دور الإبداع التسويقي في تحقيق إسترتجية التميز بالمؤسسة الإقتصادية دراسة حالة مؤسسة تكنو بالجزائر العاصمة

Abstract

تهدف هذه الدراسة إلى معرفة دور الإبداع التسويقي بأبعاده في تحقيق إستراتجية التميز في مؤسسة تكنو الجزائر العاصمة والتي تشمل 43 موظف تم إستخدام المنهج التحليلي في هذه الدراسة وإستخدام الإستبيان كأداة لجمع البيانات حيث تم توزيع 43 إستمارة على الموظفين وجمعنا 43 إستمارة مكتملة كما إستخدمنات برامج spss وexcel2010 لتحليل البيانات The purpose of this study is to identify the role of marketing creativity in its dimensions in achieving the strategy of excellence in the Techno-Algiers capital institution, which includes 43 employees. The analytical approach was used in this study, and the questionnaire was used as a data collection tool, where 43 questionnaires were distributed to employees and we collected 43 completed questionnaires. We also used SPSS 26 and Excel 2010 programs to analyze the data. The study showed the impact of the dimensions of marketing creativity on the institution's excellence strategy, and revealed the existence of a positive relationship between marketing creativity and the market excellence strategy. Based on these results, all the main and subsidiary hypotheses included in the research were accepted. The study also confirms the importance of marketing creativity in building a competitive advantage for the institution by providing creative and innovative products of high quality, improving the value of products and services offered, increasing customer satisfaction and achieving profits. Based on these results, the institution can be recommended to follow technological developments and use them to enhance marketing creativity strategies, promote a culture of creativity and continuous improvement within the institution, direct its efforts towards providing competitive prices and high quality to customers, invest in excellence strategies by improving product and service quality, and promote a culture of development and continuous improvement as part of excellence strategies.