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تأثیر محیط کلان کشور مقصد و برندینگ بر عملکرد صادراتی فرش دستباف ایران | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| دوره 6، شماره 2 - شماره پیاپی 18، تیر 1398، صفحه 83-113 اصل مقاله (1.07 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2020.30135.1940 | ||
| نویسندگان | ||
| نازیلا نیاکان لاهیجی1؛ منیژه حقیقی نسب* 2؛ آمنه خدیور2 | ||
| 1دانشجوی دکتری رشته مدیریت بازاریابی بین‌الملل | ||
| 2عضو هیئت عملی دانشگاه الزهرا، دانشیار گروه مدیریت | ||
| چکیده | ||
| این پژوهش بر آن است تا تأثیر برند سازی را در کنار متغیرهای اقتصادی، سیاسی، فرهنگی و جغرافیایی و پتانسیل بازار کشورها بر میزان صادرات فرش دستباف بدان کشورها موردبررسی قرار دهد. پژوهش حاضر از نوع کاربردی بوده و از روش کمی در آن استفاده شده است. اطلاعات مربوط به شاخص‌های مدل برای 217 کشور از طریق 1- پایگاه داده‌های معتبر بین‌المللی و داخلی و 2- توزیع دو پرسشنامه جمع‌آوری گردید. در این پژوهش شش فرضیه تعریف گردید و جهت تحلیل داده‌های جمع‌آوری شده از PLS استفاده شد. نتایج حاکی از آن بود که به ترتیب چهار متغیر فرهنگی، اقتصادی، سیاسی و برند سازی بیشترین تأثیر را بر عملکرد صادراتی دارند. درنهایت پیشنهاد گردید که صادرکنندگان مستقیم جهت حضور در بازارها متغیرها و شاخص‌های مدل نهایی را با توجه به ضرایب آن‌ها در اولویت بررسی خود قرار دهند و به کشورهایی که در این شاخص‌ها وضعیت مطلوبی دارند ولی حجم صادرات فرش دستباف به این کشور کم می‌باشد توجه بیشتری نموده و بررسی بیشتری انجام دهند. همچنین با ارائه فرش‌های باکیفیت از نظر جنس، تراکم بافت، طرح و رنگ برند کشور ایران و فرش ایرانی در سایر کشورها را حفظ نموده و یا بهبود دهند. | ||
| کلیدواژه‌ها | ||
| برندینگ؛ صادرات؛ فرش دستباف؛ محیط اقتصادی؛ محیط سیاسی؛ محیط فرهنگی؛ پتانسیل بازار؛ متغیر جغرافیایی | ||
| عنوان مقاله [English] | ||
| The Effect of Countries Environment & Branding on Handmade Carpet Export Markets | ||
| نویسندگان [English] | ||
| nazila niakan lahiji1؛ Manijeh Haghighinasab2؛ Khadivar Khadivar2 | ||
| 1Ph.D، student of international marketing، Alzahra University | ||
| 2Corresponding Author Faculty member of Alzahra University. | ||
| چکیده [English] | ||
| In this study, the effect of branding along with macro variables and market potential of countries on the export of handmade carpets is investigated. The present study is a fundamental one in which a quantitative method has been used. Six hypotheses were defined. The data was collected from 217 countries through 1) valid international databases and 2) two questionnaires. PLS was used to analyze the collected data. The results indicated that the four cultural, economic, political and branding variables affect export performance, respectively. Finally, it was suggested that to be present in the markets direct exporters prioritize the variables and indicators of the final model according to their coefficients and to participate more actively in the policy-making discussions of cooperatives and associations. Also maintain or improve the brand of Iran and Irainian carpet in other countries by providing quality carpets in terms of gender, texture density, design and color. | ||
| کلیدواژه‌ها [English] | ||
| Branding, Export, Handmade Carpet, Economic Environment, Political Environment, Cultural Environment, Market Potential, Geographic Variable | ||
| مراجع | ||
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