻧ‬ ‫ﺎ‬ ‫ب‬ ‫آ‬ ‫و‬ ‫ر‬ ‫ی‬ ‫ﺟ‬ ‫ﻤ‬ ‫ﻊ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ا‬ ‫ﺳ‬ ‫ﻔ‬ ‫ﯿ‬ ‫ﺪ‬ ‫ا‬ ‫ن‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻄ‬ ‫ﻘ‬ ‫ﻪ‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﺷ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺧ‬ ‫ﺮ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫ن‬ ‫د‬ ‫ر‬ ‫ر‬ ‫و‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﮔ‬ ‫ﺮ‬ ‫د‬ ‫ﺷ‬ ‫ﮕ‬ ‫ﺮ‬ ‫ی‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ر‬ ‫و‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﻃ‬ ‫ﻖ‬ ‫د‬ ‫ر‬ ‫ﮔ‬ ‫ﺮ‬ ‫د‬ ‫ﺷ‬ ‫ﮕ‬ ‫ﺮ‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻈ‬ ‫ﻮ‬ ‫ر‬ ‫ﺑ‬ ‫ﻪ‬ ‫ا‬ ‫ﻗ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﺘ‬ ‫ﯽ‬ – ‫ﺗ‬ ‫ﻔ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﺤ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﮐ‬ ‫ﻦ‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻘ‬ ‫ﺮ‬ ‫ا‬ ‫ر‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫د‬ ‫ر‬ ‫ه‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ ‫ی‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺶ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫د‬ ‫ا‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻂ‬ ‫ا‬ ‫ﻧ‬ ‫ﺘ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ل‬ ‫ﺟ‬ ‫ﻬ‬ ‫ﺖ‬ ‫ﻋ‬ ‫ﺎ‬ ‫د‬ ‫ی‬ ‫ﭘ‬ ‫ﺴ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺪ‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﻋ‬ ‫ﻔ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ﭘ‬ ‫ﺴ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺪ‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﺪ‬ ‫ﯾ‬ ‫ﻞ‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﻼ‬ ‫ﯾ‬ ‫ﺰ‬ ‫ر‬ ‫ا‬ ‫ز‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻔ‬ ‫ﺎ‬ ‫د‬ ‫ه‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﺑ‬ ‫ﺮ‬ ‫ر‬ ‫ﺳ‬ ‫ﯽ‬ ( ‫ﻣ‬ ‫ﺎ‬ ‫ز‬ ‫ﻧ‬ ‫ﺪ‬ ‫ر‬ ‫ا‬ ‫ن‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻔ‬ ‫ﺎ‬ ‫د‬ ‫ه‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﻼ‬ ‫ﯾ‬ ‫ﺰ‬ ‫ر‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫آ‬ ‫ز‬ ‫ا‬ ‫د‬ ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﺸ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫ﺳ‬ ‫ﻄ‬ ‫ﺢ‬ ‫د‬ ‫ر‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﺷ‬ ‫ﺨ‬ ‫ﺼ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺰ‬ ‫ر‬ ‫گ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻞ‬ ‫ﭘ‬ ‫ﻨ‬ ‫ﺞ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ﻮ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ر‬ ‫ﺿ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺖ‬ ‫ﺑ‬ ‫ﯿ‬ ‫ﻦ‬ ‫ا‬ ‫ر‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﺎ‬ ‫ط‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﺑ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ب‬ ‫و‬ ‫ا‬ ‫ﺣ‬ ‫ﺪ‬ ‫ا‬ ‫ﺳ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﺳ‬ ‫ﻮ‬ ‫ا‬ ‫ﺣ‬ ‫ﻞ‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﻣ‬ ‫ﺤ‬ ‫ﻠ‬ ‫ﯽ‬ ‫ﺟ‬ ‫ﻮ‬ ‫ا‬ ‫ﻣ‬ ‫ﻊ‬ ‫ا‬ ‫ﻗ‬ ‫ﺘ‬ ‫ﺼ‬ ‫ﺎ‬ ‫د‬ ‫د‬ ‫ر‬ ‫آ‬ ‫ن‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺶ‬ ‫و‬ ‫ﻓ‬ ‫ﺎ‬ ‫ر‬ ‫س‬ ‫ﺧ‬ ‫ﻠ‬ ‫ﯿ‬ ‫ﺞ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻄ‬ ‫ﻘ‬ ‫ﻪ‬ ‫د‬ ‫ر‬ ‫ﮔ‬ ‫ﺮ‬ ‫د‬ ‫ﺷ‬ ‫ﮕ‬ ‫ﺮ‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﭘ‬ ‫ﺎ‬ ‫ر‬ ‫ﺳ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ن‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﻦ‬ ‫آ‬ ‫ذ‬ ‫ر‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ » ‫ﺻ‬ ‫ﻨ‬ ‫ﻌ‬ ‫ﺘ‬ ‫ﯽ‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻃ‬ ‫ﺮ‬ ‫ح‬ ‫د‬ ‫ر‬ ‫آ‬ ‫ن‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺮ‬ ‫د‬ ‫و‬ ‫ﺑ‬ ‫ﺎ‬ ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﺮ‬ ‫ژ‬ ‫ی‬ ‫ﭘ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺴ‬ ‫ﯿ‬ ‫ﻞ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ « ‫ﺷ‬ ‫ﺮ‬ ‫ﻗ‬ ‫ﯽ‬ www.noormags.ir
‫اﻣﮑﺎن‬ ‫ﺳﻨﺠ‬ ‫ﯽ‬ ‫ﻣﺤﺘﻮا‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ي‬ ‫ﻓﺮآ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﯾ‬ ‫ﻨﺪﻫﺎ‬ ‫ي‬ ‫ﺑﺎزار‬ ‫ﯾ‬ ‫ﺎﺑ‬ ‫ﯽ‬ ‫ﻣﺤﺘﻮا‬ ‫ﯾﯽ‬ ‫؛‬ ‫ﻣﻮرد‬ ‫ﻣﻄﺎﻟﻌﻪ‬ ‫ي‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ﮐﺎﻻ‬ ‫ارﺑﻄﺎﻧﯽ‬ ‫روﺷﻨﺪل‬ ‫ﻃﺎﻫﺮ‬ * ‫ﻋﺎﻣﻠﯽ‬ ‫رﺿﺎ‬ ‫ﺳﻌﯿﺪ‬ ** ‫ﺣﺎﺟﯽ‬ ‫ﻣﺠﺘﺒﯽ‬ ‫ﺟﻌﻔﺮي‬ *** ‫ﺗ‬ ‫درﯾﺎﻓﺖ‬ ‫ﺎرﯾﺦ‬ : 19 / 05 / 95 ‫ﭘ‬ ‫ﺗﺎرﯾﺦ‬ ‫ﺬﯾﺮش‬ : 27 / 08 / 95 ‫ﭼﮑﯿﺪه‬ ‫اﻣﮑﺎن‬ ‫ﺑﺎﻫﺪف‬ ‫ﺣﺎﺿﺮ‬ ‫ﻣﻘﺎﻟﻪ‬ ‫ﺑﻪ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ‫ﮔﻮﻧـﻪ‬ ‫ﻋﻨﻮان‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎي‬ ‫در‬ ‫ﻣﺠـﺎزي‬ ‫ﻓـﻀﺎي‬ ‫در‬ ‫ﻓﺰاﯾﻨـﺪه‬ ‫رﺷـﺪ‬ ‫ﺣـﺎل‬ ‫در‬ ‫و‬ ‫ﻏﺎﻟﺐ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫اﺳﺖ‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫اﯾﻦ‬ ‫اﻟﮕﻮي‬ ‫اﺣﺼﺎي‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ . ‫اﯾـﻦ‬ ‫اﺳﺎﺳـﯽ‬ ‫ﻣـﺴﺌﻠﻪ‬ ‫اﻟﮕﻮﯾﯽ‬ ‫ﭼﻪ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬ ‫و‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫آن‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻣـﯽ‬ ‫ﮐـﺎر‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﺗـﻮان‬ ‫ﻧـﻮع‬ ‫ﺑـﻪ‬ ‫ﻣﻄﺎﻟﻌـﻪ‬ ‫اﯾـﻦ‬ ‫ﮐـﺮد؟‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫در‬ ‫را‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﮐﺎر‬ ‫ﻣﺤﺘﻮاي‬ ‫از‬ ‫ﺧﺎﺻﯽ‬ ‫ﻣﺤﯿﻂ‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫ﯾﻌﻨﯽ‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﺷﺒﮑﻪ‬ ‫ﻫﺎي‬ ‫ﻫ‬ ‫ﺎي‬ * ‫داﻧﺸﮕﺎه‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫داﻧﺸﮑﺪه‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﮔﺮوه‬ ‫داﻧﺸﯿﺎر‬ ‫ﺗﻬﺮان‬ . arbatani@ut.ac.ir ** ‫ﺗﻬﺮان‬ ‫داﻧﺸﮕﺎه‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻋﻠﻮم‬ ‫داﻧﺸﮑﺪه‬ ‫ارﺗﺒﺎﻃﺎت‬ ‫ﮔﺮوه‬ ‫اﺳﺘﺎد‬ . ssameli@ut.ac.ir *** ‫داﻧﺶ‬ ‫ﺳﯿﺎﺳﺖ‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻣﺮﮐﺰ‬ ‫ارﺷﺪ‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ،‫رﺳﺎﻧﻪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫آﻣﻮﺧﺘﻪ‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫ﻫﺎي‬ ) . ‫ﻣﺴﺌﻮل‬ ‫ﻧﻮﯾﺴﻨﺪه‬ .( mojtaba.hajijafari@gmail.com, m.hajijafari@ut.ac.ir www.noormags.ir
N O O R M A G S 158 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫دارد‬ ‫ﺗﻮﺟﻪ‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫اﺟﺘﻤﺎﻋﯽ‬ . ‫روش‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫اﺟﺮاي‬ ‫روش‬ ‫ﮔﻠﯿﺰري‬ ‫روﯾﮑﺮد‬ ‫ﺑﺎ‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬  ‫ا‬ ‫ﺳﺖ‬ . ‫دﯾﺠﯽ‬ ‫وﺑﮕﺎه‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻧﻈﺮات‬ ‫ﮐـﺎﻻ‬ ‫ﻧﻤﻮﻧﻪ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬ ‫ﺑﻨﯿـﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾـﻪ‬ ‫روش‬ ‫ﺑـﺮاي‬ ‫ﻻزم‬ ‫ﻧﻈـﺮي‬ ‫ﮐﻔﺎﯾﺖ‬ ‫ﮐﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫داده‬ ‫و‬ ‫ﺷﺪﻧﺪ‬ ‫اﺣﺼﺎء‬ ،‫ﮐﻨﺪ‬ ‫ﻓﺮاﻫﻢ‬ ‫ﺑﻪ‬ ‫ﻫﺎي‬ ‫دﺳﺖ‬ ‫ﮐﺪﮔـﺬاري‬ ‫ﻣﺮاﺣـﻞ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫آﻣﺪه‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﭼﻬﺎر‬ ‫ﻣﻄﻠـﻮب‬ ‫ﻧﻈـﺮي‬ ‫ﻗـﻀﺎﯾﺎي‬ ‫ﺑـﻪ‬ ‫ﺗﺎ‬ ‫ﺷﺪﻧﺪ‬ ‫ﺗﺤﻠﯿﻞ‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫اي‬ ‫ﮐﻨﯿﻢ‬ ‫ﭘﯿﺪا‬ ‫دﺳﺖ‬ . ‫در‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﭘﻨﺞ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﭘﺎﯾﺎن‬ ‫ﺗـﺪوﯾﻦ‬ ‫اي‬ ‫ﮐـﻪ‬ ،‫ﺷـﺪه‬ ‫از‬ ‫ﻋﺒﺎرﺗﻨﺪ‬ : ‫ﺑﺮﻧﺎﻣﻪ‬ ‫و‬ ‫ﻃﺮاﺣﯽ‬ ‫ﺗـﺼﺪي‬ ‫و‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﻣﺤﺘـﻮاﯾﯽ؛‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﺑﺮاي‬ ‫رﯾﺰي‬ ‫ﺑﺮﻧﺎﻣـﻪ‬ ‫و‬ ‫ﻃﺮاﺣﯽ‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﺤﺘﻮاي‬ ‫دروازه‬ ‫ﻣﺤﺘـﻮاﯾﯽ؛‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫رﯾـﺰي‬ ‫و‬ ‫ﺑـﺎﻧﯽ‬ ‫ﻣﺨﺎﻃﺐ‬ ‫ﺑﺎ‬ ‫درﮔﯿﺮي‬ ‫و‬ ‫ارﺗﺒﺎط‬ ‫ﺗﺼﺪي؛‬ ‫ﺗﺤﺖ‬ ‫و‬ ‫ﺗﻮﻟﯿﺪي‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺗﻮزﯾﻊ‬ / ‫ﻣـﺸﺘﺮي‬ ‫ﺑﺎ‬ ‫ﯾﺎﻓﺘـﻪ‬ ‫ﺗﺤﻠﯿـﻞ‬ ‫ﺑﻪ‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﺳﻨﺠﺶ‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫زارﯾﺎﺑﯽ‬ ‫ﻫـﺎي‬ ‫ـﺎﺧﺘﻪ‬ ‫ـ‬‫ﮐﺎرﺑﺮﺳ‬ ‫ـﺮات‬ ‫ـ‬‫ﻧﻈ‬ ‫از‬ ‫ـﻞ‬ ‫ـ‬‫ﺣﺎﺻ‬ ‫ـﺪ‬ ‫ـ‬‫ﺷ‬ ‫ـﻪ‬ ‫ـ‬‫ﭘﺮداﺧﺘ‬ . ‫داده‬ ‫از‬ ‫ـﻢ‬ ‫ـ‬‫ﺣﺠ‬ ‫ـﺎﺑﺮاﯾﻦ‬ ‫ـ‬‫ﺑﻨ‬ ‫و‬ ‫ـﺎ‬ ‫ـ‬‫ﻫ‬ ‫ﯾﺎﻓﺘﻪ‬ ‫آن‬ ‫ﺗﺤﻠﯿﻞ‬ ‫از‬ ‫ﻧﺎﺷﯽ‬ ‫ﻫﺎي‬ ‫ﻣﯽ‬ ‫ﻫﺎ‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﮐﻪ‬ ‫ﮔﻔﺖ‬ ‫ﺗﻮان‬ ‫ﻗﺎﺑﻞ‬ ‫ﮔﺮوه‬ ‫ﭼﻬﺎر‬ ‫در‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫ﻋﺒﺎر‬ ‫ﮐـﻪ‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫از‬ ‫ﺗﻨـﺪ‬ : ‫ﻧﻈـﺮات‬ ‫ﻣﺤﺼﻮل‬ ‫اﻟﮕـﻮي‬ ‫ﮐـﻪ‬ ‫رواﯾـﯽ‬ ‫ﻧﻈـﺮات‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫ﻧﻈﺮات‬ ،‫راﻫﻨﻤﺎ‬ ‫ﻧﻈﺮات‬ ،‫ﮔﺮاﯾﺎﻧﻪ‬ ‫آن‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺟﻤﻊ‬ ‫در‬ ‫ذﮐﺮﺷﺪه‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫در‬ ‫ﻫﺎ‬ ‫ﻣﻄﺮح‬ ‫ﺑﻨﺪي‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ . ‫واژه‬ ‫ﮐﻠﯿﺪي‬ ‫ﻫﺎي‬ : ‫ﮐـﺎر‬ ‫ﻧﻈﺮات‬ ،‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﯾﺠﯽ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ،‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﮐﺎﻻ‬ . 1 - ‫ﻣﻘﺪﻣﻪ‬ ‫ﺑﺎزارﯾ‬ ‫اﻣـﺎ‬ ،‫ﻧﯿـﺴﺖ‬ ‫ﻣـﺪﯾﺮﯾﺖ‬ ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺟﺪﯾﺪ‬ ‫اﻣﺮي‬ ‫ﮔﺮﭼﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺎﺑﯽ‬ ‫اﻣﺮوزه‬ ‫دﻻ‬ ‫ﺑﻪ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫از‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫ﯾﻞ‬ ‫ازﺟﻤﻠﻪ‬ ‫ﻣﺘﻌﺪد‬ ‫ﻓﻨـﺎوري‬ ‫ﻇﻬـﻮر‬ ‫و‬ ‫ارﺗﺒﺎﻃـﺎت‬ ‫ﻫـﺎي‬ ‫اﻃﻼﻋﺎت‬ ، ‫رﺳـﺎﻧﻪ‬ ‫و‬ ‫دﯾﺠﯿﺘـﺎل‬ ‫ﺳـﻮاد‬ ‫ﺳـﻄﺢ‬ ‫ﮔﺴﺘﺮش‬ ‫ﮐـﺎرﺑﺮان‬ ‫اي‬ ، ‫و‬ ‫ﺑﺎزارﯾﺎﺑـﺎن‬ ‫ﻣﻮاﺟﻬـﻪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﻣﺼﺮف‬ ‫ﺑﺎ‬ ‫ﻫﺎ‬ ‫و‬ ‫ﻣﻄﻠﻊ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﯽ‬ ‫و‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫آﮔﺎ‬ ‫ه‬ ‫ﻣﻮارد‬ ‫از‬ ‫ﻧﺎﺷﯽ‬ ‫ﮐﻪ‬ ‫ﯾﺎدﺷـﺪه‬ ‫اﺳـﺖ‬ ، 1. Galsserian Approach www.noormags.ir
‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 159 ‫اﺳﺖ‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﻗﺮار‬ ‫ﺗﻮﺟﻪ‬ ‫ﻣﻮرد‬ ‫ﺑﺴﯿﺎر‬ . ‫ﺗﻮﻟﯿـﺪ‬ ‫ﮔﺴﺘﺮش‬ ‫ﻣﺴﺌﻠﻪ‬ ‫اﯾﻦ‬ ‫ﺑﺮوز‬ ‫اﺳﺎﺳﯽ‬ ‫ﻋﻠﻞ‬ ‫از‬ ‫ﯾﮑﯽ‬ ‫داده‬ ‫ﻏﯿﺮﺣﺮﻓﻪ‬ ‫اﻓﺮاد‬ ‫و‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ‫ﻣﺤﺘﻮا‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ،‫ﻫﺎ‬ ‫ﺳﻄﺢ‬ ‫رﻓﺘﻦ‬ ‫ﺑﺎﻻ‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫و‬ ‫اي‬ ‫ﻣـﺼﺮف‬ ‫و‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ،‫ﮐـﺎرﺑﺮان‬ ،‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﻣﺠﺎزي‬ ‫آﮔﺎﻫﯽ‬ ‫و‬ ‫داﻧﺶ‬ ‫اﺳـﺖ‬ ‫ﮐﻨﻨـﺪﮔﺎن‬ . ‫ا‬ ‫ﻓـﺮاد‬ ‫ﺑﻪ‬ ‫ﻓﻨﺎوري‬ ‫روزاﻓﺰون‬ ‫ﺗﻮﺳﻌﻪ‬ ‫واﺳﻄﻪ‬ ‫دﺳﺘﺮﺳﯽ‬ ‫ﮔﺴﺘﺮش‬ ،‫اﻃﻼﻋﺎت‬ ‫و‬ ‫ارﺗﺒﺎﻃﺎت‬ ‫ﻫﺎي‬ ‫ﺑـﻪ‬ ‫ﻫـﺎ‬ ‫داده‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﺷـﺪه‬ ‫ﺑﺮﺧـﻮردار‬ ‫ﺑـﺎﻻﺗﺮي‬ ‫اﻃﻼﻋـﺎت‬ ‫و‬ ‫داﻧـﺶ‬ ‫ﺳﻄﺢ‬ ‫از‬ ،‫اﻃﻼﻋﺎت‬ ‫و‬ ‫ﻫﺎ‬ ‫اﻧـﺪ‬ . ‫ﺑﻪ‬ ‫ﻣﺮدم‬ ‫از‬ ‫ﮔﺮوﻫﯽ‬ ‫ﭼﻨﯿﻦ‬ ‫اﻗﻨﺎع‬ ‫ﺑﻨﺎﺑﺮاﯾﻦ‬ ‫ﺗﮑﻨﯿـﮏ‬ ‫و‬ ‫ﺗﺒﻠﯿﻐـﺎت‬ ‫ﻃﺮﯾـﻖ‬ ‫از‬ ‫راﺣﺘﯽ‬ ‫ﻣـﺴﺦ‬ ‫ﻫـﺎي‬ ‫ﻧﯿﺴﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫ﮐﺎرﺑﺮان‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ . ،‫ﻣﺠـﺎزي‬ ‫ﻓﻀﺎي‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫واﻗﻊ‬ ‫در‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫داده‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﺗﺸﻨﻪ‬ ‫ﭘﺎﺳـﺨﮕﻮي‬ ‫ﮐﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺤﺘﻮاﻫﺎﯾﯽ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺳـﺆاﻻت‬ ‫آﻧـﺎن‬ ‫ﻧﯿﺎزﻫـﺎي‬ ‫و‬ ‫ﺑﺎﺷﺪ‬ . 1 - 1 - ‫ﻣﺴﺌﻠﻪ‬ ‫ﻃﺮح‬ ‫ﺷﺮﮐﺖ‬ ‫ﮐﺴﺐ‬ ،‫ﻫﺎ‬ ‫ﺳﺎزﻣﺎن‬ ‫و‬ ‫وﮐﺎرﻫﺎ‬ ‫و‬ ‫ارزﺷـﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫از‬ ‫ﻧﺎﮔﺰﯾﺮ‬ ‫ﻫﺎ‬ ‫ﻣـﺼﺮف‬ ‫و‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺮاي‬ ‫ﻣﺮﺗﺒﻂ‬ ‫در‬ ‫و‬ ‫ﮐﻨﻨـﺪﮔﺎن‬ ‫ﺑﺮﻧﺎﻣـﻪ‬ ‫ﮐـﺎرﺑﺮان‬ ‫و‬ ‫ﻣﺨﺎﻃﺒـﺎن‬ ‫واﻗـﻊ‬ ‫ﻫـﺎي‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺷﺎن‬ . ‫ﮐﺴﺐ‬ ‫ﺑـﻪ‬ ‫رﺳـﯿﺪن‬ ‫ﺑـﺮاي‬ ‫ﮐـﺎرﺑﺮان‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺗﻮﺟﻪ‬ ‫ﻧﯿﺎزﻣﻨﺪ‬ ‫وﮐﺎرﻫﺎ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺧﺮﯾﺪ‬ ‫واﻗﻊ‬ ‫در‬ ‫و‬ ‫ﮐﻨﺶ‬ ‫ﻧﻘﻄﻪ‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻧﺸﺎن‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫روﻧﺪﻫﺎي‬ ‫و‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﯽ‬ ‫دﻫﺪ‬ ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫ﻓﻌﺎل‬ ‫ﺷﺪن‬ ‫ﺗﺒﺪﯾﻞ‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺷـﺪن‬ ‫آن‬ ‫ﻫـﺎ‬ ‫ﻣﺠـﺎز‬ ‫ﻓـﻀﺎي‬ ‫ﺑـﺴﺘﺮ‬ ‫در‬ ‫ﮐـﺎرﺑﺮان‬ ‫ﺑـﻪ‬ ،‫ي‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫راﻫﺒﺮدﻫﺎي‬ ‫آﮔﺎﻫﯽ‬ ‫داﻧﺶ‬ ‫و‬ ‫ﮐـﻨﺶ‬ ‫اﻧﺠـﺎم‬ ‫ﺑـﻪ‬ ‫ﺣﺴﯽ‬ ‫ﺗﺮﻏﯿﺐ‬ ‫و‬ ‫ﺗﺤﺮﯾﮏ‬ ‫ﺑﺮ‬ ‫اﻓﺰاﯾﯽ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺪا‬ ‫ﻏﻠﺒﻪ‬ ‫ﮐﻨﺪ‬ . ‫ﺗﺒﺪﯾﻞ‬ ‫ﺑﺎ‬ ‫دﯾﮕﺮ‬ ‫ﺳﻮي‬ ‫از‬ ‫داﻣﻨـﻪ‬ ‫ﮔـﺴﺘﺮش‬ ‫و‬ ،‫ﮐـﺎرﺑﺮان‬ ‫ﺑـﻪ‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺷﺪن‬ ‫ﮔﻮﻧﻪ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﺑﻪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻓﻌﺎﻟﯿﺖ‬ ‫داده‬ ‫از‬ ‫وﺳﯿﻌﯽ‬ ‫ﺣﺠﻢ‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﻣﺘﻨﻮع‬ ‫ﻫﺎي‬ ‫اﻃﻼﻋـﺎت‬ ‫و‬ ‫ﻫـﺎ‬ ‫ﻣ‬ ‫را‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻣﯽ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫و‬ ‫ﺨﺎﻃﺒﺎن‬ ‫ﮐﻨﻨﺪ‬ . ‫ﻣﯽ‬ ‫ﻧﮑﺘﻪ‬ ‫دو‬ ‫اﯾﻦ‬ ‫ﮔﺬاﺷﺘﻦ‬ ‫ﻫﻢ‬ ‫ﮐﻨﺎر‬ ‫ﺑﺎ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﺎﻟﻘﻮه‬ ‫ﺗﻮان‬ ‫ﮐﻪ‬ ‫ﮔﻔﺖ‬ ‫ﺗﻮان‬ ‫ﻣﯽ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ً‫ﻻ‬‫او‬ ‫ﭼﺮاﮐﻪ‬ ،‫ﺑﺎﻻﺳﺖ‬ ‫ﺑﺴﯿﺎر‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺑﻪ‬ ‫ﮐﻤﮏ‬ ‫در‬ ‫ﺷـﻮد‬ ‫ﻣﯽ‬ ‫ﺷﺎﻣﻞ‬ ‫را‬ ‫وﺳﯿﻌﯽ‬ ‫ﺣﺠﻢ‬ ً‫ﺎ‬‫ﺛﺎﻧﯿ‬ ‫و‬ ‫داده‬ ‫آن‬ ‫از‬ ‫ﺑﺎﻻﯾﯽ‬ ‫ﺳﻬﻢ‬ ‫ﮐﻪ‬ ‫ﺷﻮد‬ ‫و‬ ‫ﻣﻔﯿﺪ‬ ‫ﻫﺎي‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺆﺛﺮ‬ www.noormags.ir
