مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

واکاوی و تحلیل تاثیر موانع صادراتی بر عملکرد بازاریابی شرکت‌های پتروشیمی ایران

نویسندگان
1 دانشجوی دکترا ، گروه مدیریت بازرگانی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران
2 دانشکده اقصاد و علوم اجتماعی دانشگاه شهید چمران اهواز
3 گروه مدیریت بازرگانی، واحد اهواز، دانشگاه آزاد اسلامی، ایران
4 گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران
چکیده
هدف: پژوهش حاضر با هدف واکاوی و تحلیل موانع صادراتی بر عملکرد بازاریابی شرکت‌های پتروشیمی ایران در منطقه پارس جنوبی انجام گردید.
روش: ابتدا به مطالعه ادبیات و پیشینه پرداخته شد، سپس از طریق مصاحبه‌های نیمه‌ساختار یافته با 30 نفر از خبرگان دانشگاهی و سازمانی شرکت‌های پتروشیمی منطقه پارس جنوبی که به‌صورت هدفمند انتخاب گردیدند، به شناسایی موانع صادراتی شرکت‌های پتروشیمی ایران پرداخته شد. و بر آن اساس پرسشنامه تدوین گردید. سپس اقدام به طراحی مدل مفهومی گردید. از رویکردهای کمی برای تأیید نتایج کیفی و آزمون مدل بهره برده شد. برای تجزیه وتحلیل داده‌ها از نرم‌افزار لیزرل استفاده گردیده است.
یافته‌ها: موانع صادراتی در شرکت‌های پتروشیمی ایران در چهار دسته شامل موانع رویه‌ای، موانع دانش، موانع بازاریابی و موانع خارجی و 32 مولفه شناسایی گردیدند. مدل مفهومی موانع صادراتی طراحی و مورد برازش قرار گرفت. با توجه به مقادیر پارامترهای مدل، بارهای عاملی و ضرایب مسیر و با توجه به مقادیر ضرایب استاندارد و ضرایب معناداری تی بدست آمده می‌توان گفت که بین مولفه‌ها و متغیر مربوطه روابط مستقیم وجود دارد و شاخص‌ها نشان دادند که این مدل از برازش مناسبی برخوردار است.
نتیجه‌گیری: نتایج نشان داد که موانع صادرات تاثیر معکوس بر عملکرد بازاریابی شرکت‌های پتروشیمی کشور داشته‌اند. موانع خارجی با ضریب مسیر 69/0-، موانع رویه‌ای با ضریب مسیر 51/0-، موانع دانشی با ضریب مسیر 49/0- و موانع بازاریابی با داشتن ضریب مسیر 43/-0 به ترتیب رتبه‌های اول تا چهارم را در تاثیرگذاری بر عملکرد بازاریابی شرکت‌های پتروشیمی کشور داشته‌اند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Examining and Analyzing the Impact of Export Barriers on the Marketing Performance of Iranian Petrochemical Companies

نویسندگان English

Ebrahim Fakhraei 1
Mansour zarranezhad 2
Ghanbar Amirnejad 3
Mohammad Hemmati 4
1 Ph.D. Student in Business Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
2 Faculty of Economic and Social Sciences, Shahid Chamran University, Ahvaz, Iran
3 Department of Management, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
4 Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
چکیده English

Purpose: This research aims to examine and analyze export barriers effect on the marketing performance in Iranian petrochemical of South Pars region.
Method: Literature and background were studied, then through semi-structured interviews with 30 people including managers and experts from the commercial and marketing department of petrochemical companies were selected purposefully. The interview and content analysis method were used to identify the design components of the export barriers identification research model, and a questionnaire was developed. Then, quantitative approaches were used to verify the qualitative results and test the model, and LISREL software was used to analyze the data.
Findings: Export barriers in Iranian petrochemical companies were identified in four categories including procedural barriers, knowledge barriers, marketing barriers and external barriers. The conceptual model of export barriers was defined and fitted based on the outputs of the quality department. According to the values of parameters related to the model along with factor loadings and path coefficients and according to the values of standard coefficients and significant coefficients of t obtained, it can be concluded that there is a direct relationship between the factors and the indicators showed that this model has a good fit.
Conclusion: The results showed that export barriers had a negative effect on the marketing performance of petrochemical companies. External barriers with a path coefficient of -0.69, procedural barriers with -0.51, knowledge barriers with -0.49, and marketing barriers with a path coefficient of -0.43 ranked first to fourth.

کلیدواژه‌ها English

Export Barriers
Marketing Performance
Petrochemical Companies
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