بازاریابی محصولات فرهنگی مبتنی بر رسانه اجتماعی

نویسندگان
1 عضو هیئت علمی گروه مدیریت بازرگانی دانشگاه آزاد اسلامی واحد تهران جنوب
2 دانش آموخته مدیریت ام بی ای، دانشگاه آزاد اسلامی، واحد تهران جنوب، گروه ام بی ای، تهران، ایران
3 دانشگاه آزاد اسلامی، واحد پرند، باشگاه پژوهشگران جوان و نخبگان، پرند، ایران.
چکیده
این مقاله درصدد بررسی چگونگی بازاریابی محصولات و خدمات فرهنگی با درنظرگرفتن نقش اثرگذار رسانۀ اجتماعی است. پژوهش حاضر از نوع کاربردی و کیفی است. در ابتدا ضرورت بازاریابی محصولات فرهنگی در عصری که شاهد توسعۀ فن‎آوری اطلاعات و رقابت تنگاتنگ فرهنگ­ها هستیم، با ابزارهای نوین و اثربخش، مورد تأکید قرارخواهد گرفت و در این میان، خلق ارزش پیشنهادی مبتنی بر رسانه­های اجتماعی به‎عنوان کارآمدترین راه‎کار معرفی می‎شود. در ادامه، دیدگاه­های مختلف در خصوص بازاریابی محصولات و خدمات فرهنگی مبتنی بر رسانه­های اجتماعی مورد تحلیل قرارمی‎گیرد. مدیریت تقاضا، طراحی ارزش پیشنهادی بر اساس نیازهای آشکار و پنهان مشتریان محصولات فرهنگی مبتنی بر رسانۀ اجتماعی با درنظرگرفتن تغییر مفهوم محصول در عصر دیجیتال تجزیه و تحلیل می‎شود. در نهایت، وضع موجود بیان خواهد شد و با توجه به مفهوم مدیریت تقاضا، راه‎کارهای مورد نیاز بازاریابی محصولات فرهنگی مبتنی بر رسانۀ اجتماعی جهت توسعۀ پایدار فرهنگی و تقویت قدرت مبادله و تعامل محصولات فرهنگی مطرح می‎شود.

کلیدواژه‌ها


عنوان مقاله English

Marketing of cultural products based on social media

نویسندگان English

Nader Mohaghegh 1
ALiReza Sarhaddi 2
AmirReza Alizadeh Majd 3
1 Member of faculty of business management, Islamic Azad University, Tehran South Branch
2 Graduated from Mba Management, Islamic Azad University, Tehran South Branch, Mbaee Group, Tehran, Iran
3 Young Researchers and Elite Club,Parand Branch, Islamic Azad university, Parand, Iran.
چکیده English

This article seeks to examine how marketing of cultural products and services is taking into account the role of the social media. The present research is applied in terms of both qualitative and quantitative nature. At the outset, the necessity of marketing cultural products in an age that has witnessed the development of information technology and the close competition of cultures has been emphasized by new and effective tools. In the meantime, the creation of value based social media based on the introduction of the most effective solution. Has been. In the following, different views on the marketing of social media products and services were analyzed. Demand management, designing value proposition based on the obvious and hidden needs of customers of cultural products based on social media, with regard to changing the concept of product in the digital age. In the end, the status quo was stated and according to the concept of demand management, the solutions needed to market social-based products based on social media for sustainable cultural development and strengthening the power of exchange and interaction of cultural products.

کلیدواژه‌ها English

"Cultural marketing"
"cultural product"
"social media"
"culture"
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دوره 6، شماره 25
زمستان 1396
صفحه 27-46

  • تاریخ دریافت 09 مهر 1397