نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
The current situation of Iranian steel is such that the slightest negligence in locating it in the world can not only fluctuate the current situation of Iranian steel, but also bring the market of several hundred million dollars to emerging competitors. Given the role that steel plays in employment, livelihood and non-oil exports, ignoring its issues and problems can pose major challenges to the production and trade of this product. The main purpose of this study is to identify and rank the factors affecting the national steel brand of Iran from the perspective of Asian customers. This research is a qualitative-quantitative mixed (exploratory) research. The statistical population in the quality section includes 12 Asian customers of Iran Steel who buy directly from Iran Steel. The statistical population in a small part also included 60 Asian customers of Iran Steel who were selected through available sampling. The research tool is a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part. To analyze the data in the qualitative part, the theme analysis method has been used and in the quantitative part, the PLS software has been used to analyze the data. The results showed that 17 factors; Strategic pricing, total quality, ease of export, transportation, standard production, standard certifications, geography and common border, timely delivery, commitment, commercial diplomacy, supply chain, easy payment, Iran Steel reputation, accessibility, diversity Products, value creation and customer orientation were identified as factors affecting the national steel brand of Iran from the perspective of Asian customers. Among these factors, strategic pricing and community quality have been the most important factors.
کلیدواژهها English
