ارائه چارچوب استراتژی گسترش بازار داخلی صنعت کفش

نوع مقاله: علمی-

نویسندگان

1 دکتری اقتصاد پولی و مالی، دانشکده مدیریت و اقتصاد، دانشگاه تبریز، ایران

2 دانشجوی دکتری سیاستگذاری بازرگانی. دانشکده مدیریت. دانشگاه تهران.

3 کارشناس ارشد، دانشگاه تبریز، ایران

چکیده

حضور در بازار جدید در داخل کشور از ساده‌ترین استراتژی توسعه بازار محسوب می‌شود. در این راستا، هدف پژوهش حاضر بررسی موانع و استراتژی توسعه بازار داخلی محصولات تولیدی صنعت کفش هیدج است. براساس هدف مطالعه از روش روش داده بنیان برای تجزیه و تحلیل داده‌ها استفاده شده است. قلمرو مطالعه اعضای تعاونی تلاشگران کفش بوده و با استفاده از روش‌های مصاحبه عمیق و کتابخانه‌ای داده‌های مورد نیاز جمع‌آوری گردیده و از روش‌های کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی برای تجزیه تحلیل بهره گرفته شده است. نتایج نشان داد، موانع توسعه بازار داخلیدر قالب مدل نهایی به چهار بخش علل، پدیده‌های اصلی، عامل‌های مداخله‌گر و پیامدها تقسیم‌بندی شده است. در بخش علل مواردی از قبیل طراحی، سطح تکنولوژی، کیفیت مواد اولیه و آموزش از عمده موانع توسعه بازار داخلی بودند. پدید اصلی در عدم توسعه بازار به رقابت‌پذیری مجصولات تولیدی و راهبرد توسعه بازار مربوط می‌شود. همچنین عوامل مداخله‌گر ازجمله حمایت مالی و حقوقی دولت، تحصیلات پایین مدیران تولیدی و نداشتن واحد تحقیق و توسعه در محدودیت بازار کفش هیدج موثر می‌باشند. بر این اساس لازم است که اعضای تعاونی برای رفع موانع موجود استراتژی بهبود کیفیت محصولات و هم سو با آن راهبرد مناسب توسعه بازار را اتخاذ نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

Providing a Framework for Expanding the Domestic Market of the Shoe Industry (Case study of Hidaj Shoes)

نویسندگان [English]

  • hamid zolghadr 1
  • dariush tahmasebi 2
  • ali zolghadr 3
1 Phd, Faculty of Management and Accounting, University of Tabriz, Iran
2 t
3 tabriz
چکیده [English]

The present time, the new market inside the country is considered as the simplest market development strategy. In this regard, the purpose of the present study is to investigate the barriers and strategies for developing the domestic market for products manufactured by the Haidan shoe industry. Based on the objective of the study, Grendard's theory (data base method) was used to analyze the data. The field of study is the members of the cooperative of shoe workers, and they have been gathered using deep interviewing methods and library of the required data and have used open coding, axial coding and selective coding for analysis. The results showed that the barriers to developing the internal market in the form of the final model were divided into four parts: causes, main phenomena, interventional factors, and outcomes. In the areas of causes, such as design, technology level, quality of raw materials and training, were the main obstacles to the development of the domestic market. The main cause in the lack of market development is related to the competitiveness of manufacturing products and the market development strategy. Also, interventional factors such as government financial and legal support, low education of production managers, and lack of research and development units are effective in limiting Haiday's shoes market. Accordingly, it is necessary for the cooperative members to adopt a strategy for improving the quality of products and the appropriate strategy for market development in order to overcome the existing barriers.

کلیدواژه‌ها [English]

  • Internal Market
  • Market Expansion
  • Hidaj Shoes
  • strategy
  • Grand Theory Method
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The present time, the new market inside the country is considered as the simplest market development strategy. In this regard, the purpose of the present study is to investigate the barriers and strategies for developing the domestic market for products manufactured by the Haidan shoe industry. Based on the objective of the study, Grendard's theory (data base method) was used to analyze the data. The field of study is the members of the cooperative of shoe workers, and they have been gathered using deep interviewing methods and library of the required data and have used open coding, axial coding and selective coding for analysis. The results showed that the barriers to developing the internal market in the form of the final model were divided into four parts: causes, main phenomena, interventional factors, and outcomes. In the areas of causes, such as design, technology level, quality of raw materials and training, were the main obstacles to the development of the domestic market. The main cause in the lack of market development is related to the competitiveness of manufacturing products and the market development strategy. Also, interventional factors such as government financial and legal support, low education of production managers, and lack of research and development units are effective in limiting Haiday's shoes market. Accordingly, it is necessary for the cooperative members to adopt a strategy for improving the quality of products and the appropriate strategy for market development in order to overcome the existing barriers.