كليدواژه :
كالاي داخلي , مصرف , بازاريابي اجتماعي , اقتصاد مقاومتي
چكيده فارسي :
يكي از مشكلات توليدكنندگان ايراني، عدم استقبال مصرف كنندگان از توليدات آنها و ترجيح كالاي خارجي است؛ لذا در پژوهش حاضر از طريق مصاحبه با خبرگان و بررسي اسناد، الگوي افزايش مصرف كالاي داخلي تدوين شد. بر اساس يافته هاي پژوهش، به دليل آنكه معضل ترجيح كالاي خارجي ريشه در مسايل فرهنگي دارد، اصلاح آن از توان يك توليدكننده خارج بوده و لازم است دولت با استفاده از رويكرد بازاريابي اجتماعي در راستاي افزايش مصرف كالاهاي داخلي مداخله نمايد.در كارزار هاي بازاريابي اجتماعي مي بايست همزمان هر دو گروه مصرف كنندگان و توليدكنندگان مخاطب قرار گيرند؛ چراكه، همان طوركه وظيفه مصرف كننده ايراني خريد كالاي داخلي است، وظيفه توليدكننده ايراني هم توليد كالاي مرغوب و با قيمت رقابتي است. جهت افزايش مصرف كالاي داخلي بايد از ابزارهاي آموزشي و ترويجي و ابزارهاي مالي به طور همزمان استفاده شود؛ به نحوي كه هزينه هاي مادي و معنوي مصرف كالاي خارجي افزايش يافته و مشوق هاي مالي براي مصرف كنندگان و كانال توزيع جهت خريد كالاي داخلي در نظر گرفته شود. از سويي ديگر، بايد با عرضه كالاي قاچاق در مبادي توزيع به شدت مبارزه شود. براي ترويج مصرف كالاي داخلي مي بايست در كنار تبليغات رسمي از تبليغات شفاهي در قالب پويش هاي مردمي در فضاي مجازي استفاده شود. افزايش مصرف كالاي داخلي دستاوردهايي همچون استقلال اقتصادي و سياسي، اشتغال زايي، افزايش ثروت ملي، كاهش تورم و كنترل نقدينگي به دنبال خواهد داشت.
چكيده لاتين :
One of the problems of Iranian producers is the lack of consumer acceptance of their products and the preference of foreign goods. The purpose of this study is to develop a model for increasing the consumption of domestic goods with a social marketing approach. To design the model, the methodology of qualitative research has been used. For this purpose, the required data were collected using theoretical sampling method and performing 18 semi-structured interviews with senior managers, faculty members and academic experts as well as studying 41 documents. According to the research results, because the problem of preferring foreign goods is rooted in the cultural issues of society, a producer alone cannot solve them and it is necessary for the government to use the social marketing approach to increase the consumption of domestic goods. In social marketing campaigns, both consumers and producers need to be addressed simultaneously. Because just as the Iranian consumer's duty is to buy domestic goods, so the Iranian producer's duty is to produce high quality goods at a competitive price. In order to increase the consumption of domestic goods, educational, promotional and financial tools should be used simultaneously to increase the material and spiritual costs of consuming foreign goods, as well as financial incentives for consumers and domestic distribution channels. On the other hand, the supply of smuggled goods at distribution points must be strongly combated. In order to promote the consumption of domestic goods, in addition to official advertisements, verbal advertisements in the form of popular scans in cyberspace should be used. Increasing consumption of domestic goods will lead to achievements such as economic and political independence, job creation, increasing national wealth, reducing inflation and controlling liquidity.
