نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت فناوری اطلاعات ،دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
2 گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
3 گروه مدیریت بازرگانی گرایش مدیریت بازاریابی، پردیس بین المللی کیش دانشگاه تهران، جزیره کیش، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Considering the high speed of growth and development of the Persian Gulf countries and their need for civil development, and since Iran has abundant resources and potential to produce high-quality construction products, and because of its neighborhood and cost-effectiveness in terms of transportation, these countries are very profitable destination for export. Therefore, the current research was conducted with the aim of providing a digital marketing model for the development of export markets for construction industry products in the Persian Gulf countries.
This research has been analyzed and coded by using the Strauss and Corbin approach of grounded theory. Data obtained from semi-structured interviews conducted with 24 experts active in construction companies of Kish Island continued until the theoretical saturation of this process was reached. Based on this model, among the extracted concepts, supply and demand pressure from neighboring countries, logistical issues due to geographical location, technological platform in terms of using block chain technology, budget allocation, Arabic language website design, content marketing according to the need and culture of the neighboring Arab-speaking countries and specialized consultations were among the components that were particularly important in the discussion of export in the construction industry. The findings of this research can help the activists in the construction industry and the export of construction products to implement efficient digital marketing in order to achieve its major benefits, including profitability and foreign exchange.
کلیدواژه‌ها [English]
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