طراحی مدل ارتقای برند ملی کشور در زمینه صادرات کالا و خدمات صنعتی
محورهای موضوعی : مدیریت بازاریابیعلیرضا زمانی 1 , کامبیز جلالی فراهانی 2 , محمود سمیعی نصر 3 , نسرین آخوندی 4
1 - گروه مدیریت صنعتی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران ایران
2 - گروه مدیریت صنعتی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران ایران
3 - گروه مدیریت بازرگانی دانشکده مدیریت، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران ایران
4 - گروه ریاضی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران ایران
کلید واژه: برند ملی, ارتقای برند ملی و صادرات صنعتی, مدل برند ملی, رویکرد آمیخته,
چکیده مقاله :
مقدمه: بازار دیجیتال نسبت به مصرف کننده مد دیدگاه تجارتی دارد. از آنجایی که این بازار، قصد تاثیرگذاری بر رفتار خرید مصرف کننده و جلب اعتماد وی را دارد، با استفاده از فضای دیجیتال نگرانيهایی از تصویر بدنش در ذهن مصرف کننده ایجاد میکند که وی را به سمت جراحي زيبايي، افزايش رژيم غذايي و خدمات مد سوق دهد. از طرفی تأثير بازاریابی‌دیجیتال به عنوان موتور حرکت کسب و کار در شکل دهي رفتارخرید بالاست و افراد تحت تأثير تبليغات، رفتارشان را در خريد خدمات مد تغيير مي‌دهند. تاکنون پژوهشی برای بررسی رفتار خرید مصرف کنندگان مد بر اساس الگو تغییر رفتار خرید با استفاده از فضای دیجیتال انجام نشده است. هدف این پژوهش طراحی مدل رفتار خرید مصرف‌کننده برای موقعیت‌های مختلف رفتار خریدمصرف کننده در بازار دیجیتال است. روش پژوهش: از روش کیفی و تئوری داده بنیاد برای گردآوری اطلاعات و تجزیه و تحلیل داده، استفاده شد. پس از مصاحبه تخصصی با 14 نفر ازخبرگان و مدیران بازاردیجیتال که از طریق روش غیر احتمالی و نمونه گیری هدفمند (گلوله برفی) انتخاب شدند. یافتهها: دادهها به صورت کدگذاری باز، محوری، انتخابی طبقه بندی و در قالب 32 مفهوم و 9مقوله اصلی استخراج شدند. با استناد به نظريه داده بنياد، كُدهاي شناسايي شده در قالب عوامل راهبردی، مولفه ها، موارد علی، شرایط زمینه ای، شرایط تاثیرگذار، پیامدها دسته بندی شدند. نتیجهگیری: مقولهها شامل: عوامل راهبردی بازار دیجیتال،مولفه بازار دیجیتال، موارد علی تاثیرگذار در رفتارخریدمصرف‌کننده فضای دیجیتال، محرک خارجی و شرایط زمینه ای تاثیرگذار در فضای دیجیتال، مولفه مد، رفتارخرید مصرف‌کننده مد، شرایط تاثیرگذار در بازار مد، پیامد منفی، پیامد مثبت.
Nation branding is a suitable model recommended by international organizations for export development in the third millennium. An important part of the exports of countries in the world are industrial products. In this regard, due to the importance of this issue for the country, this study was conducted with the aim of providing a model for promoting the nation brand in the field of exporting goods and industrial services. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative section includes senior managers and entrepreneurs in the fields of branding, industry, export and trade, who have sufficient experience in the aforementioned fields. Sampling was done with a targeted method and theoretical saturation was achieved with 11 interviews. Research findings showed that a national macro-policy and export-oriented culture are the main parameters affecting the national brand. The communication infrastructure in the country provides the necessary platform and the challenges of export sanctions play the role of an interventionist. Finally, the use of relevant strategies to improve the export of industrial goods and services leads to the promotion of the national brand. The central phenomenon including (international branding) also affects the strategies in the field of export of goods and industrial services. Finally, it was found that the strategies of the model lead to a certain result (improvement of the national brand).
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