ارائه چارچوبی برای توسعه مدل‌های کسب و کار در اکوسیستم حمل و نقل برقی شهری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 عضو هیات علمی پژوهشکده مطالعات فناوری

3 عضو هیات علمی پژوهشکده مطالعات بنیادین علم و فناوری، دانشگاه شهید بهشتی

10.22075/svcm.2025.39797.1071

چکیده

در بسیاری از کشورها از جمله ایران، بازار خودروهای برقی علی‌رغم یارانه‌های کلان و پیشرفت‌های تکنولوژیکی، رشد چشمگیری نداشته است. دلیل اصلی این کندی، نبود مدل‌های کسب‌وکار سودآور و مقیاس‌پذیر است که بتواند محدودیت‌های برد کوتاه، زمان شارژ طولانی و هزینه اولیه بالا را به مزیت رقابتی تبدیل کند. مدل‌های سنتی مبتنی بر فروش خودرو برای اکوسیستم برقی ناکارآمد بوده و با چالش کلاسیک «مرغ و تخم‌مرغ» زیرساخت شارژ و تعداد خودرو مواجه هستند.
هدف پژوهش حاضر، ارائه چارچوبی بومی برای توسعه مدل‌های کسب‌وکار موفق در حمل‌ونقل برقی شهری ایران است. این تحقیق توسعه‌ای-کیفی با روش‌شناسی تئوری زمینه‌ای انجام شد. جامعه آماری شامل خبرگان صنعت خودروهای برقی، مدیران کسب‌وکار، سیاست‌گذاران و سرمایه‌گذاران بود. نمونه‌گیری به شیوه گلوله‌برفی تا رسیدن به اشباع نظری (۱۸ نفر) ادامه یافت و داده‌ها از طریق مصاحبه نیمه‌ساختاریافته جمع‌آوری و با کدگذاری سه‌مرحله‌ای (باز، محوری، انتخابی) تحلیل شدند.
یافته‌ها نشان داد که از ۱۱۳ کد باز، ۱۹ مقوله محوری استخراج و نهایتاً در مدل پارادایمی شش‌بعدی (عوامل علی، زمینه‌ای، مداخله‌گر، استراتژی‌ها، پیامدها و پدیده مرکزی) سازماندهی شدند. نتایج تأکید می‌کند که موفقیت مدل‌های جدید وابسته به گذار از یارانه‌محوری به خدمات‌محوری، بازطراحی پیشنهاد ارزش، تشکیل ائتلاف‌های چندجانبه و ارائه راه‌حل جامع جابه‌جایی الکتریکی (خودرو + شارژ هوشمند + اشتراک باتری + خدمات اشتراکی) است. چارچوب ارائه‌شده به‌عنوان نقشه راه عملیاتی برای سیاست‌گذاران، خودروسازان و سرمایه‌گذاران ایرانی در مسیر تحقق حمل‌ونقل پاک شهری قابل استفاده است.

کلیدواژه‌ها

عنوان مقاله [English]

Providing A Framework For Developing Business Models In The Urban Electric Transportation Ecosystem

نویسندگان [English]

  • Bahman khodapanah 1
  • Mohammadsadegh Saremi 2
  • Kiyarash Fartash 3
1 Assistant Professor, Department of Business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Faculty member at Technology Studies Institute
3 Research Fellow, Institute for Science and Technology Studies, Shahid Beheshti University, Tehran, Iran
چکیده [English]

In many countries, including Iran, the electric vehicle market has not grown significantly despite large subsidies and technological advances. The main reason for this slowdown is the lack of profitable and scalable business models that can turn the limitations of short range, long charging time, and high initial cost into a competitive advantage. Traditional models based on car sales are inefficient for the electric ecosystem and face the classic “chicken and egg” challenge of charging infrastructure and vehicle numbers.
The aim of this study is to provide an indigenous framework for developing successful business models in urban electric transportation in Iran. This developmental-qualitative research was conducted with a grounded theory methodology. The statistical population included electric vehicle industry experts, business managers, policymakers, and investors. Snowball sampling continued until theoretical saturation (18 people) was reached, and data were collected through semi-structured interviews and analyzed with three-stage coding (open, axial, selective).
The findings showed that 19 core categories were extracted from 113 open codes and were finally organized into a six-dimensional paradigmatic model (causal, contextual, intervening factors, strategies, consequences, and central phenomenon). The results emphasize that the success of new models depends on the transition from subsidy-oriented to service-oriented, redesigning the value proposition, forming multi-stakeholder coalitions, and providing a comprehensive electric mobility solution (vehicle + smart charging + battery sharing + shared services). The presented framework can be used as an operational roadmap for Iranian policymakers, automakers, and investors on the path to realizing clean urban transportation.

کلیدواژه‌ها [English]

  • Electric vehicle
  • business model
  • urban transportation

مراجع

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مدیریت زنجیره ارزش راهبردی
دوره 3، شماره 1 - شماره پیاپی 8
مقالات پژوهشی
اردیبهشت 1405
صفحه 23-52

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  • تاریخ دریافت: 30 آبان 1404
  • تاریخ بازنگری: 27 آذر 1404
  • تاریخ پذیرش: 07 دی 1404
  • تاریخ انتشار: 01 اردیبهشت 1405

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