160 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫ﻣﯽ‬ ‫ﮐﻪ‬ ‫ﺗﻮاﻧ‬ ‫ﻨ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﮐﺎﻫﺶ‬ ‫ﺑﻪ‬ ‫ﺪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺎي‬ ‫ﺳﺎزﻣﺎن‬ ‫و‬ ‫ﻫﺎ‬ ‫ﮐﻨ‬ ‫ﮐﻤﮏ‬ ‫ﻫﺎ‬ ‫ﻨ‬ ‫ﺪ‬ . ‫ﻣـﺴﺌﻠﻪ‬ ‫اي‬ ‫ﺧﻮاﻫـﺪ‬ ‫ﭘﺮداﺧﺘـﻪ‬ ‫آن‬ ‫ﺑـﻪ‬ ‫ﭘـﮋوﻫﺶ‬ ‫اﯾـﻦ‬ ‫در‬ ‫ﮐﻪ‬ ‫ﺷـﺪ‬ ‫اﻣﮑـﺎن‬ ، ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫ﺳـﻨﺠﯽ‬ ‫ﻣﺴﺌﻠﻪ‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣـﺪﯾﺮﯾﺘﯽ‬ ‫روﻧـﺪﻫﺎي‬ ‫ﺑﻪ‬ ‫ﻣﻌﻄﻮف‬ ‫اي‬ ‫ﺑﻪ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺧ‬ ‫اﺳﺖ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺼﻮص‬ . 1 - 2 - ‫ﺿﺮورت‬ ‫و‬ ‫اﻫﻤﯿﺖ‬ ‫اﺳـﺖ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺟﺪﯾﺪ‬ ً‫ﺎ‬‫ﻧﺴﺒﺘ‬ ‫ﻣﺒﺤﺜﯽ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اﻫﻤﯿـﺖ‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ،‫دارد‬ ‫ـﺎره‬ ‫ـ‬‫اﺷ‬ ‫ـﺎﺑﯽ‬ ‫ـ‬‫ﺑﺎزارﯾ‬ ‫ـﺪ‬ ‫ـ‬‫ﻓﺮآﯾﻨ‬ ‫در‬ ‫ـﺮﺗﺒﻂ‬ ‫ـ‬‫ﻣ‬ ‫و‬ ‫ـﻤﻨﺪ‬ ‫ـ‬‫ارزﺷ‬ ‫ـﻮاي‬ ‫ـ‬‫ﻣﺤﺘ‬ ‫ـﺪ‬ ‫ـ‬‫رﺷ‬ ‫ـﺮ‬ ‫ـ‬‫دﯾﮕ‬ ‫ـﻮي‬ ‫ـ‬‫ﺳ‬ ‫از‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﺤﺘﻮاﻫﺎي‬ ‫ﺷﺒﮑﻪ‬ ‫در‬ ‫دﯾﺠﯿﺘﺎل‬ ‫اي‬ ‫ﺗﻮﻟﯿﺪ‬ ‫اﺑﺰارﻫﺎي‬ ‫ﮔﺴﺘﺮش‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﭼﻨﺪرﺳﺎﻧﻪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ‫اي‬ ، ‫ﮐـﺎر‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﺑـﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫اﻫﻤﯿﺖ‬ ‫ﺑـﯿﺶ‬ ‫را‬ ‫ﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ازﭘـﯿﺶ‬ ‫اﺳﺖ‬ ‫ﺳﺎﺧﺘﻪ‬ . ‫از‬ ‫ﯾـﮏ‬ ‫از‬ ‫ﯾﻌﻨـﯽ‬ ‫ﭘﺪﯾﺪه‬ ‫دو‬ ‫اﯾﻦ‬ ‫دادن‬ ‫ﻗﺮار‬ ‫ﻫﻢ‬ ‫ﮐﻨﺎر‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻣﺒﺎﺣـﺚ‬ ‫ﺳـﻮ‬ ‫ﺑﺤـﺚ‬ ،‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫رﺷﺪ‬ ‫و‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫ﻣﺒﺎﺣﺚ‬ ‫دﯾﮕﺮ‬ ‫ﺳﻮي‬ ‫از‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫ﺟﺪﯾﺪي‬ ‫اﻣﮑﺎﻧﻤﻨﺪ‬ ‫ﮐﻪ‬ ‫ﮔﯿﺮد‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎي‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﻣﺤﺘـﻮاي‬ ‫از‬ ‫اﺳـﺘﻔﺎده‬ ‫ي‬ ‫اﺳﺖ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ . 1 - 3 - ‫و‬ ‫ﻫﺪف‬ ‫ﺳﺆال‬ ‫ﭘﮋوﻫﺶ‬ ‫داده‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫از‬ ‫ﮔﺴﺘﺮده‬ ‫ﺑﺴﺘﺮي‬ ‫اﻣﺮوزي‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫را‬ ‫ﻣﺠﺎزي‬ ‫ﻫﺎي‬ ‫در‬ ‫ﺑﺮﮔﺮﻓﺘﻪ‬ ‫اﺳﺖ‬ . ‫داده‬ ‫از‬ ‫ﻧﯿﻤﯽ‬ ‫از‬ ‫ﺑﯿﺶ‬ ‫ﻣﺤﺘـﻮاي‬ ،‫ﻣﺠـﺎزي‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﺗﻮﻟﯿﺪﺷﺪه‬ ‫اﻃﻼﻋﺎت‬ ‫و‬ ‫ﻫﺎ‬ ‫ﮐﺎر‬ ‫اﺳﺖ‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﯾ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫ﻓﻨﺎوري‬ ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﮔﺴﺘﺮش‬ ‫ﻤﻦ‬ ‫ﻓـﻀﺎي‬ ‫در‬ ‫ﻣﺤﻮر‬ ‫ﻣﺸﺎرﮐﺖ‬ ‫ﻫﺎي‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫ﭘﯿﺪا‬ ‫رﺷﺪ‬ ‫ﻣﺠﺎزي‬ . ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬ ‫اﯾﻦ‬ ‫ﻧﮑﺘ‬ ‫ﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫ﻫﺪف‬ ، ‫از‬ ‫اﺳـﺖ‬ ‫ﻋﺒﺎرت‬ : ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫و‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﭘﺮدازي‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫اﻟﮕـﻮي‬ ‫ﻣﺤـﯿﻂ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫دﯾﺠﯽ‬ ‫ﻧﻈﺮدﻫﯽ‬ ‫ﮐﺎﻻ‬ ‫در‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ . www.noormags.ir
NOORMAGS ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 161 ‫ﺳﺆال‬ ‫ﯾـﺎﻓﺘﻦ‬ ،‫ﺣﺎﺿـﺮ‬ ‫ﭘـﮋوﻫﺶ‬ ‫اﺻﻠﯽ‬ ‫ﭘﯿـﺎده‬ ‫اﻟﮕـﻮي‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫و‬ ‫ﺳـﺎزي‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫اﺳﺖ‬ . ‫ﻣـﯽ‬ ‫ﻃﺮﯾـﻖ‬ ‫اﯾﻦ‬ ‫از‬ ‫واﻗﻊ‬ ‫در‬ ‫ﺧـﻮاﻫﯿﻢ‬ ‫ﺳﺆال‬ ‫اﯾﻦ‬ ‫ﭘﺎﺳﺦ‬ ‫ﮐﻪ‬ ‫ﺑﯿﺎﺑﯿﻢ‬ ‫را‬ ‫ﻫﺎ‬ :  ‫ﺷﯿﻮه‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﮐﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﻗﺎﻟﺐ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﻣﺠـﺎزي‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫ﻣﺨﺘﻠﻒ‬ ‫ﻫﺎي‬ ‫ﻣﯽ‬ ‫ﮐﺪام‬ ‫در‬ ‫ﮐﻨﻨﺪ‬ ‫ﻓﺮ‬ ‫از‬ ‫ﯾﮏ‬ ‫اﺳﺖ؟‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫روﻧﺪﻫﺎي‬ ‫و‬ ‫آﯾﻨﺪﻫﺎ‬  ‫ﻣﺤﯿﻂ‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫دﯾﺠﯽ‬ ‫وﺑﮕﺎه‬ ‫ﻫﻤﭽﻮن‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﮐﺎﻻ‬ ‫اﺳﺖ؟‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫روﻧﺪﻫﺎي‬ ‫و‬ ‫ﻓﺮآﯾﻨﺪﻫﺎ‬ ‫در‬ ‫اﻟﮕﻮﯾﯽ‬ ‫ﭼﻪ‬ ‫ﺑﺎ‬ 1 - 4 - ‫ﭘﮋوﻫﺶ‬ ‫روش‬ ‫از‬ ‫و‬ ‫اﺳﺖ‬ ‫اﮐﺘﺸﺎﻓﯽ‬ ‫روﯾﮑﺮد‬ ،‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫ﺑﻨﯿﺎدﯾﻦ‬ ‫روﯾﮑﺮد‬ ‫اﺳـﺘﻔﺎده‬ ‫ﺑـﺎ‬ ‫رو‬ ‫ﻫﻤﯿﻦ‬ ‫از‬ ‫رو‬ ‫ش‬ ‫اﻟﮕﻮﯾ‬ ‫ﺟﺴﺘﺠﻮي‬ ‫در‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﯽ‬ ‫ﺑﺮاي‬ ‫ﮐـﺎر‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫در‬ ‫ﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﺑﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫اﺳﺖ‬ ‫ﺧﻮد‬ ‫ﻧﻬﺎﯾﯽ‬ ‫ﻫﺪف‬ ‫ﻋﻨﻮان‬ . ‫ﺑـﻪ‬ ‫ﺗﻮﺟـﻪ‬ ‫ﺑـﺎ‬ ‫و‬ ،‫ﺑﻨﺎﺑﺮاﯾﻦ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ،‫ﭘﮋوﻫﺶ‬ ‫اﮐﺘﺸﺎﻓﯽ‬ ‫روﯾﮑﺮد‬ ، ‫ﻓﺮﺿﯿﻪ‬ ‫ﺳـﺆاﻻﺗﯽ‬ ‫ﺑﻠﮑـﻪ‬ ،‫ﻧﺪارد‬ ‫ﻣﻌﻤﻮل‬ ‫ﻣﻌﻨﺎي‬ ‫ﺑﻪ‬ ‫د‬ ‫ﮐﻪ‬ ‫دارد‬ ‫ﭘﺎﺳﺦ‬ ‫ﯾﺎﻓﺘﻦ‬ ‫رﺻﺪد‬ ‫ﺑﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫آن‬ ‫ﻫﺎﺳﺖ‬ . ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫روﺷﯽ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ » ‫ﺑﻪ‬ ‫ﻣﺠﻤﻮﻋـﻪ‬ ‫از‬ ،‫اﺳـﺘﻘﺮاﯾﯽ‬ ‫ﺻﻮرت‬ ‫داده‬ ‫از‬ ‫اي‬ ‫ﻫـﺎ‬ ‫ﺑﻪ‬ ‫دﺳﺖ‬ ‫اﺳﺖ‬ ‫آﻣﺪه‬ « ‫ﮐﻪ‬ ‫روﺷﯽ‬ ‫ﺑﺎ‬ ‫روش‬ ‫اﯾﻦ‬ » ‫ﺑﻪ‬ ‫ﻧﻈﺮﯾـﻪ‬ ‫از‬ ‫ﻗﯿﺎﺳﯽ‬ ‫ﺻﻮرت‬ ‫ﻣـﺸﺘﻖ‬ ‫ﮐـﻼن‬ ‫اي‬ ‫ﻣﯽ‬ ‫دارد‬ ‫ﺗﻔﺎوت‬ ،‫ﺷﻮد‬ « ‫ﻧﻈﺮﯾـﻪ‬ ‫ﺑـﻪ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫روش‬ ‫ﭼﺮاﮐﻪ‬ ‫ﻣـﯽ‬ ‫دﺳـﺖ‬ ‫اي‬ ‫ﮐـﻪ‬ ‫ﯾﺎﺑـﺪ‬ ‫ﺣﺪ‬ ‫اﻗﻞ‬ ‫درﺑﺎر‬ ‫ه‬ ‫داده‬ ‫ﻣﺠﻤﻮﻋﻪ‬ ‫ﯾﮏ‬ ‫ﻧﻤﯽ‬ ‫دوم‬ ‫روش‬ ،‫دارد‬ ‫ﮐﺎرﺑﺮد‬ ،‫ﻫﺎ‬ ‫ﻣﺠﻤﻮﻋـﻪ‬ ‫ﻫﯿﭻ‬ ‫در‬ ‫ﺗﻮاﻧﺪ‬ ‫داده‬ ‫ﺑﺎﺷﺪ‬ ‫ﮐﺎرﺑﺮدي‬ ً‫ﻼ‬‫ﮐﺎﻣ‬ ‫اي‬ . ‫روش‬ ‫ﯾﮏ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫را‬ ‫اﻣﮑـﺎن‬ ‫اﯾـﻦ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﺳﺘﻘﺮاﺋﯽ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﮐﺸﻒ‬ ‫ﺷﻨﺎﺳﯽ‬ ‫ﻣﯽ‬ ‫ﻓﺮاﻫﻢ‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ‫ﺑﺮاي‬ ‫از‬ ‫ﻧﻈـﺮي‬ ‫ﮔﺰارﺷـﯽ‬ ‫ﺗﺎ‬ ‫آورد‬ » ‫وﯾﮋﮔـﯽ‬ ‫ﻣﻮﺿـﻮع‬ ‫ﻋﻤـﻮﻣﯽ‬ ‫ﻫـﺎي‬ « ‫در‬ ،‫دﻫﺪ‬ ‫ﭘﺮورش‬ ‫ﮐﻪ‬ ‫ﺣﺎﻟﯽ‬ ‫ﺑﻪ‬ ‫ﺗﺠﺮﺑـﯽ‬ ‫ﻣـﺸﺎﻫﺪات‬ ‫در‬ ‫را‬ ‫ﮔـﺰارش‬ ‫اﯾـﻦ‬ ‫ﭘﺎﯾـﻪ‬ ،‫ﻫﻤﺰﻣﺎن‬ ‫ﻃﻮر‬ ‫داده‬ ‫ﻣﯽ‬ ‫ﻣﺤﮑﻢ‬ ‫ﻫﺎ‬ ‫ﺳﺎزد‬ . ‫ﻧﻈﺎم‬ ‫رواﻟﯽ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﺟﻬـﺖ‬ ،‫اﺳـﺖ‬ ‫ﮐﯿﻔـﯽ‬ ‫و‬ ‫ﻣﻨـﺪ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫را‬ ‫ﻣﺘﻘﺎﺑﻞ‬ ‫ﮐﻨﺶ‬ ‫ﯾﺎ‬ ،‫ﮐﻨﺶ‬ ،‫ﻓﺮآﯾﻨﺪ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫اي‬ ‫درﺑﺎر‬ ‫ه‬ ‫در‬ ،‫واﻗﻌـﯽ‬ ‫ﺧـﺮد‬ ‫ﻣﻮﺿـﻮع‬ ‫ﯾﮏ‬ www.noormags.ir
NO O RM AG S 162 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 » ‫ﮐﻠﯽ‬ ‫ﻣﻔﻬﻮﻣﯽ‬ ‫ﺳﻄﺢ‬ « ‫ﮐﻨﺪ‬ ‫ﺗﺸﺮﯾﺢ‬ . ،‫روش‬ ‫اﯾﻦ‬ ‫ﭘﮋوﻫﺸﮕﺮان‬ ‫اراﺋـﻪ‬ ‫ﺷـﯿﻮه‬ ‫ﺳـﻪ‬ ‫در‬ ‫را‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﻣﯽ‬ ‫ﮐﻨﻨﺪ‬ : 1 . ‫ﺑﺼﺮي؛‬ ‫ﮐﺪﮔﺬاري‬ ‫اﻟﮕﻮي‬ 2 . ‫ﻣﺠﻤﻮﻋﻪ‬ ‫ﻓﺮﺿﯿﻪ‬ ‫ﯾﺎ‬ ‫ﻗﻀﺎﯾﺎ‬ ‫از‬ ‫اي‬ ‫و‬ ‫ﻫﺎ؛‬ 3 . ‫داﺳـﺘﺎﻧﯽ‬ ‫ﻧﻮﺷﺘﻪ‬ ‫رواﯾﯽ‬ ‫ﺷﮑﻞ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ . ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﺑﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﻣﻬﻢ‬ ‫ﺑﺨﺶ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫در‬ ‫ﮐﻪ‬ ‫اي‬ ‫دﯾﺠﯽ‬ ‫ﺑﺎزﻣﯽ‬ ،‫ﺑﻮد‬ ‫ﻣﻮﺟﻮد‬ ‫ﮐﺎﻻ‬ ‫ﮔﺮدد‬ . ‫ﻧﻈ‬ ‫اﯾﻦ‬ ‫ﮐﺪﮔﺬاري‬ ‫ﻧﻤﻮﻧـﻪ‬ ‫ﻣﯿﺎن‬ ‫در‬ ‫ﮐﻪ‬ ‫ﺮات‬ ‫ﻫـ‬ ‫اوﻟﯿـﻪ‬ ‫ﺎي‬ ‫ﮔﺮدآوري‬ ‫ﺷﺪه‬ ‫ﺣﺪود‬ ‫در‬ 8 ‫د‬ ،‫ﺑﻮد‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﺻﻮرت‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮ‬ ‫ﻫﺰار‬ ‫ﻣﺮﺣﻠـﻪ‬ ‫ﭼﻬـﺎر‬ ‫ر‬ ‫ﻋﺒﺎرﺗﻨ‬ ‫ﮐﻪ‬ ‫ﮔﺮﻓﺖ‬ ‫ﺻﻮرت‬ ‫از‬ ‫ﺪ‬ : ‫و‬ ،‫ﻧﻈـﺮي‬ ‫ﮐﺪﮔـﺬاري‬ ،‫ﻣﺤـﻮري‬ ‫ﮐﺪﮔﺬاري‬ ،‫ﺑﺎز‬ ‫ﮐﺪﮔﺬاري‬ ‫ﮔﺰﯾﻨﺸﯽ‬ ‫ﮐﺪﮔﺬاري‬ . ‫ﻣﺪل‬ 1 - ‫ﮐﺎر‬ ‫ﻧﻈﺮات‬ ‫اﺣﺼﺎي‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫دﯾﺠﯽ‬ ‫وﺑﮕﺎه‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺮﺣﻠ‬ ‫در‬ ‫ﮐﺎﻻ‬ ‫ﻪ‬ ‫ﮐ‬ ‫ﺑﺎز‬ ‫ﺪﮔﺬاري‬ www.noormags.ir
‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 163 ‫ﻣﺮﺣﻠ‬ ‫ﺑﻪ‬ ‫ورود‬ ‫از‬ ‫ﭘﯿﺶ‬ ‫ﻪ‬ ‫ﺷـﺪﻧﺪ‬ ‫اﻧﺘﺨـﺎب‬ ‫ﻧﻈـﺮات‬ ‫ﮐﺪﮔـﺬاري‬ . ‫ﻣﺮﺣﻠـ‬ ‫در‬ ‫ﻪ‬ ‫اﻧﺘﺨـﺎب‬ ‫ﮔﺮدآوري‬ ‫ﻧﻈﺮات‬ ‫ﮔﺮوه‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻧﻈﺮات‬ ‫ﻣﯿﺎن‬ ‫از‬ ‫ﻣﻌﯿﺎر‬ ‫ﺳﻪ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬ ‫ﺷﺪه‬ ‫ﻣﺨﺘﻠﻒ‬ ‫ﻫﺎي‬ ‫از‬ ‫ﻋﺒﺎرﺗﻨـﺪ‬ ‫ﮐﻪ‬ ‫ﺷﺪﻧﺪ‬ ‫اﻧﺘﺨﺎب‬ : 1 . ‫ﮔـﺮوه‬ ‫اﻧﺘﺨـﺎب‬ ‫ﭘﺮﻃﺮﻓـﺪار‬ ‫ﮐـﺎﻻﯾﯽ‬ ‫ﻫـﺎي‬  ‫؛‬ 2 . ‫اﻧﺘﺨـﺎب‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﻣﺤﺼﻮﻻت‬  ‫ﮔﺮوه‬ ‫در‬ ‫ﻫﺎي‬ ‫ﭘﺮﻃﺮﻓﺪار؛‬ ‫ﮐﺎﻻﯾﯽ‬ 3 . ‫ﻣﺤﺒـﻮب‬ ‫ﻧﻈـﺮات‬ ‫اﻧﺘﺨﺎب‬  ‫در‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ذﯾﻞ‬ . ‫ﻧﻈـﺮات‬ ،‫ﺳﻠﺒﯽ‬ ‫ﻣﻌﯿﺎرﻫﺎي‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﺗﺎ‬ ‫ﺷﺪ‬ ‫ﺗﻼش‬ ،‫ﺑﺎز‬ ‫ﮐﺪﮔﺬاري‬ ‫ﯾﻌﻨﯽ‬ ‫ﮔﺎم‬ ‫اوﻟﯿﻦ‬ ‫در‬ ‫ﮔﺮدآوري‬ ‫ﺷﻮﻧﺪ‬ ‫ﭘﺎﻻﯾﺶ‬ ‫و‬ ‫ﺗﻨﻘﯿﺢ‬ ‫ﮔﺮوه‬ ‫ﻫﺮ‬ ‫ذﯾﻞ‬ ‫در‬ ‫ﺷﺪه‬ . ‫از‬ ‫ﺑﻮدﻧـﺪ‬ ‫ﻋﺒـﺎرت‬ ‫ﻣﻌﯿﺎرﻫـﺎ‬ ‫اﯾﻦ‬ : 1 . ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﻣﻮ‬ ‫ﮐﺎﻻي‬ ‫درﺑﺎره‬ ‫ﮐﻪ‬ ‫اي‬ ‫ﺳﯿـﺴﺘﻢ‬ ‫ﺑـﻪ‬ ‫ﻣﺮﺑـﻮط‬ ‫و‬ ‫اﺳـﺖ‬ ‫ﻧﺒـﻮده‬ ‫ردﻧﻈﺮ‬ ‫دﯾﺠـﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫ﺳﯿﺴﺘﻢ‬ ‫درﺑﺎره‬ ‫ﻧﻈﺮي‬ ‫ﯾﺎ‬ ‫و‬ ‫درﺧﻮاﺳﺖ‬ ،‫ﻓﺮوش‬ ‫اﺳـﺖ؛‬ ‫ﺑـﻮده‬ ‫ﮐـﺎﻻ‬ 2 . ‫درﺧﻮاﺳﺖ‬ ‫دﯾﺠﯽ‬ ‫از‬ ‫ﻫﺎﯾﯽ‬ ‫ﺑـﻪ‬ ‫ﮐﺎﻻ‬ ‫ﻣﻮﺿﻮع‬ ‫ﺑﺎ‬ ‫ارﺗﺒﺎﻃﯽ‬ ‫ﮐﻪ‬ ‫ﮐﺎﻻ‬ ‫ﻧـﺪارد؛‬ ‫ﻣـﺴﺘﻘﯿﻢ‬ ‫ﺻـﻮرت‬ 3 . ‫ﺗﺤﻠﯿـﻞ‬ ‫ﻣـﻮرد‬ ‫ﻣﺤـﺼﻮل‬ ‫ذﯾـﻞ‬ ‫در‬ ‫دﯾﮕﺮ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻏﯿﺮ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫درﺑﺎره‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫آﻣ‬ ‫اﺳﺖ؛‬ ‫ﺪه‬ 4 . ‫درﺧﻮاﺳﺖ‬ ‫ﻧﻈﺮاﺗﺸﺎن؛‬ ‫ﺑﻪ‬ ‫دادن‬ ‫اﻣﺘﯿﺎز‬ ‫ﺑﺮاي‬ ‫دﯾﮕﺮان‬ ‫از‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻫﺎي‬ 5 . ‫ﺗﻤﺎم‬ ‫ﻧﺪاﺷﺘﻨﺪ‬ ‫ﺗﺤﻠﯿﻞ‬ ‫ﻣﻮرد‬ ‫ﻣﻮﺿﻮع‬ ‫و‬ ‫ﮐﺎﻻ‬ ‫ﺑﻪ‬ ‫ارﺗﺒﺎﻃﯽ‬ ‫ﮐﻪ‬ ‫ﻧﻈﺮاﺗﯽ‬ . ‫ﺑـﻪ‬ ‫ﮐﺪﮔـﺬاري‬ ‫از‬ ‫ﻣﺮﺣﻠﻪ‬ ‫اﯾﻦ‬ ‫ﻫﻤﯿﻦ‬ ‫ﺑﻠﮑﻪ‬ ‫ﻧﯿﺴﺖ‬ ‫ﻧﻈﺮ‬ ‫ﻫﺮ‬ ‫ﺑﻪ‬ ‫ﺧﺎص‬ ‫ﮐﺪﻫﺎي‬ ‫اﺧﺘﺼﺎص‬ ‫ﻣﻌﻨﺎي‬ ‫ﻓﺎﻗـﺪ‬ ‫ﻧﻈﺮات‬ ‫از‬ ‫ﯾﮏ‬ ‫ﻫﺮ‬ ‫ﮐﻪ‬ ‫و‬ ‫ﺑﺎﺷﺪ‬ ‫ﺗﺤﻠﯿﻞ‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﻌﻨﺎي‬ ‫ﺑـﺮاي‬ ،‫ﺑﺎﺷـﺪ‬ ‫ﺗﺤﻠﯿـﻞ‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻏﯿﺮ‬ ‫ﻣﻌﺎﻧﯽ‬ ‫ﺑﺮﺧﯽ‬ ‫داراي‬ ‫ﯾﺎ‬ ‫ﺑﻪ‬ ‫آن‬ ‫ﭘﺎﻻﯾﺶ‬ ‫ﻣﺮﺣﻠ‬ ‫ﺑﺮاي‬ ‫ﻧﻈﺮات‬ ‫از‬ ‫ﯾﮑﯽ‬ ‫ﻋﻨﻮان‬ ‫ﻪ‬ ‫ﻣﯽ‬ ‫ﮐﻔﺎﯾﺖ‬ ‫ﮐﺪﮔﺬاري‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ . ‫داده‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫اﻟﮕﻮﻫﺎي‬ ‫ﺗﻌﯿﯿﻦ‬ ‫ﺷﺎﻣﻞ‬ ‫ﻣﺤﻮري‬ ‫ﮐﺪﮔﺬاري‬ ‫اﺳﺖ‬ ‫ﻫﺎ‬ . ‫ﻣﺮﺣﻠـﻪ‬ ‫اﯾـﻦ‬ ‫در‬ ‫داده‬ ‫داﺋﻤﯽ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬ ‫ﻫﺎ‬ ‫ﮔﯿﺮد‬ . ‫داده‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ‫را‬ ‫ﺷـﺪه‬ ‫ﮐﺪﮔﺬاري‬ ‫ﻫﺎي‬ ‫ﯾﮑـﺪﯾﮕﺮ‬ ‫ﺑـﺎ‬ ‫ﺑﻪ‬ ‫و‬ ‫ﮐﺮده‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫ﺧﻮﺷﻪ‬ ‫ﺻﻮرت‬ ‫ﻣﻘﻮﻟﻪ‬ ‫ﯾﺎ‬ ‫ﻫﺎ‬ ‫درﻣﯽ‬ ‫دارﻧﺪ‬ ‫ﺗﻨﺎﺳﺐ‬ ‫ﺑﺎﻫﻢ‬ ‫ﮐﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ،‫آورد‬  - ‫ﮔﺮوه‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺑﺮﺧﻮردار‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﻣﯿﺰان‬ ‫از‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﮐﺎﻻﯾﯽ‬ ‫ﻫﺎي‬ . ‫ذﯾـﻞ‬ ‫ﮐﻪ‬ ‫در‬ ‫ﻧﻈﺮاﺗﯽ‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﮔﺮوه‬ ‫اﯾﻦ‬ ‫ﻣﯽ‬ ‫ﻣﻄﺮح‬ ‫ﻫﺎ‬ ‫ﻣﺘﻨﻮع‬ ‫و‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﺷﻮد‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺗﺮ‬ .  - ‫ﮔﺮوه‬ ‫در‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺑﺮﺧـﻮر‬ ‫ﻧﻈﺮات‬ ‫ﺑﯿﺸﺘﺮي‬ ‫ﺣﺠﻢ‬ ‫از‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﮐﺎﻻﯾﯽ‬ ‫ﻫﺎي‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫دار‬ . ‫ﺣﺠـﻢ‬ ‫اﯾـﻦ‬ ‫داده‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻫﺎي‬ ‫ﻣﯽ‬ ‫ﻗﺮار‬ ‫اﺧﺘﯿﺎر‬ ‫در‬ ‫ﻧﯿﺰ‬ ‫را‬ ‫ﺑﯿﺸﺘﺮي‬ ‫اﺳﺘﻔﺎده‬ ‫دﻫﺪ‬ .  - ‫ﻣﺤﺒﻮب‬ ‫ﻧﻈﺮات‬  www.noormags.ir
NOORMAGS 164 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫ﻣﻘﺎﯾـﺴﻪ‬ ‫ﮐـﺪﻫﺎ‬ ‫ﺳـﺎﯾﺮ‬ ‫ﺑـﺎ‬ ‫را‬ ‫ﮐﺪﮔـﺬاري‬ ‫اول‬ ‫ﺳـﻄﺢ‬ ‫در‬ ‫ﻣﺘﻤﺮﮐﺰ‬ ‫ﮐﺪﻫﺎي‬ ‫از‬ ‫ﯾﮏ‬ ‫ﻫﺮ‬ ‫ﻣﻨﻈﻮر‬ ‫ﻣﯽ‬ ‫ﻣﯽ‬ ‫ﻗﺮار‬ ‫ﻃﺒﻘﻪ‬ ‫ﯾﮏ‬ ‫در‬ ‫را‬ ‫ﻣﺸﺎﺑﻪ‬ ‫ﮐﺪﻫﺎي‬ ‫و‬ ‫ﮐﻨﻨﺪ‬ ‫دﻫﻨﺪ‬ . ‫ﻃﺒﻘﻪ‬ ‫ﺳﺎﯾﺮ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﻃﺒﻘﻪ‬ ‫ﻫﺮ‬ ‫آﻧﮕﺎه‬ ‫ﻫـﺎ‬ ‫ﻣﯽ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫ﮐ‬ ‫ﻨﻨﺪ‬ ‫ﺗﺎ‬ ‫ﻃﺒﻘﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﻄﻤﺌﻦ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺟﺪا‬ ‫ﯾﮑﺪﯾﮕﺮ‬ ‫از‬ ‫ﻫﺎ‬ ) ،‫ﺧﺎﮐﯽ‬ 1392 : 219 .( ‫ﺧﺎﮐ‬ ‫ﯽ‬ ) 1392 : 220 ( ‫ﮐﺪﮔﺬار‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ ‫ي‬ ‫ﻧﻈﺮ‬ ‫ي‬ » ‫ﭘ‬ ‫ﺳﻄﺢ‬ ‫ﯿ‬ ‫ﭽ‬ ‫ﯿ‬ ‫ﺪه‬ ‫ا‬ ‫ي‬ ‫ﮐﺪﺑﻨﺪ‬ ‫از‬ ‫ي‬ ‫ﻣﺤﻮر‬ ‫ي‬ ‫اﺳﺖ‬ . ‫ﮐﺪﻫﺎ‬ ‫ي‬ ‫ﻧﻈﺮ‬ ‫ي‬ ‫ﺑ‬ ‫ﻣﻤﮑﻦ‬ ‫رواﺑﻂ‬ ‫ﯿ‬ ‫ﻦ‬ ‫ﻣﻘﻮﻟﻪ‬ ‫ﻫﺎ‬ ‫ي‬ ‫ﮐﻠ‬ ‫ﯽ‬ ‫ﮐﺪﮔﺬار‬ ‫در‬ ‫را‬ ‫ي‬ ‫ﻣﺘﻤﺮﮐـﺰ‬ ‫ﺗﻌ‬ ‫ﯿﯿ‬ ‫ﻦ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﮐﻨ‬ ‫ﻨ‬ ‫ﺪ‬ . ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﭘﯿﺶ‬ ‫ﮐﺪﻫﺎ‬ ‫ﮐﺪﮔﺬار‬ ‫ﻧﯿﺎز‬ ‫ي‬ ‫ﻣﺤﻮر‬ ‫ي‬ ‫ﻫ‬ ‫ﺴﺘﻨﺪ‬ . ‫ز‬ ‫ﯾ‬ ‫ﺮا‬ ‫را‬ ‫ﺷﺪه‬ ‫ﮔﺴﺴﺘﻪ‬ ‫داﺳﺘﺎن‬ ‫ﺑﻪ‬ ‫دوﺑﺎره‬ ‫ﯾ‬ ‫ﮑﺪ‬ ‫ﯾ‬ ‫ﮕﺮ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﺑﺎﻓﻨﺪ‬ . ‫ﮐﺪﻫﺎ‬ ‫ي‬ ‫ﻧﻈﺮ‬ ‫ي‬ ،‫دارﻧﺪ‬ ‫ﺑﺨﺶ‬ ‫اﻧﺴﺠﺎم‬ ‫ﺣﺎﻟﺖ‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﮐـﺪﻫﺎ‬ ‫ﺑـﻪ‬ ‫ي‬ ‫ﻣﻘﻮﻟﻪ‬ ‫ﻣﺘﻤﺮﮐﺰ‬ ‫ﺑﺨﺸ‬ ‫ﺷﮑﻞ‬ ‫ﻫﺎ‬ ‫ﯿ‬ ‫ﺪه‬ ‫ﺑ‬ ‫در‬ ‫و‬ ‫ﯿ‬ ‫ﺎن‬ ‫ﺗﺤﻠ‬ ‫داﺳﺘﺎن‬ ‫ﯿ‬ ‫ﻠ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﮐﻤﮏ‬ ‫ﯽ‬ ‫ﮐﻨﻨـﺪ‬ . ‫ﮐـﺪﻫﺎ‬ ‫ي‬ ‫ﻣـﻮرد‬ ‫ﻧﻈﺮ‬ ‫ﻧﻪ‬ ‫ﺗﻨﻬﺎ‬ ‫ﺷﯿﻮ‬ ‫ه‬ ‫ﺑ‬ ‫ارﺗﺒﺎط‬ ‫ﯿ‬ ‫ﻦ‬ ‫ﮐﺪﻫﺎ‬ ‫ي‬ ‫ﺑﻨ‬ ‫ﯿ‬ ‫ﺎد‬ ‫ي‬ ‫را‬ ‫ﻣﻔﻬﻮم‬ ‫ﺑﻨﺪي‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﮐﻨﻨﺪ‬ ‫داﺳﺘﺎن‬ ‫ﺑﻠﮑﻪ‬ ‫ﺗﺤﻠ‬ ‫ﯿ‬ ‫ﻠـ‬ ‫ﯽ‬ ‫ﻧ‬ ‫را‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ‫ﯿ‬ ‫ﺰ‬ ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫ﯾ‬ ‫ﮏ‬ ‫ﻣﺴ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ﻧﻈﺮ‬ ‫ي‬ ‫ﻣ‬ ‫ﺣﺮﮐﺖ‬ ‫ﯽ‬ ‫دﻫﻨﺪ‬ « . ‫ﻣﺮﺣﻠ‬ ‫ﻪ‬ ‫ﮐﺪﮔﺬار‬ ‫ﭼﻬﺎرم‬ ‫ي‬ ، ‫ﮐﺪﮔﺬار‬ ‫ي‬ ‫ﮔﺰ‬ ‫ﯾ‬ ‫ﻨﺸ‬ ‫ﯽ‬ ‫اﻧﺘﺨﺎﺑ‬ ‫و‬ ‫ﯽ‬ ‫اﺳﺖ‬ . ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫روﻧـﺪ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ي‬ ‫ﻃﺒﻘﻪ‬ ‫آن‬ ‫در‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻫﺎ‬ ‫ي‬ ‫ﻣﺮﮐﺰ‬ ‫ﻃﺒﻘﻪ‬ ‫ﺑﻪ‬ ‫ﮐﺪﻫﺎ‬ ‫ﮔﻮﻧﺎﮔﻮن‬ ‫ي‬ ‫ﻣ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﮐﺪﻫﺎ‬ ‫ﯽ‬ ‫ﺷﻮﻧﺪ‬ ‫ﻧﻈﺮ‬ ‫و‬ ‫ﯾـ‬ ‫ﻪ‬ ‫ﻣﺒﺘﻨ‬ ‫ﯽ‬ ‫داده‬ ‫ﺑﺮ‬ ‫ﻣ‬ ‫ﺷﮑﻞ‬ ‫را‬ ‫ﻫﺎ‬ ‫ﯽ‬ ‫دﻫﻨﺪ‬ . 1 - 5 - ‫ﻗﻠﻤﺮو‬ ‫و‬ ‫ﻣﺤﺪوده‬ ‫ﭘﮋوﻫﺶ‬ ‫وﺑﮕـﺎه‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ‫ﻣﺤﺘﻮا‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﺑﺴﺘﺮ‬ ‫و‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ،‫ﭘﮋوﻫﺶ‬ ‫ﻣﺤﯿﻂ‬ ‫ﻫـﺎي‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫و‬ ‫ﻓﺮوش‬ ‫ﻓﺎرﺳﯽ‬ ‫ﻣﺠﺎزي‬ ‫ﻫﺎي‬ ‫ﺑﻪ‬ ‫و‬ ‫زﺑﺎن‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫و‬ ‫وﺑﮕﺎه‬ ‫ﺧﺎص‬ ‫ﺻﻮرت‬ ‫دﯾﺠﯽ‬ ‫اﺳﺖ‬ ‫ﮐﺎﻻ‬ . ‫و‬ ‫وﺑﮕـﺎه‬ ‫در‬ ‫ﻣﻮﺟـﻮد‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﻣﻮردﻣﻄﺎﻟﻌﻪ‬ ‫ﻣﻮﺿﻮع‬ ‫ازآﻧﺠﺎﮐﻪ‬ ‫دﯾﺠﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫اﺳﺖ‬ ‫ﺑﻮده‬ ‫ﮐﺎﻻ‬ ‫ﻣـﻮرد‬ ‫ﮐـﻪ‬ ‫ﮐـﺎﻻ‬ ‫ﻫﺮ‬ ‫ذﯾﻞ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫و‬ ‫ﺑﺎزه‬ ‫در‬ ‫ﮔﺮﻓﺘﻨﺪ‬ ‫ﻗﺮار‬ ‫ﺑﺮرﺳﯽ‬ ‫زﻣـﺎن‬ ‫ﺗﺎ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫در‬ ‫ﮐﺎﻻ‬ ‫اراﺋﻪ‬ ‫زﻣﺎن‬ ‫از‬ ‫ﮔﻮﻧﺎﮔﻮن‬ ‫زﻣﺎﻧﯽ‬ ‫ﻫﺎي‬ ‫ﭘﺲ‬ ‫و‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﮔﺮدآوري‬ ‫اراﺋﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺗﮑﻤﯿﻞ‬ ‫ﺑﺮاي‬ ‫ازآن‬ ‫ﺷـﺪه‬ ‫ﺑـﺮ‬ ،‫اﻧـﺪ‬ ‫د‬ ‫اﺳـﺘﻔﺎده‬ ‫ﻣـﻮرد‬ ‫ﻧﻈﺮات‬ ‫ﺑﻪ‬ ‫ﺑﺴﺘﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫زﻣﺎﻧﯽ‬ ‫ﻗﻠﻤﺮو‬ ‫اﺳﺎس‬ ‫اﯾﻦ‬ ‫ﮔـﺴﺘﺮده‬ ‫اﻣﻨـﻪ‬ ‫دارد‬ ‫اي‬ . ‫دﯾﺠﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫در‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻣﮑﺎﻧﯽ‬ ‫ﻗﻠﻤﺮو‬ ‫اﺳﺖ‬ ‫ﮐﺎﻻ‬ . www.noormags.ir
