ارائه راهکارهایی جهت بازاریابی کتاب‌های تعاملی کودک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه علم اطلاعات و دانش‌شناسی، دانشگاه شهید بهشتی، تهران، ایران.

2 استادیار، گروه علم اطلاعات و دانش‌شناسی، دانشگاه شهید بهشتی، تهران، ایران.

3 کارشناس ارشد، گروه علم اطلاعات و دانش‌شناسی، دانشگاه شهید بهشتی، تهران، ایران.

10.30473/mrs.2025.74202.1613

چکیده

پژوهش حاضر در نظر دارد راه‌ها و روش‌های بازاریابی کتاب‌های تعاملی کودک را در ایران را شناسایی کند و در کنار آن، به شناسایی عوامل مؤثر بر بازاریابی برای این کتاب‌ها نیز بپردازد. پژوهش حاضر از نوع کاربردی است و با روش کیفی انجام شده است. جامعه پژوهش، ناشران فعال کتاب کودک در ایران و هم‌چنین متخصصان و تولیدکنندگان فعال در زمینه تولید کتاب تعاملی کودک بودند. از بین جامعه ده مورد به روش گوله برفی به‌عنوان نمونه پژوهش انتخاب شدند. در بخش کیفی، از تحلیل مضامین مصاحبه برای ارزش‌گذاری از نرم‌افزار مکس کیو دی‌ای استفاده و کدگذاری انجام شده است. یافته‌ها نشان داد که برای بازاریابی کتاب‌های تعاملی و فروش آن‌ها در این پژوهش، استفاده از روش‌های بازاریابی اینترنتی و دیجیتالی بهترین راهکار است و به نقش ارزش‌آفرینی نقاط قوت این کتاب‌ها در اشاعه و بازاریابی اشاره و نقاط ضعف بازاریابی آن‌ها نیز ارائه شد. هم‌چنین برای حفظ و ارتقای کتاب‌ها و تسریع در فروش راه‌کارهایی ذکر شد. در پایان الگوی مناسب برای بازاریابی کتاب تعاملی کودک شناسایی شد. ناشران و تولیدکنندگان کتاب تعاملی در مسیر حرکت به‌سوی بهره‌گیری از روش‌های بازاریابی هستند. میزان آشنایی آن‌ها با معیارها و روش‌های بازاریابی در حد متوسط است و برخی از روش‌ها را استفاده و عملیاتی کرده‌اند. ناشران و متخصصان تولیدکننده کتاب تعاملی نیاز به آگاه‌سازی درباره الگوهای بازاریابی دارند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Providing solutions for marketing interactive children's books

نویسندگان [English]

  • Amir Reza Asnafi 1
  • Mohsen Hajizeinolabedini 2
  • Mahsa Masaeli 3
1 Associate Professor, Department, of Knowledge and Information Science, Shahid Beheshti University, Tehran, Iran. 2. Assistant
2 Assistant Professor, Department of Knowledge and Information Science, Shahid Beheshti University, Tehran, Iran.
3 Msc, Department of Knowledge and Information Science, Shahid Beheshti University, Tehran, Iran.
چکیده [English]

The present study aims to identify the ways and methods of marketing interactive children's books in Iran and, in addition, to present a marketing model for these books.
The present study is of an applied type and was conducted using a qualitative method. The research population consisted of active publishers of children's books in Iran, as well as experts and producers active in the field of interactive children's books. Ten cases were selected from the population using the snowball method as research samples. In the qualitative part, the interview content analysis was used to evaluate and code the interviews using Max QDA software. The findings showed that for marketing and selling interactive books in this study, using internet and digital marketing methods is the best solution, and the role of value creation, the strengths of these books in dissemination and marketing were pointed out, and their marketing weaknesses were also presented. Also, solutions were mentioned to maintain and promote the books and accelerate sales. Finally, a suitable model for marketing interactive children's books was identified.
Interactive book publishers and producers are on the path to utilizing marketing methods. Their level of familiarity with marketing criteria and methods is moderate and they have used and implemented some methods. Interactive book publishers and producers need to be informed about marketing patterns. In this study, a marketing pattern for interactive children's books has been designed and presented.

کلیدواژه‌ها [English]

  • Interactive Books
  • Book Marketing
  • Publisher's
  • Children’s Book
  • Children’ Literature
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