Study of online marketing propaganda and strategies in the development of handicrafts

Document Type : Original Article

Authors

1 Faculty of Management and Acconomic University of Sistan and Baluchestan, Zahedan, Iran.

2 Faculty of Management and Acconomic University of Sistan and Baluchestan, Iran.

3 PhD Student, University of Sistan and Baluchestan, Zahedan, Iran.

4 University of Sistan and Baluchestan, Zahedan, Iran.

Abstract

Iran's handicrafts can become one of the most valuable sources of domestic and national production, Due to its variety, originality, identity and functions, but Globalization and intense competition are a threat to the marketing of these types of products. In addition, Use of the latest technology has made the business more effective than ever before, So that the advent of the Internet enables handicraft companies to compete efficiently and effectively on domestic and international markets and through online marketing enables them to create a large and virtual space to deliver their products in the framework of IT. In this regard, the present study aims to identify the proponents and inhibitors of online marketing of handicraft products and to formulate appropriate strategies for it. To do this, at first economic, cultural-social, legal, technological, customer-related and environmental criteria were identified to achieve the goal. After identifying the factors that have a positive or negative effect on online marketing in the six domains above, the propulsion and deterrent forces were identified were identified through interviews with Experts in the field of crafts of Sistan and Baluchestan province. Then prioritized according to the Analytical Network Process (ANP) method. Super Decision software was used. The results showed that "purchasing facilities" and "trust in the seller" are the most important propulsion and "lack of recognition of the target market" is the most important deterrent. Finally, using the PIP model and considering the most important forces, the most appropriate strategies were developed. Finally, some suggestions were presented.

Keywords

References

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