N O O R M A G S ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 165 2 - ‫دﯾﺪﮔﺎه‬ ،‫ﻣﻔﺎﻫﯿﻢ‬ ‫ﻧﻈﺮي‬ ‫ﻣﺒﺎﻧﯽ‬ ‫و‬ ‫ﻫﺎ‬ 2 - 1 - ‫ﻣﻔﺎﻫﯿﻢ‬ ‫و‬ ‫ﺗﻌﺎرﯾﻒ‬ ‫ﺑﺎزار‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ : ‫ﭘﻮﻟﯿﺘﺰي‬  ‫آورده‬ ‫رﺳـﻤﯽ‬ ‫ﺗﻌﺮﯾـﻒ‬ ‫ﻋﻨﻮان‬ ‫ﺑﺎ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫در‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ » ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ﻓﺮآﯾﻨﺪي‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﺴﺐ‬ ‫ﺗﻮزﯾـﻊ‬ ‫و‬ ‫ﺧﻠـﻖ‬ ‫ﺑـﺮاي‬ ‫وﮐﺎر‬ ،‫ﺟﺬب‬ ‫ﺑﺮاي‬ ‫ﮔﯿﺮا‬ ‫و‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﻪ‬ ‫دﺳﺖ‬ ‫آوردن‬ ‫درﮔﯿﺮ‬ ‫و‬ ‫ﻫـﺪﻓ‬ ‫ﻣﺨﺎﻃﺒـﺎن‬ ‫ﮐﺮدن‬ ‫ﯽ‬ ‫اﺳﺖ‬ ‫ﮐﻪ‬ ‫ﺑﺎ‬ ‫ﺷﺪه‬ ‫درك‬ ‫و‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺷﻔﺎﻓﯽ‬ ‫ﺑﻪ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺳﻮدﻣﻨﺪ‬ ‫ﮐﻨﺶ‬ ‫ﺑﻪ‬ ‫ﺗﺤﺮﯾﮏ‬ ‫ﻫﺪف‬ ‫اﻧـﺪ‬ « . ‫ﮐـﺮده‬ ‫ﻣﻄـﺮح‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫رﺳﻤﯽ‬ ‫ﮐﻤﺘﺮ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﻋﻨﻮان‬ ‫ﺑﺎ‬ ‫دﯾﮕﺮ‬ ‫ﺗﻌﺮﯾﻔﯽ‬ ‫در‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ » ‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫را‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺧـﻮد‬ ‫آن‬ ‫از‬ ‫را‬ ‫آن‬ ،‫رﺳـﺎﻧﻪ‬ ‫ﮐـﺮدن‬ ‫اﺟـﺎره‬ ‫ﺟـﺎي‬ ‫ﻣﯽ‬ ‫ﺳﺎزد‬ . ‫اﯾﻦ‬ ‫و‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﻃﺮﯾـﻖ‬ ‫از‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﻧﮕﻬﺪاﺷﺖ‬ ‫و‬ ‫ﺟﺬب‬ ‫ﺑﺮاي‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﯾﮏ‬ ‫ﻣـﺼﺮف‬ ‫رﻓﺘﺎر‬ ‫ﺑﻬﺒﻮد‬ ‫ﯾﺎ‬ ‫ﺗﻐﯿﯿﺮ‬ ‫ﺟﻬﺖ‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ ‫ﺗﺼﺪي‬ ‫اﺳـﺖ‬ ‫ﮐﻨﻨـﺪه‬ « ) Pulizzi, 2013: 5 .( ‫ﯾﺎﻧﮓ‬  ) 2013 : 76 ( ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ » ‫ﻣ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﯾـﺎ‬ ‫اﺻـﯿﻞ‬ ‫ﻣﺤﺘـﻮاي‬ ‫از‬ ‫اﺳـﺘﻔﺎده‬ ‫ﺤﺘـﻮاﯾﯽ‬ ‫ﺗﺼﺪي‬ ‫ﺗﺤﺖ‬ ) ‫ﺷﺪه‬ ‫ﺗﺼﺪﯾﻖ‬ ( 3 ‫ﺷﻤﺎﺳـﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪار‬ ‫ﺑﻪ‬ ‫ﻣﺮدم‬ ‫ﺟﺬب‬ ‫ﺑﺮاي‬ ‫ﺟﺎﻟﺐ‬ ‫و‬ ‫ﻣﺮﺗﺒﻂ‬ « . ‫ﭘﻮﻟﯿﺘﺰي‬ ) 2013 ( ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ ‫ﻧﯿﺰ‬ » ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﺑـﺎ‬ ‫ارﺗﺒـﺎط‬ ‫ﺑﺮﻗـﺮاري‬ ‫ﻫﻨﺮ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫آﯾﻨﺪه‬ ‫و‬ ‫ﻓﻌﻠﯽ‬ ‫ﺑﺪون‬ ‫اﺳﺖ‬ ‫ﺗﺎن‬ ‫ﮐﻪ‬ ‫آن‬ ‫ﺑﻪ‬ ‫ﭼﯿﺰي‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﺑﻔﺮوﺷﯿﺪ‬ « . ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ : ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫اﺳـﺘﻤﺎن‬  ) 2012 : 1006 ( ‫ﻫـﯿﭻ‬ ‫ﮐـﻪ‬ ‫اﺳـﺖ‬ ‫ﻣﻌﺘﻘـﺪ‬ ‫ﭘﺬﯾﺮﻓﺘﻪ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺷﺪه‬ ‫ﻣﺤﻘﻘـﺎن‬ ‫از‬ ‫ﺑﺮﺧـﯽ‬ ‫اﻣـﺎ‬ ،‫ﻧﺪارد‬ ‫وﺟﻮد‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫درﺑﺎره‬ ‫اي‬ ‫ﮐﺮده‬ ‫اراﺋﻪ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫از‬ ‫ﺗﻌﺎرﯾﻔﯽ‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫اﻧﺪ‬ . ‫داﻓﺮﺗـﯽ‬  ‫ﻫﻤﮑـﺎران‬ ‫و‬ ) 2008 ( ‫رﺳﺎﻧﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫را‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻣﯽ‬ ‫اي‬ ‫ﺗﻮﺳ‬ ‫ﮐﻪ‬ ‫داﻧﻨﺪ‬ ‫ﺑـﻪ‬ ‫ﻋﺎﻣﯽ‬ ‫اﻓﺮاد‬ ‫ﻂ‬ ‫اﻓـﺮاد‬ ‫ﺟـﺎي‬ ‫ﺣﺮﻓﻪ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اي‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻣﯽ‬ ‫ﺻﻮرت‬ ،‫ﭘﺮداﺧﺘﻪ‬ ‫ﺗﻮﻟﯿﺪﺷـﺪه‬ ‫ﯾـﺎ‬ ‫و‬ ‫ﺳـﺎﺧﺘﻪ‬ ،‫ﮔﯿﺮد‬ ‫ﺑـﺮ‬ ً‫ا‬‫اﺑﺘـﺪ‬ ‫و‬ ‫اﻧـﺪ‬ ‫ﺷﺪه‬ ‫ﺗﻮزﯾﻊ‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫اﻧﺪ‬ . ‫ﺑﺮﻧﺎﻣـﻪ‬ ‫ﻧﺴﺒﯽ‬ ‫اﺷﺎﻋﻪ‬ ‫ﺑﺎ‬ ً‫ﺎ‬‫ﻋﻤﻮﻣ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫واﻗﻊ‬ ‫در‬ ‫ﻫـﺎي‬ 1. Pulizzi 2. Young 3. Curated 4. Ostman 5. Daugherty www.noormags.ir
166 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫وب‬ ‫ﮐﺎرﺑﺮدي‬ 2,0 ‫اﺳـﺖ‬ ‫ﺧـﻮرده‬ ‫ﮔـﺮه‬ ) O’Reilly, 2005 .( ‫در‬ ‫ﺟﻬـﺎت‬ ‫ﻫﻤـﻪ‬ ‫در‬ ‫ﻣﺤﺘـﻮا‬ ‫ﮔﺴ‬ ‫ﺘﺮه‬ ‫ﺟﺎﯾﮕﺎه‬ ‫از‬ ‫اي‬ ‫ﻗﺎﻟﺐ‬ ،‫ﻫﺎ‬ ‫دﺳﺘﮕﺎه‬ ‫و‬ ‫ﻫﺎ‬ ‫اﺳـﺖ‬ ‫ﺟﺮﯾﺎن‬ ‫در‬ ‫ﻫﺎ‬ ) Odden, 2012 .( ‫ﻣﺤﺘـﻮاي‬ ‫و‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺧﻮد‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺑﺮﺧﻄﯽ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻧﻮع‬ ‫ﻫﺮ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﭘﺨـﺶ‬ ‫ﺷـﺪه‬ ‫ﺑﺎﺷﺪ‬ . ‫ﻓﺎﯾـﻞ‬ ،‫ﻣﻘـﺎﻻت‬ ،‫وﯾـﺪﺋﻮﻫﺎ‬ ،‫ﺗﺼﺎوﯾﺮ‬ ‫ﺷﺎﻣﻞ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻣﺘﻔﺎوت‬ ‫اﻧﻮاع‬ ‫ﻫـﺎي‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻧﻘﺪﻫﺎ‬ ‫و‬ ‫ﺻﻮﺗﯽ‬ ‫ﻣﺴﺘﻤﺮ‬ ‫ﺻﻮرت‬ ‫ﺟﺎﯾﮕﺎه‬ ‫در‬ ‫ﺑﯽ‬ ‫ﻫﺎي‬ ‫وﺑﮕـﺎه‬ ‫ﻫﻤﭽـﻮن‬ ‫ﺷﻤﺎر‬ ‫ﻫـﺎي‬ ‫ﺷﺒﮑﻪ‬ ‫وﺑﻼگ‬ ،‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﺳﺎزي‬ ‫ﭘﺎدﮐﺴﺖ‬ ،‫ﻫﺎ‬ ‫وﯾﮑﯽ‬ ،‫ﻫﺎ‬ ‫وﺑﮕﺎه‬ ‫و‬ ‫ﻫﺎ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻫﺎي‬ ‫اﺟﺘﻤـﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﺷﺪه‬ ‫ﻣﻨﺘﻈﺮ‬ ‫و‬ ‫ﺳﺎﺧﺘﻪ‬ ‫اﻧﺪ‬ ) Borghol, 2012: 1 .( ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ : ‫ﻣﺤﺘﻮاي‬ ‫از‬ ‫ﻣﻬﻤﯽ‬ ‫ﺑﺨﺶ‬ ‫ﺧﺪﻣﺎت‬ ‫و‬ ‫ﮐﺎﻻﻫﺎ‬ ‫ﺑﺮﺧﻂ‬ ‫ﻧﻘﺪ‬ ،‫اﻣﺮوزه‬ ‫ﺑﺎا‬ ‫ﻧﻘﺶ‬ ‫و‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮاي‬ ‫رزﺷﯽ‬ ‫ﺑﯽ‬ ‫وﮐﺎرﻫﺎي‬ ‫ﻃﺮﯾـﻖ‬ ‫از‬ ‫ﺑـﺮﺧﻂ‬ ‫ﺷﻤﺎر‬ ‫ﻣﯽ‬ ‫اﯾﻔﺎء‬ ‫راﺿﯽ‬ ‫و‬ ‫ﻣﻄﻠﻊ‬ ‫ﺧﺮﯾﺪان‬ ‫ﺑﻪ‬ ‫ﻣﻌﻤﻮﻟﯽ‬ ‫ﺟﺴﺘﺠﻮﮔﺮان‬ ‫ﺗﺒﺪﯾﻞ‬ ‫ﺑﻪ‬ ‫ﮐﻤﮏ‬ ‫ﮐﻨﻨﺪ‬ ) Dong & et al, 2012 .( ‫ﮐﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺎﻻﻫﺎ‬ ‫اﻃﻼﻋﺎت‬ ‫از‬ ‫ﺑﺎارزﺷﯽ‬ ‫و‬ ‫ﻋﻤﻮﻣﯽ‬ ‫ﻣﻨﺒﻊ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻘﺪﻫﺎي‬ ‫ﺑﻪ‬ ‫ﮐﻤﯽ‬ ‫ﺗﻮﺟﻪ‬ ‫ﻫﻨﻮز‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻣﯽ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺗـﻮان‬ ‫آن‬ ‫ﻫـﺎ‬ ‫ﺑـﻪ‬ ‫را‬ ‫ﺑـﻪ‬ ‫ﺑﻬﺘـﺮي‬ ‫ﺷـﯿﻮه‬ ‫ﮐﺮد‬ ‫ﻋﺮﺿﻪ‬ ‫ﻧﻬﺎﯾﯽ‬ ‫ﮐﺎرﺑﺮان‬ ) O’Mahony & et al, 2010 .( ‫ﮐﻨﺴﺘﺎﻧﯿﻨﺪز‬  ‫ﻓﺎﻧﺘﯿﻦ‬ ‫و‬  ) 2008 ( ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ – ‫ﻣﺤﺘﻮاي‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﮐﻪ‬ ‫ﮐﺎرﺑﺮ‬ ‫آﻓﺮﯾﺪه‬  ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫رﺳـﺎﻧﻪ‬ ‫ﯾﺎ‬  ‫ﻧﯿـﺰ‬ ‫ﻣﯽ‬ ‫ﺧﻮاﻧﺪه‬ ‫ﺷﻮد‬ – ‫ﺑﻪ‬ ‫اﻧـﻮاع‬ ‫از‬ ‫ﯾﮑـﯽ‬ ،‫وﺑﻼﮔﯽ‬ ‫ﭘﺴﺖ‬ ‫ﯾﺎ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫ﻗﺎﻟﺐ‬ ‫در‬ ‫ﻣﺜﺎل‬ ‫ﻃﻮر‬ ‫ﻣﺆﺛ‬ ‫ﻣﻨﺎﺑﻊ‬ ‫اﺳﺖ‬ ‫اﻣﺮوزي‬ ‫ﺑﺮﺧﻂ‬ ‫اﻃﻼﻋﺎت‬ ‫ﺮ‬ . 2 - 2 - ‫دﯾﺪﮔﺎه‬ ‫ﻧﻈﺮي‬ ‫ﻣﺒﺎﻧﯽ‬ ‫و‬ ‫ﻫﺎ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺣﻮزه‬ ‫در‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫اﯾﺮان‬ ‫در‬ ‫ﺳﺎل‬ ‫در‬ ‫ﺑـﻪ‬ ‫ﮐﻤﯽ‬ ‫ﺗﻮﺟﻪ‬ ‫اﺧﯿﺮ‬ ‫ﻫﺎي‬ ‫رﺳﺎﻧﻪ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ . ‫ﺳـﻮي‬ ‫از‬ ‫ﺣﻮزه‬ ‫ﻧﯿﺰ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﯾﮕﺮ‬ ‫ﺑﺎزا‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫در‬ ‫ﺑﮑﺮ‬ ‫اي‬ ‫ﮐﻤﺘـﺮ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﺮان‬ ‫در‬ ‫رﯾﺎﺑﯽ‬ 1. Constantinides 2. Fountain 3. User Created Content 4. User Generated Media www.noormags.ir
‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 167 ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫آن‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻬﯽ‬ . ‫ﻣﯽ‬ ‫ﺗﻼش‬ ‫اﯾﻨﺠﺎ‬ ‫در‬ ‫ﺣـﻮزه‬ ‫در‬ ‫ﮔﺮﻓﺘـﻪ‬ ‫ﺻﻮرت‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺗﺎ‬ ‫ﺷﻮد‬ ‫رﺳﺎﻧﻪ‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﮔﯿﺮد‬ ‫ﻗﺮار‬ ‫ﻣﺮور‬ ‫ﻣﻮرد‬ ‫ﯾﮑﺪﯾﮕﺮ‬ ‫ﺑﻪ‬ ‫ﺣﻮزه‬ ‫دو‬ ‫اﯾﻦ‬ ‫ﭘﯿﻮﻧﺪ‬ . ‫ﺗﻌﺒﯿﺮ‬ » ‫ﻣﺤﺘﻮا‬ « ‫و‬ » ‫ﻣﺤﺘ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻮاﯾﯽ‬ « ‫زﺑـﺎن‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫ﻣﺘـﺄﺧﺮي‬ ً‫ﺎ‬‫ﻧﺴﺒﺘ‬ ‫ﻣﻔﺎﻫﯿﻢ‬ ‫ﮐﺴﺐ‬ ‫اﺿﺎﻓﻪ‬ ‫ﺗﺠﺎرت‬ ‫و‬ ‫وﮐﺎر‬ ‫ﺷﺪه‬ ‫ارزﺷـﻤﻨﺪ‬ ‫داﻧـﺶ‬ ‫از‬ ‫ﺟﺰﺋـﯽ‬ ‫ﺑﺨـﺸﯿﺪن‬ ‫اﻧﺪﯾـﺸﻪ‬ ‫اﻣـﺎ‬ ،‫اﻧـﺪ‬ ‫ﺑﻪ‬ ‫ﺟﻠـﺐ‬ ‫ﺑﺮاي‬ ‫راﯾﮕﺎن‬ ‫ﻧﯿـﺴﺖ‬ ‫ﺟﺪﯾـﺪ‬ ‫اﻣـﺮي‬ ،‫ﺗﻮﺟـﻪ‬ ) Jefferson & Tanton, 2013: 27 .( ‫ﺣـﻮزه‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﻣﺤﺘـﻮاي‬ ‫و‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻣـﺪﯾﺮﯾﺖ‬ ‫داﻧـﺶ‬ ‫از‬ ‫ﺟﺪﯾـﺪي‬ ‫ﻫـﺎي‬ ‫ﻣ‬ ‫ﻣﯽ‬ ‫ﺤﺴﻮب‬ ‫ﻣﯽ‬ ‫ﮔﺮﭼﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮﻧﺪ‬ ‫رﯾﺸﻪ‬ ‫ﺗﻮان‬ ‫ﺑﺮاي‬ ‫ﻧﺸﺮ‬ ‫ﺗﺎرﯾﺦ‬ ‫در‬ ‫ﻋﻤﯿﻘﯽ‬ ‫ﻫﺎي‬ ‫آن‬ ‫ﻫﺎ‬ ،‫ﯾﺎﻓـﺖ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻣﻤﯿﺰه‬ ‫وﺟﻪ‬ ‫اﻣﺎ‬ ‫ا‬ ‫آن‬ ‫از‬ ‫ﭘـﮋوﻫﺶ‬ ‫اﯾـﻦ‬ ‫در‬ ‫ﮐﻪ‬ ‫ي‬ ‫ﻣﯽ‬ ‫ﮔﻔﺘﻪ‬ ‫ﺳﺨﻦ‬ ‫ﻓﻨﺎوري‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ،‫ﺷﻮد‬ ‫ﺑـﻮدن‬ ‫ارﺗﺒـﺎﻃﯽ‬ ‫ﻓﻨﺎوراﻧـﻪ‬ ‫ﺗﻐﯿﯿﺮات‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﻫﺎي‬ ‫اﺳﺖ‬ . ‫ازاﯾﻦ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫رو‬ ‫ﻣﺪل‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺑـﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﭘﯿﺮاﻣﻮن‬ ‫ﻣﺪوﻧﯽ‬ ‫ﻧﻈﺮي‬ ‫ﻫﺎي‬ ‫ﺻـﻮرت‬ ‫ﻧﺪارد‬ ‫وﺟﻮد‬ ‫ﺧﺎص‬ ‫و‬ ‫وﯾﮋه‬ . ‫ﻣﺪل‬ ‫ﻏﺎﻟﺐ‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﺑـﺮاي‬ ‫ﮐـﻪ‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎﯾﯽ‬ ‫و‬ ‫ﻫﺎ‬ ‫اراﺋﻪ‬ ‫ﺷﺪه‬ ‫اﺳﺖ‬ ‫داﻧﺸﮕﺎﻫﯽ‬ ‫ﻧﻈﺮي‬ ‫ﻓﻀﺎي‬ ‫از‬ ‫ﺧﺎرج‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫و‬ ‫ﮐﺎرﺑﺮدي‬ ‫روﯾﮑﺮد‬ ‫ﺑﺎ‬ ، .  ‫ﭘﻨﺞ‬ ‫ارﮐﺎن‬ ‫روﯾﮑﺮد‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮔﺎﻧﻪ‬ ‫اﯾﻨﺘ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫آﮐﺎدﻣﯽ‬ ‫ﺮﻧﺘـﯽ‬  ) 2011 ( ‫ﺗﻌﺮﯾـﻒ‬ ‫در‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫اﺳـﺖ‬ ‫آورده‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ » ‫و‬ ‫ﻗﺪرﺗﻤﻨﺪ‬ ‫را‬ ‫ﺧﻮاﻧﻨﺪﮔﺎن‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫ﺑﺮ‬ ‫ﻣﺤﺘﻮا‬ ‫اﻧﺘﺸﺎر‬ ‫از‬ ‫روﺷﯽ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻣﯽ‬ ‫درﮔﯿﺮ‬ ‫ﻣﯽ‬ ‫آﻣﻮزش‬ ‫و‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫و‬ ‫دﻫﺪ‬ ‫ﺳﺎزد‬ « . ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫آﮐـﺎدﻣﯽ‬ ‫ﺗﻌﺮﯾـﻒ‬ ‫اﯾـﻦ‬ ‫در‬ ‫ﺑﺎزارﯾ‬ ‫ﻣﻌﺮف‬ ‫ﮐﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫رﮐﻦ‬ ‫ﭘﻨﺞ‬ ‫اﯾﻨﺘﺮﻧﺘﯽ‬ ‫را‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺎﺑﯽ‬ ‫اﯾـﻦ‬ ‫ﭼﻨـﯿﻦ‬ ‫ﻣﯽ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﮐﻨﺪ‬ : » 1 . ‫ﺳﺮﻣﻘﺎﻟﻪ‬ ‫ﻣﺒﻨﺎﯾﯽ‬  : ‫ﺑﻪ‬ ‫آﻧﭽﻪ‬ ‫ﺑﺮﺧﻼف‬ ‫ﺷـﻨﺎﺧﺘﻪ‬ ‫آن‬ ‫ﻣﻄـﻮل‬ ‫ﺷـﮑﻞ‬ ‫ﻋﻨـﻮان‬ ‫ﻣﯽ‬ ‫ﻣـﯽ‬ ‫رواﯾﺖ‬ ‫را‬ ‫ﺑﺎارزﺷﯽ‬ ‫داﺳﺘﺎن‬ ‫ﻫﻢ‬ ‫و‬ ‫ﻣﺮﺗﺒﻂ‬ ‫داﺳﺘﺎن‬ ‫ﻫﻢ‬ ‫ﻣﺤﺘﻮا‬ ‫ﻧﻮع‬ ‫اﯾﻦ‬ ،‫ﺷﻮد‬ ‫ﮐﻨـﺪ؛‬ 2 . ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﭘﺸﺘﻮاﻧﻪ‬  : ‫ﮐﺴﺐ‬ ‫ﻣﺄﻣﻮرﯾﺖ‬ ‫وﮐﺎرﻫﺎ‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ‫دارﻧـﺪ‬ ‫ﻓﺮوش‬ ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺎي‬ ‫دﻧﺒـﺎل‬ 1. The Internet Marketing Academy 2. Editorial-based 3. Marketing-baked www.noormags.ir
NOORMAGS 168 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫اﻧﺠﺎم‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻣـﯽ‬ ‫ﻣﺤﺘـﻮا‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ‫زﻣـﺎﻧﯽ‬ ‫اﻣـﺮ‬ ‫اﯾﻦ‬ ‫و‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻧﻤـﯽ‬ ‫ﺗﻔـﺎوﺗﯽ‬ ‫ﻧﯿـﺰ‬ ‫رﺳـﺪ‬ ‫ﮐﻨـﺪ‬ . ‫ﮐﺴﺐ‬ ‫دارﻧﺪ‬ ‫ﻣﺤﺘﻮا‬ ‫اﻧﺘﺸﺎر‬ ‫در‬ ‫ﺿﻤﻨﯽ‬ ‫اﻫﺪاف‬ ‫ﻧﯿﺰ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫وﮐﺎرﻫﺎ‬ . 3 . ‫رﻓﺘﺎرﺳﺎزي‬  : ‫ﺧﻮاﻧﻨـﺪه‬ ‫رﻓﺘﺎر‬ ‫ﺗﻐﯿﯿﺮ‬ ‫ﯾﺎ‬ ‫و‬ ‫ﻧﮕﻬﺪاﺷﺖ‬ ‫ﺟﺴﺘﺠﻮي‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ / ‫ﻣـﺼﺮف‬ ‫اﺳـﺖ‬ ‫ﮐﻨﻨـﺪه‬ . ‫داﺷـﺘﻦ‬ ‫ا‬ ‫اﯾﻦ‬ ‫ﺑﺎارزش‬ ‫و‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬ ‫را‬ ‫ﻣﺮ‬ ‫دﻫﺪ‬ . 4 . ‫ﭼﻨﺪ‬ ‫ﭘﺎﯾﮕﺎﻫﯽ‬  : ‫ﮐﻪ‬ ‫ﻣﻌﻨﺎﺳﺖ‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ‫ﮔﻮﻧﻪ‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ ‫رﺳﺎﻧﻪ‬ ‫از‬ ‫ﺑﺴﯿﺎري‬ ‫ﻫﺎي‬ ‫رﺳـﺎﻧﻪ‬ ‫ﺷﺎﻣﻞ‬ ‫ﻫﺎ‬ ،‫ﺷـﻨﯿﺪاري‬ ،‫دﯾﺠﯿﺘـﺎل‬ ،‫ﭼـﺎﭘﯽ‬ ‫ﻫـﺎي‬ ‫ﻣﯽ‬ ‫ﻣﻮارد‬ ‫دﯾﮕﺮ‬ ‫و‬ ‫وﻗﺎﯾﻊ‬ ‫و‬ ‫دﯾﺪاري‬ ‫آﯾﺪ‬ . ‫ﻣﺤﺘﻮا‬ ‫ﺗﺎ‬ ‫ﻧﯿﺴﺖ‬ ‫ﺿﺮورﺗﯽ‬ ‫اﻣﺎ‬ ‫اﺳﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫ﻫﺮﭼﻨﺪ‬ ‫ﭘﺎﯾﮕﺎه‬ ‫اﯾﻦ‬ ‫ﻫﻤﻪ‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﺑﺎﺷﺪ‬ ‫ﻣﺘﺼﻞ‬ ‫ﻫﻢ‬ ‫ﺑﻪ‬ ‫ﻫﺎ‬ . 5 . ‫ﻫﺪﻓﻤ‬ ‫ﻨـﺪ‬  : ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻫﻤـﻪ‬ ‫ﻣﺎﻧﻨـﺪ‬ ‫ﻫـﺎي‬ ‫اﺳـﺖ‬ ‫اﺳﺎﺳﯽ‬ ‫ﻣﻮﻓﻖ‬ ‫راﻫﺒﺮد‬ ‫داﺷﺘﻦ‬ ‫ﺑﺮاي‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺷﻨﺎﺧﺖ‬ ،‫ﺧﻮب‬ . ‫در‬ ‫ﺑﺎﯾـﺪ‬ ‫را‬ ‫ﻣﺨﺎﻃﺒـﺎن‬ ‫ﺷﻨﺎﺧﺖ‬ ‫ﺟﺰﺋﯿﺎت‬ « .  ‫داﺛﯿﻪ‬ ‫ﺟﯿﻤﺰ‬ ‫آ‬ ‫ﭘﻨﺞ‬ ‫روﯾﮑﺮد‬ ‫داﺛﯿﻪ‬ ‫ﺟﯿﻤﺰ‬  ) 2014 ( ‫ﻣﻘﺎﻟﻪ‬ ‫در‬ ‫آورﯾﻞ‬ ‫در‬ ‫ﮐﻪ‬ ‫اي‬ 2014 ‫ﻣﻨﺘـﺸﺮﺷﺪه‬ ‫ﻣـﺪل‬ ‫از‬ ‫اﺳـﺖ‬ 5 A’s ‫ﻣﯽ‬ ‫ﯾﺎد‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﻨﺪ‬ . ‫ِي‬‫ا‬ ‫ﭘﻨﺞ‬ ‫اﯾﻦ‬ ‫ﮐﻠﻤﺎت‬ ‫ﺳﺮواژه‬ ‫ﮐﻪ‬ ‫ﻻﺗﯿﻦ‬ 1 . ‫ﻣﺨﺎﻃﺐ‬  ، 2 . ‫ﻣﻤﯿﺰي‬  ، 3 . ‫ﺗﺤﻠﯿﻞ‬  ، 4 . ‫ﻋﻤـﻞ‬ ‫ﺑﺮﻧﺎﻣـﻪ‬  ، 5 . ‫ﺗﺒﻠﯿـﻎ‬  ‫ﻣـﯽ‬ ‫ﺑﺎﺷـﻨﺪ‬ ‫ﻓﺮآﯾﻨـﺪ‬ ‫داﺛﯿـﻪ‬ ‫دﯾـﺪﮔﺎه‬ ‫از‬ ، ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫را‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﻫ‬ ‫ﻨ‬ ‫ﺪ‬ .  ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺑﺎﻟﻎ‬ ‫ﻣﺪل‬ ‫ﮔﺎﻧﺪي‬ ‫ﻣﯿﺘﻮل‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫دﯾﮕﺮ‬ ‫ﻣﺪل‬  ) 2014 ( ‫ﺑﺎ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺑﺎﻟﻎ‬ ‫ﻣﺪل‬ ‫ﻋﻨﻮان‬ ‫اراﺋﻪ‬ ‫ﺷ‬ ‫ﺪه‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﭼﻬﺎر‬ ‫ﻣﺪﻟﯽ‬ ،‫اﺳﺖ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اي‬ ‫ﭘﯿﺶ‬ ‫ﺗﺮ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﻧﯿﺰ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﯾﮕﺮ‬ ‫ﻫﺎي‬ ‫اﺳﺘﻔﺎده‬ ‫ﺷﺪه‬ ‫اﺳﺖ‬ . ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اﻋﻤﺎل‬ ‫ﺑﺎ‬ ‫وي‬ 1. Behavior Driven 2. Multi-Platform 3. Targeted 4. James Duthie 5. Audience 6. Audit 7. Analyze 8. Action Plan 9. Advertise 10. Mitul Gandhi www.noormags.ir
