{"id":7900,"date":"2022-04-17T13:07:11","date_gmt":"2022-04-17T13:07:11","guid":{"rendered":"https:\/\/www.agrilink2020.eu\/uncategorized-cs\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu"},"modified":"2022-04-23T11:39:24","modified_gmt":"2022-04-23T11:39:24","slug":"uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu","status":"publish","type":"post","link":"https:\/\/www.agrilink2020.eu\/cs\/vyzkumnici\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu","title":{"rendered":"\u00daloha poradensk\u00fdch slu\u017eeb p\u0159i rozhodov\u00e1n\u00ed zem\u011bd\u011blc\u016f o inovac\u00edch v p\u0159\u00edm\u00e9m marketingu"},"content":{"rendered":"\n

Region<\/h2>\n\n

\u017dupa Giurgiu je zem\u011bd\u011blsk\u00fd region na jihu Rumunska. \u00darodn\u00e1 p\u016fda a relativn\u011b bohat\u00e9 vodn\u00ed zdroje vytv\u00e1\u0159ej\u00ed v tomto regionu ji\u017e po stalet\u00ed p\u0159\u00edzniv\u00e9 podm\u00ednky pro rostlinnou v\u00fdrobu. <\/p>\n\n

\"\"
Mapa regionu<\/figcaption><\/figure><\/div>\n\n

T\u00e9m\u011b\u0159 2 % rozlohy zem\u011bd\u011blsk\u00e9 p\u016fdy v okrese Giurgiu zauj\u00edm\u00e1 rostlinn\u00e1 v\u00fdroba s poln\u00ed zeleninou (v\u010detn\u011b brambor), chr\u00e1n\u011bn\u00fdmi plodinami a velk\u00fdmi kuchy\u0148sk\u00fdmi zahradami. V n\u011bkter\u00fdch vesnic\u00edch jsou zvl\u00e1\u0161t\u011b roz\u0161\u00ed\u0159en\u00e9 plastov\u00e9 sklen\u00edky, kter\u00e9 maj\u00ed p\u0159i dobr\u00e9m hospoda\u0159en\u00ed velmi vysok\u00fd produk\u010dn\u00ed potenci\u00e1l. <\/p>\n\n

Giurgiu bylo vybr\u00e1no jako c\u00edlov\u00fd region pro tuto p\u0159\u00edpadovou studii z d\u016fvodu bl\u00edzkosti hlavn\u00edho m\u011bsta Rumunska. V Bukure\u0161ti roste po\u010det spot\u0159ebitel\u016f s ru\u0161n\u00fdm \u017eivotn\u00edm stylem, kte\u0159\u00ed maj\u00ed z\u00e1jem z\u00edsk\u00e1vat zdrav\u00e9 m\u00edstn\u00ed potraviny prost\u0159ednictv\u00edm pohodln\u00fdch alternativn\u00edch marketingov\u00fdch kan\u00e1l\u016f. <\/p>\n\n

Zam\u011b\u0159en\u00ed studie<\/h2>\n\n

Studie se zam\u011b\u0159ila na tok znalost\u00ed mezi zem\u011bd\u011blci, kte\u0159\u00ed jsou aktivn\u00ed v cel\u00e9 \u0161k\u00e1le nov\u00fdch inovativn\u00edch iniciativ pro uv\u00e1d\u011bn\u00ed ovoce a zeleniny na trh v okrese Giurgiu a kte\u0159\u00ed zva\u017euj\u00ed vstup do t\u011bchto iniciativ. Zvl\u00e1\u0161tn\u00ed pozornost byla v\u011bnov\u00e1na rozli\u0161en\u00ed znalostn\u00edch syst\u00e9m\u016f pr\u016fkopn\u00edk\u016f a prvn\u00edch osvojitel\u016f od t\u011bch, kte\u0159\u00ed je neosvojuj\u00ed. <\/p>\n\n

