ﺗﺒﯿﯿﻦ ﭘﺪﯾﺪارﺷﻨﺎﺧﺘﯽ ﻣﻮﻟﻔﻪﻫﺎي ﺑﺮﻧﺪﺳﺎزي در ﺳﺮﻓﺼﻞﻫﺎي آﻣﻮزﺷﯽ ﻫﻨﺮ و ﺗﺤﻠﯿﻞ ﺷﮑﺎف ﻣﯿﺎن ﺣﻮزه آﻣﻮزش و اﺟﺮاء

Phenomenological explanation of branding components in art education topics and analysis of the gap between education and implementation areas

ﻋﺪم ﺗﻮاﻧﻤﻨﺪي داﻧﺸﺠﻮﯾﺎن رﺷﺘﻪﻫﺎي ﻫﻨﺮ در ﺗﺠﺎريﺳـﺎزي و ﺑﺮﻧﺪﺳـﺎزي دﺳـﺘﺎوردﻫﺎي ﻫﻨـﺮي و وﺟـﻮد ﺧـﻼء ﺗﺤﻘﯿﻘـﺎﺗﯽ ﻣﺒﻨـﯽ ﺑـﺮ ﺷﻨﺎﺳﺎﯾﯽ ﻣﻮﻟﻔﻪﻫﺎي ﺑﺮﻧﺪﺳﺎزي دﺳﺘﺎوردﻫﺎي ﻫﻨﺮي و ﻧﯿﺰ ﻟﺰوم ﺑﺎزﻧﮕﺮي در ﺑﺮﻧﺎﻣﻪﻫﺎي درﺳﯽ اﯾﻦ رﺷﺘﻪﻫﺎ ﺑﻤﻨﻈﻮر ﮔﻨﺠﺎﻧﺪهﺷﺪن ﺑﺮﺧﯽ ﻣﻮﺿﻮﻋﺎت و ﺳﺮﻓﺼﻠﻬﺎ در اﯾﻦ زﻣﯿﻨﻪ، ﻣﻨﺠﺮ ﺑﻪ اﻧﺠﺎم ﻣﻄﺎﻟﻌﻪاي ﺑﺎ ﻫﺪف ﺷﻨﺎﺳﺎﯾﯽ ﻣﻮﻟﻔﻪﻫـﺎ و ﺷـﺎﺧﺺ ﻫـﺎي ﻻزم در زﻣﯿﻨـﻪ ﺑﺮﻧﺪﺳـﺎزي ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت ﻫﻨﺮي و ﺑﺮرﺳﯽ وﺿﻌﯿﺖ ﻣﻮﺟﻮد و ﻣﻄﻠﻮب آﻣﻮزش آﻧﻬﺎ در ﺳﺮﻓﺼﻞﻫـﺎي آﻣﻮزﺷـﯽ رﺷـﺘﻪ ﻫـﺎي داﻧﺸـﮕﺎﻫﯽ ﻫﻨـﺮ ﮔﺮدﯾﺪه اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف، ﺑﻨﯿﺎدي-ﮐﺎرﺑﺮدي، از ﻧﻈﺮ ﻧﻮع دادهﻫﺎي ﺟﻤﻊآوري ﺷﺪه، آﻣﯿﺨﺘـﻪ، از ﻣﻨﻈـﺮ ﺷـﯿﻮه ﮔـﺮدآوري دادهﻫﺎ، ﺗﻮﺻﯿﻔﯽ، و از ﻣﻨﻈﺮ ﺷﯿﻮه اﺟﺮا ﭘﯿﻤﺎﯾﺸﯽ ﻣﯽﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري در ﺑﺨﺶ ﮐﯿﻔﯽ 6 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن داﻧﺸـﮕﺎﻫﯽ و ﺻـﻨﻌﺖ و در ﺑﺨﺶ ﮐﻤﯽ اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎﻫﯽ در رﺷﺘﻪﻫﺎي ﻣﺮﺗﺒﻂ ﺑﺎ ﻫﻨﺮ ﻣﯽﺑﺎﺷﺪ. ﺷﯿﻮه ﻧﻤﻮﻧﻪﮔﯿﺮي در ﺑﺨﺶ ﮐﯿﻔﯽ ﻗﻀﺎوﺗﯽ و اﺑـﺰار ﻣـﻮرد اﺳـﺘﻔﺎده ﻣﺼﺎﺣﺒﻪ، و در ﺑﺨﺶ ﮐﻤﯽ ﺗﺼﺎدﻓﯽ ﺧﻮﺷﻪاي، ﺑﻮده ﮐﻪ از ﻃﺮﯾﻖ ﮔﺮدآوري 54 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺗﮑﻤﯿﻞ و ﻣﻮرد ارزﯾـﺎﺑﯽ ﻗـﺮار ﮔﺮﻓـﺖ . ﻧﺘـﺎﯾﺞ ﺑﺪﺳﺖ آﻣﺪه ﻣﻨﺠﺮ ﺑﻪ ﺷﻨﺎﺳﺎﯾﯽ 3 دﺳﺘﻪ ﮐﻠﯽ از ﭘﺎراﻣﺘﺮﻫﺎي ﺑﺮﻧﺪﺳﺎزي ﺷﺎﻣﻞ ﭘﺎراﻣﺘﺮ رﻓﺘﺎري، ادراﮐﯽ و ﻋﻤﻠﮑﺮدي ﮔﺮدﯾﺪه و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻫﺪف ﭘﮋوﻫﺶ دﺳﺘﻪ ﭘﺎراﻣﺘﺮﻫﺎي رﻓﺘﺎري در ﺑﺨﺶ ﮐﻤﯽ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺘﻨﺪ. از ﻣﯿﺎن ﺗﻌﺪاد 8 ﻣﻮﻟﻔﻪ در دﺳـﺘﻪ ﭘـﺎراﻣﺘﺮ رﻓﺘـﺎري ﺑﺮﻧﺪﺳﺎزي و ﻣﺠﻤﻮع 63 ﺷﺎﺧﺺ، ﻣﯿﺎن وﺿﻌﯿﺖ ﻣﻮرد اﻧﺘﻈﺎر و ﻓﻌﻠﯽ ﺗﻔﺎوت ﻣﻌﻨﺎداري وﺟﻮد داﺷﺘﻪ، ﺷـﮑﺎف زﯾـﺎدي ﻣﯿـﺎن اﻧﺘﻈـﺎرات و درﯾﺎﻓﺘﯽﻫﺎ در ﻣﻮﻟﻔﻪﻫﺎي ﺑﺮﻧﺪﺳﺎزي ﺑﻪ ﭼﺸﻢ ﻣﯽﺧﻮرد. ﻧﺘﯿﺠﻪ آزﻣﻮن رﺗﺒﻪﺑﻨـﺪي ﻓﺮﯾـﺪﻣﻦ، وﺟـﻮد ﺗﻔـﺎوت ﻣﻌﻨـﺎدار در ﻣﯿـﺎﻧﮕﯿﻦ رﺗﺒـﻪ اﻫﻤﯿﺖ ﻣﻮﻟﻔﻪﻫﺎي ﭘﺎراﻣﺘﺮ رﻓﺘﺎري در وﺿﻌﯿﺖ ﻣﻮرداﻧﺘﻈﺎر و ﻓﻌﻠﯽ و وﺟﻮد ﺗﻔﺎوتﻫﺎ و ﺷﺒﺎﻫﺘﻬﺎﯾﯽ را روﺷﻦ ﻣﯽﺳﺎزد.

