خلاصة:
سیستم کسب‌وکار الکترونیک، سیستمی است که با هدف رضایت مشتریان و تسهیل در انجام سفارشات با استفاده از اینترنت ایجاد می‌شود. بر این اساس زیر‌ساخت‌هایی باید توسط دولت به منظور استفاده راحت‌تر از امکانات ایجاد شود و دستگاه‌ها برای ایجاد فضای امن و راحت و دور از قوانین سخت‌گیرانه با یکدیگر همکاری داشته باشند. به این ترتیب، زمینه برای توسعه اقتصاد، آموزش نیروهای انسانی متخصص و به کارگیری آن ها در سازمان فراهم می‌شود. مقاله حاضر با هدف توسعه کسب‌وکارهای الکترونیکی بنگاه‌های کوچک و متوسط استان یزد در حوزه کاشی و سرامیک با استفاده از رویکرد نگاشت شناخت فازی است. پژوهش حاضر، توصیفی پیمایشی بوده و 35 نفر از فروشندگان برخط کاشی و سرامیک استان یزد، به صورت غیر‌تصادفی انتخاب و مصاحبه شدند. داده‌ها و سناریوها با استفاده از تکنیک نگاشت شناختی فازی تحلیل و مدل پژوهش با استفاده از تحلیل شبکه‌های اجتماعی طراحی شدند. در راستای توسعه کسب و کارهای الکترونیکی در صنایع کاشی و سرامیک استان یزد، عوامل متعددی دخیل هستند که از میان عوامل رهبری و مدیریت و محصول و خدمات به ترتیب بیشترین اهمیت را داشتند؛ زیرا از مرکزیت بیشتری برخوردار بودند. در نهایت با استناد به نتایج به دست آمده پیشنهاداتی مبنی بر توسعه کسب و کارهای الکترونیکی به صنایع کاشی و سرامیک ارائه شد.
Purpose and Introduction: Today, in most countries of the world, small and medium industries are creating a role in various aspects of social, industrial production and service delivery. An e-business system is a system that is created with the aim of satisfying customers and facilitating the fulfillment of their orders using the Internet. Advances in technology offer countless opportunities for rapid market access nationally and internationally to small and medium-sized enterprises. Accordingly, infrastructure should be created by the government to make it easier to use the facilities, and the relevant agencies should work together to create a safe and comfortable environment, away from strict regulations. In this way, the ground is prepared for the development of the economy, the training of specialized human resources and their employment in the organization. The aim of this paper is to develop the electronic businesses of small and medium enterprises in Yazd province in the field of ceramic tiles using fuzzy cognition mapping approach. Based on the nature of the research, it can be said: What factors are effective on the development of e-businesses of small and medium enterprises in Iran in the ceramic tile industry? What is the degree of effectiveness, influence and centrality of the factors?Methodology: Descriptive research is a survey. From a methodological point of view, this research is based on the "mixed research" method, which is done in four steps. In the first stage, based on the results of a library study on the theoretical foundations and research background, the basic conceptual framework of electronic business in the ceramic tile industry was extracted. For this purpose, two statistical populations were sampled in this study. The first sample consisted of eight experts in the field of business management in Yazd province who were randomly selected and interviewed. At this stage, 18 factors were obtained by reviewing the literature and research background, as a result of which a number of factors were removed, merged or added from the prepared list, and finally the final 15 factors were approved by experts. The second sample included 35 online sellers of ceramic tiles in Yazd province who were selected to participate in the construction of the model. In the second step of the qualitative modeling process, the extraction and analysis of the causal map of experts was considered. Then fuzzy cognitive mapping was drawn by Ucinet6 software. In the fourth stage, the degree of centrality, effectiveness and influence of specific factors and in accordance with them, scenarios for the development of e-business in small and medium enterprises in Yazd province (Case study: ceramic tile industry) on the simulation model and their results with the help of soft FCMapper1 software checked. Data and scenarios were analyzed using fuzzy cognitive mapping technique and research model was designed using social network analysis.Discussion and Results: Research findings showed that the model of factors affecting the development of e-business in small and medium enterprises in Yazd province (Case study: ceramic tile industry) including leadership and management factors, technical requirements, financial infrastructure, organizational image, Product and service, supply chain, customer satisfaction, competitors and partners, suppliers, legal, political and legal infrastructure, marketing and advertising, after-sales service, customer trust, investment and organizational culture. Based on the degree of centrality, leadership and management factors, products and services topped the list. Also, the results of the analysis of the second scenario indicate that although the managers of the ceramic tile industry try to have better leadership and management and do not consider the legal, political and legal infrastructure factor, they can not hope for the progress and development of their business. In other words, management and leadership along with legal, political and legal infrastructures can lead to the development of businesses in the ceramic tile industry. Also, the results of the third scenario indicate that if we develop the product and service factor but do not pay attention to the value chain, although the majority of factors change in a negative direction, the rate of change is less than the second scenario and even causes a positive change compared to It becomes a factor of competitors and partners.Conclusion: Finally, based on the obtained results, suggestions for the development of electronic businesses in the ceramic tile industry were presented, including the participation of managers in various courses of management and leadership skills and market study. And pointed out the accurate knowledge of customer needs in order to provide the products needed by customers and provide products and services more tailored to the tastes of production customers and as a result their satisfaction as much as possible.
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