سطح بهینه تبلیغات عمومی شیر در شرایط بازار غیررقابتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه اقتصاد کشاورزی، دانشگاه سید جمال‌الدین اسدآبادی، همدان

2 دکتری اقتصاد کشاورزی و مدیرکل دفتر مقررات و استانداردهای بازرگانی وزارت جهاد کشاورزی

چکیده

توسعه تقاضای کالاهای اساسی از جمله شیر و فراورده‌های آن از راهبردهای مهم تغذیه‌ای دولت‌ها به ویژه دولت ج. ا. ایران است. به همین منظور، بخشی از بودجه سلامت دولت‌ها و تولیدکنندگان صرف ترویج مصرف شیر با استفاده از تبلیغات عمومی می‌شود. بنابراین، هزینه تبلیغات جزء مهمی از هزینه‌های تولید محسوب می‌شود. تعیین سطح بهینه بودجه اختصاص‌یافته به تبلیغات عمومی در بنگاه‌ها یکی از پرسش‌های اساسی در فهرست هزینه‌های حسابداری‌ بنگاه‌هاست. بر این اساس، هدف این مطالعه تعیین سطح بهینه بودجه تبلیغات عمومی شیر در بازار با استفاده از الگوی سطوح چندگانه بازاریابی با وجود قدرت بازاری در سطوح مختلف است؛  به عبارت دیگر، هدف اصلی مطالعه حاضر تعیین سطح بهینه بودجه تبلیغات شیر در سطح مزرعه و شیر فراوری‌شده در سطح خرده فروشی تحت سناریوهای مختلف وجود قدرت بازاری با داده‌های شبیه‌سازی‌شده برای سال 1394 است. نتایج نشان داد به طور متوسط بیشترین ضریب شاخص شدت تبلیغات در سطح مزرعه (سهم بودجه تبلیغات از عرضه شیر خام به مقدار38142/3 درصد) مربوط به حالتی است که بازار در سطح مزرعه به صورت رقابتی و بازار در سطح خرده‌فروشی به صورت انحصار کامل است. کمترین ضریب شاخص شدت تبلیغات (00209/0 درصد) نیز مربوط به حالتی است که بازار در سطح مزرعه انحصاری و در سطح خرده‌فروشی به صورت رقابتی است. همچنین اثر وجود قدرت بازاری در سطح مزرعه و خرده‌فروشی بر شاخص شدت تبلیغات عمومی منفی است. اما افزایش قدرت بازاری در سطح مزرعه و خرده‌فروشی اثر معکوسی را بر مقدار شاخص شدت تبلیغات دارند به طوری که افزایش قدرت بازاری در سطح مزرعه، شاخص شدت تبلیغات بهینه در سطح خرده‌فروشی را بیشتر و افزایش قدرت بازاری در سطح خرده‌فروشی، شاخص شدت تبلیغات بهینه در سطح خرده‌فروشی را کمتر می‌کند.

کلیدواژه‌ها

عنوان مقاله [English]

Milk Optimal Generic Advertising Expenditure in an Imperfect Competitive Marketing Level

نویسندگان [English]

  • habib shahbazi 1
  • V. Faryadras 2
1 Assistant Professor of Agricultural Economics, Department of Agricultural Economics, Sayyed Jamaleddin Asadabadi University (SJAU), Hamedan, Iran
2 PHD in Agricultural Economics and General Director of Commerce Standards Bureau, Trade and Agricultural Industries Deputy, Ministry of Jihade Agriculture, Tehran, Iran
چکیده [English]

Commodity demand development such as milk and its processed are important nutrition strategies of government such as I.R. Iran government. For this, some of government health budgets and producer expenditures are allocated to milk consumption promotion by generic advertising. Accordingly, advertising expenditures are important component of production cost. Determination of optimal advertising budget in firms is basic question in accounting cost list. Accordingly, target of this study is determination of optimal generic advertising budget by using of multi stage marketing model and existence of market power in different stages. That is, the main target of this paper is determination of milk optimal generic advertising budget in farm level and processed milk in retail level under different scenarios of market power. Results indicate that, in average, the most optimal advertising intensity in farm level (share of advertising in fluid milk supply 3.38142 percent) is related to condition that farm and retail market are competitive and monopoly, respectively. The least optimal advertising intensity (0.00209 percent) is related to condition that farm and retail market are monopoly and competitive, respectively. Also, existence of market power condition in farm and retail levels on generic adverting intensity is negative. But increasing in market power in farm and retail levels has opposite effect on generic adverting intensity. That is, by increasing farm market power, optimal advertising intensity in retail level; will increase and by increasing retail market power, optimal advertising intensity in retail level; will decrease. 

کلیدواژه‌ها [English]

  • Generic Adverting
  • Market Power
  • Marketing Stages
  • Milk and Dairy

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