effective greenhouse marketing strategies in Jiroft rural areas County with emphasis on SWOT and QSPM

Agriculture is one of the most important economic sectors of the countries of the world and its role in economic, political and international development and stability is undeniable. Agricultural development is considered the most important priority in the national development programs of developing countries and is one of the most important and influential sectors in Iran's economy, which plays an important role in the political and economic independence of the country. In the country of Iran, the agricultural sector has an important position in the history of this country due to the comprehensive impact it has had in the field of solving economic-social challenges (providing independence and food security, creating employment, sustainable development and preserving the environment). It reveals the necessity of making new investments in this sector (Abdolahi, 1385: 169). . Therefore, paying attention to greenhouse production in terms of vegetables and summer herbs has become one of the most productive sectors in the marketing of agricultural products. Based on this, the present research aims to investigate the factors and limitations of the development of greenhouse crops in the rural areas of Jiroft city. For this purpose, the statistics of this research are 5 rural areas of Jiroft city, which in recent years have attracted a lot of attention from farmers and experts in this field due to the various greenhouse activities and having the necessary conditions for greenhouse export. . This research was of a descriptive-analytical type and the required data was collected by the survey method (questionnaire) and its distribution among 30 experts in the field of agriculture. In order to know the weaknesses, strengths, opportunities and threats of greenhouse products marketing, SWOT strategic model was used and then with the help of QSPM matrix, the most important planning strategies and strategic management of marketing in the villages of the region were identified and prioritized. The results of the internal and external matrix showed that the areas of Jiroft city are in an aggressive position, which means having the maximum capability and ability to realize the desired vision. According to the results obtained from the quantitative evaluation matrix, the perspective considered for the marketing potential of greenhouse products of this region was included in 4 cases to realize the competitive position, the first priority with "the readiness of the region to invest and stabilize" It is the polar position of the region.