سطح بهینه تنوع و قیمت نشان‌های تجاری منتخب پنیر:کاربرد الگوریتم اجتماع ذرات (مطالعه موردی مشهد)

اقتصاد و توسعه کشاورزی

مقاله 3، دوره 31، شماره 1 - شماره پیاپی 35، فروردین 1396، صفحه 50-59   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/jead2.v31i1.54548

نویسندگان

امیر دادرس مقدم^{* 1}؛ محمد قربانی²؛ علیرضا کرباسی²؛ محمدرضا کهنسال²

¹عضو هیات علمی دانشگاه سیستان و بلوچستان

²دانشگاه فردوسی مشهد

چکیده

تنوع محصول هر نشان تجاری نقش مهمی در انتخاب نهایی مصرف‌کنندگان دارد. این موضوع از آن جهت حائز اهمیت است که سطح بهینه تنوع و قیمت نشان‌های تجاری می‌تواند راهگشای تصمیم‌گیری در طراحی و قیمت‌گذاری خطوط تولید برای مدیران باشد. اطلاعات مورد نیاز این پژوهش، مربوط به 435 فروشگاه‌ مواد غذایی از داده‌های شرکت صنایع شیر پگاه در سال 1393می‌باشد. در این پژوهش تلاش شده است با استفاده از الگوی سیستم معادلات به ظاهر نامرتبط و الگوریتم بهینه‌سازی اجتماع ذرات، سطح بهینه تنوع و قیمت نشان‌های تجاری تعیین شود. نتایج الگوریتم بهینه‌سازی اجتماع ذرات نشان داد که سطح بهینه تنوع نشان تجاری کاله در بازار از دیگر نشان‌های تجاری رقیب بیشتر شده است. همچنین نشان تجاری صباح باید 1 نوع از محصول پنیر خود را از بازار حذف نماید و نشان‌های تجاری کاله و پگاه در وضعیت بهینه از لحاظ تنوع محصول پنیر می‌باشند. با توجه به یافته‌ها از نظر قیمتی پیشنهاد می‌شود، سطح قیمت بهینه نشان تجاری کاله از دیگر رقبا بیشتر ‌باشد. همچنین فروشگاه‌های مواد غذایی برای افزایش سود، بایستی نسبت بیشتری از تنوع نشان‌های تجاری کاله و پگاه را داشته باشند.

کلیدواژه‌ها

تنوع پذیری نشان تجاری؛ سود فروشگاه؛ سطح قیمت بهینه؛ الگوریتم PSO

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