هماهنگی در زنجیره تأمین کشاورزی با درنظرگرفتن تولید محصولات سبز و سطح رضایت مشتریان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه مهندسی لجستیک و زنجیره تامین، دانشکده مهندسی صنایع، دانشگاه علم و صنعت ایران، تهران، ایران.

2 دانشیار، گروه مهندسی لجستیک و زنجیره تامین، دانشکده مهندسی صنایع، دانشگاه علم و صنعت ایران، تهران، ایران.

3 دانشجوی دکتری، گروه مهندسی لجستیک و زنجیره تامین، دانشکده مهندسی صنایع، دانشگاه علم و صنعت ایران، تهران، ایران.

چکیده

با افزایش رقابت در بازارهای جهانی توجه به الزامات زیست‌محیطی در زنجیره‌ تأمین کشاورزی بسیار حائز اهمیت است. سبزبودن فرآیند کشاورزی عمدتاً بر مسائل متعددی از قبیل افزایش تقاضای مشتری، افزایش هزینه‌های اعضای زنجیره تأمین نسبت به کشاورزی سنتی و شرایط خاص نگهداری محصولات تأثیرگذار است. از طرفی افزایش رضایت مشتریان از محصولات و خدمات ارائه‌شده، لازمه‌ موفقیت زنجیره‌های تأمین است. در این پژوهش یک زنجیره تأمین دوسطحی محصولات کشاورزی بررسی می‌شود. کشاورز درجه‌ی سبزبودن محصولات را تعیین می‌­کند و خرده‌فروش با سرمایه‌گذاری‌های لازم، سطح رضایت مشتری را افزایش می‌دهد. نوآوری‌ این پژوهش به‌طور مشخص، بهینه‌سازی سطح رضایت مشتری نهایی به‌عنوان یک متغیر تصمیم در زنجیره تأمین محصولات کشاورزی و بررسی هم‌زمان سه متغیر قیمت، درجه‌ی سبزبودن محصولات کشاورزی و سطح رضایت مشتریان در تابع تقاضای مشتری نهایی است. در فرایند مدل‌سازی، ابتدا رویکردهای متمرکز و غیرمتمرکز توسعه داده شد. در ادامه با ارائه‌ قرارداد تسهیم درآمد، اعضای زنجیره به رابطه‌ای برد ـ برد دست یافتند. در بخش نتایج عددی، با ارائه‌ مثالی، صنعت گوجه‌فرنگی بررسی شد و نتایج نشان داد زنجیره تأمین پس از انعقاد قرارداد به سود بهینه‌ای که در رویکرد متمرکز به­‌دست آمده است، خواهد رسید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Coordination of the Agricultural Supply Chain Considering the Production of Green Crops and the Level of Customer Satisfaction

نویسندگان [English]

  • Ahad Mostafaei 1
  • Mohammad Reza Gholamian 2
  • Maryam Noroozi 3
1 M.S Student, Department of Logistics and Supply Chain Engineering, School of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran.
2 Associate Professor, Department of Logistics and Supply Chain Engineering, School of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran.
3 Ph.D. Candidate, Department of Logistics and Supply Chain Engineering, School of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran.
چکیده [English]

By increasing competition in global markets, paying attention to environmental requirements in agricultural supply chain has been more important. The greenness agricultural process mainly affects several issues, such as increasing customer demand, increasing costs of supply chain members over traditional agriculture, and specific conditions for holding crops. also increasing customer satisfaction on the proposed products and services is the necessary condition for a successful supply chain. In this study, a two-level agricultural supply chain is investigated; farmer determines the greenness degree of crops, and retailer increases the customer satisfaction level by making the necessary investments. The contribution of this research is specifically the optimization of the final customer satisfaction level as a decision variable in agricultural supply chain and the simultaneous examination of three variables of price, the greenness degree of crops and the customer satisfaction level in the final customer demand function. In the modeling process, first, decentralized and centralized approaches are developed. Subsequently, by using revenue sharing contract, the chain members have attained into a win-win relationship. In the numerical results, the tomato industry is examined and the results show that the supply chain will reach the optimal profit obtained through the centralized approach after the contract.

کلیدواژه‌ها [English]

  • Two-Level Agricultural Supply Chain
  • Environmental Requirements
  • Customer Satisfaction
  • Centralized Decision Making
  • Revenue-Sharing Contract

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