عنوان مقاله [English]
Maritime transportation is one of the most important methods of Transportation of goods and it is one of the best ways to develop exports and transit goods, considering the strategic position of Iran, The aim of the present study is to design a model for the development of maritime transport from a marketing perspective. The research method is qualitative and in accordance with Glaser's apparent approach to grounded theory. 10 experts in the field of transportation, especially maritime transportation, participated in this study, which were selected through purposive sampling and snowball method. Semi-structured interviews were used to collect data and triple coding was used to analyze the findings. The results showed that maritime transport could be developed through 5 types of marketing. Export marketing, sustainable marketing, smart marketing, political marketing and internal marketing are the types of marketing that are recommended. A total of 25 identification marketing strategies were placed in these categories. Export marketing with solutions such as (4p export, export databases and information transparency and cooperation of transport companies with exporters), Sustainable marketing (optimal energy consumption, pollution reduction, hazardous material transportation requirements, sustainable development and bio-crisis management), Smart marketing (transportation Intelligent, development of technology and artificial intelligence and ICT infrastructure), Political marketing (development of economic / political relations, increasing regional security, border restoration, formation of regional union, reform and enforcement of laws, transit insurance and attracting foreign investors) and Internal marketing (insurance and staff training, reduction of accidents and casualties). These marketing strategies were presented in the form of a model for better understanding that can be a good basis for the development of maritime transport in the Islamic Republic of Iran.