اثر آمیخته بازاریابی و دانش تخصصی روی عملکرد صادرات شرکت‌های کوچک و متوسط صادر کننده خشکبار

نوع مقاله : مقالات پژوهشی به زبان انگلیسی

نویسندگان

1 گروه اقتصاد کشاورزی/ دانشگاه فردوسی مشهد

2 گروه اقتصاد کشاورزی، دانشگاه فردوسی مشهد

3 گروه اقتصادکشاورزی، دانشگاه فردوسی مشهد

4 گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد

چکیده

صادرات محرک حیاتی رشد اقتصادی در کشورهای مختلف است و به طور قابل توجهی به ورود یک کشور به بازارهای جهانی کمک می‌کند و موفقیت اقتصادی را افزایش می‌دهد. در کشورهای در حال توسعه مانند ایران، برنامه‌های توسعه اقتصادی و اجتماعی، گسترش صادرات به‌ویژه محصولات کشاورزی با ارزش افزوده بالا را در اولویت قرار داده‌اند. رشد صادرات غیرنفتی مانند خشکبار و ورود تولیدکنندگان داخلی به بازارهای جدید جهانی منجر به افزایش تقاضا برای محصولات صادراتی ایران خواهد شد. این امر همچنین منجر به افزایش سطح تولید، افزایش فرصت‌های شغلی و ارزش افزوده بیشتر در فعالیت‌های مرتبط می‌شود. برای افزایش عملکرد صادرات، که معیاری حیاتی برای موفقیت یک شرکت در استفاده از منابع و قابلیت‌های خود در عرصه بین‌المللی در یک دوره زمانی خاص است، تمرکز بر بهبود استراتژی‌های بازاریابی و دانش تخصصی بسیار مهم است. بنابراین، این تحقیق با هدف بررسی تاثیر آمیخته بازاریابی و دانش تخصصی بازاریابی بر عملکرد صادرات شرکت‌های کوچک و متوسط فعال در صادرات میوه‌های خشک مشهد در سال 1401 انجام شد. در مجموع 80 پرسشنامه با استفاده از روش نمونه‌گیری در دسترس بین مدیران ارشد، اعضای هیئت مدیره و مدیران بازرگانی SME های میوه خشک توزیع شد. برای تجزیه و تحلیل داده‌ها و آزمون فرضیه‌های تحقیق از مدل‌سازی معادلات ساختاری استفاده گردید. داده‌های آماری و مدل‌سازی معادلات ساختاری نشان داد که تأثیر مشترک آمیخته بازاریابی و دانش بازاریابی تخصصی بر عملکرد صادرات مثبت و معنادار است. برای افزایش سودآوری شرکت، برای مدیران ارشد و مدیران فروش بسیار مهم است که این دو عامل را به رسمیت بشناسند و برای کسب مهارت‌های لازم، آموزش‌های مربوطه را طی کنند. علاوه بر این، مدیران باید از کانال‌های توزیع مناسب برای افزایش صادرات خود استفاده کنند و در عین حال کیفیت و بسته‌بندی محصول را بر اساس ترجیحات خریداران تطبیق دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of the Marketing Mix and Specialized Knowledge on the Export Performance of SMEs Exporting Dry Fruits

نویسندگان [English]

  • S. Yarmand 1
  • H. Mohammadi 2
  • A. Karbasi 3
  • M. Dehghani 4
1 Agriculture Economice department/ Ferdowsi University of Mashhad
2 Agricultural Economics Department, Ferdowsi University of Mashhad, Iran
3 Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad
4 Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad
چکیده [English]

Export is a crucial driver of economic growth in various countries and significantly contributes to a country's entry into global markets and enhances economic success. In developing countries such as Iran, economic and social development programs prioritize the expansion of exports, particularly high value added agricultural products. The growth in non-oil exports, such as dried fruits, and the entry of domestic producers into new global markets have led to an increased demand for Iran's export products. This has also resulted in higher production levels, increased employment opportunities, and higher value added in the related activities. To enhance export performance, which is a crucial measure of a company's success in utilizing its resources and capabilities in the international arena over a specific period of time, it is important to focus on improving marketing strategies and specialized knowledge. Therefore, this research aims to examine the impact of marketing mix and specialized marketing knowledge on the export performance of small and medium-sized enterprises (SMEs) involved in exporting dried fruits in Mashhad, Iran in 2022. A total of 80 questionnaires were distributed among senior managers, board members, and business managers of dried fruits SMEs using the available sampling method. Structural equation modeling was employed for data analysis and test of research hypotheses. The statistical data and structural equation modeling revealed that the joint impact of marketing mix and specialized marketing knowledge has a positive and significant influence on export performance. In order to improve the company's profitability, it is essential for senior managers and sales managers to recognize the significance of these two factors and undergo relevant training to acquire the necessary skills. Moreover, managers should make effective use of appropriate distribution channels to expand their exports. Simultaneously, they should consider adapting product quality and packaging to align with the preferences of foreign buyers.

کلیدواژه‌ها [English]

  • Dried fruit
  • Export
  • Export performance
  • Marketing mix
  • Structural equation

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  • تاریخ دریافت: 28 دی 1401
  • تاریخ بازنگری: 31 تیر 1402
  • تاریخ پذیرش: 01 مرداد 1402

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