تحلیل راهبردی نوآوری و رشد در کارگاه های صنایع دستی ایران

چکیده مقاله :

نظریه صنایع خلاق بر خلاقیت، شبکه‌های اجتماعی و تعامل با مخاطب به‌عنوان محورهای اصلی توسعه اقتصادی تأکید دارد و در همین چارچوب، این پژوهش به بررسی عملکرد کارگاه‌های صنایع دستی ایران با تمرکز بر قابلیت‌های داخلی، فرصت‌های خارجی و موقعیت‌یابی راهبردی می‌پردازد. این مطالعه با رویکردی کیفی و مبتنی بر مصاحبه‌های نیمه‌ساختاریافته با مدیران و صاحبان کارگاه‌های صنایع دستی انجام شده و داده‌ها با استفاده از روش SWOT و با پشتیبانی ماتریس‌های ارزیابی عوامل داخلی و خارجی تحلیل شده‌اند. نتایج حاکی از آن است که کارگاه‌های صنایع دستی از قابلیت‌های درونی قابل‌توجهی، به‌ویژه در تولید ایده، بهره‌گیری از سرمایه‌های فرهنگی و تعامل با مخاطب برخوردارند، در حالی که دانش بازاریابی، مدیریتی و مالی به‌صورت نامتوازن میان آن‌ها توزیع شده است. فناوری‌های دیجیتال و شبکه‌های اجتماعی به‌عنوان فرصت‌های خارجی مهم، نقش مؤثری در افزایش دیده‌شدن و دسترسی به بازار ایفا می‌کنند، در حالی که فعالیت‌های صادراتی همچنان به‌شدت تحت تأثیر محدودیت‌های سیاسی و اقتصادی قرار دارند. در مجموع، نتایج بیانگر یک موقعیت راهبردی متمایل به رشد است و بر این نکته تأکید دارد که سیاست‌ها باید فراتر از حمایت‌های مبتنی بر محصول حرکت کرده و به سمت ایجاد هماهنگی خلاقانه در اکوسیستم صنایع دستی سوق یابند؛ به‌گونه‌ای که تقویت زیرساخت‌های دیجیتال، تسهیل دسترسی به بازارها و ارتقای سواد مدیریتی و مالی بتواند به تبدیل ارزش‌های خلاقانه به پیامدهای اقتصادی پایدار، بدون تضعیف یکپارچگی خلاق، کمک کند و زمینه ادغام مؤثر کارگاه‌های صنایع دستی در اقتصاد خلاق را از طریق شبکه‌های اجتماعی، پلتفرم‌ها و سازوکارهای تسهیل صادرات فراهم سازد

چکیده انگلیسی :

Creative industries theory emphasizes creativity, social networks, and audience interaction as core drivers of economic development, and within this framework, the present study examines the performance of Iranian handicraft workshops by focusing on internal capabilities, external opportunities, and strategic positioning. Adopting a qualitative approach, the study is based on semi-structured interviews with owners and managers of handicraft workshops, and the data are analyzed using the SWOT method supported by internal and external factor evaluation matrices. The findings indicate that handicraft workshops possess strong internal capabilities, particularly in idea generation, the use of cultural capital, and engagement with audiences, while marketing, managerial, and financial knowledge are unevenly distributed across workshops. Digital technologies and social media constitute major external opportunities by enhancing visibility and market access, whereas export activities remain strongly constrained by political and economic conditions. Overall, the results point to a growth-oriented strategic position and suggest that policy interventions should move beyond product-based support toward fostering creative alignment within the handicraft ecosystem. Strengthening digital infrastructure, facilitating market access, and improving managerial and financial literacy can enable handicraft workshops to translate creative values into sustainable economic outcomes without undermining creative integrity, thereby supporting their effective integration into the creative economy through social networks, platform access, and export facilitation

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