技术支持的营销战略对粮食安全和供应的影响:*来自乌兹别克斯坦糖果业的证据

M. Azlarova
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摘要

本文旨在评估技术娴熟的营销策略对确保粮食安全和供应的影响。研究需要揭示这样一个事实,即没有足够的证据支持基于技术的营销与粮食安全/供应之间的有效性联系,并从地方角度解释它。因此,本研究的目的往往是双重的;首先考察技术支持的营销与粮食安全/供应之间的关系,并展示乌兹别克斯坦糖果生产中使用技术支持的营销策略的实践。本研究采用知名出版平台(如Scopus、science direct、research gate)和当地利益相关者访谈建立了国内和国际两级数据库,并采用层次分析法和在线调查工具进行分析。本研究的技术重点是社交媒体营销和客户体验软件,作为技术在营销中的代表,以支持食品安全和供应。经验证据表明,从在线调查中检索到的定价接受率最低,尽管该指标作为成功食品公司的基于质量的标准,从基于技术的营销策略的分析层次过程中具有最高的相对重要性权重。最后,本文概述了在乌兹别克斯坦等出口导向型国家使用技术支持的营销策略来支持食品(例如糖果产品)安全和供应的结论和影响。
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Impact of technology-supported marketing strategies on food security and provision:: Evidence from Uzbekistan's confectionery industry
This manuscript aims to evaluate the influence of technologically-savvy marketing strategies on ensuring food security and provision. The research need emerges the fact that there is not enough evidence to support the efficacy link between technology-based marketing and food security/provision and explain it from local perspectives. Therefore, the aim of this study tends to be twofold; first to examine the relationship between technology-supported marketing and food security/provision and to show the practice of using technology-enabled marketing strategies for confectionery production in Uzbekistan. Database of this study that is at both national and international levels is created by using well-known publication platforms (such as Scopus, science direct, and research gate) and local stakeholder interviews and analyzed by using analytical hierarchy process and online survey instrument. The technological focus of this study is specifically social media marketing and customer experience software as the representatives of technology in marketing to support food security and provision. Empirical evidence displays that the pricing acceptance rate retrieved from the online survey stood for the least although this indicator as a quality-based criterion of a successful food company has the highest weights of relative importance from the analytical hierarchy process concerning technology-based marketing strategies. Finally, this paper outlines the conclusions and implications of using technology-enabled marketing strategies to support the security and supply of food (for example, confectionery products) in export-oriented countries such as Uzbekistan.
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