الگوی بکارگیری رویکرد بازاریابی اجتماعی در کمپین‌های بازاریابی فرهنگی

در اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺎ ﻫﺪف اراﺋﻪ ﭼﺎرﭼﻮﺑﯽ ﺟﺎﻣﻊ ﺑﺮای ﺑﺎزارﯾﺎﺑﯽ ﻓﺮﻫﻨﮕﯽ، از روش ﻧﻈﺮﯾﻪ داده ﺑﻨﯿﺎد ﺑﺮای ﺗﺪوﯾﻦ ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻓﺮﻫﻨﮕﯽ ﺑﺮ اﺳﺎس روﯾﮑﺮد ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﺑﺎزارﯾﺎﺑﯽ ﻓﺮﻫﻨﮕﯽ ﺑﻪ ﻋﻨﻮان اﺑﺰاری ﺑﺮای ﺷﻨﺎﺳﺎﯾﯽ و ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﻪ ﻧﯿﺎزﻫﺎی ﻓﺮﻫﻨﮕﯽ ﺟﺎﻣﻌﻪ، دارای دو ﺑﻌﺪ داﺧﻠﯽ و ﺑﯿﻦ اﻟﻤﻠﻠﯽ اﺳﺖ. در ﺑﻌﺪ داﺧﻠﯽ، ﺗﻤﺮﮐﺰ ﺑﺮ ﻏﻨﯽ ﺳﺎزی ﻓﺮﻫﻨﮕﯽ و ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﻪ ﻧﯿﺎزﻫﺎی ﻓﺮﻫﻨﮕﯽ ﻣﺨﺎﻃﺒﺎن داﺧﻠﯽ، ﺑﻪ وﯾﮋه ﺟﻮاﻧﺎن، ﻗﺮار دارد؛ در ﺣﺎﻟﯽ ﮐﻪ در ﺑﻌﺪ ﺑﯿﻦ اﻟﻤﻠﻠﯽ، ﻫﺪف اﺻﻠﯽ اﺷﺎﻋﻪ ارزش ﻫﺎی ﻓﺮﻫﻨﮓ اﺳﻼﻣﯽ-اﯾﺮاﻧﯽ در ﺳﻄﺢ ﺟﻬﺎﻧﯽ اﺳﺖ. ﺑﺮ اﺳﺎس ﻧﻈﺮات ﺧﺒﺮﮔﺎن، اﺳﺘﻔﺎده از روﯾﮑﺮد ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ ﻣﯽ ﺗﻮاﻧﺪ ﺿﺮﯾﺐ ﻣﻮﻓﻘﯿﺖ ﮐﻤﭙﯿﻦ ﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﻓﺮﻫﻨﮕﯽ را ﺑﻪ ﻃﻮر ﻗﺎﺑﻞ ﺗﻮﺟﻬﯽ اﻓﺰاﯾﺶ دﻫﺪ. اﯾﻦ روﯾﮑﺮد ﺑﻪ ﺧﺼﻮص ﺑﺮ ﺗﺄﮐﯿﺪ ﺑﺮ ﻧﻘﺎط ﻗﻮت ﻓﺮﻫﻨﮓ اﺳﻼﻣﯽ-اﯾﺮاﻧﯽ و ﺑﺮﺟﺴﺘﻪ ﺳﺎزی ﻣﻌﻀﻼت ﻓﺮﻫﻨﮕﯽ ﺟﻮاﻣﻊ ﻏﺮﺑﯽ ﺗﻤﺮﮐﺰ دارد. ﯾﺎﻓﺘﻪ ﻫﺎی اﯾﻦ ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ ﺑﺮای ﻣﻮﻓﻘﯿﺖ اﯾﻦ ﮐﻤﭙﯿﻦ ﻫﺎ، ﺟﻠﺐ ﻣﺸﺎرﮐﺖ ﻋﻤﻮﻣﯽ ﺿﺮوری اﺳﺖ. اﯾﻦ ﻣﺸﺎرﮐﺖ از ﻃﺮﯾﻖ ﭘﻮﯾﺶ ﻫﺎی ﻓﻀﺎی ﻣﺠﺎزی و ﻫﻤﮑﺎری ﻣﯿﺎن ﺳﺎزﻣﺎن ﻫﺎی دوﻟﺘﯽ، ﻣﺮدم ﻧﻬﺎد و ﻋﻤﻮم ﺟﺎﻣﻌﻪ ﺗﺴﻬﯿﻞ ﻣﯽ ﺷﻮد. در ﺑﻌﺪ ﺑﯿﻦ اﻟﻤﻠﻠﯽ، ﻣﻮﻓﻘﯿﺖ ﮐﻤﭙﯿﻦ ﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﻓﺮﻫﻨﮕﯽ ﻧﯿﺎزﻣﻨﺪ اﺟﺮای ﺑﺮﻧﺎﻣﻪ ﻫﺎی ﭼﻨﺪﺑﻌﺪی از ﺟﻤﻠﻪ ﺗﺮﺟﻤﻪ آﺛﺎر ادﺑﯽ و ﻫﻨﺮی ﻓﺎرﺳﯽ ﺑﻪ زﺑﺎن ﻫﺎی ﺑﯿﻦ اﻟﻤﻠﻠﯽ و ﮔﺴﺘﺮش ﮔﺮدﺷﮕﺮی ﻓﺮﻫﻨﮕﯽ اﺳﺖ. اﯾﻦ اﻗﺪاﻣﺎت ﺑﻪ ﻣﺨﺎﻃﺒﺎن ﺧﺎرﺟﯽ اﺟﺎزه ﻣﯽ دﻫﺪ ﺗﺎ از ﻧﺰدﯾﮏ ﺑﺎ ﻓﺮﻫﻨﮓ اﯾﺮاﻧﯽ-اﺳﻼﻣﯽ آﺷﻨﺎ ﺷﺪه و درک ﻋﻤﯿﻖ ﺗﺮی از آن ﺑﻪ دﺳﺖ آورﻧﺪ.

the pattern of applying the social marketing approach to cultural marketing campaigns

the purpose of cultural marketing campaigns is to identify and respond to the cultural needs of society. since no comprehensive study of cultural marketing mechanism has been conducted so far, the present study uses a grounded theory to develop a cultural marketing model based on the social marketing approach. according to the research findings, cultural marketing has two dimensions: domestic and international. internally, the goal of cultural marketing is cultural enrichment and responding to the cultural needs of domestic audiences, especially young people. however, the purpose of international cultural marketing is to export the values and principles of islamic-iranian culture to other countries. according to experts, using a social marketing approach increases the chance of success of cultural marketing campaigns. to this end, it is suggested that cultural marketing campaigns emphasize, on the one hand, the richness of islamic-iranian culture and, on the other hand, the problems of western society's culture. the success of cultural marketing campaigns requires public engagement, which is possible through social networks. in fact, cultural marketing campaigns should involve government agencies, people, and ngos. for international cultural marketing campaigns whose main purpose is to spread the values of islamic-iranian culture among other nations, it is necessary in addition to cultural programs such as translating persian literary and artistic works into living languages of the world, to extend cultural tourism, so people from other cultures become more familiar with the culture of iran.