نوع مقاله : مقاله علمی پژوهشی
1 گروه مدیریت فناوری اطلاعات، واحد تهران مرکزی، مدیریت دانشگاه آزاد اسلامی تهران، ایران
2 گروه مدیریت فناوری اطلاعات، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
عنوان مقاله [English]
Geo-marketing is a tool that uses geographic, or location-based, information to help companies put together marketing strategies and campaigns. Using digital mapping to organize and display data enables marketers to analyze data by region or a particular physical location. Geo-marketing can be used to choose a website for a new business or branch, determining key locations for advertising, displaying website content that is distinct to a user’s origin, and offering online advertising based on a user’s location. Other applications include showing how a customer segment might be distributed in particular. Geo-marketing is a new way of knowledge-based marketing, which is supported by digital maps and specialized GIS software. Knowledge-based marketing use packaged information such as marketing information systems, such as model building, data mining, etc., to determine customer profiles, deviation analysis, and trend analysis. Location Intelligence is a technical way to organize spatial data with business and human data in a geographically correct way in order to reveal hidden relationships that may lead to benefitting a business and/or avoiding spatially wrong located investments. Digital urban environments and e-cities in the rapidly evolving world have created many opportunities for people's living, working and entertaining environments. Therefore, the purpose of this study was to provide a model based on e-city management for the development of e-cities with the data theory approach which was particularly applied for Tabriz city as a case study. This research was in the framework of a qualitative approach and by applying the data research method of the foundation. The data collection approach was semi-structured interviews and 28 experts were selected using purposive sampling method to collect information. Data analysis was performed in three stages: open coding, axial coding, and selective coding in GIS environment. Based on that, a qualitative research model was applied.
The research methodology was developed based on the GIScience approaches. This technology is the spearhead of geospatial research in a) the connection between technology and thinking, b) training and, c) professional upgrade. All of the above tools are essential for the improvement of a business because they are real time data, they can collect, visualize and analyze their client’s assets in real-time in combination with the real world of a satellite image or any other aerial imagery (i.e. image from a drone) and the process of the data in real-time. This allows an almost instant updating of the maps used by the business. This can be done when the business uses web mapping software in order to update its database. All web mapping software is on the cloud and gives the opportunity to be used from any place any time by any employee of the company who has the right to do so. Also, the database is on the cloud and can be retrieved accordingly.
Results and conclusion
The results of the present study show the identification of 367 open sources, 22 subcategories or concepts, and 6 categories of extraction and their characteristics. In this regard, the extractive categories were categorized as follows: Causal conditions: lifestyle change, smart governance (participation), reduction of environmental damage and the development of new technology and social networks, pivotal conditions: individual and social requirements, achieving sustainable economic development and information technology, ruling context: Infrastructure platforms, electronic infrastructure, financial and legal indicators of the country and the status of communication networks, intervention conditions: managerial, educational and cultural anomalies, strategies: upgrading infrastructure, using the experiences of other countries and localizing them, establishment Electronic unit window, using IT managers, culture and education, consequences: improving the quality of services and welfare and satisfaction of citizens, comprehensive development of the country and reducing pollution, traffic and environmental damage. The results of the present study are of great importance in the development of concrete electronic city management on data processing techniques and can pave the way for future research for the implementation of electronic cities. Results also indicated that the Janbo store is well located spatially and has a chance to build up a successful business. Results of this research are of great importance for developing a GIS by bridging GIS and marketing and presenting a new approach for GIScience.