مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تدوین الگوی بازاریابی صادراتی زعفران ایران

نویسندگان
1 گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران
2 گروه مدیریت بازرگانی دانشگاه کردستان ، سنندج، کردستان
3 گروه مدیریت بازرگانی، دانشگاه بوعلی همدان
4 گروه مدیریت، واحد گنبد کاووس، دانشگاه آزاد اسلامی، گنبدکاووس، ایران
JABM.3.2.15564.354159
چکیده
امروزه رشد صادرات برای کشورها به منزله کلیدی برای بازآفرینی اقتصاد است تقریباً در تمام کشورهای درحال توسعه موضوع توسعه صادرات در رأس اولویتها و سیاستگذاری‌های دولت قرار دارد همچنان که آگاهی و توجه به اهمیت موضوع صادرات در کشورهای توسعه یافته به شکل بسیار جدی‌تری وجود دارد. در این راستا پژوهش حاضر با هدف طراحی الگوی بازاریابی صادراتی زعفران ایران نگارش شده است. جامعه آماری این پژوهش در بخش کیفی صاحب‌نظران و مطلعین حوزه مدیریت بازرگانی و مدیریت و دست‌ اندرکاران و فعالان در زمینه صادرات زعفران ایران بودند. نمونه‌ گیری با روش نمونه گیری هدفمند انجام شد و مجموع افراد مشارکت‌کننده تا رسیدن به مرحله اشباح نظر ی 15 نفر بودند. ابزار گرد آوری داده ها و اطلاعات، مصاحبه باز بود. سؤالات این مصاحبه بر مبنای اهداف تحقیق تعیین شد بود. نتایج حاصل از تحلیل مصاحبه‌ها نشان داد که الگوی ارائه شده به صورت کیفی شامل نه مقوله اصلی اقدامات بازاریابی، راهبرد کلان، راهبرد خرد، عوامل محدودکننده، عوامل تسهیل‌کننده، عوامل داخلی، عوامل خارجی، پیامدهای کوتاه مدت و پیامدهای بلندمدت است. بر اساس نتایج الگوی ارائه شده در این پژوهش می‌تواند به عنـوان مبنـایی در زمینه بازاریابی صادراتی زعفران ایران استفاده شود.
کلید واژه‌ها: زعفران، الگوی بازاریابی، صادرات، ایران.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Compilation of Iran's saffron export marketing model

نویسندگان English

Kamal Mohamadian 1
reza shafei 2
Mostafa Rezaeerad 3
Tohfa Ghobadi Lamoki 4
Kambiz Hamidi 1
1 Department of Management-Marketing, Hamedan branch, Islamic Azad University, Hamedan, Iran
2 Department of Business Management , University of Kurdistan , Iran
3 Department of Management, Faculty of Management and Accounting, Bu-Ali Sina University Hamedan, Iran
4 Department of management, Gonbad Kavoos Branch, Islamic Azad University, Gonbad Kavoos, Iran
چکیده English

Today export growth for countries is a key to re-creating the economy. Export development is at the top of government priorities and policies in almost all developing countries. Furthermore, there is an ever-increasing awareness and attention to the importance of exports in developed countries. Accordingly, this paper attempts to identify and design the export marketing model of Iranian saffron. The statistical population consisted of business management and management experts. Sampling was performed by the purposive sampling method. A sample of 15 subjects was selected at the saturation stage. Data was collected through an open interview. The question items were determined based on the research objectives. The interviews analysis showed that the model presented qualitatively includes nine main categories of marketing measures, macro strategy, micro strategy, limiting factors, facilitators, internal factors, external factors, and short-term and long-term consequences. The results show that the presented model can be used as a basis for Iranian saffron export marketing.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

کلیدواژه‌ها English

Saffron
Marketing Pattern
Export
Iran
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