نقش بازاریابی سبز شرکت ترنج بر سودآوری اقتصادی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، اقتصاد انرژی، دانشگاه علامه طباطبائی، تهران، ایران

2 کارشناس ارشد اقتصاد و تجارت الکترونیک، دانشکده اقتصاد، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

در سال‌های اخیر آگاهی مصرف‌کنندگان از محیط زیست به طور فزاینده‌ای افزایش یافته است و کسب‌وکارها را به استفاده از تاکتیک‌های بازاریابی «سبز» برای جلب توجه سوق داده است. یکی از این رویکردها، بازاریابی دیجیتال است که می‌تواند توانایی شرکت را برای دستیابی به مخاطبان هدف تسریع کند. شرکت کاشی و سرامیک ترنج به منظور گسترش بازار فروش خود و همگام بودن با جدیدترین روش‌های بازاریابی، در حال بررسی گذار از استراتژی بازاریابی سنتی به سبز است. با این حال، این تغییر مستلزم توجیه اقتصادی دقیق است. این تحقیق امکان‌سنجی اقتصادی روش‌های بازاریابی سبز در مقابل سنتی را برای شرکت کاشی و سرامیک ترنج با استفاده از شاخص‌های نسبت فایده به هزینه[1] و نسبت سود خالص به سرمایه‌گذاری[2] تحت سناریوهای مختلف نرخ تنزیل ارزیابی می‌کند. نتایج نشان داد که رویکرد بازاریابی سبز با میانگین شاخص‌های نسبت فایده به هزینه و نسبت سود خالص به سرمایه‌گذاری به ترتیب با 5/1 و 1/3 دارای مزیت واضحی در مقایسه با بازاریابی سنتی است. علاوه بر این، استراتژی بازاریابی سبز در دو شاخص نسبت فایده به هزینه و نسبت فایده خالص به سرمایه‌گذاری به‌طور میانگین 9/22 و 3/63 درصد عملکرد بالاتری را در مقایسه با رویکرد سنتی نشان می‌دهد.
 
 

کلیدواژه‌ها


عنوان مقاله [English]

The role of green marketing on the economic profitability of Tang Company

نویسندگان [English]

  • samaneh abedi 1
  • zahra Abolhasani 2
1 Economics faculty, Allameh Tabataba’i University, Tehran, Iran
2 M.Sc., Economics and E-commerce, Faculty of Economics, Allameh Tabataba’i University, Tehran, Iran
چکیده [English]

Environmentally conscious consumers have become increasingly prevalent in recent years, leading businesses to use "green" marketing tactics to attract attention. One such approach is digital marketing, which can expedite a company's ability to reach its target audience. Toranj Tile and Ceramic Company, seeking to expand its sales market and stay current with the latest marketing methods, is considering transitioning from traditional to green marketing strategies. However, this shift requires careful economic justification. This research evaluated the economic feasibility of green versus traditional marketing methods for Toranj Tile and Ceramic Company using Benefit-Cost Ratio and Net Benefit-Investment Ratio indicators under different discount rate scenarios. The results showed that the green marketing approach has a clear advantage compared to traditional marketing with the average Benefit-Cost Ratio and Net Benefit-Investment Ratio indices of 1.5 and 1.3 respectively. In addition, the green marketing strategy shows an average of 22.9 and 63.3 percent higher performance compared to the traditional approach in the Benefit-Cost Ratio and Net Benefit-Investment Ratio indices.

کلیدواژه‌ها [English]

  • Green Marketing
  • Net Benefit-Investment Ratio
  • Benefit-Cost Ratio
  • Toranj Tile and Ceramic Company
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