طراحی زیست‌بوم کسب و کار صنایع فرهنگی در ایران؛ از شخصیت‌سازی تا بازارسازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری خط‌مشی‌گذاری عمومی دانشکدگان فارابی دانشگاه تهران، قم، ایران

2 استادیار مدیریت دانشکدگان فارابی دانشگاه تهران، قم، ایران

3 استادیار مدیریت دانشگاه امام صادق(ع)، تهران، ایران

4 دکتری مدیریت بازرگانی دانشگاه سمنان، سمنان، ایران

5 دانشیار مدیریت دانشگاه باقرالعلوم(ع)، قم، ایران

چکیده

علیرغم ظرفیت بالای فرهنگی و اقتصادی صنعت انیمیشن و بازارسازی فرهنگی، این صنایع در کشور ما مورد غفلت واقع شده است. بطوری که فعالان این حوزه‌ها نیز همواره با چالش‌ها و مشکلات فراوانی مواجه بوده‌اند. در این پژوهش، طراحی زیست‌بوم کسب و کار صنایع فرهنگی بعنوان سیاستی برای حل مسائل صنعت پویانمایی کشور و به تبع آن بهره‌برداری از ظرفیت‌های فرهنگی و اقتصادی آن مدنظر بوده است. در این پژوهشِ کیفی با راهبرد تحلیل مضمون و با مصاحبه با خبرگان حوزه‌های مرتبط، زیست‌بوم مذکور با تأکید بر انیمیشن و سه صنعت منتخب جهت بازارسازی(نوشت‌افزار، پوشاک و اسباب‌بازی) احصا شد. در مدل نهایی، نهادهای زیست‌بوم به «نهادهای پشتیبان و تسهیل‌گر» و «نهادهای عملیاتی» تقسیم شدند. در پایان نیز علاوه بر توصیه به دولت برای تقویت نظام صنفی، ایفای نقش تسهیل‌گری و کاهش مستمر حضور در بخش‌های عملیاتی، ایجاد نهادهای مختلفی برای تکمیل زیست‌بوم و عملکرد بهینه آن پیشنهاد شد.

کلیدواژه‌ها

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سیاستگذاری عمومی
دوره 8، شماره 4
1401
صفحه 26-42

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