شناسایی عوامل موثر بر برنامه استراتژیک فروش محصول داخلی شرکتهای دانش بنیان )مورد مطالعه: پرورش زالو طبی(
الموضوعات :
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.)
الکلمات المفتاحية: کلمات کلیدی: برنامه استراتژیک, فروش محصول داخلی, پرورش زالو طبی, شرکت دانشبنیان و فن دلفی,
ملخص المقالة :
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 .
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منابع
- 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.
- Hosseini et al., (2016), "Identifying Factors Affecting Market Development Strategies of Zara Makaroon Industrial Company", Journal of Marketing Advertising, Issue 2, Spring 2016. (In Persian)
- Kutler, Philip and Armstrong, Gary, (2001), Marketing Principles, Translated by Ali Parsaian, Aylar Publishing, First Edition .
- Kustin, A. R. (2004). "Marketing mix standardization: a cross cultural study of four countries." International Business Review 13(5): 637-649.
- Lee, K.-l. and S.-c. Lin (2017). "A fuzzy quantified SWOT procedure for environmental evaluation of an international distribution center." Information Sciences 178(2): 531-549.