N O O R M A G S ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 169 ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬ ‫ﻧﯿﺰ‬ ‫را‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﻧﯿﺎزﻫﺎي‬ ‫دﻫﺪ‬ . ‫در‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻣﺮاﺣـﻞ‬ ‫ﭼﻬﺎرﻣﺮﺣﻠﻪ‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اي‬ ‫ﻋﺒﺎ‬ ‫رت‬ ‫اﻧﺪ‬ ‫از‬ : 1 . ‫ﻣﺤﺘﻮا‬ ‫ﻃﺮاﺣﯽ‬ : ‫ﭼـﻪ‬ ‫ﺑـﺮاي‬ ‫ﻧﻈﯿﺮ‬ ‫ﺳﺆاﻻﺗﯽ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬ ‫ﭼﺮا؟‬ ‫و‬ ‫را؟‬ ‫ﭼﯿﺰي‬ ‫ﭼﻪ‬ ‫ﮐﺴﯽ؟‬ ‫دﻫﺪ؛‬ 2 . ‫ﻣﺤﺘﻮا‬ ‫ﺧﻠﻖ‬ : ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺧﻠـﻖ‬ ‫دﻧﺒـﺎل‬ ‫ﮐـﻪ‬ ‫درﮔﯿﺮ‬ ‫ﮐﻨﻨﺪه‬ ‫اﺷﺘﺮاك‬ ، ‫و‬ ‫ﭘﺬﯾﺮ‬ ‫ﺑﻬﺒﻮدﯾﺎﻓﺘﻪ‬ ‫اﺳﺖ؛‬ 3 . ‫ﻣﺤﺘﻮا‬ ‫ﺗﻮزﯾﻊ‬ : ‫و‬ ‫اﺑﺰارﻫـﺎ‬ ‫ﺑـﺮ‬ ‫ﻣﺒﺘﻨـﯽ‬ ‫ﮐـﻪ‬ ‫وﺑﮕﺎه‬ ‫ﻫﻤﭽﻮن‬ ‫ارﺗﺒﺎﻃﺎﺗﯽ‬ ‫ﺑﺴﺘﺮﻫﺎي‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﮐﺎر‬ ‫ﻫﺎي‬ ‫ﺷﺒﮑﻪ‬ ‫و‬ ‫ﺑﺮدي‬ ‫اﺳﺖ؛‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫و‬ 4 . ‫ﻣﺤﺘﻮا‬ ‫ﺗﺤﻠﯿﻞ‬ : ‫اﺳﺖ‬ ‫ﻣﺆﻟﻒ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﺗﺤﻠﯿﻠﯽ‬ ‫و‬ ‫ﻣﻮﺿﻮع‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﺗﺤﻠﯿﻠﯽ‬ ‫ﮐﻪ‬ .  ‫ﻣﺮﺣﻠﻪ‬ ‫ﺷﺶ‬ ‫روﯾﮑﺮد‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اي‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﮐﻪ‬ ‫دﯾﮕﺮي‬ ‫ﻣﺪل‬ ‫ﻣﻄـﺮح‬ ‫ﺷـﺪه‬ ‫روﯾﮑـﺮد‬ ،‫اﺳـﺖ‬ ‫ﺷـﺶ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫اي‬ ِ‫ﺑ‬ ‫ﻓﺎن‬ ‫اﺳﺘﯿﻮن‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ِـﻢ‬‫ﮕ‬ِ‫ﻠ‬  ) 2012 ( ‫ﺷـﺪه‬ ‫اراﺋـﻪ‬ ‫اﺳﺖ‬ . ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﺷﺶ‬ ،‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬ ‫ﻋﺒﺎرﺗﻨـ‬ ‫ﺪ‬ ‫از‬ : 1 . ‫ﻣﻮﺿـﻮع‬ ‫اﻧﺘﺨـﺎب‬ . 2 . ‫ﻣﺤﺘــﻮا‬ ‫ﺗﺒــﺪﯾﻞ‬ ‫ـﺮد‬ ‫راﻫﺒـ‬ . 3 . ‫ـﻪ‬ ‫ﺑﺮﻧﺎﻣـ‬ ‫ـﺮدﺑﯿﺮي‬ ‫ﺳـ‬ ‫ﻣﺤﺘــﻮاﯾﯽ‬ ‫رﯾــﺰي‬ . 4 . ‫ﻣﺤﺘــﻮاي‬ ‫ﺧﻠــﻖ‬ ‫اﺷﺘﺮاك‬ ‫ﭘﺬﯾﺮ‬ . 5 . ‫ﻣﺤﺘﻮا‬ ‫ﺗﺒﺪﯾﻞ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ . 6 . ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ﺳﻨﺠﺶ‬ .  ‫ﺳﻪ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫ﻣﺪل‬ ‫ﻣﺤﺘﻮا‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮔﺎﻧﻪ‬ ‫ﯾﯽ‬ ‫ﺷـﻮﻟﺘﺰ‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻄﺮح‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫از‬ ‫ﻧﯿﺰ‬ ‫دﯾﮕﺮي‬ ‫ﻣﺪل‬  ‫ﻫﻤﮑـﺎران‬ ‫و‬ ) 2013 ( ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﻣﻄﺮح‬ ‫آن‬ ‫در‬ ‫اﺻﻠﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺳﻪ‬ ‫ﮐﻪ‬ ‫ﺷﺪه‬ ‫اراﺋﻪ‬ ‫ﻋﺒﺎرﺗﻨﺪ‬ ‫از‬ : 1 . ‫ﺗﻮﻟﯿﺪ‬  : ‫ﻫﻤﻪ‬ ‫ﭼﯿﺰ‬ ‫ﻣﯽ‬ ‫آﻏﺎز‬ ‫ﻋﺎﻟﯽ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎ‬ ‫ﺑﻪ‬ ‫آزاداﻧﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮد‬ ‫وﺑﮕـﺎه‬ ‫ﺑـﺮ‬ ً‫ﻻ‬‫ﻣﻌﻤـﻮ‬ ‫و‬ ‫ﺑﺮﺧﻂ‬ ‫ﺻﻮرت‬ ‫دﺳـﺘﺮس‬ ‫ـﺖ‬ ‫ـ‬‫اﺳ‬ ‫ـﺬﯾﺮ‬ ‫ـ‬‫ﭘ‬ . 2 . ‫ـﺮوﯾﺞ‬ ‫ـ‬‫ﺗ‬  : ‫ـﺴﺘﺮه‬ ‫ـ‬‫ﮔ‬ ‫از‬ ‫اﺳـﺘﻔﺎده‬ ،‫ـﻪ‬ ‫ـ‬‫راﯾﺎﻧﺎﻣ‬ ‫ـﻮن‬ ‫ـ‬‫ﻫﻤﭽ‬ ‫ـﺎ‬ ‫ـ‬‫اﺑﺰارﻫ‬ ‫از‬ ‫اي‬ ‫ﺑﻬﯿﻨﻪ‬ ‫رﺳـﺎﻧﻪ‬ ‫و‬ ‫ﮐﻠﯿـﮏ‬ ‫ازاي‬ ‫ﺑـﻪ‬ ‫ﭘﺮداﺧﺖ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ،‫ﺟﺴﺘﺠﻮﮔﺮﻫﺎ‬ ‫ﺳﺎزي‬ ‫اﺟﺘﻤـﺎﻋﯽ‬ ‫ﻫـﺎي‬ . 3 . ‫ﺗﺒﺪﯾﻞ‬  : ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫ﻣﺤﺘـﻮاي‬ ‫از‬ ‫ﺑﯿـﺸﺘﺮي‬ ‫ﺣﺠـﻢ‬ ‫ﺗﺎ‬ ‫دارﻧﺪ‬ ‫ﺗﻤﺎﯾﻞ‬ ‫اﻓﺮاد‬ ‫آن‬ ‫ﻫـﺎ‬ ‫در‬ ‫آزاداﻧـﻪ‬ ‫ﻓﺮم‬ ‫ﭘﺸﺖ‬ ‫را‬ ‫ﺧﻮد‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﯿﺸﺘﺮ‬ ‫اﻣﺎ‬ ،‫ﺑﺎﺷﺪ‬ ‫دﺳﺘﺮس‬ ‫ﻫ‬ ‫ﺛﺒﺖ‬ ‫ﺎي‬ ‫ﻗﺮار‬ ‫ﮐﻮﺗﺎﻫﯽ‬ ‫ﻧﺎﻣﯽ‬ 1. Steven van Belleghem 2. Schultz 3. Create 4. Promote 5. Convert www.noormags.ir
170 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫ﻣﯽ‬ ‫دﻫﻨﺪ‬ . ‫آن‬ ‫ﻫﺎ‬ ‫ﻓﺮم‬ ‫ﮐﻪ‬ ‫ﻣﯽ‬ ‫ﭘﺮ‬ ‫را‬ ‫ﻫﺎ‬ ‫و‬ ‫ﮐﻨﻨﺪ‬ ‫ﺛﺒﺖ‬ ‫ﻧﺎم‬ ‫ﻣﯽ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺶ‬ ،‫ﮐﻨﻨﺪ‬ ‫اﻓﺘﻨﺪ‬ . ‫ﻣﯽ‬ ‫اﻓﺮاد‬ ‫اﯾﻦ‬ ‫ﺗﻮان‬ ‫ﺑﻪ‬ ‫و‬ ‫داد‬ ‫ﭘﺮورش‬ ‫را‬ ‫داد‬ ‫ﺣﺮﮐﺖ‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫اراﺋﻪ‬ ‫ﺑﺎ‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﺷﺪن‬ ‫درﮔﯿﺮ‬ ‫ﺳﻮي‬ . ‫ﻫﻤﺎن‬ ‫ﻣﯽ‬ ‫ﻣﺼﺮف‬ ‫را‬ ‫ﺑﯿﺸﺘﺮي‬ ‫ﻣﺤﺘﻮاي‬ ‫اﻓﺮاد‬ ‫ﮔﺮوه‬ ‫اﯾﻦ‬ ‫ﮐﻪ‬ ‫ﻃﻮر‬ ‫ﺑﯿﺸﺘﺮ‬ ،‫ﮐﻨﻨﺪ‬ ‫اﻋﺘﻤـﺎد‬ ‫وﺑﮕﺎه‬ ‫ﺑﻪ‬ ‫ﻣﯽ‬ ‫ﻣﯽ‬ ‫ﺗﻤﺎس‬ ‫ﺷﻤﺎ‬ ‫ﺑﺎ‬ ‫ﻧﯿﺎز‬ ‫زﻣﺎن‬ ‫در‬ ‫و‬ ‫ﮐﻨﻨﺪ‬ ‫ﮔﯿﺮﻧﺪ‬ . ‫ﺳﻪ‬ ‫ﻣﺮاﺣﻞ‬ ‫ﮔﺎﻧﻪ‬ ‫ﺑﺎﻻ‬ ‫ﻣـﯽ‬ ‫ﻧـﺸﺎن‬ ‫را‬ ‫ﮐـﺎرﺑﺮان‬ ‫درﮔﯿﺮﺷﺪن‬ ‫ﮔﻮﻧﺎﮔﻮن‬ ‫ﺳﻄﻮح‬ ، ‫دﻫ‬ ‫ﻨـ‬ ‫ﺪ‬ . ‫در‬ ‫ﻣﯽ‬ ‫را‬ ‫ﺷﺮﮐﺖ‬ ‫وﺑﮕﺎه‬ ‫ﻧﺎﺷﻨﺎس‬ ‫اﻓﺮاد‬ ،‫ﭘﺎﯾﯿﻦ‬ ‫ﻣﺤﺘـﻮاي‬ ‫آزاداﻧـﻪ‬ ‫و‬ ‫ﯾﺎﺑﻨﺪ‬ ‫در‬ ‫دﺳـﺘﺮس‬ ‫را‬ ‫وﺑﮕـﺎه‬ ‫ـﯽ‬ ‫ـ‬‫ﻣ‬ ‫ـﺼﺮف‬ ‫ـ‬‫ﻣ‬ ‫ـﺪ‬ ‫ـ‬‫ﮐﻨﻨ‬ . ‫ﻣﺤ‬ ‫ـﻦ‬ ‫ـ‬‫اﯾ‬ ‫ـﺐ‬ ‫ـ‬‫ﻗﺎﻟ‬ ‫در‬ ،‫ـﺎﯾﯿﻦ‬ ‫ـ‬‫ﭘ‬ ‫ـﻄﺢ‬ ‫ـ‬‫ﺳ‬ ‫ـﺎي‬ ‫ـ‬‫ﺘﻮاﻫ‬ ‫ـﻮن‬ ‫ـ‬‫ﻫﻤﭽ‬ ‫ـﻮﻋﯽ‬ ‫ـ‬‫ﻣﺘﻨ‬ ‫ـﺎي‬ ‫ـ‬‫ﻫ‬ ‫وب‬ ‫ﻧﻮﺷﺖ‬ ‫ازاﯾﻦ‬ ‫ﻣﻮاردي‬ ‫و‬ ‫وﯾﺪﺋﻮﻫﺎ‬ ،‫ﻣﻘﺎﻻت‬ ،‫ﻫﺎ‬ ‫ﻗﺎﺑﻞ‬ ‫دﺳﺖ‬ ‫اﺳﺖ‬ ‫دﺳﺘﺮس‬ . ‫ﺗﮑـﻪ‬ ‫اﯾﻦ‬ ‫ﻫـﺎي‬ ‫ﺑﻪ‬ ‫ﻣﺤﺘﻮا‬ ‫ﻣﯽ‬ ‫ﻣﺼﺮف‬ ‫راﺣﺘﯽ‬ ‫ﺛﺒﺖ‬ ‫ﺑﻪ‬ ‫ﻧﯿﺎزي‬ ‫و‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﺼﺮف‬ ‫ﺑﺮاي‬ ‫ﻧﺎم‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻧﯿﺴﺖ‬ . ‫واﻗـﻊ‬ ‫در‬ ‫آن‬ ‫ﻫﺎ‬ ‫آب‬ ‫ﻟﯿﺴﯿﺪن‬ ‫ﻣﺎﻧﻨﺪ‬ ‫ﻧﺒﺎت‬ ‫ﭼﻮﺑﯽ‬ ‫ﻫﺴﺘﻨﺪ‬ ) Schultz, 2013: 185 .(  ‫ﻣ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﺪل‬ ‫رﯾﭽﺮ‬ ‫ارژن‬  ) 2014 ( ‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫اراﺋﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﻋﻨﻮان‬ ‫ﺑﺎ‬ ‫ﻣﺪﻟﯽ‬ ‫ﻧﯿﺰ‬ ‫ﭘﯿﭽﯿﺪﮔﯽ‬ ‫و‬ ‫ﻋﻨﺎﺻﺮ‬ ‫ﮐﻪ‬ ‫ﻣﺪل‬ ‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺑﯿﺸﺘﺮي‬ ‫ﻫﺎي‬ ‫دارد‬ ‫ﭘﯿﺸﯿﻦ‬ ‫ﻫﺎي‬ . ،‫ﻣـﺪل‬ ‫اﯾـﻦ‬ ‫ﻣﺮﮐﺰﯾﺖ‬ ‫ﮐﺴﺐ‬ ‫ﻣﻔﻬﻮم‬ ‫دارد‬ ‫ﻗﺮار‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻤﺎن‬ ‫ﯾﺎ‬ ‫و‬ ‫وﮐﺎر‬ . ‫ﺧﻠﻖ‬ ‫و‬ ‫رﺳﺎﻧﻪ‬ ‫ﺧﻠﻖ‬ ‫ﻣﻔﻬﻮم‬ ‫دو‬ ‫ﻫﺮم‬ ‫ﻗﺎﻋﺪه‬ ‫در‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﮐﻪ‬ ‫دارﻧﺪ‬ ‫ﻗﺮار‬ ‫ﻣﺤﺘﻮا‬ ‫ﻣﯽ‬ ‫ﻫﻤﺎﻫﻨﮓ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺗﻨﻈﯿﻢ‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫رﯾﺰي‬ ‫ﺷـﻮﻧﺪ‬ . ‫در‬ ‫زﻣﯿﻨﻪ‬ ‫ﺗﻔﮑﺮات‬ ‫و‬ ‫ﻣﻮﺿﻮﻋﺎت‬ ‫ﻫﺮم‬ ‫رأس‬ ‫و‬ ‫رﺳﺎﻧﻪ‬ ‫ﺧﻠﻖ‬ ‫ﺑﺎ‬ ‫ﺳﻮﯾﯽ‬ ‫از‬ ‫ﮐﻪ‬ ‫دارد‬ ‫ﻗﺮار‬ ‫ﮐﺎرﺑﺮان‬ ‫اي‬ ‫اﺳﺖ‬ ‫ارﺗﺒﺎط‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ ‫ﺧﻠﻖ‬ ‫ﺑﺎ‬ ‫دﯾﮕﺮ‬ ‫ﺳﻮي‬ ‫از‬ . ‫اﺑﺰارﻫـﺎي‬ ‫از‬ ،‫رﺳـﺎﻧﻪ‬ ‫ﺧﻠـﻖ‬ ‫ﺑـﺎ‬ ‫ارﺗﺒـﺎط‬ ‫در‬ ‫ﺷﺨﺼﯿ‬ ‫ﺗﻨﻈﯿﻢ‬ ‫و‬ ‫ﻧﻈﺎرت‬ ‫ﻣـﯽ‬ ‫اﺳـﺘﻔﺎده‬ ‫ﺧﺮﯾﺪار‬ ‫ﺖ‬ ‫از‬ ،‫ﻣﺤﺘـﻮا‬ ‫ﺧﻠـﻖ‬ ‫ﺑـﺎ‬ ‫ارﺗﺒـﺎط‬ ‫در‬ ‫و‬ ‫ﺷـﻮد‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬ ‫ﻋﻤﻠﮑﺮد‬ ‫ارزﯾﺎﺑﯽ‬ ‫و‬ ‫ﺗﺤﻠﯿﻞ‬ ‫اﺑﺰارﻫﺎي‬ ‫ﺷﻮد‬ . ‫رأس‬ ‫از‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬ ‫راﻫﺒﺮد‬ ‫ﺣﺮﮐﺖ‬ ‫ﺑﻪ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻫﻤﺪﻟﯽ‬ ‫ﯾﻌﻨﯽ‬ ‫ﻫﺮم‬ ‫ﺳﻮي‬ ‫درﮔﯿﺮﺳـﺎزي‬ ‫و‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫درﻧﻬﺎﯾـﺖ‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﮐـﻨﺶ‬ ‫اﺳﺖ‬ . ‫از‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫راﻫﺒـﺮد‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬ ‫واﻗﻊ‬ ‫در‬ 1 . » ‫و‬ ‫ﻓﮑـﺮي‬ ‫زﻣﯿﻨـﻪ‬ ‫ﺗﻮﺳـﻌﻪ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﻮﺿﻮﻋﯽ‬ « ‫ﻣﯽ‬ ‫آﻏﺎز‬ ‫ﺑﺎ‬ ‫و‬ ‫ﺷﻮد‬ 2 . » ‫ﺗﺒﺪﯾﻞ‬ ‫رﺳـﺎﻧﻪ‬ ‫ﺑـﻪ‬ ‫ﺷـﺪن‬ ‫اي‬ ‫درﮔﯿـﺮ‬ ‫ﮐﻨﻨـﺪه‬ « ‫اداﻣـﻪ‬ ‫ﻣﯽ‬ ‫ﺑﻪ‬ ‫ﺗﺎ‬ ‫ﯾﺎﺑﺪ‬ 3 . » ‫ﻣﺆﺛﺮ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺧﻠﻖ‬ « ‫ﺑﺮﺳﺪ‬ . ‫ﻣﯽ‬ ‫را‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ،‫ﺳﻨﺘﯽ‬ ‫زﺑﺎن‬ ‫ﺑﻪ‬ ‫ﺗﻮان‬ 1 Arjan Ritcher www.noormags.ir
‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 171 ‫ﺑﻪ‬ ‫ﻣـﯽ‬ ‫ﺧـﻮد‬ ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﮐﺮد؛‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺟﺬﺑﯽ‬ ‫راﻫﺒﺮدﻫﺎي‬ ‫ﻣﺜﺎﺑﻪ‬ ‫ﮐـﺸﯿﺪ‬ . ‫زﺑـﺎن‬ ‫ﺑـﻪ‬ ‫ﻣﺪ‬ ‫رن‬ ‫ﻣﯽ‬ ‫ﻣـﺸﺘﺮي‬ ‫راﻫﺒﺮدﻫﺎي‬ ‫از‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﻪ‬ ‫ﮔﻔﺖ‬ ‫ﺗﻮان‬ ‫اﯾﺠـﺎد‬ ‫اﺳـﺖ؛‬ ‫ﻣﺪاراﻧـﻪ‬ ‫ﺧﺮﯾﺪ‬ ‫از‬ ‫ﺑﻌﺪ‬ ‫و‬ ‫ﺧﺮﯾﺪ‬ ‫ﻫﻨﮕﺎم‬ ،‫ﺧﺮﯾﺪ‬ ‫از‬ ‫ﭘﯿﺶ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺮاي‬ ‫ﻣﺜﺒﺖ‬ ‫ﺗﺠﺮﺑﻪ‬ . ‫ﺗﻌﺮﯾـﻒ‬ ‫دو‬ ‫ﻫـﺮ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﻓﻌـﺎل‬ ‫آن‬ ‫ﻫﺪف‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫راﻫﺒﺮدي‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﺳـﺎزي‬ ‫اﺳﺖ‬ ) Richter, 2014 ( . 2 - 3 - ‫ﭘﯿﺸﯿ‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻨﻪ‬ ‫از‬ ‫آﻧﺠﺎ‬ ‫ﺣـﻮزه‬ ،‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫ﮐﻪ‬ ‫ﻣﻄﺎﻟﻌـﺎت‬ ‫از‬ ‫ﺟﺪﯾـﺪ‬ ‫اي‬ ‫ﭘﮋوﻫﺶ‬ ،‫اﺳﺖ‬ ‫ﻧﺰدﯾﮏ‬ ،‫ﻧﺪارد‬ ‫وﺟﻮد‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫در‬ ‫ﻣﺮﺗﺒﻄﯽ‬ ‫ﻫﺎي‬ ‫ﭘﮋوﻫﺶ‬ ‫ﺗﺮﯾﻦ‬ ‫ﺑـﺎ‬ ‫ﮐﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫ارﺗﺒﺎ‬ ‫در‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ،‫اﺳﺖ‬ ‫ط‬ ‫ﻋﺒﺎرﺗ‬ ،‫ﭼﮑﯿﺪه‬ ‫ﺻﻮرت‬ ‫از‬ ‫ﻨﺪ‬ :  ‫ِت‬‫د‬‫ِﻧﻬﺎر‬‫د‬ ‫ِرﯾﻦ‬‫ﻮ‬ِ‫ﺳ‬  ) 2014 ( ‫ﭘﺎﯾﺎن‬ ‫در‬ ‫د‬ ‫ﺧﻮد‬ ‫دﮐﺘﺮاي‬ ‫ﻧﺎﻣﻪ‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻋﻠﻮم‬ ‫رﺷﺘﻪ‬ ‫ر‬ ‫اﻗﺘﺼﺎدي‬ ‫ﮐﻪ‬ ‫اﯾﻨﺴﺒﺮوك‬ ‫داﻧﺸﮕﺎه‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫داﻧﺸﮑﺪه‬  ‫ﻣﻮﺿﻮع‬ ‫ﺑﻪ‬ ،‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫ﻣﻨﺘﺸﺮ‬ ‫اﺗﺮﯾﺶ‬ ‫ﺑﺮ‬ ‫آن‬ ‫ﺗﺄﺛﯿﺮ‬ ‫و‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﺮﻧﺪ‬ ‫ﺳﺎزي‬ ‫اﺳﺖ‬ ‫ﭘﺮداﺧﺘﻪ‬ . ‫دﻧﻬﺎرت‬ ) 2014 : 3 ( ‫ﻣﻌﺘﻘﺪ‬ ‫رﺳﺎﻧﻪ‬ ‫رﺷﺪ‬ ‫و‬ ‫ﻇﻬﻮر‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻫﺎ‬ ‫ي‬ ‫اﺟﺘﻤﺎﻋ‬ ‫ﯽ‬ ، ‫ﻣﺤﺘﻮا‬ ‫ي‬ ‫را‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﯾ‬ ‫ﮑـ‬ ‫ﯽ‬ ‫ﻧ‬ ‫از‬ ‫ﯿ‬ ‫ﺮوﻫـﺎ‬ ‫ي‬ ‫ﭘ‬ ‫ﯿ‬ ‫ﺸﺮان‬ ‫ﺗ‬ ‫ﺠﺮﺑ‬ ‫ﯿ‬ ‫ﺎت‬ ‫اﻣﺮوز‬ ‫ﺑﺮﺧﻂ‬ ‫ي‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ .  ‫آرﻧﻬﻮﻟﺪ‬ ‫اوﻟﺮﯾﮏ‬  ) 2010 ( ‫ﭘﺎﯾﺎن‬ ‫در‬ ‫ﺑـﺮ‬ ‫ﻣﺒﺘﻨـﯽ‬ ‫ﺳـﺎزي‬ ‫ﺑﺮﻧـﺪ‬ ‫روي‬ ‫ﺑـﺮ‬ ‫ﺧـﻮد‬ ‫ﻧﺎﻣﻪ‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫ﺗﻤﺮﮐﺰ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ .  ‫ﺷﻮﻟﺰ‬  ‫ﻫﻤﮑﺎران‬ ‫و‬ ) 2013 ( ‫ﻣﻄﺎﻟﻌـﻪ‬ ‫در‬ ‫ﻧﯿـﺰ‬ ‫اﺛﺮﮔـﺬاري‬ ‫ﻋﻮاﻣـﻞ‬ ‫روي‬ ‫ﺑـﺮ‬ ‫ﮐـﻪ‬ ‫اي‬ ‫ﻣﺤﺘـﻮاي‬ ‫و‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﺎزارﯾـﺎب‬ ‫ﺳـﺎز‬ ‫ﺗـﺼﻤﯿﻢ‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎي‬ ‫ﺑـﺮ‬ ‫ﮔﯿـ‬ ‫ﺧﺮﯾـﺪ‬ ‫ﺮي‬ ‫ﭘﺮداﺧﺘﻪ‬ ‫ﮐﺮده‬ ‫ﺗﻮﺟﻪ‬ ‫ﺧﺮﯾﺪ‬ ‫و‬ ‫ﻋﻼﻗﻪ‬ ،‫آﮔﺎﻫﯽ‬ ‫ﻫﻤﭽﻮن‬ ‫ﻣﻮاردي‬ ‫ﺑﻪ‬ ‫اﻧﺪ‬ ‫اﻧﺪ‬ . 1. Dennhardt 2. University of Innsbruk 3. Arnhold 4. Scholz www.noormags.ir
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Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
 

بازاریابی محتوایی؛ مطالعه موردي دیجیکالا .pdf

  • 1. ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫؛‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻓ‬ ‫ﺮ‬ ‫آ‬ ‫ﯾ‬ ‫ﻨ‬ ‫ﺪ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ر‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ی‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺴ‬ ‫ﺖ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻻ‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﺘ‬ ‫ﺒ‬ ‫ﯽ‬ ، ‫ﺟ‬ ‫ﻌ‬ ‫ﻔ‬ ‫ﺮ‬ ‫ی‬ ‫ﺣ‬ ‫ﺎ‬ ‫ﺟ‬ ‫ﯽ‬ ‫؛‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﯿ‬ ‫ﺪ‬ ‫ر‬ ‫ﺿ‬ ‫ﺎ‬ ، ‫ﻋ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻠ‬ ‫ﯽ‬ ‫؛‬ ‫ﻃ‬ ‫ﺎ‬ ‫ﻫ‬ ‫ﺮ‬ ، ‫ا‬ ‫ر‬ ‫ﺑ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ر‬ ‫و‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺪ‬ ‫ل‬ ( : ‫ﻫ‬ ‫ﺎ‬ ) ‫ﭘ‬ ‫ﺪ‬ ‫ﯾ‬ ‫ﺪ‬ ‫آ‬ ‫و‬ ‫ر‬ ‫ﻧ‬ ‫ﺪ‬ ‫ه‬ (ISC/ ‫ﭘ‬ ‫ﮋ‬ ‫و‬ ‫ﻫ‬ ‫ﺸ‬ ‫ﯽ‬ - ‫ﻋ‬ ‫ﻠ‬ ‫ﻤ‬ ‫ﯽ‬ ) 7 ‫ﺷ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ر‬ ‫ه‬ - 1395 ‫ﭘ‬ ‫ﺎ‬ ‫ﺰ‬ : : ‫ﻧ‬ ‫ﻮ‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ر‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﺎ‬ ‫ت‬ ‫ﻧ‬ ‫ﺸ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﻪ‬ : : ‫ا‬ ‫ﺟ‬ ‫ﺘ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻋ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻠ‬ ‫ﻮ‬ ‫م‬ 190 ‫ﺗ‬ ‫ﺎ‬ 157 ‫ا‬ ‫ز‬ : ‫ﺻ‬ ‫ﻔ‬ ‫ﺤ‬ ‫ﺎ‬ ‫ت‬ https://www.noormags.ir/view/fa/articlepage/1207573 : ‫ﺛ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﺖ‬ ‫آ‬ ‫د‬ ‫ر‬ ‫س‬ 1402/07/29 : ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﻠ‬ ‫ﻮ‬ ‫د‬ ‫ﺗ‬ ‫ﺎ‬ ‫ر‬ ‫ﯾ‬ ‫ﺦ‬ ‫ﺣ‬ ‫ﻘ‬ ‫ﻮ‬ ‫ق‬ ‫ﻫ‬ ‫ﻤ‬ ‫ﻪ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫س‬ ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﺑ‬ ‫ﺮ‬ ، ‫ا‬ ‫ﺳ‬ ‫ﺖ‬ ‫ﻧ‬ ‫ﻤ‬ ‫ﻮ‬ ‫د‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﻓ‬ ‫ﺖ‬ ، ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ﺻ‬ ‫ﺎ‬ ‫ﺣ‬ ‫ﺒ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ز‬ ‫ر‬ ‫ا‬ ‫ﻻ‬ ‫ز‬ ‫م‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻮ‬ ‫ز‬ ، ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﺷ‬ ‫ﺪ‬ ‫ه‬ ‫ﻋ‬ ‫ﺮ‬ ‫ﺿ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ا‬ ‫ر‬ ‫ا‬ ‫ﺋ‬ ‫ﮥ‬ ‫ﺟ‬ ‫ﻬ‬ ‫ﺖ‬ ( ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ) ‫ا‬ ‫ﺳ‬ ‫ـ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻠ‬ ‫ﻮ‬ ‫م‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﭙ‬ ‫ﯿ‬ ‫ﻮ‬ ‫ﺗ‬ ‫ﺮ‬ ‫ی‬ ‫ﺗ‬ ‫ﺤ‬ ‫ﻘ‬ ‫ﯿ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ت‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ ‫و‬ ‫ﻧ‬ ‫ﻮ‬ ‫ﺷ‬ ‫ـ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ر‬ ‫ﻗ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﺐ‬ ‫د‬ ‫ر‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ت‬ ‫ﻋ‬ ‫ﺮ‬ ‫ﺿ‬ ‫ﻪ‬ ‫و‬ ‫ﻧ‬ ‫ﺸ‬ ‫ـ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﺮ‬ ‫ﮔ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﻪ‬ ، ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﺑ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ـ‬ ‫ﺪ‬ . ‫ﻣ‬ ‫ﯽ‬ " ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ " ‫ﺑ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺘ‬ ‫ﻌ‬ ‫ﻠ‬ ‫ﻖ‬ ، ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ـ‬ ‫ﺎ‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺟ‬ ‫ﻮ‬ ‫د‬ ‫ﺗ‬ ‫ﺄ‬ ‫ﻟ‬ ‫ﯿ‬ ‫ﻔ‬ ‫ﺎ‬ ‫ت‬ ‫و‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ، ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ت‬ ‫ا‬ ‫ﻃ‬ ‫ﻼ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ت‬ ‫و‬ ‫ر‬ ‫و‬ ‫د‬ ‫ا‬ ‫ز‬ ‫ﺑ‬ ‫ﺮ‬ ‫آ‬ ‫ﻣ‬ ‫ـ‬ ‫ﺪ‬ ‫ه‬ ‫ﻣ‬ ‫ـ‬ ‫ﺎ‬ ‫د‬ ‫ی‬ ‫ﺗ‬ ‫ﺤ‬ ‫ﻘ‬ ‫ﯿ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ت‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ ‫و‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ﺻ‬ ‫ﺎ‬ ‫ﺣ‬ ‫ﺒ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ز‬ ، ‫ﻻ‬ ‫ز‬ ‫م‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻮ‬ ‫ز‬ ‫ﮐ‬ ‫ﺴ‬ ‫ﺐ‬ ‫ﻧ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﻨ‬ ‫ـ‬ ‫ﺪ‬ ، ‫ﺑ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ـ‬ ‫ﺪ‬ ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ا‬ ‫ز‬ ‫ﮔ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﺘ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺮ‬ ‫و‬ ‫ﺣ‬ ‫ﺎ‬ ‫ﺻ‬ ‫ﻞ‬ ‫ﮐ‬ ‫ﻪ‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ـ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺻ‬ ‫ﻮ‬ ‫ر‬ ‫ت‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﯾ‬ ‫ﺎ‬ ، ‫آ‬ ‫ن‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻨ‬ ‫ﺪ‬ ‫و‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻏ‬ ‫ـ‬ ‫ﺬ‬ ‫ی‬ ‫ﺻ‬ ‫ﻮ‬ ‫ر‬ ‫ت‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﺗ‬ ‫ﺼ‬ ‫ﻮ‬ ‫ﯾ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺠ‬ ‫ﻼ‬ ‫ت‬ ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫ا‬ ‫ز‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻔ‬ ‫ﺎ‬ ‫د‬ ‫ه‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺮ‬ ‫ر‬ ‫ا‬ ‫ت‬ ‫و‬ ‫ﻗ‬ ‫ﻮ‬ ‫ا‬ ‫ﻧ‬ ‫ﯿ‬ ‫ﻦ‬ ‫ﺻ‬ ‫ﻔ‬ ‫ﺤ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﯿ‬ ‫ﺸ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ا‬ ‫ﻃ‬ ‫ﻼ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ت‬ ‫ﮐ‬ ‫ﺴ‬ ‫ﺐ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻈ‬ ‫ﻮ‬ ‫ر‬ ‫ﺑ‬ ‫ﻪ‬ ‫ا‬ ‫ﺳ‬ ‫ﺖ‬ . ‫ﻗ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ﭘ‬ ‫ﯿ‬ ‫ﮕ‬ ‫ﺮ‬ ‫د‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺟ‬ ‫ﺐ‬ ‫آ‬ ‫ن‬ ‫ا‬ ‫ز‬ ‫ﺗ‬ ‫ﺨ‬ ‫ﻠ‬ ‫ﻒ‬ ‫و‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ﺪ‬ ‫ﻣ‬ ‫ﯽ‬ ( ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ) ‫ا‬ ‫ﺳ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻠ‬ ‫ﻮ‬ ‫م‬ ‫ﮐ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﭙ‬ ‫ﯿ‬ ‫ﻮ‬ ‫ﺗ‬ ‫ﺮ‬ ‫ی‬ ‫ﻓ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﺋ‬ ‫ﯿ‬ ‫ﺪ‬ . ‫ﻣ‬ ‫ﺮ‬ ‫ا‬ ‫ﺟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻧ‬ ‫ﻮ‬ ‫ر‬ ‫ﺗ‬ ‫ﺨ‬ ‫ﺼ‬ ‫ﺼ‬ ‫ﯽ‬ www.noormags.ir
