طراحی مدل بازاریابی پایدار در جهت توسعه کشاورزی پایدار کشور با روش کیفی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 اقتصادکشاورزی-پردیش کشاورزی و منابع طبیعی کرج-دانشگاه تهران-کرج

2 گروه ترویج و توسعه کشاورزی - دانشکده کشاورزی - دانشگاه تبریز

3 دکترای اقتصاد کشاورزی- کارشناس تنظیم بازار در وزارت

4 دانشیار رشته مدیریت کشاورزی- دانشگاه محقق اردبیلی

چکیده

اهداف: پژوهش حاضر با هدف طراحی طراحی مدل بازاریابی پایدار در جهت توسعه کشاورزی پایدار کشور با روش داده بنیاد انجام گرفت.

مواد و روش‌ها: در این تحقیق از روش تحقیق کیفی استفاده شده است که ترکیبی از روش داده بنیاد و دلفی ‌می‌باشد، در ابتدا با استفاده از روش سه مرحله‌ای داده بنیاد استفاده شده است. برای بررسی این هدف، برای مصاحبه از خبرگان وزرات جهادکشاورزی در بخش صادرات محصولات کشاورزی به تعداد 15 نفر به روش نمونه‌گیری گلوله برفی انتخاب گردید و با مصاحبه عمیق به جمع آوری اطلاعات پرداخته شد. در ادامه بعد از شناسایی و دسته بندی عوامل، جهت سنجش اعتبار مدل و متغیرها از روش دلفی استفاده شد، جامعه پژوهش حاضر کلیه متخصصان یا خبرگان اقتصادکشاورزی به تعداد هشت نفر بودند، که درباره تجارت محصولات کشاورزی صاحب نظر هستند.

یافته‌ها: برای تجزیه و تحلیل ، روش داده بنیاد مورد استفاده قرار گرفت. ابتدا به کدگذاری اولیه پرداخته شد و 84 کد شناسایی شد سپس در مرحله دوم 32 مفهوم دسته بندی شد و نهایتا مفاهیم شناخته شده در پنج مقوله دسته بندی شد. نتایج دلفی در دو مرحله مورد بررسی قرار گرفت و با حذف و اضافه کردن مفاهیم نهایتا 32 نهایی شناسایی شد.
تیجه‌گیری: بنابراین نتایج نشان می هد که،مدل ارائه شده شامل عوامل اقتصادی، عوامل اجتماعی، عوامل بازاریابی، عوامل زیست محیطی و عوامل مرتبط با مصرف کننده بودند و جوانب مختلف را مدنظر قرار دادند

کلیدواژه‌ها

عنوان مقاله [English]

Designing a sustainable marketing model for the development of sustainable agriculture in the country using the Qualitative method

نویسندگان [English]

  • shahrouz khorami 1
  • hossein raheli 2
  • sepideh nikravesh 3
  • alireza abdpour 4
1 Agricultural Economics- Agricultural & Natural Resources of Karaj- University of Tehran-Karaj
2 Department of Agricultural Extension and Development - Faculty of Agriculture - University of Tabriz
3 PhD in Agricultural Economics - Market Regulation Expert in the Ministry
4 Associate Professor of Agricultural Management - Mohaghegh Ardabili University
چکیده [English]

Objectives: The present study was conducted with the aim of designing a sustainable marketing model for the development of sustainable agriculture in the country using the data method of the foundation.
Materials and Methods: In this research, a qualitative research method has been used, which is a combination of the foundation data method and Delphi. . To investigate this goal, 15 people were selected by snowball sampling method for interviewing experts from the Ministry of Jihad-e-Agriculture in the export of agricultural products, and information was collected through in-depth interviews. Then, after identifying and categorizing the factors, the Delphi method was used to measure the validity of the model and variables.
Results: Foundation data method was used for analysis. First, the initial coding was done and 84 codes were identified, and in the next stage, by applying changes (merging and deleting), then in the second stage, 32 concepts were categorized, and finally the known concepts were classified into five categories. Delphi results were examined in two stages and by removing and adding concepts, 32 were identified.
Conclusion: Therefore, the results show that the proposed model included economic factors, social factors, marketing factors, environmental factors and consumer-related factors and considered different aspects and in each of the identified components to the subcomponent. They also noted that in order to better implement sustainability in marketing, it is recommended to pay attention.

کلیدواژه‌ها [English]

  • Sustainable Marketing
  • Model Design
  • Agricultural Products
  • Data Foundation Method
  • Delphi Method

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دانش کشاورزی وتولید پایدار
دوره 32، شماره 4
دی 1401
صفحه 317-335

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