Future research on the development of the Iranian ornamental fish trade based on model evaluation Environmental Scanning Model And determine strategy planning in international marketing

The ornamental fish farming industry, which in the past was monopolized by a few countries in the world, has now expanded to 125 countries and our country is developing rapidly. The purpose of writing this article is to evaluate the situation of Iran in the world and future research of ornamental fish using Environmental Scanning model and strategic radar method. A balanced scorecard developed by Kaplan and Norton was also used to evaluate activity analysis. In the short-term strategy of improving the situation of :union:s and private organizations in ornamental fish in Iran can improve the balance and improve the situation of production and exports. It is important in the medium-term strategy to increase technology and use new equipment and facilities and specialized research centers for ornamental fish. In the long-term plan, competition with other countries in the field of reducing prices and improving quality and increasing global marketing capacity has a greater share in the field of ornamental fish. The results show that in the measurement and analysis obtained from the Environmental Scanning model and the BSC first generation balanced scoring card, our countrychr(chr('39')39chr('39'))s ability to trade ornamental fish is 34.28%, Malaysia with a long history of 74.28% and Singapore with extensive trade and technology. Shows 92.85%. This shows that the ornamental fish trade is a young activity that requires extensive changes that must be developed in the coming years in order to gain a special place in the world compared to other leading countries in the field of ornamental fish production.