  • 2. ‫ﻣ‬ ‫ﺮ‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﻂ‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ت‬ ‫ﻣ‬ ‫ﻔ‬ ‫ﻬ‬ ‫ﻮ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﺪ‬ ‫ل‬ ‫ا‬ ‫ر‬ ‫ا‬ ‫ﺋ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻈ‬ ‫ﻮ‬ ‫ر‬ ‫ﺑ‬ ‫ﻪ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﯽ‬ ‫ا‬ ‫ﺑ‬ ‫ﻌ‬ ‫ﺎ‬ ‫د‬ ‫و‬ ‫ﻫ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﻟ‬ ‫ﻔ‬ ‫ﻪ‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ : ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ا‬ ‫ﺟ‬ ‫ﺮ‬ ‫ا‬ ‫ء‬ ‫ﻓ‬ ‫ﺮ‬ ‫آ‬ ‫ﯾ‬ ‫ﻨ‬ ‫ﺪ‬ ‫و‬ ‫ﻣ‬ ‫ﺮ‬ ‫ا‬ ‫ﺣ‬ ‫ﻞ‬ ‫ﻧ‬ ‫ﻈ‬ ‫ﺮ‬ ‫ا‬ ‫ز‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻣ‬ ‫ﺪ‬ ‫ل‬ ‫ا‬ ‫ی‬ ‫ﻣ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺴ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺮ‬ ‫ر‬ ‫ﺳ‬ ‫ﯽ‬ ( ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﮐ‬ ‫ﻨ‬ ‫ﻨ‬ ‫ﺪ‬ ‫ه‬ ‫ﻣ‬ ‫ﺼ‬ ‫ﺮ‬ ‫ف‬ ‫ر‬ ‫ﻓ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺮ‬ ‫آ‬ ‫ن‬ ‫ﺗ‬ ‫ﺎ‬ ‫ﺛ‬ ‫ﯿ‬ ‫ﺮ‬ ‫و‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﺗ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ا‬ ‫ن‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﺘ‬ ‫ﺨ‬ ‫ﺐ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﺸ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫د‬ ‫ر‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻪ‬ ‫ﭘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺎ‬ ‫ن‬ ‫ر‬ ‫و‬ ‫ش‬ ‫ﻓ‬ ‫ﺮ‬ ‫ا‬ ‫و‬ ‫ﺗ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﻇ‬ ‫ﺮ‬ ، ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﺗ‬ ‫ﺤ‬ ‫ﻠ‬ ‫ﯿ‬ ‫ﻞ‬ ( ‫آ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ﻧ‬ ‫ﺘ‬ ‫ﺸ‬ ‫ﺎ‬ ‫ر‬ ‫ا‬ ‫ﺗ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﺴ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﮐ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ب‬ ‫ﻓ‬ ‫ﺮ‬ ‫و‬ ‫ش‬ ‫ا‬ ‫ﻓ‬ ‫ﺰ‬ ‫ا‬ ‫ﯾ‬ ‫ﺶ‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ا‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺸ‬ ‫ﯽ‬ ‫ﺧ‬ ‫ﻼ‬ ‫ق‬ ‫ﺻ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﻊ‬ ‫د‬ ‫ر‬ ‫ز‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺤ‬ ‫ﺘ‬ ‫ﻮ‬ ‫ا‬ ‫ی‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻈ‬ ‫ﺎ‬ ‫م‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫و‬ ‫ﯾ‬ ‫ﮋ‬ ‫ﮔ‬ ‫ﯽ‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ا‬ ‫ﺧ‬ ‫ﻼ‬ ‫ﻗ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﮔ‬ ‫ﺮ‬ ‫ی‬ ‫ﻣ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺶ‬ : ‫د‬ ‫ا‬ ‫ر‬ ‫و‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ی‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﺷ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺖ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻤ‬ ‫ﻠ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺆ‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﻋ‬ ‫ﻮ‬ ‫ا‬ ‫ﻣ‬ ‫ﻞ‬ ‫ﺷ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﺗ‬ ‫ﺠ‬ ‫ﺎ‬ ‫ر‬ ‫ی‬ ‫ﻧ‬ ‫ﺎ‬ ‫م‬ ‫ﺑ‬ ‫ﻪ‬ ‫و‬ ‫ﻓ‬ ‫ﺎ‬ ‫د‬ ‫ا‬ ‫ر‬ ‫ی‬ ‫ﺑ‬ ‫ﺮ‬ ‫ا‬ ‫ﺟ‬ ‫ﺘ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻋ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ر‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﺗ‬ ‫ﺄ‬ ‫ﺛ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﺸ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ی‬ ‫ر‬ ‫ﻓ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ر‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ﺟ‬ ‫ﺘ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻋ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫و‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ل‬ ‫ا‬ ‫ی‬ ‫ر‬ ‫ﺳ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺶ‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ل‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﻤ‬ ‫ﻠ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﻋ‬ ‫ﻮ‬ ‫ا‬ ‫ﻣ‬ ‫ﻞ‬ ‫ﻣ‬ ‫ﺪ‬ ‫ﻟ‬ ‫ﺴ‬ ‫ﺎ‬ ‫ز‬ ‫ی‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ﻓ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﻨ‬ ‫ﮓ‬ ‫ﻣ‬ ‫ﻌ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ر‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﺗ‬ ‫ﺄ‬ ‫ﮐ‬ ‫ﯿ‬ ‫ﺪ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﺳ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ا‬ ‫ﺛ‬ ‫ﺮ‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺸ‬ ‫ﯽ‬ ‫ا‬ ‫ﻟ‬ ‫ﮕ‬ ‫ﻮ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻃ‬ ‫ﺮ‬ ‫ا‬ ‫ﺣ‬ ‫ﯽ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫آ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ز‬ ‫ش‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ر‬ ‫ز‬ ‫ﺷ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫و‬ ‫ﯾ‬ ‫ﺎ‬ ‫د‬ ‫ﮔ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ی‬ ، ‫ﯾ‬ ‫ﺎ‬ ‫د‬ ‫د‬ ‫ﻫ‬ ‫ﯽ‬ ، ‫ر‬ ‫ﯾ‬ ‫ﺰ‬ ‫ی‬ ‫ﺑ‬ ‫ﺮ‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﺆ‬ ‫ﺛ‬ ‫ﺮ‬ ‫ر‬ ‫ا‬ ‫ﻫ‬ ‫ﺒ‬ ‫ﺮ‬ ‫د‬ ‫ﯾ‬ ‫ﮏ‬ ‫ﻋ‬ ‫ﻨ‬ ‫ﻮ‬ ‫ا‬ ‫ن‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻔ‬ ‫ﻬ‬ ‫ﻮ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺸ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻌ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﺸ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﻋ‬ ‫ﻨ‬ ‫ﺎ‬ ‫و‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ا‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ﺑ‬ ‫ﯽ‬ ‫ر‬ ‫و‬ ‫ﯾ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﻫ‬ ‫ﻨ‬ ‫ﺮ‬ ‫و‬ ‫ﻓ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﻨ‬ ‫ﮓ‬ ‫و‬ ‫ﺧ‬ ‫ﺪ‬ ‫ﻣ‬ ‫ﺎ‬ ‫ت‬ ، ‫ﮐ‬ ‫ﺸ‬ ‫ﺎ‬ ‫و‬ ‫ر‬ ‫ز‬ ‫ی‬ ، ‫ﺻ‬ ‫ﻨ‬ ‫ﻌ‬ ‫ﺖ‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺶ‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ی‬ ‫ﺣ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﻪ‬ ‫و‬ ‫ﻓ‬ ‫ﻨ‬ ‫ﯽ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫آ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ز‬ ‫ش‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﺷ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺧ‬ ‫ﺮ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫آ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ز‬ ‫ﺷ‬ ‫ﯽ‬ ( ‫ﺗ‬ ‫ﺒ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﺰ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫د‬ ‫ا‬ ‫ر‬ ‫ی‬ ‫ﮔ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﻪ‬ ‫د‬ ‫ه‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﻃ‬ ‫ﻖ‬ : ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ﻧ‬ ‫ﻤ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﻪ‬ ) ‫ا‬ ‫ﺳ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ر‬ CPTED ‫ر‬ ‫و‬ ‫ﯾ‬ ‫ﮑ‬ ‫ﺮ‬ ‫د‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺴ‬ ‫ﺖ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﺟ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ﻓ‬ ‫ﺖ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫؛‬ ‫ﺟ‬ ‫ﺎ‬ ‫ز‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫ﯾ‬ ‫ﺎ‬ ‫ن‬ ‫ﺗ‬ ‫ﺎ‬ ‫ﻻ‬ ‫ب‬ ‫ا‬ ‫ﺣ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ی‬ ‫ر‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ی‬ ‫د‬ ‫ر‬ " ‫ﮐ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ﺖ‬ ‫ﮐ‬ ‫ﻢ‬ " ‫ﻃ‬ ‫ﺮ‬ ‫ح‬ ‫ا‬ ‫ﺟ‬ ‫ﺮ‬ ‫ا‬ ‫ی‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﺗ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ا‬ ‫ن‬ 3 ‫و‬ 1 ‫ﻣ‬ ‫ﻨ‬ ‫ﻄ‬ ‫ﻘ‬ ‫ﻪ‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ‫؛‬ ‫ﺗ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ا‬ ‫ن‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﺑ‬ ‫ﺰ‬ ‫ر‬ ‫ﮔ‬ ‫ﺮ‬ ‫ا‬ ‫ه‬ ‫ﺷ‬ ‫ﺒ‬ ‫ﮑ‬ ‫ﻪ‬ ‫د‬ ‫ر‬ ‫ر‬ ‫و‬ ‫ا‬ ‫ﻧ‬ ‫ﺎ‬ ‫ب‬ ‫آ‬ ‫و‬ ‫ر‬ ‫ی‬ ‫ﺟ‬ ‫ﻤ‬ ‫ﻊ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ا‬ ‫ﺳ‬ ‫ﻔ‬ ‫ﯿ‬ ‫ﺪ‬ ‫ا‬ ‫ن‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻄ‬ ‫ﻘ‬ ‫ﻪ‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﺷ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﯽ‬ ‫ﺧ‬ ‫ﺮ‬ ‫ا‬ ‫ﺳ‬ ‫ﺎ‬ ‫ن‬ ‫د‬ ‫ر‬ ‫ر‬ ‫و‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﮔ‬ ‫ﺮ‬ ‫د‬ ‫ﺷ‬ ‫ﮕ‬ ‫ﺮ‬ ‫ی‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ر‬ ‫و‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ﻃ‬ ‫ﻖ‬ ‫د‬ ‫ر‬ ‫ﮔ‬ ‫ﺮ‬ ‫د‬ ‫ﺷ‬ ‫ﮕ‬ ‫ﺮ‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻈ‬ ‫ﻮ‬ ‫ر‬ ‫ﺑ‬ ‫ﻪ‬ ‫ا‬ ‫ﻗ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﺘ‬ ‫ﯽ‬ – ‫ﺗ‬ ‫ﻔ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﺤ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﺎ‬ ‫ﮐ‬ ‫ﻦ‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻘ‬ ‫ﺮ‬ ‫ا‬ ‫ر‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫د‬ ‫ر‬ ‫ه‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫ﻣ‬ ‫ﺮ‬ ‫ﮐ‬ ‫ﺰ‬ ‫ی‬ ‫ﺑ‬ ‫ﺨ‬ ‫ﺶ‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫د‬ ‫ا‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻂ‬ ‫ا‬ ‫ﻧ‬ ‫ﺘ‬ ‫ﻘ‬ ‫ﺎ‬ ‫ل‬ ‫ﺟ‬ ‫ﻬ‬ ‫ﺖ‬ ‫ﻋ‬ ‫ﺎ‬ ‫د‬ ‫ی‬ ‫ﭘ‬ ‫ﺴ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺪ‬ ‫ﺑ‬ ‫ﻪ‬ ‫ﻋ‬ ‫ﻔ‬ ‫ﻮ‬ ‫ﻧ‬ ‫ﯽ‬ ‫ﭘ‬ ‫ﺴ‬ ‫ﻤ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺪ‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﺪ‬ ‫ﯾ‬ ‫ﻞ‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﻼ‬ ‫ﯾ‬ ‫ﺰ‬ ‫ر‬ ‫ا‬ ‫ز‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻔ‬ ‫ﺎ‬ ‫د‬ ‫ه‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ‫ﺑ‬ ‫ﺮ‬ ‫ر‬ ‫ﺳ‬ ‫ﯽ‬ ( ‫ﻣ‬ ‫ﺎ‬ ‫ز‬ ‫ﻧ‬ ‫ﺪ‬ ‫ر‬ ‫ا‬ ‫ن‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫د‬ ‫ر‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﻔ‬ ‫ﺎ‬ ‫د‬ ‫ه‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺮ‬ ‫ﯾ‬ ‫ﻼ‬ ‫ﯾ‬ ‫ﺰ‬ ‫ر‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫آ‬ ‫ز‬ ‫ا‬ ‫د‬ ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﺸ‬ ‫ﮕ‬ ‫ﺎ‬ ‫ه‬ ‫ﺳ‬ ‫ﻄ‬ ‫ﺢ‬ ‫د‬ ‫ر‬ ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﺷ‬ ‫ﺨ‬ ‫ﺼ‬ ‫ﯿ‬ ‫ﺘ‬ ‫ﯽ‬ ‫ﺑ‬ ‫ﺰ‬ ‫ر‬ ‫گ‬ ‫ﻋ‬ ‫ﺎ‬ ‫ﻣ‬ ‫ﻞ‬ ‫ﭘ‬ ‫ﻨ‬ ‫ﺞ‬ ‫ﺑ‬ ‫ﺎ‬ ‫ز‬ ‫ﻧ‬ ‫ﺎ‬ ‫ﺷ‬ ‫ﻮ‬ ‫ﯾ‬ ‫ﯽ‬ ‫ر‬ ‫ﺿ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺖ‬ ‫ﺑ‬ ‫ﯿ‬ ‫ﻦ‬ ‫ا‬ ‫ر‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﺎ‬ ‫ط‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﺑ‬ ‫ﻨ‬ ‫ﺎ‬ ‫ب‬ ‫و‬ ‫ا‬ ‫ﺣ‬ ‫ﺪ‬ ‫ا‬ ‫ﺳ‬ ‫ﻼ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﺳ‬ ‫ﻮ‬ ‫ا‬ ‫ﺣ‬ ‫ﻞ‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ ) ‫ﻣ‬ ‫ﺤ‬ ‫ﻠ‬ ‫ﯽ‬ ‫ﺟ‬ ‫ﻮ‬ ‫ا‬ ‫ﻣ‬ ‫ﻊ‬ ‫ا‬ ‫ﻗ‬ ‫ﺘ‬ ‫ﺼ‬ ‫ﺎ‬ ‫د‬ ‫د‬ ‫ر‬ ‫آ‬ ‫ن‬ ‫ﻧ‬ ‫ﻘ‬ ‫ﺶ‬ ‫و‬ ‫ﻓ‬ ‫ﺎ‬ ‫ر‬ ‫س‬ ‫ﺧ‬ ‫ﻠ‬ ‫ﯿ‬ ‫ﺞ‬ ‫ﻣ‬ ‫ﻨ‬ ‫ﻄ‬ ‫ﻘ‬ ‫ﻪ‬ ‫د‬ ‫ر‬ ‫ﮔ‬ ‫ﺮ‬ ‫د‬ ‫ﺷ‬ ‫ﮕ‬ ‫ﺮ‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ ( ‫ﭘ‬ ‫ﺎ‬ ‫ر‬ ‫ﺳ‬ ‫ﯿ‬ ‫ﺎ‬ ‫ن‬ ‫ﺷ‬ ‫ﻬ‬ ‫ﺮ‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ ‫ﺗ‬ ‫ﺒ‬ ‫ﻦ‬ ‫آ‬ ‫ذ‬ ‫ر‬ ‫ﺑ‬ ‫ﺎ‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﺎ‬ ‫ن‬ ‫ا‬ ‫ﺳ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ن‬ : ‫ﻣ‬ ‫ﻮ‬ ‫ر‬ ‫د‬ ‫ی‬ ‫ﻣ‬ ‫ﻄ‬ ‫ﺎ‬ ‫ﻟ‬ ‫ﻌ‬ ‫ﻪ‬ » ‫ﺻ‬ ‫ﻨ‬ ‫ﻌ‬ ‫ﺘ‬ ‫ﯽ‬ ‫ی‬ ‫ﺗ‬ ‫ﻮ‬ ‫ﺳ‬ ‫ﻌ‬ ‫ﻪ‬ ‫ﻫ‬ ‫ﺎ‬ ‫ی‬ ‫ﻃ‬ ‫ﺮ‬ ‫ح‬ ‫د‬ ‫ر‬ ‫آ‬ ‫ن‬ ‫ﮐ‬ ‫ﺎ‬ ‫ر‬ ‫ﺑ‬ ‫ﺮ‬ ‫د‬ ‫و‬ ‫ﺑ‬ ‫ﺎ‬ ‫د‬ ‫ا‬ ‫ﻧ‬ ‫ﺮ‬ ‫ژ‬ ‫ی‬ ‫ﭘ‬ ‫ﺘ‬ ‫ﺎ‬ ‫ﻧ‬ ‫ﺴ‬ ‫ﯿ‬ ‫ﻞ‬ ‫ﺳ‬ ‫ﻨ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ا‬ ‫ﻣ‬ ‫ﮑ‬ ‫ﺎ‬ ‫ن‬ « ‫ﺷ‬ ‫ﺮ‬ ‫ﻗ‬ ‫ﯽ‬ www.noormags.ir
  • 3. ‫اﻣﮑﺎن‬ ‫ﺳﻨﺠ‬ ‫ﯽ‬ ‫ﻣﺤﺘﻮا‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ي‬ ‫ﻓﺮآ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﯾ‬ ‫ﻨﺪﻫﺎ‬ ‫ي‬ ‫ﺑﺎزار‬ ‫ﯾ‬ ‫ﺎﺑ‬ ‫ﯽ‬ ‫ﻣﺤﺘﻮا‬ ‫ﯾﯽ‬ ‫؛‬ ‫ﻣﻮرد‬ ‫ﻣﻄﺎﻟﻌﻪ‬ ‫ي‬ ‫د‬ ‫ﯾ‬ ‫ﺠ‬ ‫ﯽ‬ ‫ﮐﺎﻻ‬ ‫ارﺑﻄﺎﻧﯽ‬ ‫روﺷﻨﺪل‬ ‫ﻃﺎﻫﺮ‬ * ‫ﻋﺎﻣﻠﯽ‬ ‫رﺿﺎ‬ ‫ﺳﻌﯿﺪ‬ ** ‫ﺣﺎﺟﯽ‬ ‫ﻣﺠﺘﺒﯽ‬ ‫ﺟﻌﻔﺮي‬ *** ‫ﺗ‬ ‫درﯾﺎﻓﺖ‬ ‫ﺎرﯾﺦ‬ : 19 / 05 / 95 ‫ﭘ‬ ‫ﺗﺎرﯾﺦ‬ ‫ﺬﯾﺮش‬ : 27 / 08 / 95 ‫ﭼﮑﯿﺪه‬ ‫اﻣﮑﺎن‬ ‫ﺑﺎﻫﺪف‬ ‫ﺣﺎﺿﺮ‬ ‫ﻣﻘﺎﻟﻪ‬ ‫ﺑﻪ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ‫ﮔﻮﻧـﻪ‬ ‫ﻋﻨﻮان‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎي‬ ‫در‬ ‫ﻣﺠـﺎزي‬ ‫ﻓـﻀﺎي‬ ‫در‬ ‫ﻓﺰاﯾﻨـﺪه‬ ‫رﺷـﺪ‬ ‫ﺣـﺎل‬ ‫در‬ ‫و‬ ‫ﻏﺎﻟﺐ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫اﺳﺖ‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫اﯾﻦ‬ ‫اﻟﮕﻮي‬ ‫اﺣﺼﺎي‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ . ‫اﯾـﻦ‬ ‫اﺳﺎﺳـﯽ‬ ‫ﻣـﺴﺌﻠﻪ‬ ‫اﻟﮕﻮﯾﯽ‬ ‫ﭼﻪ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬ ‫و‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫آن‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻣـﯽ‬ ‫ﮐـﺎر‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﺗـﻮان‬ ‫ﻧـﻮع‬ ‫ﺑـﻪ‬ ‫ﻣﻄﺎﻟﻌـﻪ‬ ‫اﯾـﻦ‬ ‫ﮐـﺮد؟‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫در‬ ‫را‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﮐﺎر‬ ‫ﻣﺤﺘﻮاي‬ ‫از‬ ‫ﺧﺎﺻﯽ‬ ‫ﻣﺤﯿﻂ‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫ﯾﻌﻨﯽ‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﺷﺒﮑﻪ‬ ‫ﻫﺎي‬ ‫ﻫ‬ ‫ﺎي‬ * ‫داﻧﺸﮕﺎه‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫داﻧﺸﮑﺪه‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﮔﺮوه‬ ‫داﻧﺸﯿﺎر‬ ‫ﺗﻬﺮان‬ . arbatani@ut.ac.ir ** ‫ﺗﻬﺮان‬ ‫داﻧﺸﮕﺎه‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻋﻠﻮم‬ ‫داﻧﺸﮑﺪه‬ ‫ارﺗﺒﺎﻃﺎت‬ ‫ﮔﺮوه‬ ‫اﺳﺘﺎد‬ . ssameli@ut.ac.ir *** ‫داﻧﺶ‬ ‫ﺳﯿﺎﺳﺖ‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻣﺮﮐﺰ‬ ‫ارﺷﺪ‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ،‫رﺳﺎﻧﻪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫آﻣﻮﺧﺘﻪ‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫ﻫﺎي‬ ) . ‫ﻣﺴﺌﻮل‬ ‫ﻧﻮﯾﺴﻨﺪه‬ .( mojtaba.hajijafari@gmail.com, m.hajijafari@ut.ac.ir www.noormags.ir
