نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 استادیار، گروه مدیریت، واحد بندرانزلی، دانشگاه آزاد اسلامی، بندرانزلی، ایران
چکیده
صادرات کالاهای کشاورزی به‌ویژه خشکبار نقش بسزایی در تامین درآمد ارزی حاصل از صادرات غیرنفتی ایفا می‌کند. به‌دلیل عدم کفایت مدل‌های ارائه شده در مبانی نظری موجود، پژوهش حاضر با نگاهی توسعه‌گرایانه به اقتصاد غیرنفتی با هدف طراحی مدل راهکارهای صادرات خشکبار به روسیه انجام شد. پژوهش حاضر از روش آمیخته متوالی تبعیت می‌کند. در این پژوهش ابتدا با استفاده از روش کتابخانه‌ای، راهکارهای صادرات خشکبار استخراج شدند. سپس در بخش کیفی، راهکارهای اولیه از طریق مصاحبه در معرض نظر 25 خبره که از طریق روش نمونه‌گیری گلوله برفی انتخاب شدند، قرار گرفتند که ضمن تثبیت آنها، راهکارهای تکمیلی استخراج شدند. جمع‌آوری اطلاعات در بخش کمی نیز با استفاده از پرسشنامه که پایایی آن به روش آلفای کرونباخ و روایی آن به روش اعتبار محتوایی تایید شد، انجام گرفت. راهکارهای نهایی از طریق پرسش از 110 صادرکننده حوزه خشکبار که از طریق روش نمونه‌گیری قضاوتی انتخاب شدند، با استفاده از روش تاپسیس رتبه‌بندی شدند. طبق نتایج، بهترین روش توسعه صادرات خشکبار به روسیه، بهره‌گیری از راهکارهای 30 گانه‌ای است که دارای اولویت «ادغام شرکت‌های کوچک جهت دستیابی به برند معتبر و تولید در مقیاس اقتصادی»، «تاسیس بانک مشترک ایران و روسیه و افتتاح شعبه در دو کشور جهت سهولت در نقل‌وانتقال مالی»، «کنترل آلودگی و کاهش استفاده از آلاینده‌ها در امر صادرات» و سایر راهکارهای مشروحه در مدل پژوهش هستند.
کلیدواژه‌ها
عنوان مقاله [English]
Marketing Tactics for Iran’s Non-Oil Trade Development with Focusing on the Economic Potential of Eurasian Union
نویسندگان [English]
- Parnian Ghertasi 1
- Rahmat Ali Saberi Haghayegh 2
- Alireza Farokhbakht Foumani 2
1 PhD Candidate, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
2 Assistant Professor, Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.
چکیده [English]
The export of agricultural goods, especially nuts, plays a significant role in providing foreign exchange income from non-oil exports. Due to the inadequacy of the models presented in the existing theoretical foundations, this research was conducted with a developmentalist view of the non-oil economy with the aim of designing a model for nuts export tactics to Russia. This research follows the sequential mixed method. First by using the library method, nuts export tactics were extracted. Then in the qualitative part, the initial tactics were presented through interviews to 25 experts who were selected through the snowball sampling method, while confirming them, additional tactics were extracted. Data collection in the quantitative part was also done using a questionnaire which its reliability was confirmed by Cronbach alpha method and its validity was confirmed by content validity method. By asking 110 nuts exporters who were selected through judgmental sampling method, the final tactics were ranked using the TOPSIS method. The results showed that the best way to developing the nuts export to Russia is using of 30 tactics which have the following priority: Integration of small companies to achievement of reliable brand and production on an economic scale, Establishing the joint bank of Iran and Russia and opening branches in both countries to facilitate financial transfers, Controlling pollution and reducing the use of pollutants in export affairs and other tactics in the research model.
کلیدواژه‌ها [English]
- Eurasia
- Non-Oil Export
- Export Tactics
- Nuts Export
- Russian Market
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