کاربست رویکرد کارآفرینانه در ایجاد مدل کسب و کارهای تأمین انرژی مطالعه موردی؛ بازار بین المللی گاز
محورهای موضوعی : مدیریت صنعتیامیرهوشنگ کرمی 1 , سید مجتبی سجادی 2 , سید رضا حجازی 3 , عسگر خادم وطنی 4
1 - دانشگاه آزاد اسلامی قزوین
2 - دانشگاه تهران
3 - دانشگاه صنعتی شریف
4 - دانشگاه صنعت نفت
کلید واژه: مدل کسب و کار بازاریابی کارآفرینانه بازار بین المللی انرژی گازطبیعی جمعیت محروم از انرژی,
چکیده مقاله :
پایداری عرضه و تامین انرژی در جهان بستگی به کیفیت بهره برداری ازآن، برنامه ریزی مطلوب و استراتژی های استفاده ازآن دارد. یکی از مهمترین منابع پاک، ارزان وقابل دسترس انرژی، گازطبیعی می باشد. درحالیکه تولید این منبع توسط کشورهای تولید کننده از جمله ایران به طور مرتب (حدود 4 درصد سالانه ) وبیش از 30 میلیون تن در سال در حال رشد است؛ اما "جامعه ی محروم از انرژی " واقعیت انکار ناپذیری است که گریبانگیر میلیاردها نفر از ساکنان کره زمین بوده که از دستیابی به انرژی سالم و پاک بی بهره اند. به عبارت دقیق تر حدود 3 میلیارد نفر از ساکنان کره زمین به انرژی پاک و پایدار دسترسی ندارند. از منظر اقتصادی، در صورت برنامه ریزی مناسب و بهره گیری از مدل های مناسب کسب و کار، عرضه و تقاضای گاز ضمن رسیدن به نقطه تعادلی بهینه، با وجود جریانات ورودی نقدی و گردش مالی بهتر، ازوضعیت پایدارتری در بلند مدت برخوردار خواهد شد. ازطرفی بخش عظیمی از معضلات و آسیب های اجتماعی، اقتصادی و مسائل مربوط به محیط زیست نیز که امروزه از ناحیه سوء مصرف منابع طبیعی انرژی ، مبتلابه جوامع مختلف است؛ کشورهای صادر کننده گاز را ناگزیر از اندیشیدن ویافتن مدل های نوآورانه کسب وکار برای غلبه بر چنین مشکلاتی می نماید. بدون تردید یکی از رویکردهای کارآمد که باعث اثرگذاری کارآمد صادرکنندگان انرژی بر بازارهای هدف و توسعه بازار پایدارمیشود؛ بازاریابی کارآفرینانه وکاربست آن در قالب مدل های جدید کسب و کار است. دراین پژوهش تلاش شده است تا با نگرش کارآفرینانه و نگاهی نوآورانه و نقادانه به مبانی بازاریابی کلاسیک (مانند ترکیب 4P ) برای بازار گاز، با بهره گیری از روش های کاربردی برآمده از مطالعات موردی و منابع آنلاین از جمله وب سایت شرکتها شامل تجزیه و تحلیل محتوا و انجام تجزیه و تحلیل متقاطع، به درک شباهت ها و تفاوت های مدل های کسب و کار انتخاب شده دست یافت. سپس برمبنای یافته های کلی ومقایسه آنها وبا توجه به نتایج به دست آمده ، ویژگی های کلیدی مدل های مناسب برای کسب و کارهای تامین وعرضه انرژی را ارائه نمود. تجزیه و تحلیل داده های ذکر شده منجر به معرفی مبانی ایجاد مدل کسب و کار برای پاسخگویی به نیازهای پایه ودسترسی جامعه محروم از انرژی خواهد بود که به نوبه خود رونق و گشایش دربازار بزرگ و بکر اقتصادی- اجتماعی رابه ارمغان خواهد آورد.
Sustainability of energy supplying in the world depends on the quality of its utilization, optimal planning and usage strategies. One of the most important sources of clean, inexpensive and affordable energy is Natural Gas. While production of this source by producer countries, such as Iran, is constantly increasing (about 4 percent annually) and more than 30 million tons per year, but the "Energy Deprived Population" is an undeniable fact that has hit billions of inhabitants the planet does not have access to safe and clean energy. Precisely, about 3 billion people in the world do not have access to clean and sustainable energy. From the economic point of view, in case of proper planning and applying the appropriate Business Models, gas supply and demand, while achieving the optimal balance point, will have a more stable status in the long run, despite better cash flow and turnover. On the other hand, a large part of the social, economic and environmental problems which are caused by the abuse of natural resources of energy in various societies; enforces the Gas exporting countries to think and find innovative Business Models to overcome such issues. Undoubtedly, one effective approach that effectively affects the energy exporters on target markets and will able them to develop the market is Entrepreneurial Marketing and its application in new Business Models. In this research, has been attempted based on entrepreneurial approach, innovative and critical attitude at classical marketing (such as 4Ps) for the Gas market, thru applied methods from case studies, online resources, and companies website, by content and cross-sectional analysis have grasped the similarities and differences between selected Business Models. Then based on the overall findings and their comparison, the key features for the Business Models of energy market were presented. Analyzing of the above data has led to introduce the foundations for creating a Business Model to meet the basic needs of a deprived energy community, which will bring prosperity for the target population and open a large and untapped socioeconomic market for the energy exporters.
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