  • 4. N O O R M A G S 158 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫دارد‬ ‫ﺗﻮﺟﻪ‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫اﺟﺘﻤﺎﻋﯽ‬ . ‫روش‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫اﺟﺮاي‬ ‫روش‬ ‫ﮔﻠﯿﺰري‬ ‫روﯾﮑﺮد‬ ‫ﺑﺎ‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬  ‫ا‬ ‫ﺳﺖ‬ . ‫دﯾﺠﯽ‬ ‫وﺑﮕﺎه‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻧﻈﺮات‬ ‫ﮐـﺎﻻ‬ ‫ﻧﻤﻮﻧﻪ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬ ‫ﺑﻨﯿـﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾـﻪ‬ ‫روش‬ ‫ﺑـﺮاي‬ ‫ﻻزم‬ ‫ﻧﻈـﺮي‬ ‫ﮐﻔﺎﯾﺖ‬ ‫ﮐﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫داده‬ ‫و‬ ‫ﺷﺪﻧﺪ‬ ‫اﺣﺼﺎء‬ ،‫ﮐﻨﺪ‬ ‫ﻓﺮاﻫﻢ‬ ‫ﺑﻪ‬ ‫ﻫﺎي‬ ‫دﺳﺖ‬ ‫ﮐﺪﮔـﺬاري‬ ‫ﻣﺮاﺣـﻞ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫آﻣﺪه‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﭼﻬﺎر‬ ‫ﻣﻄﻠـﻮب‬ ‫ﻧﻈـﺮي‬ ‫ﻗـﻀﺎﯾﺎي‬ ‫ﺑـﻪ‬ ‫ﺗﺎ‬ ‫ﺷﺪﻧﺪ‬ ‫ﺗﺤﻠﯿﻞ‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫اي‬ ‫ﮐﻨﯿﻢ‬ ‫ﭘﯿﺪا‬ ‫دﺳﺖ‬ . ‫در‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﭘﻨﺞ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﭘﺎﯾﺎن‬ ‫ﺗـﺪوﯾﻦ‬ ‫اي‬ ‫ﮐـﻪ‬ ،‫ﺷـﺪه‬ ‫از‬ ‫ﻋﺒﺎرﺗﻨﺪ‬ : ‫ﺑﺮﻧﺎﻣﻪ‬ ‫و‬ ‫ﻃﺮاﺣﯽ‬ ‫ﺗـﺼﺪي‬ ‫و‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﻣﺤﺘـﻮاﯾﯽ؛‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﺑﺮاي‬ ‫رﯾﺰي‬ ‫ﺑﺮﻧﺎﻣـﻪ‬ ‫و‬ ‫ﻃﺮاﺣﯽ‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﺤﺘﻮاي‬ ‫دروازه‬ ‫ﻣﺤﺘـﻮاﯾﯽ؛‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫رﯾـﺰي‬ ‫و‬ ‫ﺑـﺎﻧﯽ‬ ‫ﻣﺨﺎﻃﺐ‬ ‫ﺑﺎ‬ ‫درﮔﯿﺮي‬ ‫و‬ ‫ارﺗﺒﺎط‬ ‫ﺗﺼﺪي؛‬ ‫ﺗﺤﺖ‬ ‫و‬ ‫ﺗﻮﻟﯿﺪي‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺗﻮزﯾﻊ‬ / ‫ﻣـﺸﺘﺮي‬ ‫ﺑﺎ‬ ‫ﯾﺎﻓﺘـﻪ‬ ‫ﺗﺤﻠﯿـﻞ‬ ‫ﺑﻪ‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﺳﻨﺠﺶ‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫زارﯾﺎﺑﯽ‬ ‫ﻫـﺎي‬ ‫ـﺎﺧﺘﻪ‬ ‫ـ‬‫ﮐﺎرﺑﺮﺳ‬ ‫ـﺮات‬ ‫ـ‬‫ﻧﻈ‬ ‫از‬ ‫ـﻞ‬ ‫ـ‬‫ﺣﺎﺻ‬ ‫ـﺪ‬ ‫ـ‬‫ﺷ‬ ‫ـﻪ‬ ‫ـ‬‫ﭘﺮداﺧﺘ‬ . ‫داده‬ ‫از‬ ‫ـﻢ‬ ‫ـ‬‫ﺣﺠ‬ ‫ـﺎﺑﺮاﯾﻦ‬ ‫ـ‬‫ﺑﻨ‬ ‫و‬ ‫ـﺎ‬ ‫ـ‬‫ﻫ‬ ‫ﯾﺎﻓﺘﻪ‬ ‫آن‬ ‫ﺗﺤﻠﯿﻞ‬ ‫از‬ ‫ﻧﺎﺷﯽ‬ ‫ﻫﺎي‬ ‫ﻣﯽ‬ ‫ﻫﺎ‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﮐﻪ‬ ‫ﮔﻔﺖ‬ ‫ﺗﻮان‬ ‫ﻗﺎﺑﻞ‬ ‫ﮔﺮوه‬ ‫ﭼﻬﺎر‬ ‫در‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫ﻋﺒﺎر‬ ‫ﮐـﻪ‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫از‬ ‫ﺗﻨـﺪ‬ : ‫ﻧﻈـﺮات‬ ‫ﻣﺤﺼﻮل‬ ‫اﻟﮕـﻮي‬ ‫ﮐـﻪ‬ ‫رواﯾـﯽ‬ ‫ﻧﻈـﺮات‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫ﻧﻈﺮات‬ ،‫راﻫﻨﻤﺎ‬ ‫ﻧﻈﺮات‬ ،‫ﮔﺮاﯾﺎﻧﻪ‬ ‫آن‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺟﻤﻊ‬ ‫در‬ ‫ذﮐﺮﺷﺪه‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫در‬ ‫ﻫﺎ‬ ‫ﻣﻄﺮح‬ ‫ﺑﻨﺪي‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ . ‫واژه‬ ‫ﮐﻠﯿﺪي‬ ‫ﻫﺎي‬ : ‫ﮐـﺎر‬ ‫ﻧﻈﺮات‬ ،‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﯾﺠﯽ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ،‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﮐﺎﻻ‬ . 1 - ‫ﻣﻘﺪﻣﻪ‬ ‫ﺑﺎزارﯾ‬ ‫اﻣـﺎ‬ ،‫ﻧﯿـﺴﺖ‬ ‫ﻣـﺪﯾﺮﯾﺖ‬ ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺟﺪﯾﺪ‬ ‫اﻣﺮي‬ ‫ﮔﺮﭼﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺎﺑﯽ‬ ‫اﻣﺮوزه‬ ‫دﻻ‬ ‫ﺑﻪ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫از‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫ﯾﻞ‬ ‫ازﺟﻤﻠﻪ‬ ‫ﻣﺘﻌﺪد‬ ‫ﻓﻨـﺎوري‬ ‫ﻇﻬـﻮر‬ ‫و‬ ‫ارﺗﺒﺎﻃـﺎت‬ ‫ﻫـﺎي‬ ‫اﻃﻼﻋﺎت‬ ، ‫رﺳـﺎﻧﻪ‬ ‫و‬ ‫دﯾﺠﯿﺘـﺎل‬ ‫ﺳـﻮاد‬ ‫ﺳـﻄﺢ‬ ‫ﮔﺴﺘﺮش‬ ‫ﮐـﺎرﺑﺮان‬ ‫اي‬ ، ‫و‬ ‫ﺑﺎزارﯾﺎﺑـﺎن‬ ‫ﻣﻮاﺟﻬـﻪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﻣﺼﺮف‬ ‫ﺑﺎ‬ ‫ﻫﺎ‬ ‫و‬ ‫ﻣﻄﻠﻊ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﯽ‬ ‫و‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫آﮔﺎ‬ ‫ه‬ ‫ﻣﻮارد‬ ‫از‬ ‫ﻧﺎﺷﯽ‬ ‫ﮐﻪ‬ ‫ﯾﺎدﺷـﺪه‬ ‫اﺳـﺖ‬ ، 1. Galsserian Approach www.noormags.ir
  • 5. ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 159 ‫اﺳﺖ‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﻗﺮار‬ ‫ﺗﻮﺟﻪ‬ ‫ﻣﻮرد‬ ‫ﺑﺴﯿﺎر‬ . ‫ﺗﻮﻟﯿـﺪ‬ ‫ﮔﺴﺘﺮش‬ ‫ﻣﺴﺌﻠﻪ‬ ‫اﯾﻦ‬ ‫ﺑﺮوز‬ ‫اﺳﺎﺳﯽ‬ ‫ﻋﻠﻞ‬ ‫از‬ ‫ﯾﮑﯽ‬ ‫داده‬ ‫ﻏﯿﺮﺣﺮﻓﻪ‬ ‫اﻓﺮاد‬ ‫و‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ‫ﻣﺤﺘﻮا‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ،‫ﻫﺎ‬ ‫ﺳﻄﺢ‬ ‫رﻓﺘﻦ‬ ‫ﺑﺎﻻ‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫و‬ ‫اي‬ ‫ﻣـﺼﺮف‬ ‫و‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ،‫ﮐـﺎرﺑﺮان‬ ،‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﻣﺠﺎزي‬ ‫آﮔﺎﻫﯽ‬ ‫و‬ ‫داﻧﺶ‬ ‫اﺳـﺖ‬ ‫ﮐﻨﻨـﺪﮔﺎن‬ . ‫ا‬ ‫ﻓـﺮاد‬ ‫ﺑﻪ‬ ‫ﻓﻨﺎوري‬ ‫روزاﻓﺰون‬ ‫ﺗﻮﺳﻌﻪ‬ ‫واﺳﻄﻪ‬ ‫دﺳﺘﺮﺳﯽ‬ ‫ﮔﺴﺘﺮش‬ ،‫اﻃﻼﻋﺎت‬ ‫و‬ ‫ارﺗﺒﺎﻃﺎت‬ ‫ﻫﺎي‬ ‫ﺑـﻪ‬ ‫ﻫـﺎ‬ ‫داده‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﺷـﺪه‬ ‫ﺑﺮﺧـﻮردار‬ ‫ﺑـﺎﻻﺗﺮي‬ ‫اﻃﻼﻋـﺎت‬ ‫و‬ ‫داﻧـﺶ‬ ‫ﺳﻄﺢ‬ ‫از‬ ،‫اﻃﻼﻋﺎت‬ ‫و‬ ‫ﻫﺎ‬ ‫اﻧـﺪ‬ . ‫ﺑﻪ‬ ‫ﻣﺮدم‬ ‫از‬ ‫ﮔﺮوﻫﯽ‬ ‫ﭼﻨﯿﻦ‬ ‫اﻗﻨﺎع‬ ‫ﺑﻨﺎﺑﺮاﯾﻦ‬ ‫ﺗﮑﻨﯿـﮏ‬ ‫و‬ ‫ﺗﺒﻠﯿﻐـﺎت‬ ‫ﻃﺮﯾـﻖ‬ ‫از‬ ‫راﺣﺘﯽ‬ ‫ﻣـﺴﺦ‬ ‫ﻫـﺎي‬ ‫ﻧﯿﺴﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫ﮐﺎرﺑﺮان‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ . ،‫ﻣﺠـﺎزي‬ ‫ﻓﻀﺎي‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫واﻗﻊ‬ ‫در‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫داده‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﺗﺸﻨﻪ‬ ‫ﭘﺎﺳـﺨﮕﻮي‬ ‫ﮐﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺤﺘﻮاﻫﺎﯾﯽ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺳـﺆاﻻت‬ ‫آﻧـﺎن‬ ‫ﻧﯿﺎزﻫـﺎي‬ ‫و‬ ‫ﺑﺎﺷﺪ‬ . 1 - 1 - ‫ﻣﺴﺌﻠﻪ‬ ‫ﻃﺮح‬ ‫ﺷﺮﮐﺖ‬ ‫ﮐﺴﺐ‬ ،‫ﻫﺎ‬ ‫ﺳﺎزﻣﺎن‬ ‫و‬ ‫وﮐﺎرﻫﺎ‬ ‫و‬ ‫ارزﺷـﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫از‬ ‫ﻧﺎﮔﺰﯾﺮ‬ ‫ﻫﺎ‬ ‫ﻣـﺼﺮف‬ ‫و‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺮاي‬ ‫ﻣﺮﺗﺒﻂ‬ ‫در‬ ‫و‬ ‫ﮐﻨﻨـﺪﮔﺎن‬ ‫ﺑﺮﻧﺎﻣـﻪ‬ ‫ﮐـﺎرﺑﺮان‬ ‫و‬ ‫ﻣﺨﺎﻃﺒـﺎن‬ ‫واﻗـﻊ‬ ‫ﻫـﺎي‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺷﺎن‬ . ‫ﮐﺴﺐ‬ ‫ﺑـﻪ‬ ‫رﺳـﯿﺪن‬ ‫ﺑـﺮاي‬ ‫ﮐـﺎرﺑﺮان‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺗﻮﺟﻪ‬ ‫ﻧﯿﺎزﻣﻨﺪ‬ ‫وﮐﺎرﻫﺎ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺧﺮﯾﺪ‬ ‫واﻗﻊ‬ ‫در‬ ‫و‬ ‫ﮐﻨﺶ‬ ‫ﻧﻘﻄﻪ‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻧﺸﺎن‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫روﻧﺪﻫﺎي‬ ‫و‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﯽ‬ ‫دﻫﺪ‬ ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫ﻓﻌﺎل‬ ‫ﺷﺪن‬ ‫ﺗﺒﺪﯾﻞ‬ ‫و‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺷـﺪن‬ ‫آن‬ ‫ﻫـﺎ‬ ‫ﻣﺠـﺎز‬ ‫ﻓـﻀﺎي‬ ‫ﺑـﺴﺘﺮ‬ ‫در‬ ‫ﮐـﺎرﺑﺮان‬ ‫ﺑـﻪ‬ ،‫ي‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫راﻫﺒﺮدﻫﺎي‬ ‫آﮔﺎﻫﯽ‬ ‫داﻧﺶ‬ ‫و‬ ‫ﮐـﻨﺶ‬ ‫اﻧﺠـﺎم‬ ‫ﺑـﻪ‬ ‫ﺣﺴﯽ‬ ‫ﺗﺮﻏﯿﺐ‬ ‫و‬ ‫ﺗﺤﺮﯾﮏ‬ ‫ﺑﺮ‬ ‫اﻓﺰاﯾﯽ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺪا‬ ‫ﻏﻠﺒﻪ‬ ‫ﮐﻨﺪ‬ . ‫ﺗﺒﺪﯾﻞ‬ ‫ﺑﺎ‬ ‫دﯾﮕﺮ‬ ‫ﺳﻮي‬ ‫از‬ ‫داﻣﻨـﻪ‬ ‫ﮔـﺴﺘﺮش‬ ‫و‬ ،‫ﮐـﺎرﺑﺮان‬ ‫ﺑـﻪ‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺷﺪن‬ ‫ﮔﻮﻧﻪ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﺑﻪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻓﻌﺎﻟﯿﺖ‬ ‫داده‬ ‫از‬ ‫وﺳﯿﻌﯽ‬ ‫ﺣﺠﻢ‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﻣﺘﻨﻮع‬ ‫ﻫﺎي‬ ‫اﻃﻼﻋـﺎت‬ ‫و‬ ‫ﻫـﺎ‬ ‫ﻣ‬ ‫را‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻣﯽ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫و‬ ‫ﺨﺎﻃﺒﺎن‬ ‫ﮐﻨﻨﺪ‬ . ‫ﻣﯽ‬ ‫ﻧﮑﺘﻪ‬ ‫دو‬ ‫اﯾﻦ‬ ‫ﮔﺬاﺷﺘﻦ‬ ‫ﻫﻢ‬ ‫ﮐﻨﺎر‬ ‫ﺑﺎ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﺎﻟﻘﻮه‬ ‫ﺗﻮان‬ ‫ﮐﻪ‬ ‫ﮔﻔﺖ‬ ‫ﺗﻮان‬ ‫ﻣﯽ‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ً‫ﻻ‬‫او‬ ‫ﭼﺮاﮐﻪ‬ ،‫ﺑﺎﻻﺳﺖ‬ ‫ﺑﺴﯿﺎر‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺑﻪ‬ ‫ﮐﻤﮏ‬ ‫در‬ ‫ﺷـﻮد‬ ‫ﻣﯽ‬ ‫ﺷﺎﻣﻞ‬ ‫را‬ ‫وﺳﯿﻌﯽ‬ ‫ﺣﺠﻢ‬ ً‫ﺎ‬‫ﺛﺎﻧﯿ‬ ‫و‬ ‫داده‬ ‫آن‬ ‫از‬ ‫ﺑﺎﻻﯾﯽ‬ ‫ﺳﻬﻢ‬ ‫ﮐﻪ‬ ‫ﺷﻮد‬ ‫و‬ ‫ﻣﻔﯿﺪ‬ ‫ﻫﺎي‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺆﺛﺮ‬ www.noormags.ir
  • 6. 160 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫ﻣﯽ‬ ‫ﮐﻪ‬ ‫ﺗﻮاﻧ‬ ‫ﻨ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﮐﺎﻫﺶ‬ ‫ﺑﻪ‬ ‫ﺪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺎي‬ ‫ﺳﺎزﻣﺎن‬ ‫و‬ ‫ﻫﺎ‬ ‫ﮐﻨ‬ ‫ﮐﻤﮏ‬ ‫ﻫﺎ‬ ‫ﻨ‬ ‫ﺪ‬ . ‫ﻣـﺴﺌﻠﻪ‬ ‫اي‬ ‫ﺧﻮاﻫـﺪ‬ ‫ﭘﺮداﺧﺘـﻪ‬ ‫آن‬ ‫ﺑـﻪ‬ ‫ﭘـﮋوﻫﺶ‬ ‫اﯾـﻦ‬ ‫در‬ ‫ﮐﻪ‬ ‫ﺷـﺪ‬ ‫اﻣﮑـﺎن‬ ، ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫ﺳـﻨﺠﯽ‬ ‫ﻣﺴﺌﻠﻪ‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣـﺪﯾﺮﯾﺘﯽ‬ ‫روﻧـﺪﻫﺎي‬ ‫ﺑﻪ‬ ‫ﻣﻌﻄﻮف‬ ‫اي‬ ‫ﺑﻪ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺧ‬ ‫اﺳﺖ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺼﻮص‬ . 1 - 2 - ‫ﺿﺮورت‬ ‫و‬ ‫اﻫﻤﯿﺖ‬ ‫اﺳـﺖ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﺟﺪﯾﺪ‬ ً‫ﺎ‬‫ﻧﺴﺒﺘ‬ ‫ﻣﺒﺤﺜﯽ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اﻫﻤﯿـﺖ‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ،‫دارد‬ ‫ـﺎره‬ ‫ـ‬‫اﺷ‬ ‫ـﺎﺑﯽ‬ ‫ـ‬‫ﺑﺎزارﯾ‬ ‫ـﺪ‬ ‫ـ‬‫ﻓﺮآﯾﻨ‬ ‫در‬ ‫ـﺮﺗﺒﻂ‬ ‫ـ‬‫ﻣ‬ ‫و‬ ‫ـﻤﻨﺪ‬ ‫ـ‬‫ارزﺷ‬ ‫ـﻮاي‬ ‫ـ‬‫ﻣﺤﺘ‬ ‫ـﺪ‬ ‫ـ‬‫رﺷ‬ ‫ـﺮ‬ ‫ـ‬‫دﯾﮕ‬ ‫ـﻮي‬ ‫ـ‬‫ﺳ‬ ‫از‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﺤﺘﻮاﻫﺎي‬ ‫ﺷﺒﮑﻪ‬ ‫در‬ ‫دﯾﺠﯿﺘﺎل‬ ‫اي‬ ‫ﺗﻮﻟﯿﺪ‬ ‫اﺑﺰارﻫﺎي‬ ‫ﮔﺴﺘﺮش‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﭼﻨﺪرﺳﺎﻧﻪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ‫اي‬ ، ‫ﮐـﺎر‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﺑـﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫اﻫﻤﯿﺖ‬ ‫ﺑـﯿﺶ‬ ‫را‬ ‫ﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ازﭘـﯿﺶ‬ ‫اﺳﺖ‬ ‫ﺳﺎﺧﺘﻪ‬ . ‫از‬ ‫ﯾـﮏ‬ ‫از‬ ‫ﯾﻌﻨـﯽ‬ ‫ﭘﺪﯾﺪه‬ ‫دو‬ ‫اﯾﻦ‬ ‫دادن‬ ‫ﻗﺮار‬ ‫ﻫﻢ‬ ‫ﮐﻨﺎر‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻣﺒﺎﺣـﺚ‬ ‫ﺳـﻮ‬ ‫ﺑﺤـﺚ‬ ،‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫رﺷﺪ‬ ‫و‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫ﻣﺒﺎﺣﺚ‬ ‫دﯾﮕﺮ‬ ‫ﺳﻮي‬ ‫از‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫ﺟﺪﯾﺪي‬ ‫اﻣﮑﺎﻧﻤﻨﺪ‬ ‫ﮐﻪ‬ ‫ﮔﯿﺮد‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎي‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﻣﺤﺘـﻮاي‬ ‫از‬ ‫اﺳـﺘﻔﺎده‬ ‫ي‬ ‫اﺳﺖ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ . 1 - 3 - ‫و‬ ‫ﻫﺪف‬ ‫ﺳﺆال‬ ‫ﭘﮋوﻫﺶ‬ ‫داده‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫از‬ ‫ﮔﺴﺘﺮده‬ ‫ﺑﺴﺘﺮي‬ ‫اﻣﺮوزي‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫را‬ ‫ﻣﺠﺎزي‬ ‫ﻫﺎي‬ ‫در‬ ‫ﺑﺮﮔﺮﻓﺘﻪ‬ ‫اﺳﺖ‬ . ‫داده‬ ‫از‬ ‫ﻧﯿﻤﯽ‬ ‫از‬ ‫ﺑﯿﺶ‬ ‫ﻣﺤﺘـﻮاي‬ ،‫ﻣﺠـﺎزي‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﺗﻮﻟﯿﺪﺷﺪه‬ ‫اﻃﻼﻋﺎت‬ ‫و‬ ‫ﻫﺎ‬ ‫ﮐﺎر‬ ‫اﺳﺖ‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﯾ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫ﻓﻨﺎوري‬ ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﮔﺴﺘﺮش‬ ‫ﻤﻦ‬ ‫ﻓـﻀﺎي‬ ‫در‬ ‫ﻣﺤﻮر‬ ‫ﻣﺸﺎرﮐﺖ‬ ‫ﻫﺎي‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫ﭘﯿﺪا‬ ‫رﺷﺪ‬ ‫ﻣﺠﺎزي‬ . ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬ ‫اﯾﻦ‬ ‫ﻧﮑﺘ‬ ‫ﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫ﻫﺪف‬ ، ‫از‬ ‫اﺳـﺖ‬ ‫ﻋﺒﺎرت‬ : ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫و‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﭘﺮدازي‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫اﻟﮕـﻮي‬ ‫ﻣﺤـﯿﻂ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫دﯾﺠﯽ‬ ‫ﻧﻈﺮدﻫﯽ‬ ‫ﮐﺎﻻ‬ ‫در‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ . www.noormags.ir
  • 7. NOORMAGS ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 161 ‫ﺳﺆال‬ ‫ﯾـﺎﻓﺘﻦ‬ ،‫ﺣﺎﺿـﺮ‬ ‫ﭘـﮋوﻫﺶ‬ ‫اﺻﻠﯽ‬ ‫ﭘﯿـﺎده‬ ‫اﻟﮕـﻮي‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫و‬ ‫ﺳـﺎزي‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫اﺳﺖ‬ . ‫ﻣـﯽ‬ ‫ﻃﺮﯾـﻖ‬ ‫اﯾﻦ‬ ‫از‬ ‫واﻗﻊ‬ ‫در‬ ‫ﺧـﻮاﻫﯿﻢ‬ ‫ﺳﺆال‬ ‫اﯾﻦ‬ ‫ﭘﺎﺳﺦ‬ ‫ﮐﻪ‬ ‫ﺑﯿﺎﺑﯿﻢ‬ ‫را‬ ‫ﻫﺎ‬ :  ‫ﺷﯿﻮه‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﮐﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﻗﺎﻟﺐ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﻣﺠـﺎزي‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫ﻣﺨﺘﻠﻒ‬ ‫ﻫﺎي‬ ‫ﻣﯽ‬ ‫ﮐﺪام‬ ‫در‬ ‫ﮐﻨﻨﺪ‬ ‫ﻓﺮ‬ ‫از‬ ‫ﯾﮏ‬ ‫اﺳﺖ؟‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫روﻧﺪﻫﺎي‬ ‫و‬ ‫آﯾﻨﺪﻫﺎ‬  ‫ﻣﺤﯿﻂ‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫دﯾﺠﯽ‬ ‫وﺑﮕﺎه‬ ‫ﻫﻤﭽﻮن‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﮐﺎﻻ‬ ‫اﺳﺖ؟‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫روﻧﺪﻫﺎي‬ ‫و‬ ‫ﻓﺮآﯾﻨﺪﻫﺎ‬ ‫در‬ ‫اﻟﮕﻮﯾﯽ‬ ‫ﭼﻪ‬ ‫ﺑﺎ‬ 1 - 4 - ‫ﭘﮋوﻫﺶ‬ ‫روش‬ ‫از‬ ‫و‬ ‫اﺳﺖ‬ ‫اﮐﺘﺸﺎﻓﯽ‬ ‫روﯾﮑﺮد‬ ،‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫ﺑﻨﯿﺎدﯾﻦ‬ ‫روﯾﮑﺮد‬ ‫اﺳـﺘﻔﺎده‬ ‫ﺑـﺎ‬ ‫رو‬ ‫ﻫﻤﯿﻦ‬ ‫از‬ ‫رو‬ ‫ش‬ ‫اﻟﮕﻮﯾ‬ ‫ﺟﺴﺘﺠﻮي‬ ‫در‬ ‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﯽ‬ ‫ﺑﺮاي‬ ‫ﮐـﺎر‬ ‫ﻣﺤﺘـﻮاي‬ ‫ﮐﺎرﺑـﺴﺖ‬ ‫در‬ ‫ﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﺑﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫اﺳﺖ‬ ‫ﺧﻮد‬ ‫ﻧﻬﺎﯾﯽ‬ ‫ﻫﺪف‬ ‫ﻋﻨﻮان‬ . ‫ﺑـﻪ‬ ‫ﺗﻮﺟـﻪ‬ ‫ﺑـﺎ‬ ‫و‬ ،‫ﺑﻨﺎﺑﺮاﯾﻦ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ،‫ﭘﮋوﻫﺶ‬ ‫اﮐﺘﺸﺎﻓﯽ‬ ‫روﯾﮑﺮد‬ ، ‫ﻓﺮﺿﯿﻪ‬ ‫ﺳـﺆاﻻﺗﯽ‬ ‫ﺑﻠﮑـﻪ‬ ،‫ﻧﺪارد‬ ‫ﻣﻌﻤﻮل‬ ‫ﻣﻌﻨﺎي‬ ‫ﺑﻪ‬ ‫د‬ ‫ﮐﻪ‬ ‫دارد‬ ‫ﭘﺎﺳﺦ‬ ‫ﯾﺎﻓﺘﻦ‬ ‫رﺻﺪد‬ ‫ﺑﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫آن‬ ‫ﻫﺎﺳﺖ‬ . ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫روﺷﯽ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ » ‫ﺑﻪ‬ ‫ﻣﺠﻤﻮﻋـﻪ‬ ‫از‬ ،‫اﺳـﺘﻘﺮاﯾﯽ‬ ‫ﺻﻮرت‬ ‫داده‬ ‫از‬ ‫اي‬ ‫ﻫـﺎ‬ ‫ﺑﻪ‬ ‫دﺳﺖ‬ ‫اﺳﺖ‬ ‫آﻣﺪه‬ « ‫ﮐﻪ‬ ‫روﺷﯽ‬ ‫ﺑﺎ‬ ‫روش‬ ‫اﯾﻦ‬ » ‫ﺑﻪ‬ ‫ﻧﻈﺮﯾـﻪ‬ ‫از‬ ‫ﻗﯿﺎﺳﯽ‬ ‫ﺻﻮرت‬ ‫ﻣـﺸﺘﻖ‬ ‫ﮐـﻼن‬ ‫اي‬ ‫ﻣﯽ‬ ‫دارد‬ ‫ﺗﻔﺎوت‬ ،‫ﺷﻮد‬ « ‫ﻧﻈﺮﯾـﻪ‬ ‫ﺑـﻪ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫روش‬ ‫ﭼﺮاﮐﻪ‬ ‫ﻣـﯽ‬ ‫دﺳـﺖ‬ ‫اي‬ ‫ﮐـﻪ‬ ‫ﯾﺎﺑـﺪ‬ ‫ﺣﺪ‬ ‫اﻗﻞ‬ ‫درﺑﺎر‬ ‫ه‬ ‫داده‬ ‫ﻣﺠﻤﻮﻋﻪ‬ ‫ﯾﮏ‬ ‫ﻧﻤﯽ‬ ‫دوم‬ ‫روش‬ ،‫دارد‬ ‫ﮐﺎرﺑﺮد‬ ،‫ﻫﺎ‬ ‫ﻣﺠﻤﻮﻋـﻪ‬ ‫ﻫﯿﭻ‬ ‫در‬ ‫ﺗﻮاﻧﺪ‬ ‫داده‬ ‫ﺑﺎﺷﺪ‬ ‫ﮐﺎرﺑﺮدي‬ ً‫ﻼ‬‫ﮐﺎﻣ‬ ‫اي‬ . ‫روش‬ ‫ﯾﮏ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫را‬ ‫اﻣﮑـﺎن‬ ‫اﯾـﻦ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﺳﺘﻘﺮاﺋﯽ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﮐﺸﻒ‬ ‫ﺷﻨﺎﺳﯽ‬ ‫ﻣﯽ‬ ‫ﻓﺮاﻫﻢ‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ‫ﺑﺮاي‬ ‫از‬ ‫ﻧﻈـﺮي‬ ‫ﮔﺰارﺷـﯽ‬ ‫ﺗﺎ‬ ‫آورد‬ » ‫وﯾﮋﮔـﯽ‬ ‫ﻣﻮﺿـﻮع‬ ‫ﻋﻤـﻮﻣﯽ‬ ‫ﻫـﺎي‬ « ‫در‬ ،‫دﻫﺪ‬ ‫ﭘﺮورش‬ ‫ﮐﻪ‬ ‫ﺣﺎﻟﯽ‬ ‫ﺑﻪ‬ ‫ﺗﺠﺮﺑـﯽ‬ ‫ﻣـﺸﺎﻫﺪات‬ ‫در‬ ‫را‬ ‫ﮔـﺰارش‬ ‫اﯾـﻦ‬ ‫ﭘﺎﯾـﻪ‬ ،‫ﻫﻤﺰﻣﺎن‬ ‫ﻃﻮر‬ ‫داده‬ ‫ﻣﯽ‬ ‫ﻣﺤﮑﻢ‬ ‫ﻫﺎ‬ ‫ﺳﺎزد‬ . ‫ﻧﻈﺎم‬ ‫رواﻟﯽ‬ ،‫ﺑﻨﯿﺎد‬ ‫داده‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﺟﻬـﺖ‬ ،‫اﺳـﺖ‬ ‫ﮐﯿﻔـﯽ‬ ‫و‬ ‫ﻣﻨـﺪ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫را‬ ‫ﻣﺘﻘﺎﺑﻞ‬ ‫ﮐﻨﺶ‬ ‫ﯾﺎ‬ ،‫ﮐﻨﺶ‬ ،‫ﻓﺮآﯾﻨﺪ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫اي‬ ‫درﺑﺎر‬ ‫ه‬ ‫در‬ ،‫واﻗﻌـﯽ‬ ‫ﺧـﺮد‬ ‫ﻣﻮﺿـﻮع‬ ‫ﯾﮏ‬ www.noormags.ir
  • 8. NO O RM AG S 162 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 » ‫ﮐﻠﯽ‬ ‫ﻣﻔﻬﻮﻣﯽ‬ ‫ﺳﻄﺢ‬ « ‫ﮐﻨﺪ‬ ‫ﺗﺸﺮﯾﺢ‬ . ،‫روش‬ ‫اﯾﻦ‬ ‫ﭘﮋوﻫﺸﮕﺮان‬ ‫اراﺋـﻪ‬ ‫ﺷـﯿﻮه‬ ‫ﺳـﻪ‬ ‫در‬ ‫را‬ ‫ﻧﻈﺮﯾﻪ‬ ‫ﻣﯽ‬ ‫ﮐﻨﻨﺪ‬ : 1 . ‫ﺑﺼﺮي؛‬ ‫ﮐﺪﮔﺬاري‬ ‫اﻟﮕﻮي‬ 2 . ‫ﻣﺠﻤﻮﻋﻪ‬ ‫ﻓﺮﺿﯿﻪ‬ ‫ﯾﺎ‬ ‫ﻗﻀﺎﯾﺎ‬ ‫از‬ ‫اي‬ ‫و‬ ‫ﻫﺎ؛‬ 3 . ‫داﺳـﺘﺎﻧﯽ‬ ‫ﻧﻮﺷﺘﻪ‬ ‫رواﯾﯽ‬ ‫ﺷﮑﻞ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ . ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﺑﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫اﯾﻦ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﻣﻬﻢ‬ ‫ﺑﺨﺶ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫در‬ ‫ﮐﻪ‬ ‫اي‬ ‫دﯾﺠﯽ‬ ‫ﺑﺎزﻣﯽ‬ ،‫ﺑﻮد‬ ‫ﻣﻮﺟﻮد‬ ‫ﮐﺎﻻ‬ ‫ﮔﺮدد‬ . ‫ﻧﻈ‬ ‫اﯾﻦ‬ ‫ﮐﺪﮔﺬاري‬ ‫ﻧﻤﻮﻧـﻪ‬ ‫ﻣﯿﺎن‬ ‫در‬ ‫ﮐﻪ‬ ‫ﺮات‬ ‫ﻫـ‬ ‫اوﻟﯿـﻪ‬ ‫ﺎي‬ ‫ﮔﺮدآوري‬ ‫ﺷﺪه‬ ‫ﺣﺪود‬ ‫در‬ 8 ‫د‬ ،‫ﺑﻮد‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﺻﻮرت‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮ‬ ‫ﻫﺰار‬ ‫ﻣﺮﺣﻠـﻪ‬ ‫ﭼﻬـﺎر‬ ‫ر‬ ‫ﻋﺒﺎرﺗﻨ‬ ‫ﮐﻪ‬ ‫ﮔﺮﻓﺖ‬ ‫ﺻﻮرت‬ ‫از‬ ‫ﺪ‬ : ‫و‬ ،‫ﻧﻈـﺮي‬ ‫ﮐﺪﮔـﺬاري‬ ،‫ﻣﺤـﻮري‬ ‫ﮐﺪﮔﺬاري‬ ،‫ﺑﺎز‬ ‫ﮐﺪﮔﺬاري‬ ‫ﮔﺰﯾﻨﺸﯽ‬ ‫ﮐﺪﮔﺬاري‬ . ‫ﻣﺪل‬ 1 - ‫ﮐﺎر‬ ‫ﻧﻈﺮات‬ ‫اﺣﺼﺎي‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫دﯾﺠﯽ‬ ‫وﺑﮕﺎه‬ ‫ﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺮﺣﻠ‬ ‫در‬ ‫ﮐﺎﻻ‬ ‫ﻪ‬ ‫ﮐ‬ ‫ﺑﺎز‬ ‫ﺪﮔﺬاري‬ www.noormags.ir