V\u011bt\u0161ina pr\u016fkopn\u00edk\u016f a prvn\u00edch u\u017eivatel\u016f, s nimi\u017e byly vedeny rozhovory, se spol\u00e9hala na rady od obchodn\u00edch kontakt\u016f (v\u010detn\u011b z\u00e1kazn\u00edk\u016f, supermarket\u016f, dodavatel\u016f nebo obchodn\u00edk\u016f). N\u011bkte\u0159\u00ed zem\u011bd\u011blci tak\u00e9 vyva\u017eovali tyto obchodn\u00ed rady radami od rodinn\u00fdch p\u0159\u00edslu\u0161n\u00edk\u016f nebo jin\u00fdch \u010dlen\u016f komunity. P\u0159\u00edle\u017eitostn\u011b se m\u00edstn\u00ed zem\u011bd\u011blci obraceli o radu na ve\u0159ejn\u00e9 poradce zem\u011bd\u011blsk\u00e9ho \u0159editelstv\u00ed v Giurgiu (DAJ), ale tito poradci nem\u011bli \u017e\u00e1dn\u00e9 odborn\u00e9 znalosti, kter\u00e9 by zem\u011bd\u011blc\u016fm pomohly p\u0159i zav\u00e1d\u011bn\u00ed inovac\u00ed. <\/p>\n\n

\"\"<\/figure><\/div>\n\n

Vzhledem k tomu, \u017ee v\u011bt\u0161ina zem\u011bd\u011blc\u016f nem\u00e1 p\u0159\u00edstup k t\u011bmto obchodn\u00edm s\u00edt\u00edm, zna\u010dn\u00fd po\u010det (43 %) dot\u00e1zan\u00fdch zem\u011bd\u011blc\u016f v Giurgiu z\u016fstal neadoptov\u00e1n.<\/p>\n\n

P\u0159\u00edm\u00fd marketing, a\u0165 u\u017e online nebo prost\u0159ednictv\u00edm farm\u00e1\u0159sk\u00e9ho obchodu, vy\u017eaduje a) zna\u010dn\u00e9 znalosti o marketingu, hodnocen\u00ed webov\u00fdch str\u00e1nek, standardech kvality a b) zdroje na vybudov\u00e1n\u00ed obchod\u016f nebo dod\u00e1n\u00ed v\u00fdrobk\u016f spot\u0159ebitel\u016fm. Bylo zji\u0161t\u011bno, \u017ee zem\u011bd\u011blci mohou p\u0159ijmout inovace v oblasti p\u0159\u00edm\u00e9ho marketingu, pokud maj\u00ed p\u0159\u00edstup k p\u0159\u00edslu\u0161n\u00fdm znalostem. Ty zahrnovaly pot\u0159ebn\u00e9 dovednosti (nap\u0159. v oblasti marketingu, IT, maloobchodu a gastronomie), s\u00edt\u011b a zdroje, aby jejich inovativn\u00ed marketingov\u00e9 kan\u00e1ly byly \u00fa\u010dinn\u00e9 a ziskov\u00e9. <\/p>\n\n

