{"id":8863,"date":"2022-04-17T13:22:29","date_gmt":"2022-04-17T13:22:29","guid":{"rendered":"https:\/\/www.agrilink2020.eu\/uncategorized-cs\/situace-v-primem-marketingu"},"modified":"2022-04-28T08:46:08","modified_gmt":"2022-04-28T08:46:08","slug":"situace-v-primem-marketingu","status":"publish","type":"post","link":"https:\/\/www.agrilink2020.eu\/cs\/vyzkumnici\/situace-v-primem-marketingu","title":{"rendered":"Situace v p\u0159\u00edm\u00e9m marketingu"},"content":{"rendered":"\n<h2>Region<\/h2>\n\n<p>Navarra je rozmanit\u00fd zem\u011bd\u011blsk\u00fd region na severu \u0160pan\u011blska, kter\u00fd soused\u00ed s Franci\u00ed. Ve st\u0159edn\u00ed a ji\u017en\u00ed \u010d\u00e1sti regionu p\u0159evl\u00e1d\u00e1 zahradnictv\u00ed, kter\u00e9 je siln\u011b propojeno se zem\u011bd\u011blsko-potravin\u00e1\u0159sk\u00fdm pr\u016fmyslem. Na severu p\u0159eva\u017euje chov skotu a ovc\u00ed, v\u010detn\u011b v\u00fdroby dvou tradi\u010dn\u00edch druh\u016f s\u00fdr\u016f s registrovan\u00fdm &#8222;ozna\u010den\u00edm p\u016fvodu&#8220;.  <\/p>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"840\" height=\"596\" src=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2022\/04\/F.7.jpg\" alt=\"\" class=\"wp-image-7244\" srcset=\"https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/F.7.jpg 840w, https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/F.7-300x213.jpg 300w, https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/F.7-768x545.jpg 768w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><figcaption>Mapa regionu<\/figcaption><\/figure><\/div>\n\n<h2>Zam\u011b\u0159en\u00ed studie<\/h2>\n\n<p>Od 80. let 20. stolet\u00ed byla zem\u011bd\u011blsk\u00e1 v\u00fdroba v Nava\u0159e z velk\u00e9 \u010d\u00e1sti zintenzivn\u011bna zem\u011bd\u011blsko-potravin\u00e1\u0159sk\u00fdm pr\u016fmyslem, p\u0159i\u010dem\u017e mnoho zem\u011bd\u011blsk\u00fdch podnik\u016f maximalizovalo produkci, aby dos\u00e1hlo dostate\u010dn\u00fdch ziskov\u00fdch mar\u017e\u00ed. V t\u011bchto letech neexistovala \u017e\u00e1dn\u00e1 zvl\u00e1\u0161tn\u00ed podpora pro zem\u011bd\u011blce, kte\u0159\u00ed si cht\u011bli osvojit p\u0159\u00edm\u00fd marketing. <\/p>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"510\" height=\"341\" src=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_Navarra_Spain_DMN_4.jpeg\" alt=\"\" class=\"wp-image-7314\" srcset=\"https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_Navarra_Spain_DMN_4.jpeg 510w, https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_Navarra_Spain_DMN_4-300x201.jpeg 300w\" sizes=\"(max-width: 510px) 100vw, 510px\" \/><\/figure><\/div>\n\n<p>V posledn\u00edch letech se v\u0161ak zv\u00fd\u0161ila popt\u00e1vka po m\u00edstn\u00edch produktech a vzniklo n\u011bkolik iniciativ na podporu m\u00edstn\u00edch zem\u011bd\u011blc\u016f, jako nap\u0159.:<\/p>\n\n<ul><li>Vytvo\u0159en\u00ed zna\u010dky, kter\u00e1 zahrnuje m\u00edstn\u00ed produkty Navarry;<\/li><li>Vytvo\u0159en\u00ed centra (www.ekoalde.org), kter\u00e9 bude shroma\u017e\u010fovat m\u00edstn\u00ed bioprodukty a dod\u00e1vat je p\u0159\u00edmo spot\u0159ebiteli;<\/li><li>Vytvo\u0159en\u00ed z\u00e1kladu pro v\u011bt\u0161\u00ed vyu\u017e\u00edv\u00e1n\u00ed m\u00edstn\u00edch produkt\u016f ve ve\u0159ejn\u00e9m stravov\u00e1n\u00ed.