  • 9. ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 163 ‫ﻣﺮﺣﻠ‬ ‫ﺑﻪ‬ ‫ورود‬ ‫از‬ ‫ﭘﯿﺶ‬ ‫ﻪ‬ ‫ﺷـﺪﻧﺪ‬ ‫اﻧﺘﺨـﺎب‬ ‫ﻧﻈـﺮات‬ ‫ﮐﺪﮔـﺬاري‬ . ‫ﻣﺮﺣﻠـ‬ ‫در‬ ‫ﻪ‬ ‫اﻧﺘﺨـﺎب‬ ‫ﮔﺮدآوري‬ ‫ﻧﻈﺮات‬ ‫ﮔﺮوه‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫ﻧﻈﺮات‬ ‫ﻣﯿﺎن‬ ‫از‬ ‫ﻣﻌﯿﺎر‬ ‫ﺳﻪ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬ ‫ﺷﺪه‬ ‫ﻣﺨﺘﻠﻒ‬ ‫ﻫﺎي‬ ‫از‬ ‫ﻋﺒﺎرﺗﻨـﺪ‬ ‫ﮐﻪ‬ ‫ﺷﺪﻧﺪ‬ ‫اﻧﺘﺨﺎب‬ : 1 . ‫ﮔـﺮوه‬ ‫اﻧﺘﺨـﺎب‬ ‫ﭘﺮﻃﺮﻓـﺪار‬ ‫ﮐـﺎﻻﯾﯽ‬ ‫ﻫـﺎي‬  ‫؛‬ 2 . ‫اﻧﺘﺨـﺎب‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﻣﺤﺼﻮﻻت‬  ‫ﮔﺮوه‬ ‫در‬ ‫ﻫﺎي‬ ‫ﭘﺮﻃﺮﻓﺪار؛‬ ‫ﮐﺎﻻﯾﯽ‬ 3 . ‫ﻣﺤﺒـﻮب‬ ‫ﻧﻈـﺮات‬ ‫اﻧﺘﺨﺎب‬  ‫در‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ذﯾﻞ‬ . ‫ﻧﻈـﺮات‬ ،‫ﺳﻠﺒﯽ‬ ‫ﻣﻌﯿﺎرﻫﺎي‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﺗﺎ‬ ‫ﺷﺪ‬ ‫ﺗﻼش‬ ،‫ﺑﺎز‬ ‫ﮐﺪﮔﺬاري‬ ‫ﯾﻌﻨﯽ‬ ‫ﮔﺎم‬ ‫اوﻟﯿﻦ‬ ‫در‬ ‫ﮔﺮدآوري‬ ‫ﺷﻮﻧﺪ‬ ‫ﭘﺎﻻﯾﺶ‬ ‫و‬ ‫ﺗﻨﻘﯿﺢ‬ ‫ﮔﺮوه‬ ‫ﻫﺮ‬ ‫ذﯾﻞ‬ ‫در‬ ‫ﺷﺪه‬ . ‫از‬ ‫ﺑﻮدﻧـﺪ‬ ‫ﻋﺒـﺎرت‬ ‫ﻣﻌﯿﺎرﻫـﺎ‬ ‫اﯾﻦ‬ : 1 . ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﻣﻮ‬ ‫ﮐﺎﻻي‬ ‫درﺑﺎره‬ ‫ﮐﻪ‬ ‫اي‬ ‫ﺳﯿـﺴﺘﻢ‬ ‫ﺑـﻪ‬ ‫ﻣﺮﺑـﻮط‬ ‫و‬ ‫اﺳـﺖ‬ ‫ﻧﺒـﻮده‬ ‫ردﻧﻈﺮ‬ ‫دﯾﺠـﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫ﺳﯿﺴﺘﻢ‬ ‫درﺑﺎره‬ ‫ﻧﻈﺮي‬ ‫ﯾﺎ‬ ‫و‬ ‫درﺧﻮاﺳﺖ‬ ،‫ﻓﺮوش‬ ‫اﺳـﺖ؛‬ ‫ﺑـﻮده‬ ‫ﮐـﺎﻻ‬ 2 . ‫درﺧﻮاﺳﺖ‬ ‫دﯾﺠﯽ‬ ‫از‬ ‫ﻫﺎﯾﯽ‬ ‫ﺑـﻪ‬ ‫ﮐﺎﻻ‬ ‫ﻣﻮﺿﻮع‬ ‫ﺑﺎ‬ ‫ارﺗﺒﺎﻃﯽ‬ ‫ﮐﻪ‬ ‫ﮐﺎﻻ‬ ‫ﻧـﺪارد؛‬ ‫ﻣـﺴﺘﻘﯿﻢ‬ ‫ﺻـﻮرت‬ 3 . ‫ﺗﺤﻠﯿـﻞ‬ ‫ﻣـﻮرد‬ ‫ﻣﺤـﺼﻮل‬ ‫ذﯾـﻞ‬ ‫در‬ ‫دﯾﮕﺮ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻏﯿﺮ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫درﺑﺎره‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫آﻣ‬ ‫اﺳﺖ؛‬ ‫ﺪه‬ 4 . ‫درﺧﻮاﺳﺖ‬ ‫ﻧﻈﺮاﺗﺸﺎن؛‬ ‫ﺑﻪ‬ ‫دادن‬ ‫اﻣﺘﯿﺎز‬ ‫ﺑﺮاي‬ ‫دﯾﮕﺮان‬ ‫از‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻫﺎي‬ 5 . ‫ﺗﻤﺎم‬ ‫ﻧﺪاﺷﺘﻨﺪ‬ ‫ﺗﺤﻠﯿﻞ‬ ‫ﻣﻮرد‬ ‫ﻣﻮﺿﻮع‬ ‫و‬ ‫ﮐﺎﻻ‬ ‫ﺑﻪ‬ ‫ارﺗﺒﺎﻃﯽ‬ ‫ﮐﻪ‬ ‫ﻧﻈﺮاﺗﯽ‬ . ‫ﺑـﻪ‬ ‫ﮐﺪﮔـﺬاري‬ ‫از‬ ‫ﻣﺮﺣﻠﻪ‬ ‫اﯾﻦ‬ ‫ﻫﻤﯿﻦ‬ ‫ﺑﻠﮑﻪ‬ ‫ﻧﯿﺴﺖ‬ ‫ﻧﻈﺮ‬ ‫ﻫﺮ‬ ‫ﺑﻪ‬ ‫ﺧﺎص‬ ‫ﮐﺪﻫﺎي‬ ‫اﺧﺘﺼﺎص‬ ‫ﻣﻌﻨﺎي‬ ‫ﻓﺎﻗـﺪ‬ ‫ﻧﻈﺮات‬ ‫از‬ ‫ﯾﮏ‬ ‫ﻫﺮ‬ ‫ﮐﻪ‬ ‫و‬ ‫ﺑﺎﺷﺪ‬ ‫ﺗﺤﻠﯿﻞ‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﻌﻨﺎي‬ ‫ﺑـﺮاي‬ ،‫ﺑﺎﺷـﺪ‬ ‫ﺗﺤﻠﯿـﻞ‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻏﯿﺮ‬ ‫ﻣﻌﺎﻧﯽ‬ ‫ﺑﺮﺧﯽ‬ ‫داراي‬ ‫ﯾﺎ‬ ‫ﺑﻪ‬ ‫آن‬ ‫ﭘﺎﻻﯾﺶ‬ ‫ﻣﺮﺣﻠ‬ ‫ﺑﺮاي‬ ‫ﻧﻈﺮات‬ ‫از‬ ‫ﯾﮑﯽ‬ ‫ﻋﻨﻮان‬ ‫ﻪ‬ ‫ﻣﯽ‬ ‫ﮐﻔﺎﯾﺖ‬ ‫ﮐﺪﮔﺬاري‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ . ‫داده‬ ‫در‬ ‫ﻣﻮﺟﻮد‬ ‫اﻟﮕﻮﻫﺎي‬ ‫ﺗﻌﯿﯿﻦ‬ ‫ﺷﺎﻣﻞ‬ ‫ﻣﺤﻮري‬ ‫ﮐﺪﮔﺬاري‬ ‫اﺳﺖ‬ ‫ﻫﺎ‬ . ‫ﻣﺮﺣﻠـﻪ‬ ‫اﯾـﻦ‬ ‫در‬ ‫داده‬ ‫داﺋﻤﯽ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬ ‫ﻫﺎ‬ ‫ﮔﯿﺮد‬ . ‫داده‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ‫را‬ ‫ﺷـﺪه‬ ‫ﮐﺪﮔﺬاري‬ ‫ﻫﺎي‬ ‫ﯾﮑـﺪﯾﮕﺮ‬ ‫ﺑـﺎ‬ ‫ﺑﻪ‬ ‫و‬ ‫ﮐﺮده‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫ﺧﻮﺷﻪ‬ ‫ﺻﻮرت‬ ‫ﻣﻘﻮﻟﻪ‬ ‫ﯾﺎ‬ ‫ﻫﺎ‬ ‫درﻣﯽ‬ ‫دارﻧﺪ‬ ‫ﺗﻨﺎﺳﺐ‬ ‫ﺑﺎﻫﻢ‬ ‫ﮐﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ،‫آورد‬  - ‫ﮔﺮوه‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺑﺮﺧﻮردار‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﻣﯿﺰان‬ ‫از‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﮐﺎﻻﯾﯽ‬ ‫ﻫﺎي‬ . ‫ذﯾـﻞ‬ ‫ﮐﻪ‬ ‫در‬ ‫ﻧﻈﺮاﺗﯽ‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﮔﺮوه‬ ‫اﯾﻦ‬ ‫ﻣﯽ‬ ‫ﻣﻄﺮح‬ ‫ﻫﺎ‬ ‫ﻣﺘﻨﻮع‬ ‫و‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﺷﻮد‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺗﺮ‬ .  - ‫ﮔﺮوه‬ ‫در‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺑﺮﺧـﻮر‬ ‫ﻧﻈﺮات‬ ‫ﺑﯿﺸﺘﺮي‬ ‫ﺣﺠﻢ‬ ‫از‬ ‫ﭘﺮﻃﺮﻓﺪار‬ ‫ﮐﺎﻻﯾﯽ‬ ‫ﻫﺎي‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫دار‬ . ‫ﺣﺠـﻢ‬ ‫اﯾـﻦ‬ ‫داده‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻫﺎي‬ ‫ﻣﯽ‬ ‫ﻗﺮار‬ ‫اﺧﺘﯿﺎر‬ ‫در‬ ‫ﻧﯿﺰ‬ ‫را‬ ‫ﺑﯿﺸﺘﺮي‬ ‫اﺳﺘﻔﺎده‬ ‫دﻫﺪ‬ .  - ‫ﻣﺤﺒﻮب‬ ‫ﻧﻈﺮات‬  www.noormags.ir
  • 10. NOORMAGS 164 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫ﻣﻘﺎﯾـﺴﻪ‬ ‫ﮐـﺪﻫﺎ‬ ‫ﺳـﺎﯾﺮ‬ ‫ﺑـﺎ‬ ‫را‬ ‫ﮐﺪﮔـﺬاري‬ ‫اول‬ ‫ﺳـﻄﺢ‬ ‫در‬ ‫ﻣﺘﻤﺮﮐﺰ‬ ‫ﮐﺪﻫﺎي‬ ‫از‬ ‫ﯾﮏ‬ ‫ﻫﺮ‬ ‫ﻣﻨﻈﻮر‬ ‫ﻣﯽ‬ ‫ﻣﯽ‬ ‫ﻗﺮار‬ ‫ﻃﺒﻘﻪ‬ ‫ﯾﮏ‬ ‫در‬ ‫را‬ ‫ﻣﺸﺎﺑﻪ‬ ‫ﮐﺪﻫﺎي‬ ‫و‬ ‫ﮐﻨﻨﺪ‬ ‫دﻫﻨﺪ‬ . ‫ﻃﺒﻘﻪ‬ ‫ﺳﺎﯾﺮ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﻃﺒﻘﻪ‬ ‫ﻫﺮ‬ ‫آﻧﮕﺎه‬ ‫ﻫـﺎ‬ ‫ﻣﯽ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ‫ﮐ‬ ‫ﻨﻨﺪ‬ ‫ﺗﺎ‬ ‫ﻃﺒﻘﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﻄﻤﺌﻦ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺟﺪا‬ ‫ﯾﮑﺪﯾﮕﺮ‬ ‫از‬ ‫ﻫﺎ‬ ) ،‫ﺧﺎﮐﯽ‬ 1392 : 219 .( ‫ﺧﺎﮐ‬ ‫ﯽ‬ ) 1392 : 220 ( ‫ﮐﺪﮔﺬار‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ ‫ي‬ ‫ﻧﻈﺮ‬ ‫ي‬ » ‫ﭘ‬ ‫ﺳﻄﺢ‬ ‫ﯿ‬ ‫ﭽ‬ ‫ﯿ‬ ‫ﺪه‬ ‫ا‬ ‫ي‬ ‫ﮐﺪﺑﻨﺪ‬ ‫از‬ ‫ي‬ ‫ﻣﺤﻮر‬ ‫ي‬ ‫اﺳﺖ‬ . ‫ﮐﺪﻫﺎ‬ ‫ي‬ ‫ﻧﻈﺮ‬ ‫ي‬ ‫ﺑ‬ ‫ﻣﻤﮑﻦ‬ ‫رواﺑﻂ‬ ‫ﯿ‬ ‫ﻦ‬ ‫ﻣﻘﻮﻟﻪ‬ ‫ﻫﺎ‬ ‫ي‬ ‫ﮐﻠ‬ ‫ﯽ‬ ‫ﮐﺪﮔﺬار‬ ‫در‬ ‫را‬ ‫ي‬ ‫ﻣﺘﻤﺮﮐـﺰ‬ ‫ﺗﻌ‬ ‫ﯿﯿ‬ ‫ﻦ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﮐﻨ‬ ‫ﻨ‬ ‫ﺪ‬ . ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫ﭘﯿﺶ‬ ‫ﮐﺪﻫﺎ‬ ‫ﮐﺪﮔﺬار‬ ‫ﻧﯿﺎز‬ ‫ي‬ ‫ﻣﺤﻮر‬ ‫ي‬ ‫ﻫ‬ ‫ﺴﺘﻨﺪ‬ . ‫ز‬ ‫ﯾ‬ ‫ﺮا‬ ‫را‬ ‫ﺷﺪه‬ ‫ﮔﺴﺴﺘﻪ‬ ‫داﺳﺘﺎن‬ ‫ﺑﻪ‬ ‫دوﺑﺎره‬ ‫ﯾ‬ ‫ﮑﺪ‬ ‫ﯾ‬ ‫ﮕﺮ‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﺑﺎﻓﻨﺪ‬ . ‫ﮐﺪﻫﺎ‬ ‫ي‬ ‫ﻧﻈﺮ‬ ‫ي‬ ،‫دارﻧﺪ‬ ‫ﺑﺨﺶ‬ ‫اﻧﺴﺠﺎم‬ ‫ﺣﺎﻟﺖ‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﮐـﺪﻫﺎ‬ ‫ﺑـﻪ‬ ‫ي‬ ‫ﻣﻘﻮﻟﻪ‬ ‫ﻣﺘﻤﺮﮐﺰ‬ ‫ﺑﺨﺸ‬ ‫ﺷﮑﻞ‬ ‫ﻫﺎ‬ ‫ﯿ‬ ‫ﺪه‬ ‫ﺑ‬ ‫در‬ ‫و‬ ‫ﯿ‬ ‫ﺎن‬ ‫ﺗﺤﻠ‬ ‫داﺳﺘﺎن‬ ‫ﯿ‬ ‫ﻠ‬ ‫ﯽ‬ ‫ﻣ‬ ‫ﮐﻤﮏ‬ ‫ﯽ‬ ‫ﮐﻨﻨـﺪ‬ . ‫ﮐـﺪﻫﺎ‬ ‫ي‬ ‫ﻣـﻮرد‬ ‫ﻧﻈﺮ‬ ‫ﻧﻪ‬ ‫ﺗﻨﻬﺎ‬ ‫ﺷﯿﻮ‬ ‫ه‬ ‫ﺑ‬ ‫ارﺗﺒﺎط‬ ‫ﯿ‬ ‫ﻦ‬ ‫ﮐﺪﻫﺎ‬ ‫ي‬ ‫ﺑﻨ‬ ‫ﯿ‬ ‫ﺎد‬ ‫ي‬ ‫را‬ ‫ﻣﻔﻬﻮم‬ ‫ﺑﻨﺪي‬ ‫ﻣ‬ ‫ﯽ‬ ‫ﮐﻨﻨﺪ‬ ‫داﺳﺘﺎن‬ ‫ﺑﻠﮑﻪ‬ ‫ﺗﺤﻠ‬ ‫ﯿ‬ ‫ﻠـ‬ ‫ﯽ‬ ‫ﻧ‬ ‫را‬ ‫ﭘﮋوﻫﺸﮕﺮ‬ ‫ﯿ‬ ‫ﺰ‬ ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫ﯾ‬ ‫ﮏ‬ ‫ﻣﺴ‬ ‫ﯿ‬ ‫ﺮ‬ ‫ﻧﻈﺮ‬ ‫ي‬ ‫ﻣ‬ ‫ﺣﺮﮐﺖ‬ ‫ﯽ‬ ‫دﻫﻨﺪ‬ « . ‫ﻣﺮﺣﻠ‬ ‫ﻪ‬ ‫ﮐﺪﮔﺬار‬ ‫ﭼﻬﺎرم‬ ‫ي‬ ، ‫ﮐﺪﮔﺬار‬ ‫ي‬ ‫ﮔﺰ‬ ‫ﯾ‬ ‫ﻨﺸ‬ ‫ﯽ‬ ‫اﻧﺘﺨﺎﺑ‬ ‫و‬ ‫ﯽ‬ ‫اﺳﺖ‬ . ‫ا‬ ‫ﯾ‬ ‫ﻦ‬ ‫روﻧـﺪ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ي‬ ‫ﻃﺒﻘﻪ‬ ‫آن‬ ‫در‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻫﺎ‬ ‫ي‬ ‫ﻣﺮﮐﺰ‬ ‫ﻃﺒﻘﻪ‬ ‫ﺑﻪ‬ ‫ﮐﺪﻫﺎ‬ ‫ﮔﻮﻧﺎﮔﻮن‬ ‫ي‬ ‫ﻣ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﮐﺪﻫﺎ‬ ‫ﯽ‬ ‫ﺷﻮﻧﺪ‬ ‫ﻧﻈﺮ‬ ‫و‬ ‫ﯾـ‬ ‫ﻪ‬ ‫ﻣﺒﺘﻨ‬ ‫ﯽ‬ ‫داده‬ ‫ﺑﺮ‬ ‫ﻣ‬ ‫ﺷﮑﻞ‬ ‫را‬ ‫ﻫﺎ‬ ‫ﯽ‬ ‫دﻫﻨﺪ‬ . 1 - 5 - ‫ﻗﻠﻤﺮو‬ ‫و‬ ‫ﻣﺤﺪوده‬ ‫ﭘﮋوﻫﺶ‬ ‫وﺑﮕـﺎه‬ ‫در‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺗﻮﺳﻂ‬ ‫ﻣﺤﺘﻮا‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﺑﺴﺘﺮ‬ ‫و‬ ‫ﻣﺠﺎزي‬ ‫ﻓﻀﺎي‬ ،‫ﭘﮋوﻫﺶ‬ ‫ﻣﺤﯿﻂ‬ ‫ﻫـﺎي‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫و‬ ‫ﻓﺮوش‬ ‫ﻓﺎرﺳﯽ‬ ‫ﻣﺠﺎزي‬ ‫ﻫﺎي‬ ‫ﺑﻪ‬ ‫و‬ ‫زﺑﺎن‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫و‬ ‫وﺑﮕﺎه‬ ‫ﺧﺎص‬ ‫ﺻﻮرت‬ ‫دﯾﺠﯽ‬ ‫اﺳﺖ‬ ‫ﮐﺎﻻ‬ . ‫و‬ ‫وﺑﮕـﺎه‬ ‫در‬ ‫ﻣﻮﺟـﻮد‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﻣﻮردﻣﻄﺎﻟﻌﻪ‬ ‫ﻣﻮﺿﻮع‬ ‫ازآﻧﺠﺎﮐﻪ‬ ‫دﯾﺠﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫اﺳﺖ‬ ‫ﺑﻮده‬ ‫ﮐﺎﻻ‬ ‫ﻣـﻮرد‬ ‫ﮐـﻪ‬ ‫ﮐـﺎﻻ‬ ‫ﻫﺮ‬ ‫ذﯾﻞ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫و‬ ‫ﺑﺎزه‬ ‫در‬ ‫ﮔﺮﻓﺘﻨﺪ‬ ‫ﻗﺮار‬ ‫ﺑﺮرﺳﯽ‬ ‫زﻣـﺎن‬ ‫ﺗﺎ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫در‬ ‫ﮐﺎﻻ‬ ‫اراﺋﻪ‬ ‫زﻣﺎن‬ ‫از‬ ‫ﮔﻮﻧﺎﮔﻮن‬ ‫زﻣﺎﻧﯽ‬ ‫ﻫﺎي‬ ‫ﭘﺲ‬ ‫و‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ ‫ﮔﺮدآوري‬ ‫اراﺋﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺗﮑﻤﯿﻞ‬ ‫ﺑﺮاي‬ ‫ازآن‬ ‫ﺷـﺪه‬ ‫ﺑـﺮ‬ ،‫اﻧـﺪ‬ ‫د‬ ‫اﺳـﺘﻔﺎده‬ ‫ﻣـﻮرد‬ ‫ﻧﻈﺮات‬ ‫ﺑﻪ‬ ‫ﺑﺴﺘﻪ‬ ‫ﭘﮋوﻫﺶ‬ ‫زﻣﺎﻧﯽ‬ ‫ﻗﻠﻤﺮو‬ ‫اﺳﺎس‬ ‫اﯾﻦ‬ ‫ﮔـﺴﺘﺮده‬ ‫اﻣﻨـﻪ‬ ‫دارد‬ ‫اي‬ . ‫دﯾﺠﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﺮوﺷﮕﺎه‬ ‫در‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻣﮑﺎﻧﯽ‬ ‫ﻗﻠﻤﺮو‬ ‫اﺳﺖ‬ ‫ﮐﺎﻻ‬ . www.noormags.ir
  • 11. N O O R M A G S ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 165 2 - ‫دﯾﺪﮔﺎه‬ ،‫ﻣﻔﺎﻫﯿﻢ‬ ‫ﻧﻈﺮي‬ ‫ﻣﺒﺎﻧﯽ‬ ‫و‬ ‫ﻫﺎ‬ 2 - 1 - ‫ﻣﻔﺎﻫﯿﻢ‬ ‫و‬ ‫ﺗﻌﺎرﯾﻒ‬ ‫ﺑﺎزار‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ : ‫ﭘﻮﻟﯿﺘﺰي‬  ‫آورده‬ ‫رﺳـﻤﯽ‬ ‫ﺗﻌﺮﯾـﻒ‬ ‫ﻋﻨﻮان‬ ‫ﺑﺎ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫در‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ » ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ﻓﺮآﯾﻨﺪي‬ ،‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﺴﺐ‬ ‫ﺗﻮزﯾـﻊ‬ ‫و‬ ‫ﺧﻠـﻖ‬ ‫ﺑـﺮاي‬ ‫وﮐﺎر‬ ،‫ﺟﺬب‬ ‫ﺑﺮاي‬ ‫ﮔﯿﺮا‬ ‫و‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﻪ‬ ‫دﺳﺖ‬ ‫آوردن‬ ‫درﮔﯿﺮ‬ ‫و‬ ‫ﻫـﺪﻓ‬ ‫ﻣﺨﺎﻃﺒـﺎن‬ ‫ﮐﺮدن‬ ‫ﯽ‬ ‫اﺳﺖ‬ ‫ﮐﻪ‬ ‫ﺑﺎ‬ ‫ﺷﺪه‬ ‫درك‬ ‫و‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺷﻔﺎﻓﯽ‬ ‫ﺑﻪ‬ ‫ﻣﺸﺘﺮي‬ ‫ﺳﻮدﻣﻨﺪ‬ ‫ﮐﻨﺶ‬ ‫ﺑﻪ‬ ‫ﺗﺤﺮﯾﮏ‬ ‫ﻫﺪف‬ ‫اﻧـﺪ‬ « . ‫ﮐـﺮده‬ ‫ﻣﻄـﺮح‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫رﺳﻤﯽ‬ ‫ﮐﻤﺘﺮ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﻋﻨﻮان‬ ‫ﺑﺎ‬ ‫دﯾﮕﺮ‬ ‫ﺗﻌﺮﯾﻔﯽ‬ ‫در‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ » ‫ﺑﺎزار‬ ‫ﺑﻪ‬ ‫را‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺧـﻮد‬ ‫آن‬ ‫از‬ ‫را‬ ‫آن‬ ،‫رﺳـﺎﻧﻪ‬ ‫ﮐـﺮدن‬ ‫اﺟـﺎره‬ ‫ﺟـﺎي‬ ‫ﻣﯽ‬ ‫ﺳﺎزد‬ . ‫اﯾﻦ‬ ‫و‬ ‫ﺗﻮﻟﯿـﺪ‬ ‫ﻃﺮﯾـﻖ‬ ‫از‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﻧﮕﻬﺪاﺷﺖ‬ ‫و‬ ‫ﺟﺬب‬ ‫ﺑﺮاي‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﯾﮏ‬ ‫ﻣـﺼﺮف‬ ‫رﻓﺘﺎر‬ ‫ﺑﻬﺒﻮد‬ ‫ﯾﺎ‬ ‫ﺗﻐﯿﯿﺮ‬ ‫ﺟﻬﺖ‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ ‫ﺗﺼﺪي‬ ‫اﺳـﺖ‬ ‫ﮐﻨﻨـﺪه‬ « ) Pulizzi, 2013: 5 .( ‫ﯾﺎﻧﮓ‬  ) 2013 : 76 ( ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ » ‫ﻣ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﯾـﺎ‬ ‫اﺻـﯿﻞ‬ ‫ﻣﺤﺘـﻮاي‬ ‫از‬ ‫اﺳـﺘﻔﺎده‬ ‫ﺤﺘـﻮاﯾﯽ‬ ‫ﺗﺼﺪي‬ ‫ﺗﺤﺖ‬ ) ‫ﺷﺪه‬ ‫ﺗﺼﺪﯾﻖ‬ ( 3 ‫ﺷﻤﺎﺳـﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪار‬ ‫ﺑﻪ‬ ‫ﻣﺮدم‬ ‫ﺟﺬب‬ ‫ﺑﺮاي‬ ‫ﺟﺎﻟﺐ‬ ‫و‬ ‫ﻣﺮﺗﺒﻂ‬ « . ‫ﭘﻮﻟﯿﺘﺰي‬ ) 2013 ( ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ ‫ﻧﯿﺰ‬ » ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﺑـﺎ‬ ‫ارﺗﺒـﺎط‬ ‫ﺑﺮﻗـﺮاري‬ ‫ﻫﻨﺮ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫آﯾﻨﺪه‬ ‫و‬ ‫ﻓﻌﻠﯽ‬ ‫ﺑﺪون‬ ‫اﺳﺖ‬ ‫ﺗﺎن‬ ‫ﮐﻪ‬ ‫آن‬ ‫ﺑﻪ‬ ‫ﭼﯿﺰي‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﺑﻔﺮوﺷﯿﺪ‬ « . ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ : ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫اﺳـﺘﻤﺎن‬  ) 2012 : 1006 ( ‫ﻫـﯿﭻ‬ ‫ﮐـﻪ‬ ‫اﺳـﺖ‬ ‫ﻣﻌﺘﻘـﺪ‬ ‫ﭘﺬﯾﺮﻓﺘﻪ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺷﺪه‬ ‫ﻣﺤﻘﻘـﺎن‬ ‫از‬ ‫ﺑﺮﺧـﯽ‬ ‫اﻣـﺎ‬ ،‫ﻧﺪارد‬ ‫وﺟﻮد‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫درﺑﺎره‬ ‫اي‬ ‫ﮐﺮده‬ ‫اراﺋﻪ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫از‬ ‫ﺗﻌﺎرﯾﻔﯽ‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫اﻧﺪ‬ . ‫داﻓﺮﺗـﯽ‬  ‫ﻫﻤﮑـﺎران‬ ‫و‬ ) 2008 ( ‫رﺳﺎﻧﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫را‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻣﯽ‬ ‫اي‬ ‫ﺗﻮﺳ‬ ‫ﮐﻪ‬ ‫داﻧﻨﺪ‬ ‫ﺑـﻪ‬ ‫ﻋﺎﻣﯽ‬ ‫اﻓﺮاد‬ ‫ﻂ‬ ‫اﻓـﺮاد‬ ‫ﺟـﺎي‬ ‫ﺣﺮﻓﻪ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اي‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻣﯽ‬ ‫ﺻﻮرت‬ ،‫ﭘﺮداﺧﺘﻪ‬ ‫ﺗﻮﻟﯿﺪﺷـﺪه‬ ‫ﯾـﺎ‬ ‫و‬ ‫ﺳـﺎﺧﺘﻪ‬ ،‫ﮔﯿﺮد‬ ‫ﺑـﺮ‬ ً‫ا‬‫اﺑﺘـﺪ‬ ‫و‬ ‫اﻧـﺪ‬ ‫ﺷﺪه‬ ‫ﺗﻮزﯾﻊ‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫اﻧﺪ‬ . ‫ﺑﺮﻧﺎﻣـﻪ‬ ‫ﻧﺴﺒﯽ‬ ‫اﺷﺎﻋﻪ‬ ‫ﺑﺎ‬ ً‫ﺎ‬‫ﻋﻤﻮﻣ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫واﻗﻊ‬ ‫در‬ ‫ﻫـﺎي‬ 1. Pulizzi 2. Young 3. Curated 4. Ostman 5. Daugherty www.noormags.ir
  • 12. 166 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫وب‬ ‫ﮐﺎرﺑﺮدي‬ 2,0 ‫اﺳـﺖ‬ ‫ﺧـﻮرده‬ ‫ﮔـﺮه‬ ) O’Reilly, 2005 .( ‫در‬ ‫ﺟﻬـﺎت‬ ‫ﻫﻤـﻪ‬ ‫در‬ ‫ﻣﺤﺘـﻮا‬ ‫ﮔﺴ‬ ‫ﺘﺮه‬ ‫ﺟﺎﯾﮕﺎه‬ ‫از‬ ‫اي‬ ‫ﻗﺎﻟﺐ‬ ،‫ﻫﺎ‬ ‫دﺳﺘﮕﺎه‬ ‫و‬ ‫ﻫﺎ‬ ‫اﺳـﺖ‬ ‫ﺟﺮﯾﺎن‬ ‫در‬ ‫ﻫﺎ‬ ) Odden, 2012 .( ‫ﻣﺤﺘـﻮاي‬ ‫و‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﺧﻮد‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺑﺮﺧﻄﯽ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻧﻮع‬ ‫ﻫﺮ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﭘﺨـﺶ‬ ‫ﺷـﺪه‬ ‫ﺑﺎﺷﺪ‬ . ‫ﻓﺎﯾـﻞ‬ ،‫ﻣﻘـﺎﻻت‬ ،‫وﯾـﺪﺋﻮﻫﺎ‬ ،‫ﺗﺼﺎوﯾﺮ‬ ‫ﺷﺎﻣﻞ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻣﺘﻔﺎوت‬ ‫اﻧﻮاع‬ ‫ﻫـﺎي‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻧﻘﺪﻫﺎ‬ ‫و‬ ‫ﺻﻮﺗﯽ‬ ‫ﻣﺴﺘﻤﺮ‬ ‫ﺻﻮرت‬ ‫ﺟﺎﯾﮕﺎه‬ ‫در‬ ‫ﺑﯽ‬ ‫ﻫﺎي‬ ‫وﺑﮕـﺎه‬ ‫ﻫﻤﭽـﻮن‬ ‫ﺷﻤﺎر‬ ‫ﻫـﺎي‬ ‫ﺷﺒﮑﻪ‬ ‫وﺑﻼگ‬ ،‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﺳﺎزي‬ ‫ﭘﺎدﮐﺴﺖ‬ ،‫ﻫﺎ‬ ‫وﯾﮑﯽ‬ ،‫ﻫﺎ‬ ‫وﺑﮕﺎه‬ ‫و‬ ‫ﻫﺎ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻫﺎي‬ ‫اﺟﺘﻤـﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﺷﺪه‬ ‫ﻣﻨﺘﻈﺮ‬ ‫و‬ ‫ﺳﺎﺧﺘﻪ‬ ‫اﻧﺪ‬ ) Borghol, 2012: 1 .( ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻈﺮات‬ : ‫ﻣﺤﺘﻮاي‬ ‫از‬ ‫ﻣﻬﻤﯽ‬ ‫ﺑﺨﺶ‬ ‫ﺧﺪﻣﺎت‬ ‫و‬ ‫ﮐﺎﻻﻫﺎ‬ ‫ﺑﺮﺧﻂ‬ ‫ﻧﻘﺪ‬ ،‫اﻣﺮوزه‬ ‫ﺑﺎا‬ ‫ﻧﻘﺶ‬ ‫و‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮاي‬ ‫رزﺷﯽ‬ ‫ﺑﯽ‬ ‫وﮐﺎرﻫﺎي‬ ‫ﻃﺮﯾـﻖ‬ ‫از‬ ‫ﺑـﺮﺧﻂ‬ ‫ﺷﻤﺎر‬ ‫ﻣﯽ‬ ‫اﯾﻔﺎء‬ ‫راﺿﯽ‬ ‫و‬ ‫ﻣﻄﻠﻊ‬ ‫ﺧﺮﯾﺪان‬ ‫ﺑﻪ‬ ‫ﻣﻌﻤﻮﻟﯽ‬ ‫ﺟﺴﺘﺠﻮﮔﺮان‬ ‫ﺗﺒﺪﯾﻞ‬ ‫ﺑﻪ‬ ‫ﮐﻤﮏ‬ ‫ﮐﻨﻨﺪ‬ ) Dong & et al, 2012 .( ‫ﮐﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﮐﺎﻻﻫﺎ‬ ‫اﻃﻼﻋﺎت‬ ‫از‬ ‫ﺑﺎارزﺷﯽ‬ ‫و‬ ‫ﻋﻤﻮﻣﯽ‬ ‫ﻣﻨﺒﻊ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻧﻘﺪﻫﺎي‬ ‫ﺑﻪ‬ ‫ﮐﻤﯽ‬ ‫ﺗﻮﺟﻪ‬ ‫ﻫﻨﻮز‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻣﯽ‬ ‫ﭼﮕﻮﻧﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺗـﻮان‬ ‫آن‬ ‫ﻫـﺎ‬ ‫ﺑـﻪ‬ ‫را‬ ‫ﺑـﻪ‬ ‫ﺑﻬﺘـﺮي‬ ‫ﺷـﯿﻮه‬ ‫ﮐﺮد‬ ‫ﻋﺮﺿﻪ‬ ‫ﻧﻬﺎﯾﯽ‬ ‫ﮐﺎرﺑﺮان‬ ) O’Mahony & et al, 2010 .( ‫ﮐﻨﺴﺘﺎﻧﯿﻨﺪز‬  ‫ﻓﺎﻧﺘﯿﻦ‬ ‫و‬  ) 2008 ( ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ – ‫ﻣﺤﺘﻮاي‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﮐﻪ‬ ‫ﮐﺎرﺑﺮ‬ ‫آﻓﺮﯾﺪه‬  ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫رﺳـﺎﻧﻪ‬ ‫ﯾﺎ‬  ‫ﻧﯿـﺰ‬ ‫ﻣﯽ‬ ‫ﺧﻮاﻧﺪه‬ ‫ﺷﻮد‬ – ‫ﺑﻪ‬ ‫اﻧـﻮاع‬ ‫از‬ ‫ﯾﮑـﯽ‬ ،‫وﺑﻼﮔﯽ‬ ‫ﭘﺴﺖ‬ ‫ﯾﺎ‬ ‫ﮐﺎرﺑﺮان‬ ‫ﻧﻈﺮات‬ ‫ﻗﺎﻟﺐ‬ ‫در‬ ‫ﻣﺜﺎل‬ ‫ﻃﻮر‬ ‫ﻣﺆﺛ‬ ‫ﻣﻨﺎﺑﻊ‬ ‫اﺳﺖ‬ ‫اﻣﺮوزي‬ ‫ﺑﺮﺧﻂ‬ ‫اﻃﻼﻋﺎت‬ ‫ﺮ‬ . 2 - 2 - ‫دﯾﺪﮔﺎه‬ ‫ﻧﻈﺮي‬ ‫ﻣﺒﺎﻧﯽ‬ ‫و‬ ‫ﻫﺎ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺣﻮزه‬ ‫در‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫اﯾﺮان‬ ‫در‬ ‫ﺳﺎل‬ ‫در‬ ‫ﺑـﻪ‬ ‫ﮐﻤﯽ‬ ‫ﺗﻮﺟﻪ‬ ‫اﺧﯿﺮ‬ ‫ﻫﺎي‬ ‫رﺳﺎﻧﻪ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ . ‫ﺳـﻮي‬ ‫از‬ ‫ﺣﻮزه‬ ‫ﻧﯿﺰ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﯾﮕﺮ‬ ‫ﺑﺎزا‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫در‬ ‫ﺑﮑﺮ‬ ‫اي‬ ‫ﮐﻤﺘـﺮ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﺮان‬ ‫در‬ ‫رﯾﺎﺑﯽ‬ 1. Constantinides 2. Fountain 3. User Created Content 4. User Generated Media www.noormags.ir