The inability of empower art students to commercialize and branding of artistic achievements and the existence of a research vacuum to identify the components in the field of branding artistic achievements and the need to review the curriculum of these disciplines in order to include some components and indicators in This field, has conducted a study with the aim of identifying the necessary components and indicators in the field of branding of art products and services and examining both current and desirable teaching situation in the educational topics of art universities. In terms of purpose this study is basic-applied, in terms of the type of data collected, is mixed, in terms of data collection method is descriptive and regarding implementation method, is a survey research. The statistical population was 6 academic and industrial experts in the qualitative section and university professors in art-related fields in the quantitative section. The sampling method in qualitative section was judgmental and in quantitative section was randomized cluster. A total of 54 questionnaires were completed and evaluated. The data collection tool in the qualitative section was interview and in the quantitative section was questionnaire. The results led to the identification of three general categories of branding parameters including behavioral, perceptual and functional parameters. According to the purpose of the study, behavioral parameters were quantitatively examined. Among the eight components in the behavioral parameters category of branding and a total of 63 indicators, there is a significant difference between the expected and current situation and there is a large gap between expectations and receipts in the components of branding. The result of Friedman ranking test reveals the existence of a significant difference in the mean rank of the importance of the behavioral parameter components in the expected and current situation, as well as the existence of differences and similarities.