طراحی مدل برندسازی در تولید اجتماعی در جهت بهبود عملکرد صنعت پوشاک داخلی
محورهای موضوعی : مدیریت بازرگانیسید موسی خادمی 1 , میرزاحسن حسینی 2 , محمدمهدی پرهیزگار 3 , فهیمه عسگری 4
1 - استادیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
2 - استاد گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
3 - دانشیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
4 - دانشجوی دکتری گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
کلید واژه: برندسازی, گراندد تئوری, تولید اجتماعی, صنعت پوشاک داخلی,
چکیده مقاله :
تحقیق حاضر با هدف طراحی مدل برندسازی در تولید اجتماعی در جهت بهبود عملکرد صنعت پوشاک داخلی انجام شده است. پژوهش حاضر از لحاظ هدف، توسعه‌ای و از لحاظ نوع روش، توصیفی- اکتشافی است. داده‌های کیفی مورد نیاز از طریق مصاحبه گردآوری شده است. تعداد مشارکت‌کنندگان با استفاده از روش نمونه‌گیری نظری، 20 نفر از فعالان عرصه تولید اجتماعی در صنعت پوشاک داخلی بوده است. جهت طراحی مدل برندسازی در تولید اجتماعی در جهت بهبود عملکرد صنعت پوشاک داخلی از استراتژی گراندد تئوری با رهیافت استراوس و کوربین استفاده شده است. بر اساس نتایج کدگذاری باز و محوری، عوامل شبکه‌های ارتباطات، پویایی صنعت، اهداف و انگیزه‌های برندسازی، انجمن‌های تولید اجتماعی و حمایت‌های بالادستی، از جمله عوامل علی می‌باشند. ظرفیت‌های مشارکت، توسعه برند، بسترهای حقوقی و قانونی، ساختارسازمانی چابک، ظرفیت‌های آموزشی برندسازی و قابلیت‌های ایده پردازی در برندسازی، در دسته الزامات قرارمی‌گیرند. چالش‌های مالکیت حقوقی، چالش‌های مدیریتی، چالش‌های برنامه‌ریزی و تحولات غیرقابل‌پیش‌بینی، از جمله عوامل مداخله‌گر محسوب می‌شوند. همچنین، تولید سفارشی، بهبود کیفیت خدمات، بهبود روابط با بازار هدف، توسعه فعالیت‌های پژوهشی در زمینه برند، افزایش چابکی سازمان، توسعه ایده‌ها در جهت افزایش قدرت برند، توسعه شبکه‌های مشارکت و ادغام تولیدکنندگان اجتماعی خرد از جمله مهمترین راهبردها هستند. کاهش هزینه‌ها، افزایش سودآوری، برنامه‌ریزی بهینه و توسعه کانال‌های ارتباطات ازجمله مهمترین پیامدهای مدل پژوهش می‌باشند.
The present study aims to design a brand model in the social manufacturing efficiency of the domestic clothing industry. The present study has a descriptive-explanatory design. The qualitative data required for the interview were collected from social manufacturing activists in the textile industry. Sampling in this study was done using theoretical sampling method. To design a brand model in the social production efficiency of the domestic clothing industry, Strauss and Corbin’s grounded theory was used. Based on the results of open and axial coding, the factors of communication networks, industry dynamics, branding goals and motivations, social production associations and authorities’ support are among the causal factors. Capacities of participation, brand development, legal frameworks, agile organizational structure, training capacities of branding and ideation capabilities in branding are in the category of requirements. Legal ownership challenges, management challenges, planning challenges and unpredictable developments are among the intervening factors. Also, custom manufacturing, improving the quality of services, improving relations with the target market, developing brand research activities, increasing organizational agility, developing ideas to increase brand power, developing partnership networks and integrating micro-social producers are among the most important strategies. Reducing costs, increasing profitability, optimal planning and development of communication channels are among the most important consequences of the research model.
Ambroise, L., Valette-Florence,P .(2010), ” The Brand Personality Metaphor and Inter-Product Stability of a Specific Barometer “, Recherche et Applications en Marketing, 25(2), 3-28.
Aziz, s., ghani, u., Niazi,M.A.(2010), ” Measuring Brand Personalities of cellular Service Providers of Pakistan”, Interdisciplinary Journal of Contemporary Research In Business, 2(6), 473-483.
Danaeifard, Hassan. Alwani, Seyed Mehdi and Azar, Adel. (2011). Qualitative research methodology in management: a comprehensive approach. Tehran. Saffar Publications, 1-276 (In Persian).
Ding, kai., jiang, pingyu., zhang, xi. (2013). A framwork for implementing social manufacturing system based on customized community space configuration and organization. Advanced material research. Vol: 712-715, 3191-3194.
Hirscher, anja., ninimaki, kirsi., Armstrong, joyner. (2018). Social manufacturing in the fashion sector: new value creation through alternative design strategies?. Accepted manuscript, 172, 4544-4554.
Jiang, pingyu., leng, jewu., ding, kai. (2016). Social manufacturing: a survey of the state of the art and future challenges. http://www.itrans24.com/landing1.html.
Jiang, pingyu., leng, jiewu., ding, kai., gu, peihua., koren, yoram. (2016). Social manufacturing as a sustainable paradigm for mass individualization, 230(10).
Jiang, pingyu., ding, kai., leng, jiewu. (2016). Towards a cyber physical social connected and service oriented manufacturing paradigm: social manufacturing. Manufacturing Letters 7, 15–21.
Mohajeri, babak., nyberg, timo., karjalainen, jesse. (2013). The impact of social manufacturing on the value chain model in the apparel industry. http://www.itrans24.com/landing1.html.
