شناسایی عوامل موثر بر برنامه استراتژیک فروش محصول داخلی شرکتهای دانش بنیان )مورد مطالعه: پرورش زالو طبی(
محورهای موضوعی : مدیریت
مینا سرشار
1
(دانشجوی دکتری مدیریت بازرگانی-گرایش بازاریابی، دانشکده مدیریت، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.)
مجید فتاحی
2
(نویسنده مسئول، استادیار، گروه مدیریت، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.)
نیلوفر ایمان خان
3
(استادیار، گروه مدیریت، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران.)
کلید واژه: کلمات کلیدی: برنامه استراتژیک, فروش محصول داخلی, پرورش زالو طبی, شرکت دانشبنیان و فن دلفی,
چکیده مقاله :
چکیدهبا توجه به شرایط کنونی اقتصادی کشور و لزوم پیادهسازی اقتصاد مقاومتی برای خروج از رکود و بحراناقتصادی، تکیه بر توان و تولید داخلی بیش از گذشته اهمیت پیدا کرده است. بنابراین باید در جهت تقویت وگسترش شرک تهای دانشبنیان که بازوی اصلی تولید داخلی م یباشند، کوشید. در شرک تهای دانشبنیان،رشد اقتصادی و ایجاد اشتغال، متناسب با ظرفیت نوآوری تحقق م ییابد. از ای نرو، هدف از این شناساییعوامل موثر بر برنامه استراتژیک فروش محصول داخلی شرک تهای دانشبنیان، پرورش زالو طبی است. ای نپژوهش در چارچو ب فن دلفی و مصاحبه با خبرگان در شرکتهای دانشبنیان صورت پذیرفته است.اطلاعات، با ب هکارگیری روش نمون هگیری گلوله برفی با 15 نفر از خبرگان شامل اساتید دانشگاه، خبرگان وکارشناسان و مدیران شرک تهای دانشبنیان در زمینه تولید زالو طبی مصاحبه انجام شد. بر اساس یافتههایپژوهش که از فن دلفی حاصل گردید، مدل برنامه استراتژیک فروش محصول داخلی دان شبنیان دارای 7 بعداست که عبارتند از : محصول دانشبنیان، ارتباطات بازار، حمایت مشتری، عوامل مدیریتی، منابع انسانی،نوآوری و منابع مالی و 23 شاخص میباشد .کلمات کلیدی: برنامه استراتژیک، فروش محصول داخلی، پرورش زالو طبی، شرکت دانشبنیان و فن دلفی .
AbstractConsidering the current economic conditions of the country and the need to implement a resistance economy to get out of recession and economic crisis, relying on power and domestic production has become more important than in the past. Therefore, you should try to strengthen and expand knowledge-based companies that are the main arm of domestic production. In knowledge-based companies, economic growth and job creation are realized in proportion to innovation capacity. Therefore, the purpose of this study is to identify the factors affecting the strategic plan of domestic product sales of knowledge-based medical leech breeding companies. This research is based on the Delphi technique and interviews with experts in the company knowledge-based research has been done. The information was collected using the snowball sampling method with 15 experts, including university professors, experts and experts, and managers of knowledge-based companies in the field of medical leech production. The model of the strategic plan for the sale of internal knowledge-based products has 7 dimensions, which are: knowledge-based products, market communications, customer support, management factors, human resources, innovation and financial resources, and 23 indicators.
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- Ahmadi, A. (2010). "Evaluating and Explaining Marketing Strategies in Electronic Markets (Case Study of Iranian Electronic Markets." MSc Thesis. (In Persian)
- Andishe et al., (2015), "An Analytical Study of the Status of Strategic Planning Implementation in Gol Gohar Sirjan Mining and Industrial Company." Research Quarterly - Number 15 - Spring 13. (In Persian)
- Corbin, J., & Strauss, A. (2008). Basics ofQualitative Research: Techniques, and Procedures for Developing Grounded Theory (3rd ed.). Thousand Oaks: CA: Sage.
- Chaboki, M. M. (2010). "Formulating Strategy for Chuka Company and Ranking Strategies with Fuzzy Topsis Technique." Master of Science in Islamic Azad University, Tehran Branch, Faculty of Management.(In Persian)
- David, F. R. and F. R. David (2016). "Strategic Management: A Competitive Advantage Approach, Concepts."
- Delvi Esfahani et al., (2013), "Investigating the Impact of Marketing Strategies on Supply Chain and Organizational Performance." Journal of Marketing Management, University of Science and Research, No. 23, Summer 93 . (In Persian)
- Dess, G. G., et al. (2010). "Strategic management: Text and cases."
Eduardo Henrique da Silva Oliveira , (2016),"Place branding as a strategic spatial planning instrument: a theoretical framework to branding regions with references to northern Portugal", Journal of Place Management and Development, Vol. 9 ,Iss 1 pp.
- Falah Logimi, h. Ah. And. M. (2016). "Formulating and Prioritizing Research Strategies of a State University in Iran Using SWOT / ANP." Military Management 16 (63): 34-62 .
(In Persian)
- Fillis, I. (2015). Biographical research as a methodology for understanding entrepreneurial marketing. International Journal of Entrepreneurial Behavior& Research, 21(3), 429-447
- Garfaramarzi, R. s. (2014). "Developing a Marketing Strategy to Deal with Ceramic Tile Markets Using Game Theory (Scope of Study: Export Performance of Selected Yazd Province Ceramic Tile Companies in Iraq." MSc Thesis, University of Science and Art .
(In Persian)
- Hitt, M. A., et al. (2016). Strategic management: Concepts and cases: Competitiveness and globalization, Cengage Learning.
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