چکیده:
This paper is aimed to distinguish the obstacles to the home video network and to propose the operational solutions to them. In order to study the barriers، six dimensions have been considered based on the distribution literature. These dimensions are channel distribution، organizational processes، consumers، management، product and finance. With respect to the importance and position of barriers to distribution of movies in HVN، an explorative method was used to collect data from 114 experts sampled from entertainment companies. The solutions have been obtained through XTRIZ method in a focus group. The result indicates that the main obstacles are :( 1) sales of products with lower prices to retail outlets ( 2)، visitors with two or three jobs in different distribution companies and (3). the rejected movies from super-markets instead of payments for new movies.
خلاصه ماشینی:
To investigate the distribution obstacles, 6 dimensions – distribution channels, financial resources, organizational processes, consumer, management, and product – have been considered based on the research background.
Dimensions of distribution in different models from the perspective of experts Categorization of dimensions Factors Researchers Purchase frequency Mallen2007-Lilian 1992-Webster 1976 Purchase decision-making process Rangan 1992- Miracle 1965 – Aspinwal 1962 Number of purchase frequencies Lilian 1992 – Miracle 1965 – Aspinwal 1962 Consumer behavior Habitual consumers Kaufman 2006 – Freizer 1995- Colman 2011 R Consumer tastes Freizer & Lassar 1996- -Mallen 2007 Consumer needs Baklin 2000 – Rosenbloom 2005 Average purchase amount Freizer 1995- -Mallen 2007- Kafman 2006 Consumer purchasing power Noak 2010 – Wright 1995- Woodside 2011 Commodity value Coperland 1993 – Aspinwal 1962 Product Product complexity Webster 1976 Product expiration rate Ockland 1999- mwntzer 2000 – Shuarma 2008 Product position in the life cycle curve Jen Ci Lai 2010 – Parasorman 1988 Market potential Fava 2010 – Schouler 1995 – Dinwoodie 2009 Market scope Lorentz 2009- Hutvhinson 2010 – Kodali 2011 Distribution channels Market share Fava 2010 – Quinn 2010 – J.
Indicators of distribution dimensions (extracted from theoretical foundations and the opinions of distribution experts) Dimensions Dimension identifier Indicators Metric identifier Human resources DC1 Distribution channels DC Sales locations DC2 Representatives DC3 Environment DC4 Media quality PD1 Product PD Packaging PD2 Content PD3 Coordination OP1 Organizational processes OP Communication processes OP2 Operational processes OP3 Purchasing power CST1 Consumers CST Tastes CST2 Information CST3 Input financial resources FC1 Financial resources FC Budget FC2 Cost FC3 Management MG Management characteristics MG1 Experience and education MG2 Conceptual model of the research Considering the dimensions extracted from the theoretical foundations, 6 dimensions that are more consistent with the strategic analysis dimensions of film distribution in the home display network were selected to analyze the obstacles of film distribution.
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