Mohajeri, babak., Nyberg, timo., karjalanein, jesse. (2017). Contributions of social manufacturing to sustainable apparel industry, 24-28.
Ras, ci., oosthuizen, ga., durr, jfw., wet, de., burger, md., oberholzer, jf. (2016). Social manufacturing bamboo bikes for Africa. International Association for Management of Technology IAMOT 2016 Conference Proceedings.
Robert, c., (2010), "Exploring brand personality through archetype" dissertation for M.A. in professional communication, the faculty of the department of professional communication, east Tennessee stste university, 1-62.
Strauss, Anselm L. and Corbin, Juliet M. (2012). Principles of Qualitative Research: Methods and Procedures for Grounded Theory Development. Translation: Nahid Dehghan Nayeri, Ali Fakhr Movahedi, Maryam Ismaili, Tabandeh Sadeghi and Zahra Taybi. Publication of Rafi Thought. Tehran, 1-426. (In Persian).
Shang, xiuqing., su, baoli., liu, xiwei. (2013). Social manufacture cloud mode in high end apparel footwear and hats. Proceeding of the 11th World Congress on Intelligent Control and Automation Shenyang, China.
Shang, xiuqin., wang, fei., xiong, gang., member, senior. (2018). Social manufacturing for high end apparel customization. IEEE/CAA JOURNAL OF AUTOMATICA SINICA, 5(2), 489-500.
Shang, xiuqin., shen, zhen., xiong, gang., wang, fei., liu, sheng., r, timor., wu, huaiyu., guo, chao. (2018). Moving from mass customization to social manufacturing: a footwear industry case study. International journal of computer integrated manufacturing. 1-13.
Sweeney, J. & Swait, J. (2008); “The Effects of Brand Credibility on Customer Loyalty, Journal of Retailing and Consumer Services, no.15, pp.179–193.
Tao, f., zhang, i., nee, a. (2015). Advanced manufacturing systems: socializaton characteristic and trends, 28(5), 1079-1094.
_||_Ambroise, L., Valette-Florence,P .(2010), ” The Brand Personality Metaphor and Inter-Product Stability of a Specific Barometer “, Recherche et Applications en Marketing, 25(2), 3-28.
Aziz, s., ghani, u., Niazi,M.A.(2010), ” Measuring Brand Personalities of cellular Service Providers of Pakistan”, Interdisciplinary Journal of Contemporary Research In Business, 2(6), 473-483.
Danaeifard, Hassan. Alwani, Seyed Mehdi and Azar, Adel. (2011). Qualitative research methodology in management: a comprehensive approach. Tehran. Saffar Publications, 1-276 (In Persian).
Ding, kai., jiang, pingyu., zhang, xi. (2013). A framwork for implementing social manufacturing system based on customized community space configuration and organization. Advanced material research. Vol: 712-715, 3191-3194.
Hirscher, anja., ninimaki, kirsi., Armstrong, joyner. (2018). Social manufacturing in the fashion sector: new value creation through alternative design strategies?. Accepted manuscript, 172, 4544-4554.
Jiang, pingyu., leng, jewu., ding, kai. (2016). Social manufacturing: a survey of the state of the art and future challenges. http://www.itrans24.com/landing1.html.
Jiang, pingyu., leng, jiewu., ding, kai., gu, peihua., koren, yoram. (2016). Social manufacturing as a sustainable paradigm for mass individualization, 230(10).
Jiang, pingyu., ding, kai., leng, jiewu. (2016). Towards a cyber physical social connected and service oriented manufacturing paradigm: social manufacturing. Manufacturing Letters 7, 15–21.
Mohajeri, babak., nyberg, timo., karjalainen, jesse. (2013). The impact of social manufacturing on the value chain model in the apparel industry. http://www.itrans24.com/landing1.html.
Mohajeri, babak., Nyberg, timo., karjalanein, jesse. (2017). Contributions of social manufacturing to sustainable apparel industry, 24-28.
Ras, ci., oosthuizen, ga., durr, jfw., wet, de., burger, md., oberholzer, jf. (2016). Social manufacturing bamboo bikes for Africa. International Association for Management of Technology IAMOT 2016 Conference Proceedings.
Robert, c., (2010), "Exploring brand personality through archetype" dissertation for M.A. in professional communication, the faculty of the department of professional communication, east Tennessee stste university, 1-62.
Strauss, Anselm L. and Corbin, Juliet M. (2012). Principles of Qualitative Research: Methods and Procedures for Grounded Theory Development. Translation: Nahid Dehghan Nayeri, Ali Fakhr Movahedi, Maryam Ismaili, Tabandeh Sadeghi and Zahra Taybi. Publication of Rafi Thought. Tehran, 1-426. (In Persian).
Shang, xiuqing., su, baoli., liu, xiwei. (2013). Social manufacture cloud mode in high end apparel footwear and hats. Proceeding of the 11th World Congress on Intelligent Control and Automation Shenyang, China.
Shang, xiuqin., wang, fei., xiong, gang., member, senior. (2018). Social manufacturing for high end apparel customization. IEEE/CAA JOURNAL OF AUTOMATICA SINICA, 5(2), 489-500.
Shang, xiuqin., shen, zhen., xiong, gang., wang, fei., liu, sheng., r, timor., wu, huaiyu., guo, chao. (2018). Moving from mass customization to social manufacturing: a footwear industry case study. International journal of computer integrated manufacturing. 1-13.
Sweeney, J. & Swait, J. (2008); “The Effects of Brand Credibility on Customer Loyalty, Journal of Retailing and Consumer Services, no.15, pp.179–193.
Tao, f., zhang, i., nee, a. (2015). Advanced manufacturing systems: socializaton characteristic and trends, 28(5), 1079-1094.