مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی الگوی بازاریابی کارآفرینانه محصولات کشاورزی ارگانیک

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان
علی اکبر جوکار 1
سیدمحمدجواد موسوی 2
علی شاه نظری درچه 1
سعید عبدالمنافی 1
1 استادیار، گروه مدیریت، دانشگاه پیام نور، ص..پ. 4697-19395 ، تهران، ایران.
2 دانشجوی دکتری، گروه مدیریت، دانشگاه پیام نور، ص..پ. 4697-19395 ، تهران، ایران.
چکیده
بقایای ترکیبات شیمیایی، پیامدهای زیست محیطی نامطلوبی نظیر آلودگی آب و خاک و همچنین بروز مشکلاتی در مورد وضعیت سلامت انسان­ها و دیگر موجودات زنده به همراه دارد . بازاریابی کارآفرینانه می‌تواند با تجمیع منابع مختلف مانند سرمایه، مدیریت، دانش تخصصی و زمین، کسب و کارهای جدید در مورد تولید و فروش محصولات ارگانیک را راه اندازی و راهبری نماید. هدف از پژوهش حاضر ارائه الگوی بازاریابی کارآفرینانه محصولات کشاورزی ارگانیک ایرانی است. پژوهش حاضر از نظر هدف بنیادی، از نظر ماهیت اکتشافی، از نظر جمع آوری اطلاعات کیفی و با تکنیک داده‌ بنیاد می‌باشد. مدل احصا شده نشان می‌دهد که سلامت جامعه، مسئولیت اجتماعی کارآفرین، مدیریت بازاریابی کارآفرینانه، میزان آگاهی مردم و الزامات قانونی جزو شرایط علی مؤثر بر بازاریابی کارآفرینانه؛ تنوع جغرافیایی کشور جزو شرایط زمینه‌ای؛ کرونا، نارسایی اقتصادی جامعه و بهای تمام شده بالای محصولات ارگانیک جزو عوامل مداخله گر؛ توجه به خواسته‌های مشتریان، بسته بندی سبز، طراحی و تولید محصولات سبز، ایجاد مزیت رقابتی، برندسازی، سیاستگذاری دولتی و بازاریابی نوین جزو راهبردهای بازاریابی کارآفرینانه؛ و سودآوری، رضایت مشتریان، ارتقاء معیشت کشاورزان محلی، تقویت هویت فرهنگی، ارتقاء ظرفیت‌های کارآفرینی و افزایش انگیزه کارکنان جزو  پیامدهای بازاریابی کارآفرینانه است.
کلیدواژه‌ها
بازاریابی
کارآفرینی
بازاریابی کارآفرینانه
ارگانیک
کشاورزی ارگانیک

موضوعات

عنوان مقاله English

Designing entrepreneurial marketing model of organic agricultural products

نویسندگان English

aliakbar jokar 1
Seyed Mohammad Javad Mousavi 2
Ali Shahnazari Dorcheh 1
Saeed Abdolmanafi 1
1 Assistant professor, Department of Management, payame Noor university (PNU), P.O. Box 19395-4697, Tehran, Iran
2 PhD’s student, Department of Management, payame Noor university (PNU), P.O. Box 19395-4697, Tehran, Iran
چکیده English

The remains of chemical compounds have adverse environmental consequences such as water and soil pollution, as well as problems with the health of human and other living things. Entrepreneurial marketing can launch and lead new businesses on the production and sale of organic products by integrating various sources such as capital, management, specialized knowledge and land. The purpose of the present study is to provide an entrepreneurial marketing model of Iranian organic farming. The present study is fundamentally exploratory, in terms of the exploratory nature, in terms of qualitative information and the foundation's data technique. The summarized model shows that community health, entrepreneurial social responsibility, entrepreneurial marketing management, public awareness and legal requirements are among the beneficial conditions affecting entrepreneurial marketing; The geographical diversity of the country is part of the underlying conditions; Corona, the economic failure of the community and the cost of the organic products among the interventionist factors; Paying attention to customer demands, green packaging, design and production of green products, creating competitive advantage, branding, government policy and modern marketing are among the entrepreneurial marketing strategies; And profitability, customer satisfaction, promoting local farmers' livelihoods, enhancing cultural identity, enhancing entrepreneurship capacity and increasing employee motivation are among the consequences of entrepreneurial marketing.

کلیدواژه‌ها English

marketing
entrepreneurship
entrepreneurial marketing
organic products
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