OPTIMIZATION OF MARKETING STRATEGIES IN THE AGRO-INDUSTRIAL COMPLEX OF KAZAKHSTAN BASED ON A HYBRID METHOD

Оптимизация маркетинговых стратегий в АПК Казахстана на основе гибридного метода

Abstract

In the development of the agro-industrial complex (AIC) of the Republic of Kazakhstan, one of the key aspects is the improvement of information and consulting activities of enterprises and companies in the agricultural sector, in particular, aimed at increasing the efficiency of production and marketing of agricultural products. A significant aspect is also the development of agromarketing in the AIC, which will ultimately improve market mechanisms and increase the competitiveness of products of local agricultural producers. The study proposes a hybrid method for solving the problem of multi-criteria optimization of marketing strategies in the AIC. The method combines the use of the NSGA-II algorithm and machine learning based on K-means to analyze the results. The quality of the solution was assessed using the hypervolume parameters and visualization of the found optimal strategies using the Pareto front. The theoretical and practical significance of the study is confirmed by the possibility of adapting the proposed hybrid method for enterprises of the AIC of Kazakhstan, taking into account existing regional restrictions.