ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺮ ﻋﻤﻠﮑﺮد ﺻﺎدرات ﺧﺎوﯾﺎر اﯾﺮان

Investigating the Effect of Green Marketing Mix on the Performance of Iranian Caviar Exports

ﺟﻨﺒﺶ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ از دﻫﻪ 1980 ﺑﻪ ﺷﮑﻠﯽ ﮔﺴﺘﺮده ﻣﻮرد ﺗﻮﺟﻪ ﺷﺮﮐﺖﻫﺎ و ﻣﺸﺘﺮﯾﺎن ﻗﺮار ﮔﺮﻓﺘﻪ اﺳـﺖ. اﯾـﻦ ﺷـﺮﮐﺖﻫـﺎ ﺑـﺎ ﺗﻮﻟﯿﺪ و اراﺋﻪ ﻣﺤﺼﻮﻟﺎت دوﺳﺖدار ﻣﺤﯿﻂزﯾﺴﺖ ﺑﻪدﻧﺒﺎل ﮐﺴﺐ ﻣﺸﺮوﻋﯿﺖ اﺟﺘﻤﺎﻋﯽ ﻫﺴﺘﻨﺪ، در ﺣﺎﻟﯽ ﮐـﻪ ﻣﺸـﺘﺮﯾﺎن ﺑـﻪدﻧﺒـﺎل ﺗﺄﺛﯿﺮﮔﺬاري در ﺑﯿﻨﺶ ﺟﺎﻣﻌﻪ ﺑﻪ ﻣﺴﺎﯾﻞ ﻣﺤﯿﻂزﯾﺴﺘﯽ ﻫﺴﺘﻨﺪ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ ﻧﮕﺮش ﺻـﺎدرﮐﻨﻨﺪﮔﺎن ﻧﺴـﺒﺖ ﺑـﻪ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ و ﺗﺄﺛﯿﺮ آن ﺑﺮ ﺻﺎدرات ﺧﺎوﯾﺎر اﯾﺮان ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ. ﺑﺮاي ﻣﻮﻓﻖ ﺷﺪن در ﻋﺮﺻﻪ رﻗﺎﺑﺖ ﺑﯿﻦاﻟﻤﻠﻠﯽ و ﺗﺒـﺪﯾﻞ اﻗﺘﺼﺎد ﮐﺸﻮر ﺑﻪ ﯾﮏ اﻗﺘﺼﺎد ﻗﺪرﺗﻤﻨﺪ و ﺑﺎ ﺛﺒﺎت ﺑﺎﯾﺪ از ﺗﻤﺎم ﻇﺮﻓﯿﺖﻫﺎي ﻣﻮﺟﻮد ﺑﻬﺮه ﺟﺴﺖ. ﺷﺮﮐﺖﻫﺎي ﺻـﺎدرﮐﻨﻨﺪه ﺧﺎوﯾـﺎر از ﻃﺮﯾﻖ ﺑﺮﻧﺎﻣﻪرﯾﺰي ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺻﺎدراﺗﯽﺷﺎن ﻣﯽﺗﻮاﻧﻨﺪ ﺑﻪ ﻋﻤﻠﮑﺮد ﺑﺎﻟﺎﯾﯽ در ﺳﻄﺢ ﺑﯿﻦاﻟﻤﻠﻞ دﺳﺖ ﯾﺎﺑﻨﺪ. ﺑﺮاي دﺳـﺘﯿﺎﺑﯽ ﺑـﻪ اﯾﻦ ﻣﻬﻢ ﺷﺮﮐﺖﻫﺎ ﺑﺎﯾﺴﺘﯽ ﺑﺘﻮاﻧﻨﺪ ﻋﻠﺎﯾﻖ و ﻧﯿﺎزﻫﺎي ﺧﺎص ﻫﺮ ﺑﺎزار را ﺷﻨﺎﺳﺎﯾﯽ ﺗﺎ ﻣﺤﺼﻮل ﺧﻮد را ﺑﺎ ﺗﮑﯿﻪ ﺑـﺮ اﯾـﻦ ﻧﯿﺎزﻫـﺎ ﺑـﻪ ﺑﺎزارﻫﺎي ﺧﺎرﺟﯽ ﺻﺎدرات ﻧﻤﺎﯾﻨﺪ. از ﻃﺮف دﯾﮕﺮ اﯾﻦ ﺷﺮﮐﺖﻫﺎ از ﻃﺮﯾﻖ ﺻـﺎدرات ﻣﺴـﺘﻘﯿﻢ و ﮐﻮﺗـﺎه ﻧﻤﻮﻧـﺪن ﻃـﻮل زﻧﺠﯿـﺮه ارزش ﻣﯽﺗﻮاﻧﻨﺪ ﺑﺎ اﯾﺠﺎد ارزش اﻓﺰوده، ﺳﻮد ﻧﺎﺧﺎص ﺧﻮد را اﻓﺰاﯾﺶ دﻫﻨﺪ. ﻗﯿﻤﺖﮔﺬاري ﻧﯿﺰ ﻣﯽﺗﻮاﻧـﺪ از ﻃﺮﯾـﻖ ﺳﯿﺴـﺘﻢﻫـﺎي رﻗﺎﺑﺘﯽ ﺣﺎﮐﻢ ﺑﺮ ﻫﺮ ﺑﺎزار ﺻﻮرت ﺑﮕﯿﺮد و ﺑﻪﮔﻮﻧﻪاي ﺑﺎﺷﺪ ﮐﻪ ﺑﺘﻮاﻧﺪ در ﮐﻨﺎر وﯾﮋﮔﯽﻫﺎي ﻣﺤﺼـﻮل، ﻣﻄﻠﻮﺑﯿـﺖ ﺑﺎﻟـﺎﯾﯽ را ﺑـﺮاي ﺧﺮﯾﺪاران ﺑﻪ ﻫﻤﺮاه داﺷﺘﻪ ﺑﺎﺷﺪ. ﺷﺮﮐﺖﻫﺎ ﻣﯽﺗﻮاﻧﻨﺪ ﺑﺎ اﻧﺠﺎم ﺗﺒﻠﯿﻐﺎت ﺑﺎزارﯾﺎﺑﯽ ﺧـﺎرﺟﯽ ﺑـﺎ ﺗﺄﮐﯿـﺪ ﺑـﺮ وﯾﮋﮔـﯽﻫـﺎي ﻓﺮﻫﻨﮕـﯽ، اﺟﺘﻤﺎﻋﯽ، ﻏﺬاﯾﯽ، داروﯾﯽ ﺑﺮ اﺛﺮﺑﺨﺸﯽ ﻓﺮآﯾﻨﺪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺧﻮد را ارﺗﻘﺎء ﺑﺨﺸﻨﺪ.

The green marketing movement has been in the spotlight of companies and customers since the 1980s. These companies are looking for social legitimacy, by producing and offering environmentally friendly products while customers are looking to influence the community's view of environmental issues. The aim of this study was to investigate the attitudes of exporters towards green marketing and its effect on Iranian caviar exports. To succeed in the field of international competition and transform the country's economy into a strong and stable economy, all available capacities must be used. Caviar exporting companies can achieve high performance internationally through their green export marketing planning. To achieve this, companies must be able to identify the specific interests and needs of each market to export their product to foreign markets based on these needs. On the other hand, these companies can increase their gross profit by creating added value by direct export and shortening the length of the value chain. Pricing can also be done through competitive systems in any market, and in a way that can be highly desirable for buyers along with product features. Companies can improve the effectiveness of their marketing processes by conducting foreign marketing advertisements with emphasis on cultural, social, food, and pharmaceutical characteristics.