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 مجموعه­ای از اهداف اصلی و سیاست­ها و برنامه­­های کلی به­منظور نیل به این اهداف است، به­گونه­ای 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 جوهرة 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 استراتژیک­محور 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 استراتژیک­محور 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).

برخی از تعاریف مربوط به استراتژی بدین شرح می­باشند:

• استراتژی کسب و کار را می­توان به عنوان تعیین اهداف و مقاصد بلند مدت یک شرکت و اتخاذ مسیرهای عمل و تخصیص منابع مورد نیاز برای دستیابی به آن اهداف تعریف کرد (چندلر، 1976).
• استراتژی کسب و کار به معنای مزیت رقابتی است و تنها هدف برنامه­ریزی استراتژیک این است که شرکت را قادر سازد تا به کارآمدترین راه ممکن، حاشیه پایداری نسبت به رقبای خود به دست آورد. استراتژی شرکتی به معنای تلاش برای تغییر قدرت یک شرکت بر رقبای خود به موثرترین روش است (اوهمایی، 1982).
• استراتژی عنصری در یک ساختار چهار بخشی است. اولا اهدافی وجود دارد که باید به آن­ها دست یافت. ثانیا راه­هایی وجود دارد که در آن منابع باید استفاده شود. ثالثا تاکتیک­ها یا روش­هایی وجود دارد که در آن­ها منابعی که به کار گرفته شده­اند واقعا استفاده شده­اند و در آخر خود منابع هستند که ابزاری هستند که در اختیار شرکت است (گاردیو، 2006).

[1] . Obeidat

[2] . Chen & Keung

[3] . Baily

[4] . Abdulwase

2-1-1- مفهوم استراتژی.. 3

2-1-2- حفظ مشتری.. 4

2-1-3- اقدامات و شیوه‌های حفظ مشتری.. 10

2-1-4- استراتژی‌های حفظ مشتری.. 12

2-1-4-1- قیمت منصفانه. 13

2-1-4-2- بازاریابی آنلاین.. 16

2-1-4-3- ارتباط مکرر. 19

2-6- پیشینه پژوهش... 19

2-6-1- پیشینه داخلی.. 19

2-6-2- پیشینه خارجی.. 22

منابع. 25

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