<\/li><\/ul>\n\n<p>Rozhodnut\u00ed o p\u0159\u00edm\u00e9m uv\u00e1d\u011bn\u00ed na trh spojuje agroekologick\u00e9 hodnoty s ekonomick\u00fdmi a v\u00fdrobn\u00edmi z\u00e1jmy. Obecn\u011b je ch\u00e1p\u00e1n jako &#8222;zp\u016fsob \u017eivota&#8220;, kter\u00fd spojuje spokojenost s \u017eivotem na venkov\u011b, alternativn\u00ed produkci potravin zam\u011b\u0159enou na kvalitn\u011bj\u0161\u00ed produkty s vy\u0161\u0161\u00ed p\u0159idanou hodnotou a budov\u00e1n\u00ed p\u0159\u00edm\u011bj\u0161\u00edch vztah\u016f se spot\u0159ebiteli. Viz tyto p\u0159\u00edklady: <a href=\"http:\/\/www.jauregia.net\/\">www.jauregia.net\/<\/a>a <a href=\"https:\/\/elpuenteviejo.es\/\">https:\/\/elpuenteviejo.es\/<\/a>.  <\/p>\n\n<p>Rozhodnut\u00ed zem\u011bd\u011blc\u016f nep\u0159ijmout produkty je ovlivn\u011bno zv\u00fd\u0161enou pracovn\u00ed z\u00e1t\u011b\u017e\u00ed spojenou s p\u0159\u00edm\u00fdm prodejem. N\u011bkte\u0159\u00ed zem\u011bd\u011blci se tak\u00e9 jednodu\u0161e rad\u011bji soust\u0159ed\u00ed na produkci. Pro mnoho mal\u00fdch farem jsou v\u00fdznamnou p\u0159ek\u00e1\u017ekou tak\u00e9 p\u0159edpisy t\u00fdkaj\u00edc\u00ed se hygieny a bezpe\u010dnosti potravin, a proto je t\u0159eba vytvo\u0159it lep\u0161\u00ed informa\u010dn\u00ed a podp\u016frn\u00e9 struktury, kter\u00e9 by tento probl\u00e9m p\u0159ekonaly a usnadnily p\u0159ijet\u00ed p\u0159\u00edm\u00e9ho prodeje.  <\/p>\n\n<p>Celou zpr\u00e1vu (v angli\u010dtin\u011b) naleznete zde<\/p>\n\n<div class=\"wp-block-file aligncenter\"><object class=\"wp-block-file__embed\" data=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/06\/D2.2_SP.GDPR_.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Vlo\u017eit z Embed of D2.2_SP.GDPR..\"><\/object><a id=\"wp-block-file--media-43fc10f8-af6f-4b60-baeb-6b238dffdc28\" href=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/06\/D2.2_SP.GDPR_.pdf\">D2.2_SP.GDPR<\/a><a href=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/06\/D2.2_SP.GDPR_.pdf\" class=\"wp-block-file__button\" download=\"\" aria-describedby=\"wp-block-file--media-43fc10f8-af6f-4b60-baeb-6b238dffdc28\">St\u00e1hnout<\/a><\/div>\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2>Partner a kontaktn\u00ed osoba<\/h2>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"300\" height=\"63\" src=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/11\/INTIA_large.png\" alt=\"\" class=\"wp-image-588\"\/><\/figure>\n\n<h2>INTIA<\/h2>\n\n<p>Noelia Telletxea, <a href=\"mailto:ntelletxea@intiasa.es\">ntelletxea@intiasa.es<\/a><\/p>\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2>Z\u00edskan\u00e9 poznatky<\/h2>\n\n<ol><li>K podpo\u0159e inovativn\u00edch forem p\u0159\u00edm\u00e9ho marketingu v Nava\u0159e a spot\u0159eby v\u011bt\u0161\u00edho mno\u017estv\u00ed