برندسازی تجاری فرش دستباف ایرانی؛ مطالعه ای با رویکرد نشانه شناختی

نوع مقاله : علمی

نویسندگان

1 عضو هیات علمی دانشگاه کردستان

2 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران،ایران

چکیده

مطالعات نشان می‌دهد که بازار داخلی فرش دستباف نتوانسته است در بخش بازاریابی مطلوب عمل نموده و بعنوان یک محصول دارای نام تجاری به حساب آید. این در حالیست که رقیب ماشینی آن مطلوبتر عمل نموده و برندسازی را بعنوان یکی از راهبردهای موفقیت، بکار گرفته است. علت اصلی آن نگاه به برند سازی این فرش بر پایه یک سری آموزه های منتقل از قدیم، می باشد. بعبارت بهتر برندسازی در فرش دستباف هیچ گاه یک ضرورت در میان واحدهای تولیدی آن در نظر گرفته نشده است. لذا هدف اصلی این پژوهش آن است که وضعیت برندینگ در واحد های تولیدی فرش ، راه‌های ایجاد، توسعه و جایگاه‌یابی برند لازم برای آنها را مورد بررسی قرار دهد. نتایج این مطالعه می تواند بعنوان پایه ای برای سیاستگزاری های آتی مدیران این بخش از صنایع دستی و دارای مزیت، مورد استفاده واقع شود. روش تحقیق توصیفی و جامعه آماری را واحدهای تولیدی و فروشندگان فرش در استانهای کرمانشاه و کردستان تشکیل داده اند. نتایج نشان داده است که این مناطق دارای توان کمتری برای ایجاد برندهای ارزشمند می باشند. این در حالی است که تولیدات صنعتی مزیت داری در آنها وجود دارد. بررسی ها حاکی از آن است که بطور کلی وضعیت برندسازی و نظام بازاریابی واحدهای تولیدی در استان کردستان از کرمانشاه بهتر است. اما در شاخص های سلیقه یابی مشتریان، متغیرهای اقتصادی،فرهنگی و بخش بندی بازار، کرمانشاه بهتر عمل نموده است. همچنین برای برندسازی در واحدهای منتخب، نشانه های محلی، مکانی و تاریخی از اهمیت بیشتری برخوردار بوده اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Commercial Branding of Iranian Handmade Carpets: A Semiotic study of Advantageous Producers

نویسندگان [English]

  • Reza Shafei 1
  • Alireza Rousta 2
1 Associate Professor of Marketing; Management Department; Faculty of Humanities and Social Sciences; University of Kurdistan; Sanandaj. Iran
2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

The recent studies show that the local market of handmade carpets has not been able to perform in its marketing sector and be considered as a product with a brand name. This is while its machine competitor has acted somewhat more favorably and used branding as the strategies to increase success. The main reason is to look at the branding of this type of carpet based on a series of teachings transmitted from the past times.In this regard, the main purpose of this study is to examine the branding processes in handmade carpet production units, ways to create, develop and position the necessary brand for them. The results of this study can be used as a basis for future policies of managers of this sector of handicrafts and have an advantage in the country. Descriptive research method is used and statistical population of the research is production units and sellers of handmade carpets in Kermanshah and Kurdistan provinces. The purpose of choosing this part of the country is to have advantageous producers of handmade carpets. The results show that these areas have less power to create valuable brands. However, there are advantages in industrial products. Studies show that the situation of branding and marketing system of production units in Kurdistan province is better than Kermanshah generally, but in terms of customer taste indicators, economic and cultural variables and market segmentation, Kermanshah has performed better. The local, spatial and historical landmarks have also been more important for branding in selected units.

کلیدواژه‌ها [English]

  • Handmade carpets
  • Marketing System
  • Branding
  • ositioning
  • Kermanshah
  • Kurdistan Provinces
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