Celou zpr\u00e1vu (v angli\u010dtin\u011b) naleznete zde<\/p>\n\n

<\/object>D2.2_RO.GDPR 2<\/a>St\u00e1hnout<\/a><\/div>\n\n
\n\n

Partner a kontaktn\u00ed osoba<\/h2>\n\n
\"\"<\/figure><\/div>\n\n

Highclere Consulting SRL<\/h2>\n\n

Raluca Barbu, raluca@highclere-consulting.com<\/a> <\/p>\n\n

\n\n

Z\u00edskan\u00e9 poznatky<\/h2>\n\n
  1. Rumunsk\u00fd ve\u0159ejn\u00fd zem\u011bd\u011blsk\u00fd poradensk\u00fd syst\u00e9m byl restrukturalizov\u00e1n v roce 2010 a st\u00e1le m\u00e1 nedostatek zam\u011bstnanc\u016f a zdroj\u016f. Poradci maj\u00ed omezen\u00e9 mo\u017enosti cestovat za zem\u011bd\u011blci a dostupn\u00e1 poradensk\u00e1 podpora je slab\u00e1 a rozt\u0159\u00ed\u0161t\u011bn\u00e1. Maj\u00ed jen malou kapacitu reagovat na skute\u010dn\u00e9 pot\u0159eby zem\u011bd\u011blc\u016f, v\u010detn\u011b p\u0159\u00edm\u00e9ho marketingu. Prioritou ve\u0159ejn\u00fdch zem\u011bd\u011blsk\u00fdch poradc\u016f je podpora \u010derp\u00e1n\u00ed a prov\u00e1d\u011bn\u00ed fond\u016f a program\u016f EU. <\/li>
  2. Nejd\u016fle\u017eit\u011bj\u0161\u00edm zdrojem informac\u00ed pro drobn\u00e9 zem\u011bd\u011blce v Rumunsku jsou jejich d\u016fv\u011bryhodn\u00e9 neform\u00e1ln\u00ed s\u00edt\u011b rodinn\u00fdch p\u0159\u00edslu\u0161n\u00edk\u016f a sousedn\u00edch zem\u011bd\u011blc\u016f.<\/li>
  3. Navzdory nedostatk\u016fm st\u00e1vaj\u00edc\u00edho zem\u011bd\u011blsk\u00e9ho poradensk\u00e9ho syst\u00e9mu maj\u00ed ve\u0159ejn\u00ed a soukrom\u00ed poradci vynikaj\u00edc\u00ed p\u0159\u00edle\u017eitost vyvinout nov\u00e9 slu\u017eby na podporu inovac\u00ed v p\u0159\u00edm\u00e9m marketingu. Tyto slu\u017eby by mohly zem\u011bd\u011blc\u016fm nab\u00edzet nez\u00e1visl\u00e9 a nestrann\u00e9 informace o v\u00fdhod\u00e1ch, nedostatc\u00edch a investic\u00edch pot\u0159ebn\u00fdch k lep\u0161\u00edmu napojen\u00ed na rostouc\u00ed m\u011bstsk\u00e9 spot\u0159ebitelsk\u00e9 trhy ve velk\u00fdch m\u011bstech, jako je Bukure\u0161\u0165. <\/li>
  4. Inovace v p\u0159\u00edm\u00e9m marketingu jsou mo\u017en\u00e9 a doch\u00e1z\u00ed k nim. To bylo zp\u016fsobeno p\u0159edev\u0161\u00edm odhodl\u00e1n\u00edm, solidaritou a odolnost\u00ed zem\u011bd\u011blc\u016f, nikoliv existenc\u00ed p\u0159\u00edzniv\u00e9ho a rozmanit\u00e9ho poradensk\u00e9ho prost\u0159ed\u00ed, kter\u00e9 by reagovalo na celou \u0161k\u00e1lu jejich informa\u010dn\u00edch a inova\u010dn\u00edch pot\u0159eb. <\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"

    Region \u017dupa Giurgiu je zem\u011bd\u011blsk\u00fd region na jihu Rumunska. \u00darodn\u00e1 p\u016fda a relativn\u011b bohat\u00e9 vodn\u00ed zdroje vytv\u00e1\u0159ej\u00ed v tomto regionu ji\u017e po stalet\u00ed p\u0159\u00edzniv\u00e9 podm\u00ednky pro rostlinnou v\u00fdrobu. T\u00e9m\u011b\u0159 2 % rozlohy zem\u011bd\u011blsk\u00e9 p\u016fdy v okrese Giurgiu zauj\u00edm\u00e1 rostlinn\u00e1 v\u00fdroba s poln\u00ed zeleninou (v\u010detn\u011b brambor), chr\u00e1n\u011bn\u00fdmi plodinami a velk\u00fdmi kuchy\u0148sk\u00fdmi zahradami. V n\u011bkter\u00fdch vesnic\u00edch jsou … Continued<\/a><\/p>\n","protected":false},"author":2,"featured_media":7255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[121,122,148,150],"tags":[468],"region":[414],"country":[413],"work_package":[232],"keyword":[400,298],"_links":{"self":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/7900"}],"collection":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/comments?post=7900"}],"version-history":[{"count":3,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/7900\/revisions"}],"predecessor-version":[{"id":7903,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/7900\/revisions\/7903"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media\/7255"}],"wp:attachment":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media?parent=7900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/categories?post=7900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/tags?post=7900"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/region?post=7900"},{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/country?post=7900"},{"taxonomy":"work_package","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/work_package?post=7900"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/keyword?post=7900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}