دسته‌بندی عوامل مؤثر بر تقاضای محصولات فرهنگی در بازار داخلی

حقیقی کفاش, مهدی; اسماعیلی, محمدرضا; تقوا, محمدرضا; محمدیان, محمود

نویسندگان

¹ دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

² دانشجوی دکتری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

³ دانشیار، گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

⁴ استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

امروزه تأثیر فعالیت‌های فرهنگی در تولید ناخالص ملی، رشد اقتصادی، رفاه اجتماعی و گسترش مبادلات بین‌المللی بسیار قابل توجه است، به گونه‌ای که فعالیت‌های فرهنگی را به یکی از شالوده‌های اساسی نظام اقتصادی دنیا تبدیل کرده است. بر این اساس ضروری است با توجه به غنا و ثروت عظیم کشور از حیث محصولات فرهنگی به آن‌ها با نگاهی متفاوت نگریسته شود و با شناسایی مؤلفه‌های مؤثر بر تقاضای این نوع از محصولات در جهت نظام‌مند کردن ساختار عرضه و بهبود اقتصاد فرهنگ کشور اقدام شود. در این راستا پژوهش حاضر با هدف انشاء و دسته‌بندی عوامل مؤثر بر تقاضای محصولات فرهنگی ایرانی در بازار داخلی انجام شده است. پژوهش به روش کیفی و مبتنی بر نظریه داده بنیاد، با استفاده از ابزار مصاحبه از 30 نفر از هنرمندان، خبرگان و فعالان فرهنگی شهر تهران و با روش نمونه‌گیری گلوله برفی صورت پذیرفت. تحلیل محتوای مصاحبه‌ها براساس مدل توسعه‌یافته فرآیند اجرای گراندد تئوری انجام و 182 مفهوم در قالب چهار بعد «برانگیختن نیاز»، «ایجاد تقاضا»، «تأمین تقاضا» و «تکرار تقاضا» مدل‌سازی شد. ضمن این‌که پایایی کدگذاری با درصد پایایی بازآزمون معادل 52/1 تأیید شد.

کلیدواژه‌ها

20.1001.1.2322200.1396.21.2.2.6

عنوان مقاله [English]

Classification of Factors Affecting Demand for Cultural Products in Domestic Market

نویسندگان [English]

Mehdi Haghighi Kaffash ¹
Mohammad reza esmaili ²
Mohammad reza taghva ³
mahmmod mohamadian ⁴

چکیده [English]

Nowadays the effect of cultural industries on GDP, economic growth, social welfare and development of international exchanges is very significant. Therefore cultural activities are to become one of the most fundamental principles of the world economic system.
Accordingly, due to the richness and wealth of Iran in terms of cultural products, it is necessary to look at this matter in a different manner and to identify factors which affect the demand for this type of product in order to systematically improving structure of supply and the economy of culture.
This study aimed to carry out the composition and classification of factors which affect the demand for products of Iranian culture in domestic market. A qualitative study based on grounded theory, using interviews of 30 artists, scholars and cultural activists with snowball sampling method were conducted. Data analysis were done according to the developed grounded process model. Then, 182 concepts in 4 aspects of: "Stimulating the demand", "creating the demand", "supplying of the demand" and "repeating the demand" were modeled. The reliability of coding was verified with retest reliabilty percentage of 1.52.

کلیدواژه‌ها [English]

Iranian Cultural Product
Factors Affecting Demand
Cultural Demand
Consumption

مراجع

[1] Diniz,Sibelle Corne´lio & Machado,Ana Fla´via (2011), “Analysis of the consumption of artistic-cultural goods and services in Brazil”, J Cult Econ, 35:1–18.

[2] Paul, GM., Sadeghi, (1389), cultural goods: the tragedy of the modern world, journal of Stroke,No 91.

[3] Memarnejad, A., Hosseinzadegan, Z. (1389), A study to design export development model for cultural products, Journal of Cultural Management magazine, Issue IX, NO9.

[4] Nourian, Hossein, (1394), Marketing cultural and artistic products, Journal of Thoughts Morning, No. 66, page 8

[5] Zednik,Anita,(2015), Aesthetic taste and consumer demand for cultural goods: an application to theatre, Macquarie University

[6] Alaei, S. (1391), Entrepreneurship and leadership in artistic products marketing., Journal of management, NO 243, 46 - 53.

