طراحی بسته سیاستی دانش بازاریابی در مناطق آزاد تجاری مبتنی براکتساب دانش ضمنی خبرگان (نمونه پژوهش: منطقه آزاد تجاری اروند)

نوع مقاله : مقاله پژوهشی با اصالت

نویسندگان

1 گروه مدیریت بازرگانی، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران.

2 نویسنده مسئول: گروه مدیریت بازرگانی ، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران.

3 دانشیار، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران.

چکیده

ایجاد منطقه آزاد تجاری در گردش صادرات ، رشد اقتصادی و اشتغال نقش مهمی دارد اما دلایل مالی ،مدیریتی و اقتصادی موجب شده که تحرک جدی برای دستیابی به اهداف پدید نیامده و برخی از اهداف مورد نظر تحقق نیابند. این تحقیق با هدف طراحی بسته سیاستی دانش بازاریابی در مناطق آزاد تجاری مبتنی بر دانش ضمنی خبرگان با استفاده از روش فراترکیب انجام گرفته است . این تحقیق کیفی و دارای ماهیت استقرایی با راهبرد پیمایشی است که از تکنیک مصاحبه استفاده نموده است. در روش فراترکیب جامعه موردبررسی کتب، اسناد و مقالات پژوهش،که پس از چند مرحله غربالگری 84 مورد وارد فرآیند فراترکیب شد با استفاده از فراترکیب 21 مولفه مهم ترین کدهای شناسایی شده بودند که نقش اساسی در ایجاد سیاستهای بازار یابی مناطق ازاد تجاری داشته اند . بسته سیاستی که دربرگیرنده‎ی خط‌مشی‌های اصلی (مادر) و خط‌مشی‌های حمایتی در سه دسته مانع‎بَردار، امکانپذیر و تسهیل‎گر می‌باشند ارائه شده است.این بسته سیاستی، موجب ارتقاء نوآوری برنامه های دانش بازار یابی مناطق آزاد تجاری وارتقای اثربخشی و کارآیی برنامه های بازار یابی مناطق آزاد تجاری از طریق افزایش یکپارچگی ها با توجه به سیاست های مادر و سیاست های حمایتی می گردد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing a marketing knowledge policy package in free trade zones based on the tacit knowledge of experts using (research example: Arvand Free Trade Zone)

نویسندگان [English]

  • ehsan abaspoor 1
  • Ibrahim Albonaimi 2
  • haghighi mohammad 3
1 Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran.
2 Corresponding author: Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran.
3 Associate Professor, Department of Business Administration, University of Tehran, Tehran, Iran.
چکیده [English]

The creation of a free trade zone plays an important role in the circulation of exports, economic growth and employment, but financial, managerial and economic reasons have caused that there has been no serious movement to achieve the goals and some of the desired goals have not been realized. This research has been done with the aim of designing a policy package of marketing knowledge in free trade zones based on the tacit knowledge of experts using metacombination method. This research is qualitative and inductive in nature with a survey strategy that uses the interview technique. In the meta-composition method, the books, documents and research articles of the investigated community, which entered the meta-composition process after several stages of screening, 21 components were identified as the most important codes that played an essential role in the creation of marketing policies of free trade zones. A policy package that includes the main (mother) policies and supporting policies in three categories of barriers, enablers and facilitators has been presented. The marketing programs of the free trade zones are made through increasing the integrations according to the parent policies and supporting policies

کلیدواژه‌ها [English]

  • Marketing knowledge
  • free trade zones
  • tacit knowledge of experts
  • metacombination
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