بررسی و تحلیل ابعاد بازاریابی کارآفرینانه

نوع مقاله : علمی-مروری

نویسندگان

1 کارشناس سازمان جهاد کشاورزی استان کرمانشاه

2 دانشگاه رازی کرمانشاه

3 گروه کارآفرینی و توسعه روستایی، دانشگاه ایلام

4 دانشگاه رازیگروه کارآفرینی و توسعه روستایی

چکیده

چکیده
بازاریابی کارآفرینانه به عنوان یک مفهوم اجتماعی، نقطه مشترک دو حوزه بازاریابی و کارآفرینی است و دارای ابعاد مختلفی است. با توجه به اهمیت شناخت ابعاد بازاریابی در فراهم نمودن زمینه‌های رشد و توسعه‌ی کسب و کارها، هدف اصلی این مقاله که مبتنی بر مرور ادبیات نظری و تجربی مرتبط با موضوع می‌باشد، تحلیل و ارائه‌ی مهم‌ترین ابعاد بازاریابی کارآفرینانه است. بر اساس نتایج تحقیق مهم‌ترین ابعاد بازاریابی کارآفرینانه شامل هفت مورد زیر می باشد: ریسک‌پذیری، پیشگام بودن، فرصت محوری، ایجاد ارزش، نوآوری، مشتری‌گرایی و استفاده کردن از منابع. همچنین توصیه می‌شود با الگوبرداری از تجربیات موفق دیگر کشورها، برگزاری دوره‌ها و همایش‌ها جهت معرفی اهمیت ابعاد بازاریابی کارآفرینانه به مدیران کسب و کارها، توسعه‌ی صنعت بیمه، ایجاد رشته‌های بازاریابی و کارآفرینی در دانشگاه‌ها، ارائه‌ی خدمات حمایتی به کارآفرینان و برگزاری جشنواره‌ها و نمایشگاه‌های عرضه‌ مستقیم محصولات تولیدی به توسعه بازاریابی کارآفرینانه و نیز توسعه کسب و کارها کمک شود.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating and analyzing the dimensions of entrepreneurial marketing

نویسندگان [English]

  • Babak Lorestani 1
  • Farahnaz Rostami 2
  • Nematollah shiri 3
  • Mojgan khosh maram 4
1 M. Sc of Agricultural Extension and Education, Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran
2 Assistant Professor, Department of Agricultural Extension and Education, Faculty of Agriculture, Razi University, Kermanshah, Iran
3 Department of Entrepreneurship and Rural Development, Faculty of Agriculture, IIam University, IIam, Iran
4 Department of Entrepreneurship and Rural Development, Faculty of Agriculture, IIam University, IIam, Iran
چکیده [English]

Abstract
Entrepreneurial marketing as a social concept is the common point of the two fields of marketing and entrepreneurship and has different dimensions. Regarding the importance of recognizing the dimensions of marketing in order to provide the contexts for growth and development of the business, the main purpose of this article, which is based on reviewing the theoretical and empirical literature related to the subject, was to analyze and show the most important dimensions of entrepreneurial marketing. According to the research results, the most important dimensions of entrepreneurial marketing include seven items: risk-taking, being a pioneer, opportunity-oriented, value creation, innovation, customer orientation and resource use.It is also recommended that; According the successful experiences of other countries, holding courses and conferences to introduce the importance of entrepreneurial marketing to business managers, developing the insurance industry, creating marketing and entrepreneurship courses in universities, providing support services to entrepreneurs and holding festivals and exhibitions of direct supply of manufactured products to help develop entrepreneurial marketing as well as business development.

کلیدواژه‌ها [English]

  • Entrepreneurial Marketing
  • Marketing Dimensions
  • Small Business
  • Marketing Model

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