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واکاوی چالش های برندسازی سیب دماوند: کاربست نظریه داده بنیاد | ||
تحقیقات اقتصاد و توسعه کشاورزی ایران | ||
دوره 55، شماره 1، فروردین 1403، صفحه 113-129 اصل مقاله (1.32 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/ijaedr.2023.352345.669195 | ||
نویسندگان | ||
سیاوش نوری؛ مهرداد نیک نامی* ؛ محمد صادق صبوری | ||
گروه ترویج و آموزش کشاورزی، واحد گرمسار، دانشگاه آزاد اسلامی، گرمسار، ایران | ||
چکیده | ||
ایران رتبه پنجم تولید سیب در جهان را داراست و سیب دماوند نیز از این حیث در کشور شناخته شده است اما این محصول نام مناسبی در بازارهای ملی و بینالمللی ندارد. هدف از این تحقیق، واکاوی چالشهای برندسازی سیب دماوند از طریق کاربست نظریه داده بنیاد بود. روش انجام پژوهش کیفی بوده و بر مبنای نظریـه داده بنیـاد که در سال 1401 انجـام گرفت. مشارکتکنندگان متخصصان و صاحبنظران در زمینه برندسازی محصولات کشاورزی بودند که با استفاده از رویکرد نمونهگیری هدفمند و تکنیک گلوله برفی انتخاب شدند. نمونهگیری تا زمان رسیدن به اشباع نظری ادامه پیدا کرد و در نهایت تعداد 15 نفر به عنوان نمونه انتخاب شدند. دادهها به روش مصاحبه نیمه ساختاریافته گردآوری شد. برای کدگذاری دادهها از نرمافزار maxqda12 و برای اعتبار سنجی نتایج از روش ارزیابی لینکولن و گوبا استفاده شد. پایایی بازآزمون )شاخص ثبات) و روش توافق درون موضوعی (شاخص تکرارپذیری) روشهای اعتبار سنجی بودند. نتایج اعتبارسنجی نشان داد؛ شاخص پایایی باز آزمون 79 درصد و توافق درون موضوعی 76 درصد است. بر این اساس الگوی پارادایمی داده بنیاد از چالشهای برند سازی سیب دماوند ترسیم گردید. پدیده محوری چالش-های برندسازی سیب دماوند و شرایط علی (انتظارات و تجربه مشتریان، رقابت در سطح بینالمللی، نگرش و آگاهی کشاورزان، سوء استفاده از نام محصولات، مسائل فروش و بازاریابی) و راهبردها (دانش برند سازی، تقویت تشکلها، مشوق و محرکها، نقش دولت و جهاد کشاورزی)، شرایط زمینهای (قابلیت تولید محصول با کیفیت و کمیت بالا ، نیروی انسانی ماهر، دانش و ارتباطات و دسترسی به بازار)، شرایط مداخلهگر(هزینه برند، انحصار بازار، صادرات، تحقیق و توسعه) و در نهایت موجب ایجاد پیامدهای (فروش بیشتر و با قیمت بالاتر، توسعه صادرات، افزایش درآمد و توسعه بخش کشاورزی شهرستان) بودند. نتایج تحقیق حاضر می تواند مورد استفاده سیاست گذاران و مدیران بخش کشاورزی به منظور رفع چالش های برند سازی سیب دماوند قرار بگیرد. این پژوهش یافته های منحصر به فردی در خصوص برند مکان سیب دماوند ارائه نمود که پیشتر چنین مطالعه ای صورت نگرفته است. | ||
کلیدواژهها | ||
برند سازی؛ رقابت؛ سیب دماوند؛ صادرات؛ نظریه داده بنیاد | ||
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