战略营销对创造科索沃乳制品行业竞争优势的影响

IF 1.2 Q4 BUSINESS
Fëllanze Pula, Arbëresha Qerimi, Fidan Qerimi
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引用次数: 0

摘要

本研究旨在通过定制产品策略、定价策略、分销策略、促销策略、创新导向策略等策略,分析营销策略对企业创造竞争优势的作用。这项研究是在原始数据的基础上进行的,其中一部分定量研究是对15个分类的奶牛场进行的,这些奶牛场分为低容量(300- 3000升/天)、中等容量(5000 -10万升/天)和高容量(超过10万升/天)。从这些奶牛场中,调查了150名处于领导地位的员工,从中确定了对创造竞争优势影响最大的营销策略。实物分发了调查表,并通过《社会科学统计资料汇编》第26版处理了数据。通过多元回归分析,根据r平方= 0.787的值,我们发现营销策略对竞争优势创造的影响具有统计学上显著的相关性,其中定制产品策略、价格策略和分销策略是重要的策略。而创新战略和提升战略则因意义价值的增加而离开了模型p >0.05. 通过这项研究,乳制品行业收到了关于应该用来创造竞争优势的战略类型的反馈,尤其是在进口非常高、竞争非常激烈的具体情况下。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The effect of strategic marketing on creating competitive advantages of the dairy industry in Kosovo
This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of competitive advantage based on the value of R-square = 0.787, where customized products strategy, price strategy, and distribution strategy were found as important strategies. While innovation strategy and promotion strategy left the model due to the increased value of significance p > 0.05. Through this study, the dairy industry receives feedback on the type of strategy that should be used to create a competitive advantage, more so in the specific case where imports are very high and competition is very fierce.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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