تدوین و اولویت بندی استراتژی‌های صادراتی خرما در استان کرمان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش ‏آموخته کارشناسی ارشد اقتصاد کشاورزی، دانشگاه شهید باهنر کرمان، کرمان، ایران

2 استادیار گروه اقتصاد کشاورزی، دانشگاه شهید باهنر کرمان، کرمان، ایران.

3 استاد گروه اقتصاد کشاورزی، دانشگاه شهید باهنر کرمان، کرمان، ایران

چکیده

اهمیت خرما در رشد صادرات غیرنفتی ایران تبیین نظام بازاریابی صحیح در این صنعت را ضروری می­ سازد. هدف پژوهش حاضر تدوین و اولویت‌بندی راهبردهای عملیاتی صادرات خرما با تأکید بر رویکرد آمیخته بازاریابی بود. در این راستا، نمونه‌ای متشکل از هجده نفر از خبرگان در زمینه صادرات خرما به روش تصادفی ساده انتخاب و با استفاده از روش سوات (SOWT)، راهبردهای عملیاتی صادراتی تعیین شد و سپس، اولویت‏ بندی آنها با استفاده از روش فرآیند تحلیل سلسله‌مراتبی (AHP) صورت گرفت. نتایج پژوهش نشان داد که راهبردهای عملیاتی مربوط به راهبرد محصول و ترفیع در اولویت بوده، و از حساسیت کمتری نسبت به ‌معیارهای مکان و قیمت برخوردار است. از این‏رو، توجه به راهبردهای عملیاتی صادرات از این دو نقطه‏ نظر به توسعه آن کمک خواهد کرد. همچنین، توجه به کیفیت محصول و نوع و طراحی بسته­ بندی متناسب با سلیقه کشور هدف و نیز آگاهی از عملکرد رقبا و شناسایی رویدادها در بازارهای هدف با فراهم ‏سازی زمینه شرکت صادرکنندگان در نمایشگاه‏ های بین‌المللی ضروری می‏نماید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Compilation and Prioritization of Date Export Strategies in Kerman Province

نویسندگان [English]

  • N. Salmani 1
  • S. nabieian 2
  • H. Mehrabi Boshr Abadi 3
1 MSc. Graduate in Agricultural Economics, Shahid Bahonar University of Kerman, Kerman, Iran
2 Assistant Professor, Department of Agricultural Economics, Shahid Bahonar University of Kerman, Kerman, Iran
3 Professor, Department of Agricultural Economics, Shahid Bahonar University of Kerman, Kerman, Iran
چکیده [English]

The importance of dates in developing of non-oil exports makes it necessary to explain the correct marketing system in the industry. The aim of this research is to identify and prioritize the export strategies of dates with an emphasis on marketing mix in Kerman province. So a simple random sample of 18 experts of dates was selected, and by the use of SOWT technique, the export strategies were determined and then prioritized using Analytical Hierarchy Process Model. The results showed that strategies for product and promotion were prioritized, and had less sensitivity to location and price. Therefore, attention to export strategies from the view of these two points will help development. Therefore, it is recommended to pay attention to product quality, type and design of packaging in accordance to the taste of the country.By providing the exporters with international exhibitions, they are aware of competitors' performance and identify events in target markets.

کلیدواژه‌ها [English]

  • 4ps’ McCarthy Model
  • SOWT technique
  • Analytical Hierarchy Process (AHP)
  • Prioritize Export Strategies
  • Dates

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