تحلیل و طراحی سیستم پویا استراتژی‌های بازاریابی برای دستیابی به رقابت‌پذیری در صنعت لبنیات

نوع مقاله : مقاله پژوهشی

نویسنده

دکتری تخصصی، گروه مدیریت، دانشکده علوم انسانی و اجتماعی دانشگاه گلستان، گرگان، ایران.

چکیده
صنعت لبنیات به‌دلیل تغییرات سریع بازار، تشدید رقابت و تحول در ترجیحات مصرف‌کنندگان، با چالش‌های فزاینده‌ای در حفظ و ارتقای رقابت‌پذیری بنگاه‌های تولیدی مواجه است. مسئله اصلی این پژوهش، فقدان یک سیستم بازاریابی پویا و یکپارچه است که بتواند روابط پیچیده میان متغیرهای بازار را تحلیل کرده و استراتژی‌های متناسب با شرایط متغیر را ارائه دهد. هدف این مقاله طراحی یک سیستم پویای استراتژی‌های بازاریابی به‌منظور افزایش رقابت‌پذیری بنگاه‌های تولیدی در صنعت لبنیات است. پژوهش حاضر با بهره‌گیری از رویکرد پویایی‌شناسی سیستم‌ها انجام شده است؛ بدین‌منظور، ابتدا با مرور ادبیات موضوع و استفاده از نظرات خبرگان، متغیرهای کلیدی شناسایی شدند. سپس روابط علی و معلولی میان متغیرها ترسیم و ساختار پویای سیستم از طریق نمودارهای جریان و انباشت مدل‌سازی شد. در ادامه، سناریوهای محتمل طراحی و مورد آزمون قرار گرفت و بر این اساس، شش استراتژی بازاریابی به‌منظور بهبود رقابت‌پذیری بنگاه‌های لبنیاتی تدوین و ارزیابی شد. نتایج پژوهش نشان می‌دهد که به‌کارگیری سیستم بازاریابی پویا، امکان تحلیل دقیق‌تر داده‌های بازار، بهبود تصمیم‌گیری‌های استراتژیک و واکنش سریع‌تر و اثربخش‌تر به تغییرات محیط رقابتی را فراهم می‌کند. نوآوری این پژوهش در ارائه یک چارچوب پویای مبتنی بر مدل‌سازی پویایی‌شناسی سیستم‌ها برای طراحی، ارزیابی و آزمون استراتژی‌های بازاریابی در صنعت لبنیات نهفته است.

کلیدواژه‌ها


عنوان مقاله English

Dynamic System Analysis and Design of Marketing Strategies for Achieving Competitiveness in the Dairy Industry

نویسنده English

Hossein Balouchi
Department of Management, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran.
چکیده English

The dairy industry faces increasing challenges in maintaining and enhancing the competitiveness of manufacturing firms due to rapid market changes, intensified competition, and shifts in consumer preferences. The main problem addressed in this study is the lack of a dynamic and integrated marketing system capable of analyzing the complex relationships among market variables and proposing strategies aligned with changing conditions. The purpose of this paper is to design a dynamic system of marketing strategies aimed at improving the competitiveness of dairy manufacturing firms. This research adopts a system dynamics approach. Accordingly, key variables were first identified through a review of the literature and expert opinions. Subsequently, causal relationships among the variables were mapped, and the dynamic structure of the system was modeled using stock-and-flow diagrams. In the next stage, plausible scenarios were developed and tested, leading to the formulation and evaluation of six marketing strategies designed to enhance the competitiveness of dairy firms. The results indicate that implementing a dynamic marketing system enables more accurate market data analysis, improves strategic decision-making, and facilitates faster and more effective responses to changes in the competitive environment. The main contribution of this study lies in proposing a dynamic framework based on system dynamics modeling for the design, evaluation, and testing of marketing strategies in the dairy industry.

کلیدواژه‌ها English

Dynamic Marketing Strategies
Dairy Industry
Competitive Advantage
System Dynamics Modeling
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