طراحي و تدوين مدل تجاري‌سازي محصولات ارگانيك براساس تئوري بنيادي (مطالعه موردي: استان كرمانشاه)

Design and Development of a Model for Commercialization of Organic Products Based on Fundamental Theory (Case Study: Kermanshah Province)

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اوﻟﻮﯾﺖ ﺗﺄﻣﯿﻦ ﻏﺬاي ﺳﺎﻟﻢ ﺑﺮاي ﺟﺎﻣﻌﻪ، ﺑﺮﻃﺮف ﺳﺎﺧﺘﻦ ﻫﺮ ﻧﻮع ﻣﺤﺮوﻣﯿﺖ در زﻣﯿﻨﻪ ﺗﻐﺬﯾﻪ ﮐﻪ در ﺳﻨﺪ ﭼﺸﻢ اﻧﺪاز ﺟﻤﻬﻮري اﺳﻼﻣﯽ اﯾﺮان در اﻓﻖ 1404 ﻫﺠﺮي ﺷﻤﺴﯽ، آورده ﺷﺪه اﺳﺖ و ﻋﺒﺎرﺗﻨﺪ از: ﺗﻌﻬﺪ ﺳﯿﺎﺳﯽ و ﻋﺰم ﮐﻠﯽ دوﻟﺖ در ﺳﯿﺎﺳﺖﮔﺬاريﻫﺎي ﺳﻄﺢ ﻣﻠﯽ ﺑﺮاي ﮐﺎﻫﺶ ﮔﺮﺳﻨﮕﯽ و ﺳﻮءﺗﻐﺬﯾﻪ و دﺳﺘﯿﺎﺑﯽ ﺑﻪ اﻣﻨﯿﺖ ﻏﺬاﯾﯽ ﭘﺎﯾﺪار اﻋﻼم ﺷﺪه اﺳﺖ. ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﻃﺮاﺣﯽ ﻣﺪﻟﯽ ﺑﺮاي ﺗﺠﺎري ﺳﺎزي ﻣﺤﺼﻮﻻت ارﮔﺎﻧﯿﮏ اﺳﺘﺎن ﮐﺮﻣﺎﻧﺸﺎه اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻧﻮع ﭘﮋوﻫﺶﻫﺎي ﮐﯿﻔﯽ اﺳﺖ و ﺑﺎ روﯾﮑﺮد ﻧﻈﺮﯾﻪ دادهﺑﻨﯿﺎد اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ ﻋﺒﺎرت اﺳﺖ از اﺳﺘﺎدان ﻓﻌﺎل در زﻣﯿﻨﻪ ﻣﺤﺼﻮﻻت ارﮔﺎﻧﯿﮏ در داﻧﺸﮑﺪه ﮐﺸﺎورزي داﻧﺸﮕﺎه رازي و ﻫﻤﭽﻨﯿﻦ ﻓﺮوﺷﮕﺎهﻫﺎي ﻣﺤﺼﻮﻻت ارﮔﺎﻧﯿﮏ ﺳﻄﺢ ﺷﻬﺮ و ﮐﺎرﺷﻨﺎﺳﺎن ﺳﺎزﻣﺎنﻫﺎي ﻣﺮﺗﺒﻂ ﺑﺎ ﻣﻮﺿﻮع ﭘﮋوﻫﺶ. از ﻧﻤﻮﻧﻪ ﮔﯿﺮ ي ﻫﺪﻓﻤﻨﺪ در اﺑﺘﺪا و در اداﻣﻪ از روش ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ اﺳﺘﻔﺎده ﺷﺪ. ﺷﻤﺎر ﻣﺸﺎرﮐﺖ ﮐﻨﻨﺪﮔﺎن در ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از ﺷﺎﺧﺺ اﺷﺒﺎع ﻧﻈﺮي ﺑﻪ 19 ﻧﻔﺮ رﺳﯿﺪ. دادهﻫﺎ ﺑﻪ روش ﻣﺼﺎﺣﺒﻪ ﻋﻤﯿﻖ، ﻣﺸﺎﻫﺪه ﻣﺴﺘﻘﯿﻢ و اﺳﻨﺎد ﮐﺘﺎﺑﺨﺎﻧﻪ اي و اﯾﻨﺘﺮﻧﺘﯽ ﮔﺮدآوري ﺷﺪ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن دﻫﻨﺪه 27 ﻣﻘﻮﻟﻪ اﺻﻠﯽ اﺳﺖ ﮐﻪ ﺑﻪ ﺻﻮرت ﭘﺎراداﯾﻤﯽ ﺗﺮﺳﯿﻢ ﺷﺪه اﺳﺖ. در ﻫﺴﺘﻪ ﻣﺪل ﭘﺎراداﯾﻤﯽ ﺗﻮﻟﯿﺪ و ﺗﺠﺎريﺳﺎزي ﻣﺤﺼﻮﻻت ارﮔﺎﻧﯿﮏ ﻗﺮار دارد. ﺑﺮاﺳﺎس ﻧﺘﺎﯾﺞ ﺑﻪ دﺳﺖآﻣﺪه از ﭘﮋوﻫﺶ آزﻣﺎﯾﺸﮕﺎهﻫﺎي ﻣﺠﻬﺰ، ﻓﻌﺎﻟﯿﺖﻫﺎي ﺗﺤﻘﯿﻖ و ﺗﻮﺳﻌﻪ ﻣﺤﺼﻮﻻت ارﮔﺎﻧﯿﮏ در ﻣﺮاﮐﺰ ﻋﻠﻤﯽ، ﺳﻄﺢ درآﻣﺪ ﻗﺎﺑﻞ ﺗﺼﺮف ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن، ﻃﺮاﺣﯽ آﻣﯿﺨﺘﻪ ﺑﺎزارﯾﺎﺑﯽ، ﻗﻮاﻧﯿﻦ و ﻣﻘﺮرات ﭘﺸﺘﯿﺒﺎن، ﺿﺮورت ارﮔﺎن واﺣﺪ در زﻣﯿﻨﻪ ﻣﺤﺼﻮﻻت ارﮔﺎﻧﯿﮏ و راﻫﺒﺮدﻫﺎي ﺟﺎﯾﮕﺰﯾﻦ ﻓﺮاﯾﻨﺪﻫﺎي ﺗﻮﻟﯿﺪ ﻣﻬﻢﺗﺮﯾﻦ ﻋﻮاﻣﻞ ﺗﺄﺛﯿﺮﮔﺬار ﺑﺮ راﻫﺒﺮدﻫﺎي ﺗﺠﺎريﺳﺎزي ﻣﺤﺼﻮﻻت ﭘﺎك ارﮔﺎﻧﯿﮏ( ﺑﺨﺶ ﮐﺸﺎورزي اﺳﺘﺎن ﮐﺮﻣﺎﻧﺸﺎه ﻣﯽﺑﺎﺷﺪ.

Taking into consideration the priority of providing healthy food for all society and eliminating all forms of nutritional deprivation mentioned in the Islamic Republic of Iran's Vision Policy of 1404 which declares the government's political commitment and overall determination in national-level policies to reduce hunger and malnutrition and achieve sustainable food security, the aim of the present study was to design a model for commercialization of organic products in Kermanshah Province. The present study used qualitative research methodology and with data foundation theory approach. The statistical population of the research included active professors in the field of organic products in the Faculty of Agriculture of Razi University, as well as city stores of organic products and experts of organizations related to the research topic. Targeted sampling was used first and then the snowball method. The number of participants in the study using the theoretical saturation index reached 19 people. Data was collected through in-depth interviews, direct observation, and library and online document study. The results of the research showed 27 main categories drawn paradigmatically. At the core of the paradigm model was the production and commercialization of organic products. Based on the findings in research of equipped laboratories, research and development of organic products in scientific centers, consumer disposable income level, marketing mix design, support rules and regulations, the need for a single organ in the field of organic products and alternative production process strategies were the most important factors influencing the commercialization strategies of clean (organic) products in the agricultural sector of Kermanshah Province.