[7] Park, HyunHee, (2010), Communicating with Audiences: The Strategic Marketing of Music Festivals, 2010-06-08T23:02:24Z 2010-06-08T23:02:24Z 2010-06

[8] Gazley & Clark & Sinha, (2011), “understandingpreferences for motion pictures” Kjournal of bosiness research. Vol. 64,issue 8: 854-86

[9] Venkatesh Alladi, Laurie A, (2006), Arts and aesthetics: Marketing and cultural production, 6, 11, DOL: 10.1177/1470593106061261

[10] Victoria M. Ateca Amestoy, (2007), Cultural capital and demand, FAE II, University of the Basque Country,

[11] Waqar Ahmad Khan & Zeeshan Amir, (2013), Study of Handicraft Marketing Strategies of Artisans in Uttar Pradesh and Its Implications, Research Journal of Management Sciences, Vol. 2(2), 23-26

[12] Kalantri, et al., (1389), Education and cultural consumption in Tehran, Journal of Iranian Studies and Social Research, Vol. II, No. 1, 11-131.

[13] Aboutalebi, Khwaja Ahmad Attari, Bidram, (1393), wooden crafts artists difficulties identification and ranking, Thesis, University of Arts Esfahan, School of Architecture.

[14] ShyrynKalam, K., Hosseini, (1392) The study of art marketing role on relationships between artist and consumer. (marketing case study art in the field of visual arts in Tehran), MA Thesis, Tarbiat Modarres University, Faculty of Management and Economics.

[15] Assassi, I. (2010). The triple challenge of La Folle Journée de Nantes, or how to make a success of Folly. International Journal of Arts Management. Vol. 12, 59-71.

[16] Azadfar, M., (1390), Music Economy, Products' Sale, Marketing and produce process (Including Iran Music market report), First Edition, Tehran, Culture, Art and Communication Institute.

[17] Brown, Ben (2011), “10 Truths about making it in music from musicians who already made it”, Dotted music.com

[18] Ahmadi, M., (1393), Effective factors on consumer approach in music markets, MA Thesis, Management and Accounting Faculty, Allameh Tabatabaei University.

[19] Taheri, Z., (1393), prioritization of effective factors to theater marketing., MA Thesis, Allameh Tabatabai Management School.

[20] Rahimnia, Alavi, SIAHROODI, (1392), The Moderating Role ecology-oriented buyers of books on the relationship between marketing mix elements fiction books to buy books, Journal of Library and Information Science, Vol. XVI, No. 1.

[21] Ebrahimi Alawi, SIAHROODI, Keshavarz, (1393), Factors Affecting the purchase religious books, religious books with an emphasis on marketing mix elements, Journal of Library and Information Science, Issue 3.

[22] Maktabifard, L.,(1387), The review of books marketing in Iran and international market based on children's books., Journal of Library and Information Science, NO 41 ,pp., 136-155

[23] Ahmadi, S., (1390), Considering effective factors on enhancing audiences for movie industry based on combination marketing, MA Thesis, Management and Accounting Faculty, Allameh Tabatabaei University

[24] SezavarHabibi, (1390), factors affecting the absorption Kdashagran Iranian movies in theaters, MA Thesis, University of Allameh Tabatabai.

[25] Graenejad, GH., Hadinejad, M., Bakhtiari, A., (1389), Entrepreneurship and leadership in artistic products marketing., art and culture Research Institute, Journal of Cultural Research, NO 9, eleventh year.

[26] Mirzamani, A., (1391), the impact of internet advertising on movie industry-The study of cinema ticket. MA Thesis, Allameh Tabatabai University.

[27] Strauss, Anselm and Corbin, J., translation Buick Mohammadi, (1393), the principles of qualitative research methods. Grounded theory, Procedures and practices, Institute of Humanities and Cultural Studies, Sixth Edition.

[28] khadivar,A.,dortaj F., Presentation a framework for success in the implementation of knowledge management systems based on cloud computing, Journal of Management Research in iran, Volume 20, Issue 2, Spring 2016, Page 93-118

[29] Basqy, S., (1390), The variety of marketing: Marketing arts and its strategies, Journal of market development, engineering, Issue 19.

پژوهش های مدیریت در ایران

دسته‌بندی عوامل مؤثر بر تقاضای محصولات فرهنگی در بازار داخلی

مراجع

مراجع

دوره 21، شماره 2
شهریور 1396
صفحه 27-46

دسته‌بندی عوامل مؤثر بر تقاضای محصولات فرهنگی در بازار داخلی

مراجع

مراجع

دوره 21، شماره 2شهریور 1396صفحه 27-46

دوره 21، شماره 2
شهریور 1396
صفحه 27-46