  • 13. ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 167 ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫آن‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻬﯽ‬ . ‫ﻣﯽ‬ ‫ﺗﻼش‬ ‫اﯾﻨﺠﺎ‬ ‫در‬ ‫ﺣـﻮزه‬ ‫در‬ ‫ﮔﺮﻓﺘـﻪ‬ ‫ﺻﻮرت‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺗﺎ‬ ‫ﺷﻮد‬ ‫رﺳﺎﻧﻪ‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫ﻫﻤﭽﻨﯿﻦ‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﮔﯿﺮد‬ ‫ﻗﺮار‬ ‫ﻣﺮور‬ ‫ﻣﻮرد‬ ‫ﯾﮑﺪﯾﮕﺮ‬ ‫ﺑﻪ‬ ‫ﺣﻮزه‬ ‫دو‬ ‫اﯾﻦ‬ ‫ﭘﯿﻮﻧﺪ‬ . ‫ﺗﻌﺒﯿﺮ‬ » ‫ﻣﺤﺘﻮا‬ « ‫و‬ » ‫ﻣﺤﺘ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻮاﯾﯽ‬ « ‫زﺑـﺎن‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫ﻣﺘـﺄﺧﺮي‬ ً‫ﺎ‬‫ﻧﺴﺒﺘ‬ ‫ﻣﻔﺎﻫﯿﻢ‬ ‫ﮐﺴﺐ‬ ‫اﺿﺎﻓﻪ‬ ‫ﺗﺠﺎرت‬ ‫و‬ ‫وﮐﺎر‬ ‫ﺷﺪه‬ ‫ارزﺷـﻤﻨﺪ‬ ‫داﻧـﺶ‬ ‫از‬ ‫ﺟﺰﺋـﯽ‬ ‫ﺑﺨـﺸﯿﺪن‬ ‫اﻧﺪﯾـﺸﻪ‬ ‫اﻣـﺎ‬ ،‫اﻧـﺪ‬ ‫ﺑﻪ‬ ‫ﺟﻠـﺐ‬ ‫ﺑﺮاي‬ ‫راﯾﮕﺎن‬ ‫ﻧﯿـﺴﺖ‬ ‫ﺟﺪﯾـﺪ‬ ‫اﻣـﺮي‬ ،‫ﺗﻮﺟـﻪ‬ ) Jefferson & Tanton, 2013: 27 .( ‫ﺣـﻮزه‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﻣﺤﺘـﻮاي‬ ‫و‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻣـﺪﯾﺮﯾﺖ‬ ‫داﻧـﺶ‬ ‫از‬ ‫ﺟﺪﯾـﺪي‬ ‫ﻫـﺎي‬ ‫ﻣ‬ ‫ﻣﯽ‬ ‫ﺤﺴﻮب‬ ‫ﻣﯽ‬ ‫ﮔﺮﭼﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮﻧﺪ‬ ‫رﯾﺸﻪ‬ ‫ﺗﻮان‬ ‫ﺑﺮاي‬ ‫ﻧﺸﺮ‬ ‫ﺗﺎرﯾﺦ‬ ‫در‬ ‫ﻋﻤﯿﻘﯽ‬ ‫ﻫﺎي‬ ‫آن‬ ‫ﻫﺎ‬ ،‫ﯾﺎﻓـﺖ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫و‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻣﻤﯿﺰه‬ ‫وﺟﻪ‬ ‫اﻣﺎ‬ ‫ا‬ ‫آن‬ ‫از‬ ‫ﭘـﮋوﻫﺶ‬ ‫اﯾـﻦ‬ ‫در‬ ‫ﮐﻪ‬ ‫ي‬ ‫ﻣﯽ‬ ‫ﮔﻔﺘﻪ‬ ‫ﺳﺨﻦ‬ ‫ﻓﻨﺎوري‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ،‫ﺷﻮد‬ ‫ﺑـﻮدن‬ ‫ارﺗﺒـﺎﻃﯽ‬ ‫ﻓﻨﺎوراﻧـﻪ‬ ‫ﺗﻐﯿﯿﺮات‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﻫﺎي‬ ‫اﺳﺖ‬ . ‫ازاﯾﻦ‬ ‫ﻧﻈﺮﯾﻪ‬ ‫رو‬ ‫ﻣﺪل‬ ‫و‬ ‫ﻫﺎ‬ ‫ﺑـﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﭘﯿﺮاﻣﻮن‬ ‫ﻣﺪوﻧﯽ‬ ‫ﻧﻈﺮي‬ ‫ﻫﺎي‬ ‫ﺻـﻮرت‬ ‫ﻧﺪارد‬ ‫وﺟﻮد‬ ‫ﺧﺎص‬ ‫و‬ ‫وﯾﮋه‬ . ‫ﻣﺪل‬ ‫ﻏﺎﻟﺐ‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﺑـﺮاي‬ ‫ﮐـﻪ‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎﯾﯽ‬ ‫و‬ ‫ﻫﺎ‬ ‫اراﺋﻪ‬ ‫ﺷﺪه‬ ‫اﺳﺖ‬ ‫داﻧﺸﮕﺎﻫﯽ‬ ‫ﻧﻈﺮي‬ ‫ﻓﻀﺎي‬ ‫از‬ ‫ﺧﺎرج‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫و‬ ‫ﮐﺎرﺑﺮدي‬ ‫روﯾﮑﺮد‬ ‫ﺑﺎ‬ ، .  ‫ﭘﻨﺞ‬ ‫ارﮐﺎن‬ ‫روﯾﮑﺮد‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮔﺎﻧﻪ‬ ‫اﯾﻨﺘ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫آﮐﺎدﻣﯽ‬ ‫ﺮﻧﺘـﯽ‬  ) 2011 ( ‫ﺗﻌﺮﯾـﻒ‬ ‫در‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫اﺳـﺖ‬ ‫آورده‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ » ‫و‬ ‫ﻗﺪرﺗﻤﻨﺪ‬ ‫را‬ ‫ﺧﻮاﻧﻨﺪﮔﺎن‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫ﺑﺮ‬ ‫ﻣﺤﺘﻮا‬ ‫اﻧﺘﺸﺎر‬ ‫از‬ ‫روﺷﯽ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻣﯽ‬ ‫درﮔﯿﺮ‬ ‫ﻣﯽ‬ ‫آﻣﻮزش‬ ‫و‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫و‬ ‫دﻫﺪ‬ ‫ﺳﺎزد‬ « . ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫آﮐـﺎدﻣﯽ‬ ‫ﺗﻌﺮﯾـﻒ‬ ‫اﯾـﻦ‬ ‫در‬ ‫ﺑﺎزارﯾ‬ ‫ﻣﻌﺮف‬ ‫ﮐﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫رﮐﻦ‬ ‫ﭘﻨﺞ‬ ‫اﯾﻨﺘﺮﻧﺘﯽ‬ ‫را‬ ‫ﻫـﺴﺘﻨﺪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺎﺑﯽ‬ ‫اﯾـﻦ‬ ‫ﭼﻨـﯿﻦ‬ ‫ﻣﯽ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﮐﻨﺪ‬ : » 1 . ‫ﺳﺮﻣﻘﺎﻟﻪ‬ ‫ﻣﺒﻨﺎﯾﯽ‬  : ‫ﺑﻪ‬ ‫آﻧﭽﻪ‬ ‫ﺑﺮﺧﻼف‬ ‫ﺷـﻨﺎﺧﺘﻪ‬ ‫آن‬ ‫ﻣﻄـﻮل‬ ‫ﺷـﮑﻞ‬ ‫ﻋﻨـﻮان‬ ‫ﻣﯽ‬ ‫ﻣـﯽ‬ ‫رواﯾﺖ‬ ‫را‬ ‫ﺑﺎارزﺷﯽ‬ ‫داﺳﺘﺎن‬ ‫ﻫﻢ‬ ‫و‬ ‫ﻣﺮﺗﺒﻂ‬ ‫داﺳﺘﺎن‬ ‫ﻫﻢ‬ ‫ﻣﺤﺘﻮا‬ ‫ﻧﻮع‬ ‫اﯾﻦ‬ ،‫ﺷﻮد‬ ‫ﮐﻨـﺪ؛‬ 2 . ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﭘﺸﺘﻮاﻧﻪ‬  : ‫ﮐﺴﺐ‬ ‫ﻣﺄﻣﻮرﯾﺖ‬ ‫وﮐﺎرﻫﺎ‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ‫دارﻧـﺪ‬ ‫ﻓﺮوش‬ ‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺎي‬ ‫دﻧﺒـﺎل‬ 1. The Internet Marketing Academy 2. Editorial-based 3. Marketing-baked www.noormags.ir
  • 14. NOORMAGS 168 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫اﻧﺠﺎم‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻣـﯽ‬ ‫ﻣﺤﺘـﻮا‬ ‫ﺑـﻪ‬ ‫ﮐـﻪ‬ ‫زﻣـﺎﻧﯽ‬ ‫اﻣـﺮ‬ ‫اﯾﻦ‬ ‫و‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻧﻤـﯽ‬ ‫ﺗﻔـﺎوﺗﯽ‬ ‫ﻧﯿـﺰ‬ ‫رﺳـﺪ‬ ‫ﮐﻨـﺪ‬ . ‫ﮐﺴﺐ‬ ‫دارﻧﺪ‬ ‫ﻣﺤﺘﻮا‬ ‫اﻧﺘﺸﺎر‬ ‫در‬ ‫ﺿﻤﻨﯽ‬ ‫اﻫﺪاف‬ ‫ﻧﯿﺰ‬ ‫آﻧﻼﯾﻦ‬ ‫ﻓﻀﺎي‬ ‫در‬ ‫وﮐﺎرﻫﺎ‬ . 3 . ‫رﻓﺘﺎرﺳﺎزي‬  : ‫ﺧﻮاﻧﻨـﺪه‬ ‫رﻓﺘﺎر‬ ‫ﺗﻐﯿﯿﺮ‬ ‫ﯾﺎ‬ ‫و‬ ‫ﻧﮕﻬﺪاﺷﺖ‬ ‫ﺟﺴﺘﺠﻮي‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ / ‫ﻣـﺼﺮف‬ ‫اﺳـﺖ‬ ‫ﮐﻨﻨـﺪه‬ . ‫داﺷـﺘﻦ‬ ‫ا‬ ‫اﯾﻦ‬ ‫ﺑﺎارزش‬ ‫و‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬ ‫را‬ ‫ﻣﺮ‬ ‫دﻫﺪ‬ . 4 . ‫ﭼﻨﺪ‬ ‫ﭘﺎﯾﮕﺎﻫﯽ‬  : ‫ﮐﻪ‬ ‫ﻣﻌﻨﺎﺳﺖ‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ‫ﮔﻮﻧﻪ‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ ‫رﺳﺎﻧﻪ‬ ‫از‬ ‫ﺑﺴﯿﺎري‬ ‫ﻫﺎي‬ ‫رﺳـﺎﻧﻪ‬ ‫ﺷﺎﻣﻞ‬ ‫ﻫﺎ‬ ،‫ﺷـﻨﯿﺪاري‬ ،‫دﯾﺠﯿﺘـﺎل‬ ،‫ﭼـﺎﭘﯽ‬ ‫ﻫـﺎي‬ ‫ﻣﯽ‬ ‫ﻣﻮارد‬ ‫دﯾﮕﺮ‬ ‫و‬ ‫وﻗﺎﯾﻊ‬ ‫و‬ ‫دﯾﺪاري‬ ‫آﯾﺪ‬ . ‫ﻣﺤﺘﻮا‬ ‫ﺗﺎ‬ ‫ﻧﯿﺴﺖ‬ ‫ﺿﺮورﺗﯽ‬ ‫اﻣﺎ‬ ‫اﺳﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫ﻫﺮﭼﻨﺪ‬ ‫ﭘﺎﯾﮕﺎه‬ ‫اﯾﻦ‬ ‫ﻫﻤﻪ‬ ‫ﺑﺴﺘﺮ‬ ‫در‬ ‫ﺑﺎﺷﺪ‬ ‫ﻣﺘﺼﻞ‬ ‫ﻫﻢ‬ ‫ﺑﻪ‬ ‫ﻫﺎ‬ . 5 . ‫ﻫﺪﻓﻤ‬ ‫ﻨـﺪ‬  : ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻫﻤـﻪ‬ ‫ﻣﺎﻧﻨـﺪ‬ ‫ﻫـﺎي‬ ‫اﺳـﺖ‬ ‫اﺳﺎﺳﯽ‬ ‫ﻣﻮﻓﻖ‬ ‫راﻫﺒﺮد‬ ‫داﺷﺘﻦ‬ ‫ﺑﺮاي‬ ‫ﻣﺨﺎﻃﺒﺎن‬ ‫ﺷﻨﺎﺧﺖ‬ ،‫ﺧﻮب‬ . ‫در‬ ‫ﺑﺎﯾـﺪ‬ ‫را‬ ‫ﻣﺨﺎﻃﺒـﺎن‬ ‫ﺷﻨﺎﺧﺖ‬ ‫ﺟﺰﺋﯿﺎت‬ « .  ‫داﺛﯿﻪ‬ ‫ﺟﯿﻤﺰ‬ ‫آ‬ ‫ﭘﻨﺞ‬ ‫روﯾﮑﺮد‬ ‫داﺛﯿﻪ‬ ‫ﺟﯿﻤﺰ‬  ) 2014 ( ‫ﻣﻘﺎﻟﻪ‬ ‫در‬ ‫آورﯾﻞ‬ ‫در‬ ‫ﮐﻪ‬ ‫اي‬ 2014 ‫ﻣﻨﺘـﺸﺮﺷﺪه‬ ‫ﻣـﺪل‬ ‫از‬ ‫اﺳـﺖ‬ 5 A’s ‫ﻣﯽ‬ ‫ﯾﺎد‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﻨﺪ‬ . ‫ِي‬‫ا‬ ‫ﭘﻨﺞ‬ ‫اﯾﻦ‬ ‫ﮐﻠﻤﺎت‬ ‫ﺳﺮواژه‬ ‫ﮐﻪ‬ ‫ﻻﺗﯿﻦ‬ 1 . ‫ﻣﺨﺎﻃﺐ‬  ، 2 . ‫ﻣﻤﯿﺰي‬  ، 3 . ‫ﺗﺤﻠﯿﻞ‬  ، 4 . ‫ﻋﻤـﻞ‬ ‫ﺑﺮﻧﺎﻣـﻪ‬  ، 5 . ‫ﺗﺒﻠﯿـﻎ‬  ‫ﻣـﯽ‬ ‫ﺑﺎﺷـﻨﺪ‬ ‫ﻓﺮآﯾﻨـﺪ‬ ‫داﺛﯿـﻪ‬ ‫دﯾـﺪﮔﺎه‬ ‫از‬ ، ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫را‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﻫ‬ ‫ﻨ‬ ‫ﺪ‬ .  ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺑﺎﻟﻎ‬ ‫ﻣﺪل‬ ‫ﮔﺎﻧﺪي‬ ‫ﻣﯿﺘﻮل‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫دﯾﮕﺮ‬ ‫ﻣﺪل‬  ) 2014 ( ‫ﺑﺎ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺑﺎﻟﻎ‬ ‫ﻣﺪل‬ ‫ﻋﻨﻮان‬ ‫اراﺋﻪ‬ ‫ﺷ‬ ‫ﺪه‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﭼﻬﺎر‬ ‫ﻣﺪﻟﯽ‬ ،‫اﺳﺖ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اي‬ ‫ﭘﯿﺶ‬ ‫ﺗﺮ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﻧﯿﺰ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫دﯾﮕﺮ‬ ‫ﻫﺎي‬ ‫اﺳﺘﻔﺎده‬ ‫ﺷﺪه‬ ‫اﺳﺖ‬ . ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻌﺘﻘﺪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اﻋﻤﺎل‬ ‫ﺑﺎ‬ ‫وي‬ 1. Behavior Driven 2. Multi-Platform 3. Targeted 4. James Duthie 5. Audience 6. Audit 7. Analyze 8. Action Plan 9. Advertise 10. Mitul Gandhi www.noormags.ir
  • 15. N O O R M A G S ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 169 ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬ ‫ﻧﯿﺰ‬ ‫را‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﻧﯿﺎزﻫﺎي‬ ‫دﻫﺪ‬ . ‫در‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻣﺮاﺣـﻞ‬ ‫ﭼﻬﺎرﻣﺮﺣﻠﻪ‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫اي‬ ‫ﻋﺒﺎ‬ ‫رت‬ ‫اﻧﺪ‬ ‫از‬ : 1 . ‫ﻣﺤﺘﻮا‬ ‫ﻃﺮاﺣﯽ‬ : ‫ﭼـﻪ‬ ‫ﺑـﺮاي‬ ‫ﻧﻈﯿﺮ‬ ‫ﺳﺆاﻻﺗﯽ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬ ‫ﭼﺮا؟‬ ‫و‬ ‫را؟‬ ‫ﭼﯿﺰي‬ ‫ﭼﻪ‬ ‫ﮐﺴﯽ؟‬ ‫دﻫﺪ؛‬ 2 . ‫ﻣﺤﺘﻮا‬ ‫ﺧﻠﻖ‬ : ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺧﻠـﻖ‬ ‫دﻧﺒـﺎل‬ ‫ﮐـﻪ‬ ‫درﮔﯿﺮ‬ ‫ﮐﻨﻨﺪه‬ ‫اﺷﺘﺮاك‬ ، ‫و‬ ‫ﭘﺬﯾﺮ‬ ‫ﺑﻬﺒﻮدﯾﺎﻓﺘﻪ‬ ‫اﺳﺖ؛‬ 3 . ‫ﻣﺤﺘﻮا‬ ‫ﺗﻮزﯾﻊ‬ : ‫و‬ ‫اﺑﺰارﻫـﺎ‬ ‫ﺑـﺮ‬ ‫ﻣﺒﺘﻨـﯽ‬ ‫ﮐـﻪ‬ ‫وﺑﮕﺎه‬ ‫ﻫﻤﭽﻮن‬ ‫ارﺗﺒﺎﻃﺎﺗﯽ‬ ‫ﺑﺴﺘﺮﻫﺎي‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫و‬ ‫ﻫﺎ‬ ‫ﮐﺎر‬ ‫ﻫﺎي‬ ‫ﺷﺒﮑﻪ‬ ‫و‬ ‫ﺑﺮدي‬ ‫اﺳﺖ؛‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫و‬ 4 . ‫ﻣﺤﺘﻮا‬ ‫ﺗﺤﻠﯿﻞ‬ : ‫اﺳﺖ‬ ‫ﻣﺆﻟﻒ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﺗﺤﻠﯿﻠﯽ‬ ‫و‬ ‫ﻣﻮﺿﻮع‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﺗﺤﻠﯿﻠﯽ‬ ‫ﮐﻪ‬ .  ‫ﻣﺮﺣﻠﻪ‬ ‫ﺷﺶ‬ ‫روﯾﮑﺮد‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اي‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﮐﻪ‬ ‫دﯾﮕﺮي‬ ‫ﻣﺪل‬ ‫ﻣﻄـﺮح‬ ‫ﺷـﺪه‬ ‫روﯾﮑـﺮد‬ ،‫اﺳـﺖ‬ ‫ﺷـﺶ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫اي‬ ِ‫ﺑ‬ ‫ﻓﺎن‬ ‫اﺳﺘﯿﻮن‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ِـﻢ‬‫ﮕ‬ِ‫ﻠ‬  ) 2012 ( ‫ﺷـﺪه‬ ‫اراﺋـﻪ‬ ‫اﺳﺖ‬ . ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫ﺷﺶ‬ ،‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬ ‫ﻋﺒﺎرﺗﻨـ‬ ‫ﺪ‬ ‫از‬ : 1 . ‫ﻣﻮﺿـﻮع‬ ‫اﻧﺘﺨـﺎب‬ . 2 . ‫ﻣﺤﺘــﻮا‬ ‫ﺗﺒــﺪﯾﻞ‬ ‫ـﺮد‬ ‫راﻫﺒـ‬ . 3 . ‫ـﻪ‬ ‫ﺑﺮﻧﺎﻣـ‬ ‫ـﺮدﺑﯿﺮي‬ ‫ﺳـ‬ ‫ﻣﺤﺘــﻮاﯾﯽ‬ ‫رﯾــﺰي‬ . 4 . ‫ﻣﺤﺘــﻮاي‬ ‫ﺧﻠــﻖ‬ ‫اﺷﺘﺮاك‬ ‫ﭘﺬﯾﺮ‬ . 5 . ‫ﻣﺤﺘﻮا‬ ‫ﺗﺒﺪﯾﻞ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ . 6 . ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ﺳﻨﺠﺶ‬ .  ‫ﺳﻪ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎي‬ ‫ﻣﺪل‬ ‫ﻣﺤﺘﻮا‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮔﺎﻧﻪ‬ ‫ﯾﯽ‬ ‫ﺷـﻮﻟﺘﺰ‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻣﻄﺮح‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫از‬ ‫ﻧﯿﺰ‬ ‫دﯾﮕﺮي‬ ‫ﻣﺪل‬  ‫ﻫﻤﮑـﺎران‬ ‫و‬ ) 2013 ( ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﻣﻄﺮح‬ ‫آن‬ ‫در‬ ‫اﺻﻠﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺳﻪ‬ ‫ﮐﻪ‬ ‫ﺷﺪه‬ ‫اراﺋﻪ‬ ‫ﻋﺒﺎرﺗﻨﺪ‬ ‫از‬ : 1 . ‫ﺗﻮﻟﯿﺪ‬  : ‫ﻫﻤﻪ‬ ‫ﭼﯿﺰ‬ ‫ﻣﯽ‬ ‫آﻏﺎز‬ ‫ﻋﺎﻟﯽ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎ‬ ‫ﺑﻪ‬ ‫آزاداﻧﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮد‬ ‫وﺑﮕـﺎه‬ ‫ﺑـﺮ‬ ً‫ﻻ‬‫ﻣﻌﻤـﻮ‬ ‫و‬ ‫ﺑﺮﺧﻂ‬ ‫ﺻﻮرت‬ ‫دﺳـﺘﺮس‬ ‫ـﺖ‬ ‫ـ‬‫اﺳ‬ ‫ـﺬﯾﺮ‬ ‫ـ‬‫ﭘ‬ . 2 . ‫ـﺮوﯾﺞ‬ ‫ـ‬‫ﺗ‬  : ‫ـﺴﺘﺮه‬ ‫ـ‬‫ﮔ‬ ‫از‬ ‫اﺳـﺘﻔﺎده‬ ،‫ـﻪ‬ ‫ـ‬‫راﯾﺎﻧﺎﻣ‬ ‫ـﻮن‬ ‫ـ‬‫ﻫﻤﭽ‬ ‫ـﺎ‬ ‫ـ‬‫اﺑﺰارﻫ‬ ‫از‬ ‫اي‬ ‫ﺑﻬﯿﻨﻪ‬ ‫رﺳـﺎﻧﻪ‬ ‫و‬ ‫ﮐﻠﯿـﮏ‬ ‫ازاي‬ ‫ﺑـﻪ‬ ‫ﭘﺮداﺧﺖ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ،‫ﺟﺴﺘﺠﻮﮔﺮﻫﺎ‬ ‫ﺳﺎزي‬ ‫اﺟﺘﻤـﺎﻋﯽ‬ ‫ﻫـﺎي‬ . 3 . ‫ﺗﺒﺪﯾﻞ‬  : ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫ﻣﺤﺘـﻮاي‬ ‫از‬ ‫ﺑﯿـﺸﺘﺮي‬ ‫ﺣﺠـﻢ‬ ‫ﺗﺎ‬ ‫دارﻧﺪ‬ ‫ﺗﻤﺎﯾﻞ‬ ‫اﻓﺮاد‬ ‫آن‬ ‫ﻫـﺎ‬ ‫در‬ ‫آزاداﻧـﻪ‬ ‫ﻓﺮم‬ ‫ﭘﺸﺖ‬ ‫را‬ ‫ﺧﻮد‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﯿﺸﺘﺮ‬ ‫اﻣﺎ‬ ،‫ﺑﺎﺷﺪ‬ ‫دﺳﺘﺮس‬ ‫ﻫ‬ ‫ﺛﺒﺖ‬ ‫ﺎي‬ ‫ﻗﺮار‬ ‫ﮐﻮﺗﺎﻫﯽ‬ ‫ﻧﺎﻣﯽ‬ 1. Steven van Belleghem 2. Schultz 3. Create 4. Promote 5. Convert www.noormags.ir
  • 16. 170 ‫ﻓ‬ ‫ﺼﻠﻨﺎﻣﻪ‬ ‫رﺳﺎﻧﻪ‬ ‫ﻣﻄﺎﻟﻌﺎت‬ ‫ﺷﻤﺎره‬ ،‫دوم‬ ‫ﺳﺎل‬ ،‫ﻧﻮﯾﻦ‬ ‫ﻫﺎي‬ 7 ‫ﭘﺎﯾﯿﺰ‬ ، 1395 ‫ﻣﯽ‬ ‫دﻫﻨﺪ‬ . ‫آن‬ ‫ﻫﺎ‬ ‫ﻓﺮم‬ ‫ﮐﻪ‬ ‫ﻣﯽ‬ ‫ﭘﺮ‬ ‫را‬ ‫ﻫﺎ‬ ‫و‬ ‫ﮐﻨﻨﺪ‬ ‫ﺛﺒﺖ‬ ‫ﻧﺎم‬ ‫ﻣﯽ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺶ‬ ،‫ﮐﻨﻨﺪ‬ ‫اﻓﺘﻨﺪ‬ . ‫ﻣﯽ‬ ‫اﻓﺮاد‬ ‫اﯾﻦ‬ ‫ﺗﻮان‬ ‫ﺑﻪ‬ ‫و‬ ‫داد‬ ‫ﭘﺮورش‬ ‫را‬ ‫داد‬ ‫ﺣﺮﮐﺖ‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﻣﺤﺘﻮاي‬ ‫اراﺋﻪ‬ ‫ﺑﺎ‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﺷﺪن‬ ‫درﮔﯿﺮ‬ ‫ﺳﻮي‬ . ‫ﻫﻤﺎن‬ ‫ﻣﯽ‬ ‫ﻣﺼﺮف‬ ‫را‬ ‫ﺑﯿﺸﺘﺮي‬ ‫ﻣﺤﺘﻮاي‬ ‫اﻓﺮاد‬ ‫ﮔﺮوه‬ ‫اﯾﻦ‬ ‫ﮐﻪ‬ ‫ﻃﻮر‬ ‫ﺑﯿﺸﺘﺮ‬ ،‫ﮐﻨﻨﺪ‬ ‫اﻋﺘﻤـﺎد‬ ‫وﺑﮕﺎه‬ ‫ﺑﻪ‬ ‫ﻣﯽ‬ ‫ﻣﯽ‬ ‫ﺗﻤﺎس‬ ‫ﺷﻤﺎ‬ ‫ﺑﺎ‬ ‫ﻧﯿﺎز‬ ‫زﻣﺎن‬ ‫در‬ ‫و‬ ‫ﮐﻨﻨﺪ‬ ‫ﮔﯿﺮﻧﺪ‬ . ‫ﺳﻪ‬ ‫ﻣﺮاﺣﻞ‬ ‫ﮔﺎﻧﻪ‬ ‫ﺑﺎﻻ‬ ‫ﻣـﯽ‬ ‫ﻧـﺸﺎن‬ ‫را‬ ‫ﮐـﺎرﺑﺮان‬ ‫درﮔﯿﺮﺷﺪن‬ ‫ﮔﻮﻧﺎﮔﻮن‬ ‫ﺳﻄﻮح‬ ، ‫دﻫ‬ ‫ﻨـ‬ ‫ﺪ‬ . ‫در‬ ‫ﻣﯽ‬ ‫را‬ ‫ﺷﺮﮐﺖ‬ ‫وﺑﮕﺎه‬ ‫ﻧﺎﺷﻨﺎس‬ ‫اﻓﺮاد‬ ،‫ﭘﺎﯾﯿﻦ‬ ‫ﻣﺤﺘـﻮاي‬ ‫آزاداﻧـﻪ‬ ‫و‬ ‫ﯾﺎﺑﻨﺪ‬ ‫در‬ ‫دﺳـﺘﺮس‬ ‫را‬ ‫وﺑﮕـﺎه‬ ‫ـﯽ‬ ‫ـ‬‫ﻣ‬ ‫ـﺼﺮف‬ ‫ـ‬‫ﻣ‬ ‫ـﺪ‬ ‫ـ‬‫ﮐﻨﻨ‬ . ‫ﻣﺤ‬ ‫ـﻦ‬ ‫ـ‬‫اﯾ‬ ‫ـﺐ‬ ‫ـ‬‫ﻗﺎﻟ‬ ‫در‬ ،‫ـﺎﯾﯿﻦ‬ ‫ـ‬‫ﭘ‬ ‫ـﻄﺢ‬ ‫ـ‬‫ﺳ‬ ‫ـﺎي‬ ‫ـ‬‫ﺘﻮاﻫ‬ ‫ـﻮن‬ ‫ـ‬‫ﻫﻤﭽ‬ ‫ـﻮﻋﯽ‬ ‫ـ‬‫ﻣﺘﻨ‬ ‫ـﺎي‬ ‫ـ‬‫ﻫ‬ ‫وب‬ ‫ﻧﻮﺷﺖ‬ ‫ازاﯾﻦ‬ ‫ﻣﻮاردي‬ ‫و‬ ‫وﯾﺪﺋﻮﻫﺎ‬ ،‫ﻣﻘﺎﻻت‬ ،‫ﻫﺎ‬ ‫ﻗﺎﺑﻞ‬ ‫دﺳﺖ‬ ‫اﺳﺖ‬ ‫دﺳﺘﺮس‬ . ‫ﺗﮑـﻪ‬ ‫اﯾﻦ‬ ‫ﻫـﺎي‬ ‫ﺑﻪ‬ ‫ﻣﺤﺘﻮا‬ ‫ﻣﯽ‬ ‫ﻣﺼﺮف‬ ‫راﺣﺘﯽ‬ ‫ﺛﺒﺖ‬ ‫ﺑﻪ‬ ‫ﻧﯿﺎزي‬ ‫و‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﺼﺮف‬ ‫ﺑﺮاي‬ ‫ﻧﺎم‬ ‫آن‬ ‫ﻫﺎ‬ ‫ﻧﯿﺴﺖ‬ . ‫واﻗـﻊ‬ ‫در‬ ‫آن‬ ‫ﻫﺎ‬ ‫آب‬ ‫ﻟﯿﺴﯿﺪن‬ ‫ﻣﺎﻧﻨﺪ‬ ‫ﻧﺒﺎت‬ ‫ﭼﻮﺑﯽ‬ ‫ﻫﺴﺘﻨﺪ‬ ) Schultz, 2013: 185 .(  ‫ﻣ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﺪل‬ ‫رﯾﭽﺮ‬ ‫ارژن‬  ) 2014 ( ‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫اراﺋﻪ‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫راﻫﺒﺮد‬ ‫ﻋﻨﻮان‬ ‫ﺑﺎ‬ ‫ﻣﺪﻟﯽ‬ ‫ﻧﯿﺰ‬ ‫ﭘﯿﭽﯿﺪﮔﯽ‬ ‫و‬ ‫ﻋﻨﺎﺻﺮ‬ ‫ﮐﻪ‬ ‫ﻣﺪل‬ ‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺑﯿﺸﺘﺮي‬ ‫ﻫﺎي‬ ‫دارد‬ ‫ﭘﯿﺸﯿﻦ‬ ‫ﻫﺎي‬ . ،‫ﻣـﺪل‬ ‫اﯾـﻦ‬ ‫ﻣﺮﮐﺰﯾﺖ‬ ‫ﮐﺴﺐ‬ ‫ﻣﻔﻬﻮم‬ ‫دارد‬ ‫ﻗﺮار‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻤﺎن‬ ‫ﯾﺎ‬ ‫و‬ ‫وﮐﺎر‬ . ‫ﺧﻠﻖ‬ ‫و‬ ‫رﺳﺎﻧﻪ‬ ‫ﺧﻠﻖ‬ ‫ﻣﻔﻬﻮم‬ ‫دو‬ ‫ﻫﺮم‬ ‫ﻗﺎﻋﺪه‬ ‫در‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺑﺮ‬ ‫ﻣﺒﺘﻨﯽ‬ ‫ﮐﻪ‬ ‫دارﻧﺪ‬ ‫ﻗﺮار‬ ‫ﻣﺤﺘﻮا‬ ‫ﻣﯽ‬ ‫ﻫﻤﺎﻫﻨﮓ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺗﻨﻈﯿﻢ‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫رﯾﺰي‬ ‫ﺷـﻮﻧﺪ‬ . ‫در‬ ‫زﻣﯿﻨﻪ‬ ‫ﺗﻔﮑﺮات‬ ‫و‬ ‫ﻣﻮﺿﻮﻋﺎت‬ ‫ﻫﺮم‬ ‫رأس‬ ‫و‬ ‫رﺳﺎﻧﻪ‬ ‫ﺧﻠﻖ‬ ‫ﺑﺎ‬ ‫ﺳﻮﯾﯽ‬ ‫از‬ ‫ﮐﻪ‬ ‫دارد‬ ‫ﻗﺮار‬ ‫ﮐﺎرﺑﺮان‬ ‫اي‬ ‫اﺳﺖ‬ ‫ارﺗﺒﺎط‬ ‫در‬ ‫ﻣﺤﺘﻮا‬ ‫ﺧﻠﻖ‬ ‫ﺑﺎ‬ ‫دﯾﮕﺮ‬ ‫ﺳﻮي‬ ‫از‬ . ‫اﺑﺰارﻫـﺎي‬ ‫از‬ ،‫رﺳـﺎﻧﻪ‬ ‫ﺧﻠـﻖ‬ ‫ﺑـﺎ‬ ‫ارﺗﺒـﺎط‬ ‫در‬ ‫ﺷﺨﺼﯿ‬ ‫ﺗﻨﻈﯿﻢ‬ ‫و‬ ‫ﻧﻈﺎرت‬ ‫ﻣـﯽ‬ ‫اﺳـﺘﻔﺎده‬ ‫ﺧﺮﯾﺪار‬ ‫ﺖ‬ ‫از‬ ،‫ﻣﺤﺘـﻮا‬ ‫ﺧﻠـﻖ‬ ‫ﺑـﺎ‬ ‫ارﺗﺒـﺎط‬ ‫در‬ ‫و‬ ‫ﺷـﻮد‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬ ‫ﻋﻤﻠﮑﺮد‬ ‫ارزﯾﺎﺑﯽ‬ ‫و‬ ‫ﺗﺤﻠﯿﻞ‬ ‫اﺑﺰارﻫﺎي‬ ‫ﺷﻮد‬ . ‫رأس‬ ‫از‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬ ‫راﻫﺒﺮد‬ ‫ﺣﺮﮐﺖ‬ ‫ﺑﻪ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻫﻤﺪﻟﯽ‬ ‫ﯾﻌﻨﯽ‬ ‫ﻫﺮم‬ ‫ﺳﻮي‬ ‫درﮔﯿﺮﺳـﺎزي‬ ‫و‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫درﻧﻬﺎﯾـﺖ‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﮐـﻨﺶ‬ ‫اﺳﺖ‬ . ‫از‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾـﺎﺑﯽ‬ ‫راﻫﺒـﺮد‬ ‫ﻣﺪل‬ ‫اﯾﻦ‬ ‫در‬ ‫واﻗﻊ‬ ‫در‬ 1 . » ‫و‬ ‫ﻓﮑـﺮي‬ ‫زﻣﯿﻨـﻪ‬ ‫ﺗﻮﺳـﻌﻪ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫ﻣﻮﺿﻮﻋﯽ‬ « ‫ﻣﯽ‬ ‫آﻏﺎز‬ ‫ﺑﺎ‬ ‫و‬ ‫ﺷﻮد‬ 2 . » ‫ﺗﺒﺪﯾﻞ‬ ‫رﺳـﺎﻧﻪ‬ ‫ﺑـﻪ‬ ‫ﺷـﺪن‬ ‫اي‬ ‫درﮔﯿـﺮ‬ ‫ﮐﻨﻨـﺪه‬ « ‫اداﻣـﻪ‬ ‫ﻣﯽ‬ ‫ﺑﻪ‬ ‫ﺗﺎ‬ ‫ﯾﺎﺑﺪ‬ 3 . » ‫ﻣﺆﺛﺮ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺧﻠﻖ‬ « ‫ﺑﺮﺳﺪ‬ . ‫ﻣﯽ‬ ‫را‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ،‫ﺳﻨﺘﯽ‬ ‫زﺑﺎن‬ ‫ﺑﻪ‬ ‫ﺗﻮان‬ 1 Arjan Ritcher www.noormags.ir
  • 17. ‫اﻣﮑﺎن‬ ‫در‬ ‫ﮐﺎرﺑﺮﺳﺎز‬ ‫ﻣﺤﺘﻮاي‬ ‫ﮐﺎرﺑﺴﺖ‬ ‫ﺳﻨﺠﯽ‬ ... 171 ‫ﺑﻪ‬ ‫ﻣـﯽ‬ ‫ﺧـﻮد‬ ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﮐﺮد؛‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺟﺬﺑﯽ‬ ‫راﻫﺒﺮدﻫﺎي‬ ‫ﻣﺜﺎﺑﻪ‬ ‫ﮐـﺸﯿﺪ‬ . ‫زﺑـﺎن‬ ‫ﺑـﻪ‬ ‫ﻣﺪ‬ ‫رن‬ ‫ﻣﯽ‬ ‫ﻣـﺸﺘﺮي‬ ‫راﻫﺒﺮدﻫﺎي‬ ‫از‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﻪ‬ ‫ﮔﻔﺖ‬ ‫ﺗﻮان‬ ‫اﯾﺠـﺎد‬ ‫اﺳـﺖ؛‬ ‫ﻣﺪاراﻧـﻪ‬ ‫ﺧﺮﯾﺪ‬ ‫از‬ ‫ﺑﻌﺪ‬ ‫و‬ ‫ﺧﺮﯾﺪ‬ ‫ﻫﻨﮕﺎم‬ ،‫ﺧﺮﯾﺪ‬ ‫از‬ ‫ﭘﯿﺶ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﺮاي‬ ‫ﻣﺜﺒﺖ‬ ‫ﺗﺠﺮﺑﻪ‬ . ‫ﺗﻌﺮﯾـﻒ‬ ‫دو‬ ‫ﻫـﺮ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﻓﻌـﺎل‬ ‫آن‬ ‫ﻫﺪف‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫راﻫﺒﺮدي‬ ‫ﻣﺤﺘﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣـﺸﺘﺮﯾﺎن‬ ‫ﺳـﺎزي‬ ‫اﺳﺖ‬ ) Richter, 2014 ( . 2 - 3 - ‫ﭘﯿﺸﯿ‬ ‫ﭘﮋوﻫﺶ‬ ‫ﻨﻪ‬ ‫از‬ ‫آﻧﺠﺎ‬ ‫ﺣـﻮزه‬ ،‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﻣﺤﺘـﻮاﯾﯽ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﺣﻮزه‬ ‫ﮐﻪ‬ ‫ﻣﻄﺎﻟﻌـﺎت‬ ‫از‬ ‫ﺟﺪﯾـﺪ‬ ‫اي‬ ‫ﭘﮋوﻫﺶ‬ ،‫اﺳﺖ‬ ‫ﻧﺰدﯾﮏ‬ ،‫ﻧﺪارد‬ ‫وﺟﻮد‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫در‬ ‫ﻣﺮﺗﺒﻄﯽ‬ ‫ﻫﺎي‬ ‫ﭘﮋوﻫﺶ‬ ‫ﺗﺮﯾﻦ‬ ‫ﺑـﺎ‬ ‫ﮐﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫ارﺗﺒﺎ‬ ‫در‬ ‫ﺣﻮزه‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ،‫اﺳﺖ‬ ‫ط‬ ‫ﻋﺒﺎرﺗ‬ ،‫ﭼﮑﯿﺪه‬ ‫ﺻﻮرت‬ ‫از‬ ‫ﻨﺪ‬ :  ‫ِت‬‫د‬‫ِﻧﻬﺎر‬‫د‬ ‫ِرﯾﻦ‬‫ﻮ‬ِ‫ﺳ‬  ) 2014 ( ‫ﭘﺎﯾﺎن‬ ‫در‬ ‫د‬ ‫ﺧﻮد‬ ‫دﮐﺘﺮاي‬ ‫ﻧﺎﻣﻪ‬ ‫و‬ ‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻋﻠﻮم‬ ‫رﺷﺘﻪ‬ ‫ر‬ ‫اﻗﺘﺼﺎدي‬ ‫ﮐﻪ‬ ‫اﯾﻨﺴﺒﺮوك‬ ‫داﻧﺸﮕﺎه‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫داﻧﺸﮑﺪه‬  ‫ﻣﻮﺿﻮع‬ ‫ﺑﻪ‬ ،‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫ﻣﻨﺘﺸﺮ‬ ‫اﺗﺮﯾﺶ‬ ‫ﺑﺮ‬ ‫آن‬ ‫ﺗﺄﺛﯿﺮ‬ ‫و‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﺮﻧﺪ‬ ‫ﺳﺎزي‬ ‫اﺳﺖ‬ ‫ﭘﺮداﺧﺘﻪ‬ . ‫دﻧﻬﺎرت‬ ) 2014 : 3 ( ‫ﻣﻌﺘﻘﺪ‬ ‫رﺳﺎﻧﻪ‬ ‫رﺷﺪ‬ ‫و‬ ‫ﻇﻬﻮر‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻫﺎ‬ ‫ي‬ ‫اﺟﺘﻤﺎﻋ‬ ‫ﯽ‬ ، ‫ﻣﺤﺘﻮا‬ ‫ي‬ ‫را‬ ‫ﮐﺎرﺑﺮﺳـﺎﺧﺘﻪ‬ ‫ﯾ‬ ‫ﮑـ‬ ‫ﯽ‬ ‫ﻧ‬ ‫از‬ ‫ﯿ‬ ‫ﺮوﻫـﺎ‬ ‫ي‬ ‫ﭘ‬ ‫ﯿ‬ ‫ﺸﺮان‬ ‫ﺗ‬ ‫ﺠﺮﺑ‬ ‫ﯿ‬ ‫ﺎت‬ ‫اﻣﺮوز‬ ‫ﺑﺮﺧﻂ‬ ‫ي‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ .  ‫آرﻧﻬﻮﻟﺪ‬ ‫اوﻟﺮﯾﮏ‬  ) 2010 ( ‫ﭘﺎﯾﺎن‬ ‫در‬ ‫ﺑـﺮ‬ ‫ﻣﺒﺘﻨـﯽ‬ ‫ﺳـﺎزي‬ ‫ﺑﺮﻧـﺪ‬ ‫روي‬ ‫ﺑـﺮ‬ ‫ﺧـﻮد‬ ‫ﻧﺎﻣﻪ‬ ‫اﺳﺖ‬ ‫ﮐﺮده‬ ‫ﺗﻤﺮﮐﺰ‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ .  ‫ﺷﻮﻟﺰ‬  ‫ﻫﻤﮑﺎران‬ ‫و‬ ) 2013 ( ‫ﻣﻄﺎﻟﻌـﻪ‬ ‫در‬ ‫ﻧﯿـﺰ‬ ‫اﺛﺮﮔـﺬاري‬ ‫ﻋﻮاﻣـﻞ‬ ‫روي‬ ‫ﺑـﺮ‬ ‫ﮐـﻪ‬ ‫اي‬ ‫ﻣﺤﺘـﻮاي‬ ‫و‬ ‫ﮐﺎرﺑﺮﺳﺎﺧﺘﻪ‬ ‫ﻣﺤﺘﻮاي‬ ‫ﺑﺎزارﯾـﺎب‬ ‫ﺳـﺎز‬ ‫ﺗـﺼﻤﯿﻢ‬ ‫ﻓﺮآﯾﻨـﺪﻫﺎي‬ ‫ﺑـﺮ‬ ‫ﮔﯿـ‬ ‫ﺧﺮﯾـﺪ‬ ‫ﺮي‬ ‫ﭘﺮداﺧﺘﻪ‬ ‫ﮐﺮده‬ ‫ﺗﻮﺟﻪ‬ ‫ﺧﺮﯾﺪ‬ ‫و‬ ‫ﻋﻼﻗﻪ‬ ،‫آﮔﺎﻫﯽ‬ ‫ﻫﻤﭽﻮن‬ ‫ﻣﻮاردي‬ ‫ﺑﻪ‬ ‫اﻧﺪ‬ ‫اﻧﺪ‬ . 1. Dennhardt 2. University of Innsbruk 3. Arnhold 4. Scholz www.noormags.ir