شناسایی و ارزیابی زنجیره ارزش کسب‌وکارهای روستایی با قابلیت برندسازی (موردمطالعه: منطقه ترکمن‌صحرای استان گلستان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری، گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

2 دانشیار، گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

3 استاد، گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

چکیده

پژوهش حاضر به بررسی کسب‌وکارهای روستایی بر مبنای دو رویکرد برندسازی و زنجیره ارزش پرداخته است تا راهی برای فعال کردن کسب‌وکارها جهت افزایش بهره‌وری و دستیابی به توان رقابتی باشد. این مقاله از نوع توصیفی- تحلیلی مبتنی بر روش‌های احتمالی و هدفمند در نمونه‌برداری و جمع‌آوری داده‌ها است. جهت تجزیه‌وتحلیل داده‌ها نیز از مجموع نمرات میانگین، انحراف معیار، ضریب تغییرات، تکنیک‌های وزن دهی جمع رتبه‌ای و تصمیم‌گیری چند شاخصه ارس (ARAS) استفاده شده است. جامعه آماری تحقیق را 220 نفر از اساتید دانشگاه‌های استان گلستان، کارشناسان ادارات دولتی مرتبط با توسعه روستاها و مدیران روستایی شامل؛ بخشداران‌، نمایندگان شوراهای بخش، دهیاران و صاحبان مشاغل تشکیل داده‌اند. نتایج پژوهش نشان می‌دهد که از میان شاخص‌های تبیین‌کننده محصولات برند در سطح مناطق روستایی، شاخص‌ رضایتمندی با وزن 095/0 در رتبه اول، انطباق‌پذیری با وزن 091/0 و کیفیت گرایی با وزن 086/0 در رتبه‌های بعدی قرارگرفته‌اند و از میان کسب‌وکارها و محصولات رایج منطقه؛ زراعت پنبه با ضریب 971/0 در اولویت اول، قالی‌بافی با ضریب 966/0 در اولویت دوم، غذاهای سنتی با ضریب 952/0 در اولویت سوم، پرورش اسب ترکمن با ضریب 943/0 در اولویت چهارم و اقامتگاه‌های بوم‌گردی با ضریب 924/0 در رتبه پنجم جهت برنامه‌ریزی برندسازی قرار داشته‌اند. همچنین نتایج تحلیل زنجیره ارزش مبین این موضوع است که به‌عنوان یک ابزار مکمل برندسازی، می‌توان در شناسایی و دسته‌بندی فرایندها، فعالیت‌ها و عملیات گوناگون کسب‌وکارها به‌منظور تعیین استراتژی‌های بازاریابی و سیاست‌های قیمت‌‌گذاری استفاده کرد.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying and Evaluating the Value Chain of Rural Businesses with Branding Potential (Case Study: Turkmen Sahra of Golestan Province)

نویسندگان [English]

  • Hosien Sadin 1
  • Mahdi PourTaheri 2
  • Abdolreza eftekhari 3
1 PhD Graduate, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.
2 Associate Professor, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.
3 Professor, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.
چکیده [English]

The present study examines rural businesses based on two approaches of branding and value chain as a way to activate businesses to increase productivity and achieve competitiveness. This article is a descriptive-analytical study based on probability and targeted methods in sampling and data collection. In order to analyze the data, the sum of mean scores, standard deviation, coefficient of variation, techniques of weighted summation and multi-criteria decision making (ARAS) have been used. The statistical population of the study included 220 university professors, experts of government departments and rural managers; they are made up of district heads, representatives of district councils, and representatives of villagers and business owners. The results show that among the explanatory indicators of brand products in rural areas, the satisfaction index with a weight of 0.095 is in the first place, and adaptability with a weight of 0.091 and quality orientation with a weight of 0.086 are in the next ranks. And among the common businesses and products of the region; cotton farming with a coefficient of 0.971 is in the first priority, carpet weaving with a coefficient of 0.966 is in the second priority, traditional food with a coefficient of 0.952 is in the third priority, horse breeding with a coefficient of 0.943 is in the fourth priority and ecotourism resorts with a coefficient of 0.924 are in the fifth place for branding planning. Also, the results of value chain analysis indicate that as a complementary tool for branding, activities can be identified and categorized using various business operations to determine marketing strategies and pricing policies.

کلیدواژه‌ها [English]

  • Value Chain
  • Branding
  • Rural business
  • Aras (Additive Ratio Assessment)
  • Turkmen Sahara
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