طراحی الگو در جهت سنجش و تحلیل رقبا در صنعت بانکداری: رویکرد تحلیل مضمون

نویسندگان

1 گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.

2 گروه علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده
هدف: در عصر رقابتی امروز و با غالب شدن محیط‌های فناورانه، صنعت بانکداری دستخوش تغییرات عمیقی شده است؛ به‌ویژه با ورود رقبای نوظهوری همچون فین‌تک‌ها که رقابت را تشدید کرده‌اند. این پژوهش با هدف شناسایی و تحلیل رقبا و تبیین شاخص‌های کلیدی برای ارزیابی جایگاه رقابتی بانک‌ها انجام شده است تا بتواند زمینه‌ای برای خنثی‌سازی استراتژی‌های رقبا و بهبود تصمیم‌گیری‌های راهبردی فراهم آورد.
روش‌شناسی پژوهش: جامعه پژوهش شامل مدیران، روسای ادارات و کارشناسان با تجربه با حداقل هشت سال سابقه مرتبط در صنعت بانکداری بود. داده‌ها با استفاده از مصاحبه‌های نیمه ساختاریافته گردآوری و سپس با رویکرد تحلیل مضمون (Thematic Analysis) بررسی شدند. پس از کدگذاری و تحلیل تم‌ها، شاخص‌های ارزیابی رقبا در قالب سطوح و مضامین اصلی استخراج گردید.
یافتهها: یافته‌های پژوهش نشان داد که ارزیابی رقبا در صنعت بانکداری بر اساس دو سطح نیاز شامل نیازهای راهبردی و نیازهای پشتیبان قابل تبیین است. در این چارچوب، شاخص‌ها در دو دسته اصلی قرار می‌گیرند؛ شاخص‌های عملکرد راهبردی که شامل معیارهایی مانند سهم بازار، درآمد، سودآوری، تسهیلات، قیمت تمام‌ شده پول، سرمایه بانک و ارزش‌افزوده اقتصادی است و شاخص‌های مدیریت راهبردی که مواردی مانند بازارهای هدف، استراتژی‌ها، بانکداری دیجیتال، برنامه‌ها و اقدامات، ارزش پیشنهادی، مدل کسب‌وکار، زنجیره ارزش بانک، ساختار سازمانی و ارکان راهبردی را در بر می‌گیرد. این دسته‌بندی بازتاب‌دهنده ماهیات و سطح اثرگذاری شاخص‌هایی است که در تحلیل رقبا نقش کلیدی دارند.
اصالت/ارزش‌افزوده علمی: پژوهش حاضر با ارایه یک چارچوب جامع، امکان مقایسه نظام‌مند جایگاه رقابتی بانک‌ها را چه در سطح صنعت و چه در گروه‌های استراتژیک فراهم می‌سازد. این چارچوب می‌تواند ابزار مفیدی برای مدیران بانکی در طراحی استراتژی، رصد رقبا و اتخاذ تصمیمات کلیدی در شرایط رقابتی شدید باشد.

کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing a framework for measuring and analyzing competitors in the banking industry: A thematic analysis approach

نویسندگان English

Shahriar Azizi 1
Salman Eyozdinejad 1
Mohsen Rafi 2
1 Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
2 Department of Communication Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده English

Purpose: The research population consisted of managers, department heads, and experienced experts with at least eight years of relevant experience in the banking sector. Data were collected through semi-structured interviews and analyzed using thematic analysis. Through coding and theme development, the essential indicators for competitor assessment were extracted.
Methodology: In today's highly competitive, technology-driven environment, the banking industry has undergone profound transformations, intensified by the emergence of new rivals, such as fintech companies. This study aims to identify and analyze competitive indicators to assess and neutralize rival banks' strategies, providing a foundation for improved strategic decision-making.
Findings: The research findings showed that evaluating competitors in the banking industry can be explained in terms of two levels of needs: strategic and supporting. In this framework, indicators fall into two main categories: strategic performance indicators, which include criteria such as market share, revenue, profitability, facilities, cost of money, bank capital, and economic value added; and strategic management indicators, which include items such as target markets, strategies, digital banking, programs and actions, value proposition, business model, bank value chain, organizational structure, and strategic pillars. This categorization reflects the nature and level of impact of indicators that are key to competitor analysis.
Originality/Value: This study provides a comprehensive framework for systematically comparing a bank's competitive position within the industry and across strategic groups. The framework can serve as a valuable tool for banking managers in competitor monitoring, strategy formulation, and the enhancement of competitive advantage.

کلیدواژه‌ها English

Competitor analysis
Thematic analysis
Banking industry
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