بررسی کیفیت محصول زیتون صادراتی و تاثیر آن در عرضه بازار جهانی
محورهای موضوعی : فصلنامه کیفیت و ماندگاری تولیدات کشاورزی و مواد غذایی
سمانه لاجوردی
1
(استادیار، دانشکده مدیریت، موسسه آموزش عالی ارشاد دماوند، تهران، ایران)
شعبانعلی خوشکارمقدم
2
(MS, Faculty of Management, Ershad Damavand Institute of Higher Education, Tehran, Iran)
کلید واژه: چالشهای عرضه, زیتون, مقایسه زوجی, بازار جهانی, کیفیت,
چکیده مقاله :
حفظ کیفیت مواد غذایی، و توجه به تحولات جهانی با هدف افزایش همکاری فراملی بین کشورهای تولیدکننده، عرضه در بازارجهانی را بهبود می‌بخشد. هدف پژوهش حاضر بررسی عوامل حفظ کیفیت محصول صادراتی زیتون و راهکارهای مواجهه با چالش عرضه در بازار جهانی است. روش اجرا توصیفی و مبتنی بر پیمایش است. لذا با توجه به مدل مفهومی، پرسشنامه محقق ساخته در قالب 4 عامل و 40 شاخص، در جامعه آماری50 شرکت حوزه صادرات زیتون در شهر تهران و رودبار بررسی شده است. نتایج از طریق روش AHP و از تلفیق ضرایب، و مقایسه زوجی عوامل نشان می دهد، عامل سلامت، بهداشت و محیط‌زیست و شاخص‌های آن، مهمترین نقش را در کیفیت زیتون صادراتی و در عرضه بازار جهانی دارد. پس از آن، سیاست بخش دولتی و خصوصی عامل مهم محسوب می شود. همچنین استراتژی همسو بین تولیدکنندگان و صادرکنندگان در بازاریابی جهانی، همسویی هیاتهای نظارتی، و ایجاد بانک اطلاعاتی قابل توسعه از سوی برندهای منطقه، و تامین اطلاعات کیفیت و اصالت روغن زیتون نقش مهمی در عرضه بازار جهانی داشته است.
Quality food preservation, and paying attention to global developments with the aim of increasing transnational cooperation between producing countries, improves supply in the world market. The purpose of this study is to investigate the factors of maintaining the quality of olive export product and solutions to meet the supply challenge in the global market. The implementation method is descriptive and based on survey. Therefore, according to the conceptual model, a researcher-made questionnaire was prepared in the form of 4 factors and 40 indicators. This questionnaire has been distributed in the statistical population of 50 companies in the field of olive export in Tehran and Rudbar. The results through AHP method and combining coefficients, and pairwise comparison of factors show that the factor of "health, hygiene and environment" and its indicators have the most important role in the quality of exported olives and in the global market supply. After that, "public and private sector policy" is an important factor. Also, a coherent strategy between producers and exporters in global marketing, alignment of supervisory boards, and the creation of a scalable database by regional brands, and the provision of quality information and the authenticity of olive oil have played an important role in the global market supply.
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