فصلنامه علمی کارافن

فصلنامه علمی کارافن

شناسایی مولفه های برندسازی دیجیتال در صنعت فرش ایران و تحلیل شکاف وضعیت موجود ومطلوب

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان
مرجان پرورش محسنی 1
شهناز نایب زاده 2
ابوالفضل داودی رکن آبادی 3
کریم حمدی 4
1 دانشجوی دکتری مدیریت بازرگانی- مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه
2 دانشگاه آزاد اسلامی،واحد یزد، گروه مدیریت، یزد،ایران
3 گروه طراحی پارچه و لباس، واحد یزد، دانشگاه آزاد اسلامی ، یزد، ایران
4 استاد بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
10.48301/kssa.2024.409273.2644
چکیده
تحول دیجیتال، شیوه ی گفتگوی برندها با مشتریان را تغییر داده و ورود شرکتها به فضای دیجیتال را امری اجتناب ناپذیر کرده است. در این فضا شناسایی مولفه های برندسازی دیجیتال و تحلیل شکاف بین وضعیت موجود و مطلوب صنعت برندسازی دیجیتال در فرش ایران، به برندهای این صنعت کمک خواهد کرد تا بتوانند گام های آگاهانه تری را جهت کسب مزایای رقابتی پایدار بردارند؛ بر این اساس هدف پژوهش حاضر، شناسایی مولفه های برندسازی دیجیتال و بررسی وضعیت صنعت فرش ایران بر اساس این مولفه ها می باشد.پژوهش حاضر از نوع مدل توسعه تاکسونومی(کیفی-کمی) می باشد. درگام نخست این پژوهش از طریق تحلیل مضامین و با روش کتابخانه ای با کمک نرم افزار ان وی وو مولفه های برندسازی دیجیتال مورد شناسایی قرار گرفتند و در گام دوم و با استفاده از نتایج گام نخست از طریق روش تحلیل شکاف و پرسشنامه با کمک نرم افزار اس پی اس اس به بررسی وضعیت صنعت فرش ایران از منظر برندسازی دیجیتال پرداخته شد.در بخش کیفی 3مضمون فراگیر، 11مضمون سازمان دهنده و45 مضمون پایه با روش تحلیل مضامین شناسایی و در بخش کمی پژوهش، تحلیل داده ها نشان داد بین وضعیت فعلی و وضعیت مطلوب مولفه های برندسازی دیجیتال درصنعت فرش ایران تفاوت قابل توجهی وجود دارد؛ همچنین بیشترین رتبه در وضعیت فعلی به مضمون محصول فیزیکی و کمترین رتبه به مضمون ابزارهای ارتباطی دیجیتال و بیشترین رتبه در وضعیت مطلوب به مضمون ابزارهای ارتباطی دیجیتال و کمترین رتبه به مضمون ارزش افزوده از نظر نخبگان صنعت فرش ایران تعلق دارد.
کلیدواژه‌ها
برندسازی دیجیتال
فرش
مزیت رقابتی
شبکه مضامین
تحلیل شکاف
موضوعات

عنوان مقاله English

Identifying the components of digital branding in Iran's carpet industry and analyzing the gap between the current and desired status

نویسندگان English

marjan parvaresh mohseni 1
shahnaz nayebzadeh 2
Abolfazl Davodiroknabadi 3
karim hamdi 4
1 1. Ph.D. Student in Business Management-Marketing Management, Department of Business Management, Faculty of management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 Department of Design and Clothing, Yazd Branch, Islamic Azad University, Yazd, Iran
4 4. Professor of Marketing, Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
چکیده English

This study examines the components of digital branding and analyzes the existing gap between the current and desired state of the Iranian carpet industry. The advent of digital technology has transformed the way brands communicate with customers, necessitating companies to establish a presence in the digital space. By identifying the key elements of digital branding and understanding the disparity in the industry, companies can make more informed decisions to progress in this domain.The research adopts a qualitative-quantitative taxonomy development model, employing theme analysis, library research, and expert questionnaires. In the first step of this research, digital branding components were identified through theme analysis and library method with the help of NVIVO software. In the second step, using the results of the first step, through the gap analysis method and experts' questionnaire, and with the help of SPSS software, the situation of Iran's carpet industry was examined from the perspective of digital branding.The findings reveal three overarching themes, eleven organizing themes, and forty-five basic themes associated with digital branding in the industry. Furthermore, the study highlights a significant difference between the current and desired state of digital branding components, with the highest and lowest ranks attributed to physical product and digital communication tools, respectively.

کلیدواژه‌ها English

Digital branding
carpet
competitive advantage
theme network
gap analysis
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فصلنامه علمی کارافن
دوره 22، شماره 2
علوم انسانی
تابستان 1404
صفحه 310-343

  • تاریخ دریافت 04 شهریور 1402
  • تاریخ بازنگری 20 آبان 1402
  • تاریخ پذیرش 13 دی 1402