طراحی الگوی بازاریابی صادرات محصولات فرهنگی با توجه به رفتار مصرف کننده (مورد مطالعه: تابلونقاشی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت و برنامه ریزی فرهنگی، دانشگاه آزاد اسلامی واحد امارات متحده عربی).

2 استاد دانشکده مدیریت، دانشگاه تربیت مدرس

3 عضو هیئت علمی گروه مدیریت فرهنگی، ددانشکده مدیریت و اقتصاد، دانشگاه آزد اسلامی

4 عضو هیئت علمی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

10.34785/J018.2019.404

چکیده

امروزه صادرات و بویژه بخش بازاریابی در این حوزه به عنوان عامل برتری و مزیت رقابتی برای کشورهای در حال توسعه و نیز توسعه‌یافته مطرح شده است. از طرفی صادرات محصولات فرهنگی به عنوان محصولاتی که می‌تواند معرف سیمای واقعی و فرهنگی کشور ما بوده و کمک شایانی در جهت صادرات غیر نفتی باشد، در سال‌های اخیر از جهات مختلفی مورد توجه قرار گرفته است. بی تردید در این زمینه شناسایی عوامل و طراحی الگویی اثربخش برای صادرات محصولات فرهنگی در جامعه علمی قابل ملاحظه است. روش پژوهش مورد استفاده در این پژوهش از نوع آمیخته کیفی – کمی است بدین شرح که ابتدا عوامل اثرگذار بر بازاریابی صادرات بالغ بر 120 عامل از ادبیات پژوهش شناسایی شده و سپس با استفاده از «روش هفت مرحله‌ای کلایزی» تعداد 33 عامل مهم شناسایی و مورد تجزیه و تحلیل عاملی اکتشافی قرار گرفت. در بخش تحلیل کمی تعداد 29 عامل که به لحاظ بار عاملی تأیید شده‌اند با روش تحلیل مؤلفه‌های اصلی در 6 مفهوم طبقه‌بندی شده و به عنوان الگویی جهت موفقیت در بازاریابی صادرات محصولات فرهنگی شناسایی و معرفی شده‌اند. با توجه به نتایج پژوهش می‌توان گفت فرایند صادرات محصولات فرهنگی تا حدود زیادی به ادراکات و نحوۀ تعامل با مشتری بستگی دارد که خود نشأت گرفته از توانمندی‌های شرکت و ویژگی‌های محصول است که تحت عنوان ویژگی‌های داخلی مؤثر شناخته شده‌اند و ویژگی‌های خارجی اثرگذار در رتبه دوم اهمیت قرار دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Marketing Pattern Modeling For Cultural Products Export According To Consumer Behavior (Case Study: painting)

نویسندگان [English]

  • Tooran Taghdimi 1
  • Asghar Moshabaki Esfahani 2
  • Reza Salehiamiri 3
  • Mehrdad Navabakhsh 4
1 Islamic Azad University UAE
2 Professor of Tarbiat Modarres University
3 Faculty Member, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Faculty Member, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Export marketing is nowadays a competitive advantage for developing and developing countries. On the other hand, the export of cultural products as products that can represent the real and cultural landscape of the country and have been a great help to non-oil exports has been considered in various aspects in recent years. Undoubtedly, identifying the factors and designing an effective model for exporting cultural products to the scientific community is undeniable. The research method used in this study is quantitative-qualitative. In this paper, first, the factors affecting export marketing of more than 120 factors have been identified from the research literature, and by using the Colaizzi seven-step method, 33 important factors have been identified and exploratory factor analysis. In the quantitative analysis section, the 29 factors that were confirmed in terms of factor analysis were classified into 6 concepts by principal component analysis and identified and introduced as a model for success in export marketing of cultural products. According to the results of the study, it can be said that the process of exporting cultural products largely depends on the perception and the way the customer interacts, stemming from the company's capability and product characteristics known as effective internal features and effective external features rank second.

کلیدواژه‌ها [English]

  • Marketing
  • export
  • cultural products
  • Iranian painting board

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 311-332

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