ارائه مدلی برای بازاریابی خلاقانه میان استارت‌آپ‌های صنعت آبزیان

Aim and Introduction:
In today's world, where various industries are the breeding ground for startups, paying attention to marketing and using correct, scientific and creative methods in the supply and sale of any product is an integral part of an economic activity, and failure to pay attention to it will inevitably lead to the economic bankruptcy of its owners. Because in today's world, there is such intense competition between the suppliers of goods and services that what actually preserves the life and durability of a product is special attention to creative marketing that breaks down the barriers of traditional marketing. The importance of creative marketing of fishery products is not less than other necessary measures for the development of the protein supply industry needed by a country. If different products are not collected and stored properly at a certain time, or if the necessary operations of converting and packing them are not performed, and their creative supply is not based on statistical criteria, scientific criteria, and previous information about the market situation, the impact of other activities in the field of development Protein production will decrease. Accordingly, it can be claimed that creative marketing is one of the conditions for progress in production, distribution and consumption. This issue should be considered in all countries including Iran. Iran has many potentials and opportunities for the development of aquaculture with the aim of producing and diversifying food, improving food security in the country, non-oil exports, foreign exchange, and most importantly creating direct and indirect productive employment. Considering that the use of creative marketing to encourage the purchase and use of aquatic industry products is one of the solutions that can be useful, the main goal of this research is to provide the creative marketing model in the aquatic industry.
Methodology:
This research was done with a mixed approach and qualitatively and quantitatively. In this research, first by using the qualitative method and with the help of the interview tool based on the database method and coding the data obtained from the interview, the extractive model of the research was determined. Then, in the second step, the extractive model in this study was validated by using the partial least squares technique and referring to the data of the collected questionnaires, so that the correctness of the relationships established in the research model was evaluated and the final model of study was achieved. The statistical population of this research consists of specialists and experts, academic experts and managers of the aquatic industry who have been active in this field for 15 years. A combination of non-random, judgmental, and snowball methods was used to select experts and experts for conducting interviews, and 18 interviews were conducted. Data collection continued until data saturation was reached. Gradually, the coding of the text of the interviews and the analysis of the data led to the summation and classification of the data. Data analysis was done through three stages of open, central and selective coding, which is the method used in grounded theory research. To ensure the validity and reliability of the research, the interview questions were approved by several experts. In the evaluation of qualitative studies, Lincoln and Goba mentioned the criteria of reliability, believability, trustworthiness, transferability, and verifiability. In order to achieve these things, the following measures were taken: implementing interviews and continuous analysis along with data collection during the interviews, examining how the interviews were coded by another expert to ensure that the coding was correct and that the researcher's understanding of the content of the interviews was not biased. Finally, MAXQDA software was used for qualitative analysis. In the quantitative part of the research, in order to check the indicators in the research model, a number of 384 questionnaires were randomly distributed among the aquatic and fishery sector activists in an available manner. The data obtained from these questionnaires were subjected to exploratory factor analysis using SPSS 25 and SmartPLS software. The face validity of the questions was checked and confirmed by a group of related experts, and the reliability of the questions was calculated by conducting a pre-test and then using Cronbach's alpha, composite reliability (CR) and convergent validity (AVE).
Finding:
The findings of the qualitative part showed the dimensions of creative marketing model design among startups in the aquatic industry, including causal conditions (lack of market information, low awareness, providing after-sales services, organizational strategy, use of experience, use of new advertising methods), background conditions (SWOT analysis, providing added value, communication with customers, direct communication with customers, technical assessment, use of social media), intervening conditions (health and quality standards, data sharing and advanced analytics, global markets, change in patterns customer consumption), central category (training, reward strategy, user experience, evolution in products and services), strategies (providing useful and practical information, providing educational content, value creation, strategic evaluation, using interactive methods), consequences (providing discounts and special offers, providing personalized offers, providing social proof, using experiential marketing, using content marketing, using advanced technologies, using organic or sustainable raw materials, increasing credibility). Based on the quantitative findings of the research, the research model was validated using the partial least squares method and SmartPLS3 software. All research hypotheses have a significance level of less than 0.05. Therefore, these hypotheses have been confirmed and accepted with 95% certainty.
Discussion and Conclusion:
Creative marketing in the aquaculture industry can help start-up companies in this industry to achieve various goals. These goals include increasing credibility, increasing sales, increasing innovation, differentiating from competitors, developing performance, attracting new customers, and creative direction. By using creative marketing methods, startup companies can increase their credibility and be recognized as a reliable and credible brand. Also, by using creative marketing strategies, it is possible to increase sales and improve the company's income. Increasing innovation is also another consequence of creative marketing that helps companies to market new and attractive products and services and expand their market. Also, differentiation from competitors and attracting new customers can also be achieved using creative marketing methods. According to the results of the research, it is suggested that by providing high quality products and services, respect for customers and compliance with ethical standards, startups in the aquatic industry can increase their credibility.