ارائه مدلی برای بازاریابی خلاقانه میان استارت‌آپ‌های صنعت آبزیان

Aim and Introduction:
In today's world, where various industries are the breeding grounds for startups, it is essential to focus on marketing and employ accurate, scientific, and creative methods in the supply and sale of any product. Neglecting these aspects can inevitably lead to the economic downfall of business owners. In today's world, intense competition among suppliers of goods and services means that the key to ensuring the longevity and durability of a product lies in innovative marketing strategies that transcend traditional approaches. The importance of creative marketing for fishery products is just as significant as other essential measures for the development of the protein supply industry required by a country. If different products are not collected and stored properly at the appropriate time, or if the necessary processes of conversion and packaging are not carried out, and their creative supply is not based on statistical and scientific criteria, as well as previous market information, the effectiveness of other activities in the field of protein production development will decline. Accordingly, it can be asserted that innovative marketing is a crucial factor for advancement in production, distribution, and consumption. This issue should be addressed in all countries, including Iran. Iran possesses numerous potentials and opportunities for the development of aquaculture, aimed at producing and diversifying food, enhancing food security, increasing non-oil exports, generating foreign exchange, and, most importantly, creating both direct and indirect productive employment. Considering that the use of creative marketing can effectively promote the purchase and utilization of products within the aquatic industry, the primary objective of this research is to develop a creative marketing model tailored for this sector.
Methodology:
This research employed a mixed-methods approach, incorporating both qualitative and quantitative techniques. Initially, the qualitative method was utilized, employing interviews as a data collection tool. The data obtained from these interviews were coded to establish the extractive model of the research. In the subsequent phase, the extractive model was validated using the partial least squares technique, referencing the data collected from the questionnaires. This process allowed for the evaluation of the relationships established in the research model, ultimately leading to the development of the final study model. The statistical population for this research comprises specialists, academic experts, and managers in the aquatic industry who have been active in this field for at least 15 years. A combination of non-random, judgmental, and snowball sampling methods was employed to select experts for conducting interviews, resulting in a total of 18 interviews. Data collection continued until saturation was achieved. Gradually, the coding of the interview transcripts and the analysis of the data resulted in the summarization and classification of the findings. Data analysis was conducted through three stages: open coding, axial coding, and selective coding, which are the methods employed in grounded theory research. To ensure the validity and reliability of the research, the interview questions were reviewed and approved by multiple experts. In the evaluation of qualitative studies, Lincoln and Guba identified the criteria of reliability, credibility, trustworthiness, transferability, and confirmability. In order to achieve these objectives, the following measures were implemented: conducting interviews and performing continuous analysis alongside data collection during the interviews. Additionally, the coding of the interviews was reviewed by an independent expert to ensure accuracy and to confirm that the researcher's interpretation of the interview content was unbiased. Finally, MAXQDA software was utilized for qualitative analysis. In the quantitative portion of the research, 384 questionnaires were randomly distributed to participants in the aquatic and fishery sectors to assess the indicators outlined in the research model. The data obtained from these questionnaires were subjected to exploratory factor analysis using SPSS version 25 and SmartPLS software. The face validity of the questions was assessed and confirmed by a group of relevant experts. The reliability of the questions was evaluated through a pre-test, followed by calculations using Cronbach's alpha, composite reliability (CR), and convergent validity (AVE).
Finding:
The qualitative findings revealed the dimensions of a creative marketing model design for startups in the aquatic industry. These dimensions include causal conditions such as a lack of market information, low awareness, provision of after-sales services, organizational strategy, utilization of experience, and adoption of new advertising methods. Background conditions encompass SWOT analysis, value addition, customer communication, direct engagement with customers, technical assessment, and the use of social media. Intervening conditions include health and quality standards, data sharing and advanced analytics, global market dynamics, and changes in customer consumption patterns. The central category consists of training, reward strategies, user experience, and the evolution of products and services. Strategies identified include providing useful and practical information, offering educational content, creating value, conducting strategic evaluations, and employing interactive methods. The consequences of these strategies involve offering discounts and special promotions, delivering personalized offers, leveraging social proof, utilizing experiential marketing, implementing content marketing, adopting advanced technologies, using organic or sustainable raw materials, and enhancing credibility. Based on the quantitative findings, the research model was validated using the partial least squares method and SmartPLS3 software. All research hypotheses demonstrated a significance level of less than 0.05, indicating that these hypotheses have been confirmed and accepted with 95% certainty.
Discussion and Conclusion:
Creative marketing in the aquaculture industry can assist start-up companies in achieving a variety of objectives. These objectives include enhancing credibility, boosting sales, fostering innovation, differentiating from competitors, improving performance, attracting new customers, and establishing a creative direction. By employing innovative marketing techniques, start-ups can enhance their credibility and be recognized as reliable and trustworthy brands. Additionally, these strategies can lead to increased sales and improved revenue. Moreover, fostering innovation is another significant benefit of creative marketing, enabling companies to introduce new and appealing products and services while expanding their market reach. Differentiation from competitors and the attraction of new customers can also be effectively achieved through creative marketing approaches. Research suggests that by offering high-quality products and services, demonstrating respect for customers, and adhering to ethical standards, start-ups in the aquaculture industry can significantly enhance their credibility.