ﺗﻮﺳﻌﻪ ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻣﺒﺘﻨﯽ ﺑﺮ ﻫﻤﮑﺎری در ﮐﺴﺐ وﮐﺎرﻫﺎی ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ ﺻﻨﺎﯾﻊ ﻏﺬاﯾﯽ اﺳﺘﺎن آذرﺑﺎﯾﺠﺎن ﻏﺮﺑﯽ

ﻫﺪف: ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎﻫﺪف ﺗﻮﺳﻌﻪ ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻣﺒﺘﻨﯽ ﺑﺮ ﻫﻤﮑﺎری در ﮐﺴﺐوﮐﺎرﻫﺎی ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ ﺟﻬﺖ ورود و ﺣﻀﻮر ﻓﻌﺎل در ﺑﺎزارﻫﺎ اﻧﺠﺎمﺷﺪه اﺳﺖ. روش: روش ﭘﮋوﻫﺶ از ﻧﻮع ﺗﺤﻘﯿﻘﺎت ﮐﺎرﺑﺮدی و ﺗﻮﺻﯿﻔﯽ ﺑﻮده و ﻧﻤﻮﻧﻪ آﻣﺎری ﺷﺎﻣﻞ 275 و 30 ﻧﻔﺮ در دو ﻣﺮﺣﻠﻪ از ﻣﺪﯾﺮان و ﮐﺎرﺷﻨﺎﺳﺎن 56 ﺷﺮﮐﺖ ﺻﻨﺎﯾﻊ ﻏﺬاﯾﯽ آذرﺑﺎﯾﺠﺎن ﻏﺮﺑﯽ ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺼﺎدﻓﯽ ﺳﺎده ﺗﻌﯿﯿﻦ ﮔﺮدﯾﺪه اﺳﺖ. دادهﻫﺎی ﻣﻮردﻧﯿﺎز ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از دو ﭘﺮﺳﺸﻨﺎﻣﻪ ﺳﺎﺧﺖ ﻣﺤﻘﻖ و اﺳﺘﺎﻧﺪاردﺷﺪه ﮐﻪ رواﯾﯽ ﺻﻮری، ﻣﺤﺘﻮاﯾﯽ و رواﯾﯽ ﺳﺎزهای ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺗﺎﺋﯿﺪ و ﭘﺎﯾﺎﯾﯽ آن ﻃﺒﻖ آﻟﻔﺎی ﮐﺮون ﺑﺎخ ﺑﺮاﺑﺮ 0/844 ﻣﻮرد ﺗﺎﺋﯿﺪ ﻗﺮارﮔﺮﻓﺘﻪ ﺟﻤﻊآوری ﮔﺮدﯾﺪه اﺳﺖ ﯾﺎﻓﺘﻪﻫﺎ: ﺑﺮای ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ و ﺑﺮازش ﻣﺪل از آزﻣﻮنﻫﺎی ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ، رﮔﺮﺳﯿﻮن ﭼﻨﺪ ﻣﺘﻐﯿﺮه ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ ،آزﻣﻮن ﺗﯽ و آزﻣﻮن ﻓﺮﯾﺪﻣﻦ از ﻧﺮماﻓﺰارﻫﺎی spss, lisreاﺳﺘﻔﺎدهﺷﺪه اﺳﺖ. ﺑﺮ اﺳﺎس ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ده اﺳﺘﺮاﺗﮋی ﺷﺎﻣﻞ ﺗﻮﻟﯿﺪ، ﺗﻮزﯾﻊ، ﺗﺄﻣﯿﻦ ﮐﻨﻨﺪﮔﺎن، ﻗﯿﻤﺖﮔﺬاری، اﻗﺪاﻣﺎت ﺗﺮﻓﯿﻊ، ﺗﺠﺎرب، ﺳﺮﻣﺎﯾﻪﮔﺬاری، ﻓﺮآﯾﻨﺪﻫﺎ و ﮐﻨﺴﺮﺳﯿﻮم ﻣﺸﺘﺮک ﺑﺮای ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻣﺒﺘﻨﯽ ﺑﺮ ﻫﻤﮑﺎری ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪ. ﻧﺘﺎﯾﺞ: راﻫﮑﺎرﻫﺎی اﺟﺮاﯾﯽ ﮐﻪ ﺑﺘﻮاﻧﻨﺪ ﺷﺎﺧﺺﻫﺎی ﺗﻮﻟﯿﺪی ، ﻣﺎﻟﯽ و ﻫﺰﯾﻨﻪای ﺻﻨﺎﯾﻊ ﻏﺬاﯾﯽ اﺳﺘﺎن را ﺑﻬﺒﻮد دﻫﻨﺪ ﺷﻨﺎﺳﺎﯾﯽ و ﻣﻮرد ﺗﺎﺋﯿﺪ ﻗﺮار ﮔﺮﻓﺘﻨﺪ در ﭘﺎﯾﺎن ﺑﺮای اﺟﺮای ﻣﺪل ﺗﺪوﯾﻦﺷﺪه ﭘﯿﺸﻨﻬﺎدﻫﺎﯾﯽ ﻧﯿﺰ ارائه شده است .

Development of Marketing Model based on Cooperation in Small and Medium Businesses of Food Industries of West Azerbaijan province

Objective: The present study aims to develop a marketing model based on cooperation in small and medium businesses to enter and actively participate in markets. Metodology: The research method is applied and descriptive research and the statistical sample includes 275 and 30 people in two stages of managers and experts of 56 food companies of West Azerbaijan, which has been determined using a simple random method. The required data were collected using two researchermade and standardized questionnaires that the face, content and structural validity of the questionnaires were confirmed and its reliability was confirmed according to Cronbakh’s alpha equal to 0/844 and for analysis. Finding: Data and model fit of factor analysis, multivariate regression, correlation coefficient, ttest and Friedman test using SPSS and LISRE software. Based on the research results, ten strategies including production, distribution, suppliers, pricing, promotion measures, experiences, investment, processes and joint consortium for a collaborative marketing model with executive solutions that can produce, financial and cost indicators of industries. Result: Improve the province’s food were identified and approved. Finally, suggestions are made for the implementation of the developed model