نوع مقاله : پژوهشی
نویسندگان
1 گروه مدیریت راهبردی، دانشگاه عالی دفاع ملی، ایران
2 دانشگاه شهید بهشتی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Every year, a large number of young people are sent to the army, and if they have scientific training, they can be considered as an important deterrent against enemy threats. But for various reasons, a negative attitude towards the military has been formed in the society. In this regard, marketing is an essential content by which governments can attract the participation of society in realizing vital interests, especially the defense of the country. Therefore, the aim of the research is to design a content marketing model for military service based on the new approach of recreating its fields and functions.
The study method is exploratory-applied. Interviews were used to collect data. The statistical population consists of active experts in the General Staff of the Armed Forces, the Army, the Revolutionary Guards, the Ministry of Defense, and other military institutions who have post-secondary education and are effective in the military field. In order to analyze the data and present the content marketing model of military service with a new approach, the theme analysis method was used.
Based on the findings, a total of 4 main dimensions were considered for the military service content marketing model: content planning, content production, content distribution, and content evaluation and measurement. The components and indicators of these dimensions were also extracted and finally the content marketing model of military service based on a new approach was presented.
کلیدواژهها [English]
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