بررسی‌های بازرگانی

بررسی‌های بازرگانی

موردپژوهی توسعه تجارت الکترونیک کشورهای پیشرو در عصر اقتصاد دیجیتال

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار موسسه مطالعات و پژوهشهای بازرگانی
2 استادیار دانشکدگان مدیریت دانشگاه تهران
چکیده
ظهور فناوری‌‌‌های نوپدید عصر اقتصاد دیجیتال بر سرعت توسعه تجارت الکترونیک در جهان افزوده و به عاملی برای رقابت‌‌پذیری در مسیر رشد این بخش بدل شده‌‌است. از این منظر بررسی اسناد بالادستی به‌‌منظور شناسایی عوامل کلیدی پیشران رشد تجارت الکترونیک کشورهای پیشرو در عصر اقتصاد دیجیتال، می‌‌تواند به یافتن راهکارهای سیاستی مؤثرتری برای ایران کمک نماید. بر این مبنا در مطالعه حاضر نخست به بررسی مبانی نظری و پیشینه پژوهش پرداخته شد و سپس بررسی نظام‌‌مند 16 سند توسعهای حوزه تجارت الکترونیک از چهار کشور پیشگام منتخب انجام شد. پس از انتخاب و بررسی اسناد، تحلیل محتوای کیفی اسناد به روش کدگذاری انجام شده و به شناسایی چهار پیشران اساسی برای توسعه زیرساخت‌‌‌های دیجیتال و پنج پیشران برای توسعه تجارت الکترونیک منجر شد. پیشران‌‌‌های کلیدی زیل توسعه زیرساخت دیجیتال عبارتند از: توسعه و تقویت زیرساخت اتصال دیجیتال داده، زیرساخت ذخیره‌‌سازی و پردازش داده‌‌ها، زیرساخت دستگاه‌‌‌ها و ترمینال داده، زیرساخت خدمات دیجیتال و اپلیکیشن‌‌ها. پنج پیشران کلیدی شناسایی شده در زیل توسعه تجارت الکترونیک نیز مشتمل بر تقویت انطباق دیجیتال با فناوری‌‌‌های نوپدید، توسعه فضای کسب وکارهای دیجیتال، تسهیلگری قانونی و حقوقی، صادرات‌‌گرایی و همکاری‌‌‌های بین‌‌المللی و توسعه تجارت الکترونیک پایدار با رعایت مسئولیت اجتماعی و حفاظت از محیطزیست می‌‌باشند. سپس بر اساس یافته‌‌‌های موجود و با کمک نرمافزارهای پاژک و گفی نقشهشناختی فازی اسناد کشورهای منتخب بررسی و تحلیل شد.
بر اساس نتایج مشخص شد که پیشران توسعه و تقویت زیرساخت اتصال دیجیتال داده بیشترین اثرگذاری و اثرپذیری را نشان می
‌‌دهد. نهایتاً پیشنهادات کاربردی نیز برای سیاست‌‌گذاری در ایران ارائه گردید.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing a Sustainable Marketing Model With a Consumer Behavior Approach in Iran's Automobile Industry

نویسندگان English

Faezeh Hedayatnazari 1
Akbar Mohammadi 2
1 ITSR
2 Faculty of Management, University of Tehran, Tehran, Iran,
چکیده English

An Empirical Case Study of E-Commerce Development of Leading Countries in The Era of Digital Economy
The emergence of new technologies of the digital economy era has increased the speed of e-commerce development globally and has become a factor for competitiveness in this sector. Hence, examining the upstream documents in order to identify the key factors driving the growth of e-commerce in the leading countries in the digital economy era, would support to find more effective policy solutions for Iran. In the present study, the theoretical background of the research was first investigated, and then a systematic review of the sixteen documents in the field of e-commerce from four selected pioneering countries was conducted. After reviewing the documents, the qualitative content analysis of the documents was done and led to the identification of four fundamental drivers for the development of digital infrastructures and five drivers for the development of e-commerce. The key drivers for the development of digital infrastructures are: development and strengthening of digital data connection, data storage and processing infrastructure, data terminal and device, digital service infrastructure and applications. The five key drivers identified also include strengthening digital adaptation by emerging technologies, digital business context, rules and regulations, export, international cooperation and development of sustainable e-commerce for social responsibilities and environment protection. Then, based on these findings and applying the Pazhek and Gefi fuzzy cognitive mind map software, the documents of the selected countries were analyzed and it was found that the driver of development and strengthening of digital data connection infrastructure shows the most effectiveness and efficiency. Finally, suggestions for Iran were presented.
 

کلیدواژه‌ها English

E
Commerce / Digital Economy / Digital Infrastructure / Fourth Industrial Revolution / Fuzzy Cognitive Map
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  • تاریخ دریافت 08 اردیبهشت 1403
  • تاریخ بازنگری 07 مهر 1403
  • تاریخ پذیرش 24 شهریور 1403