مفهوم استراتژی از سال 1960 در مطالعه‌های کسب‌وکار به کار برده شده و باوجود پذیرش گسترده آن، هنوز مفهومی مبهم و خاص در مدیریت است. استراتژی الگوی تصمیم­هایی است که در سازمان اخذ می­شود و فعالیت­ها و نتایج را شکل می­دهد. استراتژی­ها راهبردهای خوب ابزار رقابتی و راهبردهای نامناسب ضعف­های عمده سازمان محسوب می­شوند. استراتژی مجموعه ­ای از اهداف اصلی و سیاست­ها و برنامه­­ های کلی به­ منظور نیل به این اهداف است، به ­گونه­ای که قادر به تبیین این موضوعات باشد که در چه کسب­وکار و چه نوع سازمانی فعالیت می­کنیم و یا می­خواهیم فعالیت کنیم. استراتژی یک برنامه واحد، همه جانبه و تلفیقی است که محاسن یا نقاط قوت اصلی سازمان را با عوامل و تغییرات محیط مربوط می­سازد و به نحوی طراحی می­شود که با اجرای صحیح آن از دستیابی به اهداف اصلی سازمان اطمینان حاصل شود (اوبیدات[1]، 2016).

تعریف مفهوم استراتژی از یک پژوهشگر به پژوهشگر دیگر متفاوت است، اما جوهره بسیاری از تعاریف، مفهوم استراتژی چنین بیان شده است: طرحی در راستای رسیدن به اهداف بلندمدت سازمان که منابع سازمان را با تغییرات محیطی هماهنگ می‌سازد (چن و کئونگ[2]، 2019).

چندلر (1962) استراتژی را این­گونه تعریف می­کند: استراتژی عبارت است از یک طرح واحد، همه جانبه و تلفیقی که نقاط قوت و ضعف سازمان­ را با فرصت­ها و تهدیدات محیطی مربوط ساخته و دستیابی به اهداف اصلی سازمان را میسر می­سازد. استراتژی کسب­وکار به عنوان رسانه­ای تعریف می­شود که مسیر و اهداف بلندمدت شرکت را تعیین می­کند و مشخص می­کند که چگونه شرکت منابع مورد نیاز برای برآوردن نیازهای بازار و ذینفعان را به دست خواهد آورد (بیلی[3]، 2018). مهم­ترین استراتژی­ها باید در کسب­وکارهای استراتژیک ­محور وجود داشته باشد که هدف آن موفقیت در بازارهای فردی است و باید با اهداف استراتژی شرکت مرتبط باشد. بنابراین اولین گام توسعه استراتژی در شرکت­های استراتژیک­ محور در تجزیه و تحلیل بازار رقابتی با گردآوری اطلاعات لازم در مورد رقبا در بازار است و افراد باید در سطح بالایی از شایستگی باشند تا نیازهای مشتریان را به بهترین نحو ممکن برآورده سازند (عبدالواضع[4] و همکاران، 2020).

[1] . Obeidat

[2] . Chen & Keung

[3] . Baily

[4] . Abdulwase

 مفهوم استراتژی.. 3

 حفظ مشتری.. 4

 اقدامات و شیوههای حفظ مشتری.. 8

 استراتژیهای حفظ مشتری.. 10

قیمت منصفانه. 11

 بازاریابی آنلاین.. 14

ارتباط مکرر. 16

 پیشینه پژوهش... 17

 پیشینه داخلی.. 17

پیشینه خارجی.. 19

منابع. 22

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