خلاصة:
The aim of this article is to investigate and determine effective strategies for creating differentiation in the mobile phone industry based on the Blue Ocean strategy. The statistical population of this research consists of mobile phone retailers in major mobile phone sales centers in Tehran and their customers. The data collection tool was a self-constructed questionnaire completed through a survey. For hypothesis testing, a parametric test (t) was used. According to the research results, the impact of four variables—simultaneous attention to emotional and functional aspects, attention to complementary products and services, attention to commonalities in customer desires, and attention to substitute industries—on increasing sales was significant, and regarding the variable of pioneering in the use of new technologies, the null hypothesis was confirmed. Therefore, domestic producers can increase their sales volume in the domestic market by following the provided strategies.
ملخص الجهاز:
According to the research results, the impact of four variables—simultaneous attention to emotional and functional aspects, attention to complementary products and services, attention to common points of customer demands, and attention to substitute industries—on increasing sales was significant; regarding the variable of pioneering in the use of new technologies, the null hypothesis was confirmed.
. Keywords: Blue Ocean Strategy; Mobile phone; Increasing sales; Complementary products and services; Substitute industries; Emotional aspect; Functional aspect.
Results of the one-sample t-test for the impact of attention to substitute industries on increasing mobile phone sales Statistical Index Variable T Degrees of Freedom Significance Level Mean Difference Still camera 87/6 197 01/0 589/0 Video camera 29/5 197 01/0 417/0 Tablet 51/8 197 01/0 589/0 Mp3 60/3- 197 01/0 331/0- Mp4 74/2- 197 01/0 252/0- Based on the data in Table 13, the obtained t-statistic value with 197 degrees of freedom at an alpha level of 0.
Given that the resulting statistic is positive and the mean scores are higher than the average value, we conclude that from the sellers' perspective, attention to the intersection points of customer demands leads to an increase in mobile phone sales.
Given that the resulting statistic is positive and the mean scores are higher than the average value, we conclude that from the perspective of both sellers and customers, pioneering in the use of new technology leads to an increase in mobile phone sales.
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