m\u00edstn\u00edch produkt\u016f jsou zapot\u0159eb\u00ed lep\u0161\u00ed podp\u016frn\u00e9 struktury. To zahrnuje kr\u00e1tk\u00e9 dodavatelsk\u00e9 \u0159et\u011bzce pro ve\u0159ejn\u00e9 stravov\u00e1n\u00ed (zejm\u00e9na ve \u0161koln\u00edch j\u00eddeln\u00e1ch) a vytvo\u0159en\u00ed zna\u010dky, kter\u00e1 l\u00e9pe definuje identitu m\u00edstn\u00edch produkt\u016f (nezbytn\u00e9 pro reklamu m\u00edstn\u00edch produkt\u016f). <\/li><li>P\u0159\u00edm\u00fd prodej spojuje agroekologick\u00e9 hodnoty s v\u00fdrobn\u00edmi a ekonomick\u00fdmi z\u00e1jmy. To je d\u016fle\u017eit\u00e9 hledisko pro mnoho rodinn\u00fdch farem, ale podstatn\u011b m\u00e9n\u011b d\u016fle\u017eit\u00e9 pro v\u011bt\u0161\u00ed komer\u010dn\u00ed subjekty. <\/li><li>Nep\u0159ijet\u00ed p\u0159\u00edm\u00e9ho marketingu je \u010dasto zp\u016fsobeno zv\u00fd\u0161enou pracovn\u00ed z\u00e1t\u011b\u017e\u00ed spojenou s transformac\u00ed, prodejem a distribuc\u00ed m\u00edstn\u00edch produkt\u016f.<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Region Navarra je rozmanit\u00fd zem\u011bd\u011blsk\u00fd region na severu \u0160pan\u011blska, kter\u00fd soused\u00ed s Franci\u00ed. Ve st\u0159edn\u00ed a ji\u017en\u00ed \u010d\u00e1sti regionu p\u0159evl\u00e1d\u00e1 zahradnictv\u00ed, kter\u00e9 je siln\u011b propojeno se zem\u011bd\u011blsko-potravin\u00e1\u0159sk\u00fdm pr\u016fmyslem. Na severu p\u0159eva\u017euje chov skotu a ovc\u00ed, v\u010detn\u011b v\u00fdroby dvou tradi\u010dn\u00edch druh\u016f s\u00fdr\u016f s registrovan\u00fdm &#8222;ozna\u010den\u00edm p\u016fvodu&#8220;. Zam\u011b\u0159en\u00ed studie Od 80. let 20. stolet\u00ed byla zem\u011bd\u011blsk\u00e1 v\u00fdroba &hellip; <a href=\"https:\/\/www.agrilink2020.eu\/cs\/vyzkumnici\/situace-v-primem-marketingu\">Continued<\/a><\/p>\n","protected":false},"author":2,"featured_media":7305,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[121,122,148,150],"tags":[468],"region":[394],"country":[395],"work_package":[232],"keyword":[268,298],"_links":{"self":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8863"}],"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=8863"}],"version-history":[{"count":3,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8863\/revisions"}],"predecessor-version":[{"id":8866,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8863\/revisions\/8866"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media\/7305"}],"wp:attachment":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media?parent=8863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/categories?post=8863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/tags?post=8863"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/region?post=8863"},{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/country?post=8863"},{"taxonomy":"work_package","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/work_package?post=8863"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/keyword?post=8863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}