ارائه مُدل تحلیلی تجارت الکترونیک صنایع آموزشی ایران
محورهای موضوعی : آموزش و پرورش
پرستو گودرزی
1
(دکتری مدیریت آموزشی، دانشگاه آزاد اسلامی، واحد خرم آباد، خرم آباد،ایران)
عباس باقری
2
(دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد بروجرد، بروجرد، ایران)
کلید واژه: تجارت الکترونیک, وزارت آموزش و پرورش, صنایع آموزشی,
چکیده مقاله :
مقدمه و هدف: تجارت الکترونیک، انجام فعالیت‌های تجاری اعم از فرایند خرید، فروش یا تبادل محصولات، خدمات و اطلاعات از طریق شبکه‌های رایانه‌ای و اینترنت است. هدف پژوهش حاضر ارایه مدل تحلیلی تجارت الکترونیک صنایع آموزشی مورد نیاز مدارس کشور بود. روش شناسی پژوهش: روش پژوهش گراندد تئوری (نظریه داده بنیاد) که به صورت کیفی و با استفاده از مصاحبه های عمیق، به کمک فرایند نظام مند ضبط و ثبت داده ها انجام شد. روش نمونه گیری، طبقه ای هدفمند بود و جامعه آماری پژوهش را 15 نفر از استادان و صاحب نظران مرتبط با بازاریابی و 13 نفر از مسئولین بازاریابی و فروش اینترنتی شرکت های تولیدکننده کالاهای آموزشی تشکیل می داد که مصاحبه با آنها به روش گلوله برفی انجام شد. سپس داده های حاصل از مصاحبه ها به روش داده بنیاد و از طریق سه مرحله کدگذاری مورد تجزیه و تحلیل قرار گرفت. در نهایت مدل طراحی‌شده، مدل زمینه‌ای[1] بود که به بسترهای کلان و زیرساخت ها، جهت تبیین فرایند پیاده سازی تجارت الکترونیک در صنایع آموزشی کشور می‌پردازد. یافته ها: شامل 6 مقوله اصلی به عبارت شرایط علّی (سرپرستی- سیاستگذاری- شغلی- اقتصادی)، شرایط زمینه‌ای (الگو پذیری- سبک زندگی- توسعه فاوا- یادگیری محیطی)، شرایط مداخله‌گر (اطلاعاتی- فنی- حقوقی- فرهنگی)، راهبردها ( نیروی انسانی- تجهیزات- بومی‌سازی)، پیامدها (اقتصادی- ساختاری – فرهنگی- محیط‌زیست) و پدیده محوری، پیاده سازی تجارت الکترونیک در بخش تولیدات صنایع آموزشی بود. بحث و نتیجه گیری: نتایج کیفی حاصل از این پژوهش نشان داد که دنیای اینترنت و تجارت الکترونیک، در بخش تولیدات صنایع آموزشی ایران سبب هدفمند کردن فعالیت های مشتری مداری خواهد شد.
Introduction: E-commerce is the performance of commercial activities including the process of buying, selling or exchanging products, services and information through computer networks and the Internet. The purpose of this study was to provide an analytical model of e-commerce in the educational industries required by the schools in Iran. research methodology: the research method was Grounded theory, which was done qualitatively through in-depth interviews, with the help of a systematic data recording process. The sampling method was purposive stratified and statistical population consisted of 15 professors and experts of marketing and 13 marketing and online sales managers of companies producing educational goods who were interviewed through snowball method. Then, the data obtained from the interviews were analyzed using the grounded theory method and through three stages of coding. Finally, the designed model was a contextual model that deals with macro contexts and infrastructures to explain the implementation process of e-commerce in the country's educational industry. Findings: Include 6 main categories, i.e. causal conditions (supervision-policy-making-occupational-economic), contextual conditions (role modeling-lifestyle-ICT development-environmental learning), intervening conditions (information-technical-legal-cultural), strategies (manpower-equipment- localization), consequences (economic - structural - cultural - environmental) and the central phenomenon was the implementation of e-commerce in the production sector of the educational industry. Conclusion: The qualitative results of this study indicated that the world of Internet and e-commerce in the production sector of Iran's educational industry will lead to targeted customer-oriented activities.
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