طراحی الگوی سیاست گذاری بازاریابی کالاها و خدمات فرهنگی و خلاق در وزارت فرهنگ و ارشاد اسلامی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
سیاست گذاری، کارکرد اساسی دولت و فرایند مداخله به منظور دست یابی به نتایج و تحقق چشم انداز سیاسی آن است. مطالعه سیاست گذاری عمومی به دنبال توصیف و تبیین سیاست گذاری دولت ها و نحوه اثرگذاری و ایجاد تغییر در آن است. پژوهش حاضر نیز باهدف طراحی الگوی سیاست گذاری بازاریابی کالاها و خدمات فرهنگی و خلاق در وزارت فرهنگ و ارشاد اسلامی با رویکرد نظریه بر خواسته از داده ها انجام شده است. روش پژوهش توصیفی - کاربردی، ازنظر جهت گیری از نوع بنیادی و ازنظر هدف پژوهش از نوع مطالعات اکتشافی - کیفی است. جامعه آماری مشارکت کنندگان شامل؛ خبرگان دانشگاهی و افراد متخصص در حوزه بازاریابی و صنایع فعال در عرصه کالاها و خدمات فرهنگی و خلاق بوده اند که تعداد نمونه ها بر اساس روش نمونه گیری گلوله برفی به تعداد 30 نفر انتخاب شده است. گردآوری اطلاعات به صورت مصاحبه نیمه ساختار یافته انجام شده است. در تجزیه وتحلیل داده ها مؤلفه های کلیدی مرتبط با الگوی طراحی الگوی سیاست گذاری بازاریابی کالاها و خدمات فرهنگی و خلاق از طریق مصاحبه ها و طبق روش مفهومی داده بنیاد استخراج و تدوین گردیده است. به طوری که مقوله محوری و شرایط علی، زمینه ای، مداخله گر، راهبردها و نتایج، تدوین و الگوی نهایی ارائه گردیده است. سپس، با استفاده از روش تحلیل دلفی، پرسشنامه مرتبط با طراحی الگوی اولیه توسط خبرگان اصلاح، تأیید و درنهایت الگوی سیاست گذاری بازاریابی کالاها و خدمات فرهنگی و خلاق در وزارت فرهنگ و ارشاد اسلامی ارائه گردیده است؛ بنابراین، با توجه به نتایج این پژوهش، مقوله های اصلی الگوی تدوین شده، شامل، عوامل کلیدی سیاست گذاری بازاریابی کالاها و خدمات فرهنگی و خلاق بوده است. از این رو، براساس آن می توان به پیامدهای مورد انتظار الگوی سیاست گذاری بازاریابی کالاها و خدمات فرهنگی و خلاق در وزارت فرهنگ و ارشاد اسلامی دست یافت.Designing a Model for the Marketing Policy of Cultural and Creative Goods and Services in the Ministry of Culture and Islamic Guidance
Introducion: Policy-making is the basic function of the government and the process of intervention in order to achieve results and realize its political vision. The study of public policy seeks to describe and explain government policy and how to influence and change it. The current research has been carried out with the aim of designing a model for the marketing policy of cultural and creative goods and services in the Ministry of Culture and Islamic Guidance, using the theory derived from the data. Methods: The research method is of descriptive-applied type, in terms of orientation, it is of fundamental type, and in terms of research goal, it is also of exploratory-qualitative studies type. The statistical population of the participants of this research included academic experts and people specializing in the field of marketing and industries active in the field of cultural and creative goods and services, the number of samples was selected based on the snowball sampling method in the number of 30 people. Data collection has been done in the form of a semi-structured interview. In the data analysis, first, the codes and components of the design model of the policy model of the marketing of cultural and creative goods and services were extracted from the interviews and compiled in the form of the foundation’s data conceptual model. The central category and causal, background, intervening conditions, strategies and results, formulation and final model were presented. Then, using the Delphi analysis method, a preliminary model design questionnaire was presented by experts to modify, confirm and model the marketing policy of cultural and creative goods and services in the Ministry of Culture and Islamic Guidance. Results: According to the results of this research, the main categories of the compiled model have included policy factors of marketing of cultural and creative goods and services. Therefore, based on it, the expected consequences of the policy model of marketing of cultural and creative goods and services in the Ministry of Culture and Islamic Guidance can be achieved.Discussion: Hence, this research investigates the conceptual foundations and practical implications of creativity and innovation within the realm of creative industries. It begins by outlining how novel and original thinking serves as a driving force behind economic transformation and the production of new services and products. Drawing upon a diverse array of theoretical perspectives - including international frameworks provided by organizations such as the United Nations Conference on Trade and Development and insights from the British Department for Digital, Culture, Media & Sport- the study positions creativity not merely as an aesthetic or cultural phenomenon, but as a strategic economic asset that influences market competitiveness and national development. The theoretical section of the paper reviews seminal literature on the emergence of creative thinking and its evolution over time. It discusses how creativity has been conceptualized as both an individual and collective process, underpinning innovation in various sectors. The review further examines the interplay between governmental policies, cultural influences, and technological advancements in shaping the dynamics of creative industries. In doing so, the article highlights how contemporary economic models increasingly rely on innovative practices that blend cultural capital with market-driven strategies. Methodologically, the study employs a mixed-methods approach that integrates qualitative content analysis and grounded theory. Through a series of in-depth interviews and surveys with experts and practitioners, the research captures a wide spectrum of perspectives on the integration of creative processes in business and public policy. Data analysis was facilitated by specialized software, allowing for systematic coding and identification of key themes such as the strategic application of creative thinking, the role of interdisciplinary collaboration, and the impact of evolving cultural and regulatory environments. The findings indicate that creativity is a multifaceted construct, one that is essential not only for the development of new products and services but also for fostering organizational resilience and competitive advantage. The study reveals that successful innovation in creative industries hinges on a complex mix of factors, including the effective translation of abstract creative ideas into concrete economic outcomes, the supportive role of policy frameworks, and the capacity for adaptive learning in rapidly changing market conditions. In conclusion, the research presents a comprehensive model that bridges the gap between creative ideation and strategic execution. It calls for managers and policymakers to adopt an integrated approach that combines adaptive leadership, strategic alignment, and continuous improvement to fully leverage the potential of creativity in driving economic success. By fostering environments that support innovation and by implementing robust measurement and evaluation systems, organizations can transform creative insights into sustainable competitive advantages. Future research is encouraged to explore how emerging technologies and evolving market conditions further impact the role of creativity in strategic management, thus providing ongoing guidance for practitioners seeking to navigate the complexities of modern business environments.
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