https://jsb.journals.ekb.eg/article_160290.html
استراتيجيات تسويق المزايا التنافسية للدولة المصرية في ضوء رؤية مصر 2030 دراسة تحليلية لموقع رئاسة الجمهورية
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المقالة
1، المجلد 57،
العدد 1 - الرقم المسلسل للعدد 57، الربيع 2021، الصفحة 9-50 |
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نوع المستند: المقالة
الأصلية |
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معرف الوثيقة
الرقمي: 10.21608/JSB.2021.160290 |
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المؤلف |
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أستاذ مساعد بقسم العلاقات العامة والإعلان – کلية الإعلام - جامعة بني سويف المستخلص تبلورت مشکلة الدراسة
في محاولة رصد وتوصيف أهم الاستراتيجيات التي تتبعها الدولة لإبراز مزاياها التنافسية
عبر تحليل موقع رئاسة الجمهورية، وبحث حدود وفاعلية أساليب الترويج للمزايا التنافسية
في ضوء رؤية مصر2030، باستخدام منهج دراسة الحالة والاعتماد على أسلوب التحليل الکيفي
للموقع في الفترة من أول يوليو2018 وحتى آخر يناير2021. وقد أظهرت النتائج تحسنًا
متسارعًا في تقرير التنافسية الدولية لمرکز مصر في الأعوام الأخيرة (2017-2019) لتصل
للمرکز (93) بعد أن کانت في المرکز (119). وأبرز التحليل مزايا مصر
التنافسية عبر استراتيجية قيادة التکلفة، فاهتم بالإشارة إلى خفض تکاليف النقل ومعدلات
الاستهلاک والوقت، والحد من التضخم وعدم الاکتفاء بالإنتاج، أو الدور المحلي والسعي
للتوسع إقليميًّا ودوليًّا، وتوفير فرص جديدة للاستثمار، وتعزيز التبادل التجاري
بين مصر ومختلف دول العالم، وزيادة الصادرات المصرية، کما تم إبراز تکلفة حجم المشروعات
التنموية. واتضحت استراتيجية قيادة
التکلفة بالترکيز في الترکيز على توطين التکنولوجيا وامتلاک القدرة، وترکيز التعاون
على الإفادة من الخبرات والتجارب المتبادلة والتدريب. وظهرت مزايا مصر التنافسية
عبر استراتيجية التميز بالإشارة إلى خطط رفع الکفاءة، وخطط التطوير والتحديث، ورفع
القدرات، وتعزيز قدراتها التنافسية، وتوفير بيئة مستقرة تعزز الثقة في أداء وقدرة
الاقتصاد المصري على جذب الاستثمارات، واتضحت استراتيجية التميز بالترکيز في الاستمرار
في الترکيز على دعم والارتقاء بالصناعات التي تتمتع بها مصر بمزايا نسبية. مع إبراز
المزيج التسويقي (المنتج– السعر- المکان- الترويج)، والاهتمام بالترويج للمزايا التنافسية
في ضوء رؤية مصر2030.
الكلمات الرئيسية |
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تسويق
المزايا التنافسية؛ رؤية
مصر 2030؛ موقع
رئاسة الجمهورية |
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الموضوعات الرئيسية |
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المراجع |
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