{"id":8893,"date":"2022-04-17T13:30:57","date_gmt":"2022-04-17T13:30:57","guid":{"rendered":"https:\/\/www.agrilink2020.eu\/uncategorized-cs\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-3"},"modified":"2022-04-28T09:06:05","modified_gmt":"2022-04-28T09:06:05","slug":"uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-3","status":"publish","type":"post","link":"https:\/\/www.agrilink2020.eu\/cs\/vyzkumnici\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-3","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<h2>Region<\/h2>\n\n<p>Region Friuli Venezia Giulia v Udine je mal\u00e1 a rozmanit\u00e1 oblast, v n\u00ed\u017e je zem\u011bd\u011blsk\u00fd sektor v n\u011bkter\u00fdch odv\u011btv\u00edch velmi vysp\u011bl\u00fd (vina\u0159stv\u00ed), zat\u00edmco jin\u00e1 odv\u011btv\u00ed (zejm\u00e9na orn\u00e1 p\u016fda) trp\u00ed struktur\u00e1ln\u00edmi omezen\u00edmi a nedostatkem organizovan\u00e9ho zpracov\u00e1n\u00ed.<\/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<p>Vzhledem k omezen\u00e9mu po\u010dtu mlad\u00fdch zem\u011bd\u011blc\u016f m\u00e1 region tendenci ke konzervativn\u00edmu my\u0161len\u00ed, kter\u00e9 ovliv\u0148uje rozvoj m\u00edstn\u00edch zem\u011bd\u011blsk\u00fdch podnik\u016f. Typick\u00e1 farma je mal\u00e1 a\u017e st\u0159edn\u011b velk\u00e1 s rozlohou kolem 10 hektar\u016f, i kdy\u017e st\u00e1le \u010dast\u011bji se objevuj\u00ed v\u011bt\u0161\u00ed a inovativn\u011bj\u0161\u00ed farmy. Z\u00e1jem o soci\u00e1ln\u00ed inovace a nov\u00e9 formy marketingu proto roste.  <\/p>\n\n<h2>Zam\u011b\u0159en\u00ed studie<\/h2>\n\n<p>Pro studii byl vybr\u00e1n kolektivn\u00ed marketingov\u00fd syst\u00e9m. C\u00edlem tohoto syst\u00e9mu bylo vyv\u00e1\u017eit a) pot\u0159eby zem\u011bd\u011blc\u016f, kte\u0159\u00ed cht\u011bj\u00ed l\u00e9pe um\u00edstit sv\u00e9 ekologick\u00e9 produkty prost\u0159ednictv\u00edm p\u0159\u00edm\u00e9ho kontaktu se spot\u0159ebiteli, a b) rostouc\u00ed popt\u00e1vku spot\u0159ebitel\u016f po budov\u00e1n\u00ed vztahu se zem\u011bd\u011blci, kte\u0159\u00ed jim dod\u00e1vaj\u00ed potraviny. C\u00edlem re\u017eimu bylo rovn\u011b\u017e usnadnit lep\u0161\u00ed logistiku, kter\u00e1 umo\u017en\u00ed st\u00e1l\u011bj\u0161\u00ed dod\u00e1vky m\u00edstn\u00edch produkt\u016f.    <\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_IT_DMR_2-1024x576-1.png\" alt=\"\" class=\"wp-image-7327\" srcset=\"https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_IT_DMR_2-1024x576-1.png 1024w, https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_IT_DMR_2-1024x576-1-300x169.png 300w, https:\/\/www.agrilink2020.eu\/wp-content\/uploads\/2022\/04\/CS_IT_DMR_2-1024x576-1-768x432.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p>P\u0159\u00edstup k nez\u00e1visl\u00fdm a cenov\u011b dostupn\u00fdm poradensk\u00fdm syst\u00e9m\u016fm pro mal\u00e9 diverzifikovan\u00e9 ekologick\u00e9 farmy v regionu Friuli Venezia Giulia (It\u00e1lie) je velmi omezen\u00fd. Jednou z m\u00e1la organizac\u00ed, kter\u00e9 se sna\u017e\u00ed tuto mezeru p\u0159eklenout, je region\u00e1ln\u00ed pobo\u010dka AIAB (Italsk\u00e1 asociace pro ekologick\u00e9 zem\u011bd\u011blstv\u00ed). U\u010dinila tak t\u00edm, \u017ee vytvo\u0159ila s\u00ed\u0165 nab\u00edzej\u00edc\u00ed zem\u011bd\u011blc\u016fm nep\u0159etr\u017eitou podporu prost\u0159ednictv\u00edm vz\u00e1jemn\u00e9 interakce.  <\/p>\n\n<p>AIAB zavedla syst\u00e9m p\u0159\u00edm\u00e9ho kolektivn\u00edho prodeje m\u00edstn\u00edch ekologick\u00fdch produkt\u016f. Tato pr\u016fkopnick\u00e1 soci\u00e1ln\u00ed inovace \u010derpala znalosti a zdroje od zem\u011bd\u011blc\u016f a dal\u0161\u00edch \u010dlen\u016f organizace a z\u00e1rove\u0148 vyu\u017e\u00edvala nezem\u011bd\u011blsk\u00e9 subjekty pro pr\u00e1vn\u00ed a da\u0148ov\u00e9 poradenstv\u00ed. Zem\u011bd\u011blsk\u00fdm podnik\u016fm v regionu tak pomohla vybudovat pevnou z\u00e1kaznickou z\u00e1kladnu a z\u00e1rove\u0148 vytvo\u0159it komunitu, kter\u00e1 se c\u00edt\u00ed b\u00fdt spole\u010dn\u011b odpov\u011bdn\u00e1 za udr\u017eitelnost m\u00edstn\u00edch potravinov\u00fdch syst\u00e9m\u016f.  <\/p>\n\n<p>Do kolektivn\u00edho syst\u00e9mu je zapojeno 45 zem\u011bd\u011blc\u016f, kte\u0159\u00ed vyu\u017e\u00edvaj\u00ed online platformu pro sb\u011br objedn\u00e1vek a \u010dty\u0159i distribu\u010dn\u00ed m\u00edsta. C\u00edlem syst\u00e9mu je usnadnit zem\u011bd\u011blc\u016fm p\u0159\u00edstup na trh a p\u0159isp\u011bt k pos\u00edlen\u00ed s\u00edt\u011b zem\u011bd\u011blc\u016f, kter\u00e1 n\u00e1sledn\u011b zesiluje \u00fa\u010dinky syst\u00e9mu vz\u00e1jemn\u00e9 podpory. To poukazuje na v\u00fdznam soci\u00e1ln\u00edch inovac\u00ed p\u0159i podpo\u0159e peer-to-peer s\u00edt\u00ed, zejm\u00e9na tam, kde chyb\u00ed nez\u00e1visl\u00fd poradensk\u00fd syst\u00e9m.  <\/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_IT.GDPR_.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Vlo\u017eit z Embed of D2.2_IT.GDPR..\"><\/object><a id=\"wp-block-file--media-ad83829c-2c22-4403-a71f-5a013937afe5\" href=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/06\/D2.2_IT.GDPR_.pdf\">D2.2_IT.GDPR<\/a><a href=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/06\/D2.2_IT.GDPR_.pdf\" class=\"wp-block-file__button\" download=\"\" aria-describedby=\"wp-block-file--media-ad83829c-2c22-4403-a71f-5a013937afe5\">St\u00e1hnout<\/a><\/div>\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2>Partner a kontaktn\u00ed osoba<\/h2>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"200\" height=\"47\" src=\"https:\/\/agrilink2020.eu\/wp-content\/uploads\/2021\/11\/VIN_medium.png\" alt=\"\" class=\"wp-image-590\"\/><\/figure><\/div>\n\n<h2>VINIDEA SRL<\/h2>\n\n<p>Davide Zimolo, <a href=\"mailto:info@aiab.fvg.it\">info@aiab.fvg.it<\/a><\/p>\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2>Z\u00edskan\u00e9 poznatky<\/h2>\n\n<ol><li>Kl\u00ed\u010dov\u00fdm faktorem \u00fasp\u011bchu t\u00e9to p\u0159\u00edpadov\u00e9 studie byla praktick\u00e1 role AIAB-FVG (poradce) p\u0159i organizaci inovace p\u0159\u00edm\u00e9ho marketingu. D\u00edky tomu bylo poradenstv\u00ed v\u017edy praktick\u00e9 a p\u0159\u00edm\u00e9, co\u017e zem\u011bd\u011blci velmi oce\u0148ovali. Nav\u00edc, proto\u017ee \u00fasp\u011bch inovace z\u00e1visel na pozitivn\u00ed spolupr\u00e1ci mezi zem\u011bd\u011blci (poradci) a AIAB-FVG (poradcem), prost\u0159ed\u00ed, v n\u011bm\u017e prob\u00edhala v\u00fdm\u011bna informac\u00ed, bylo ze sv\u00e9 podstaty podp\u016frn\u00e9.  <\/li><li>A\u010dkoli je vz\u00e1jemn\u00e1 v\u00fdm\u011bna informac\u00ed v zem\u011bd\u011blstv\u00ed velmi b\u011b\u017en\u00e1, zp\u016fsob, jak\u00fdm pr\u016fkopni\u010dt\u00ed zem\u011bd\u011blci radili nov\u00fdm osvojitel\u016fm t\u00e9to inovace, byl p\u0159ekvapiv\u00fd. Pr\u016fkopn\u00edci nejen p\u0159ed\u00e1vali sv\u00e9 vlastn\u00ed zku\u0161enosti nov\u00e1\u010dk\u016fm, ale tak\u00e9 p\u0159ijali roli aktivn\u00edch poradc\u016f, kte\u0159\u00ed vedli kolegy zem\u011bd\u011blce v procesu (hlavn\u011b v po\u010d\u00e1te\u010dn\u00edch kroc\u00edch). <\/li><li>V n\u011bkolika p\u0159\u00edpadech do\u0161lo k selh\u00e1n\u00ed a nep\u0159ijet\u00ed inovace. To bylo zaznamen\u00e1no v p\u0159\u00edpadech, kdy zem\u011bd\u011blci nemohli z\u00edskat dostatek relevantn\u00edch informac\u00ed, proto\u017ee bu\u010f nebyli p\u0159ipojeni k peer-to-peer s\u00edti, nebo AIAB-FVG nem\u011bla dostatek zdroj\u016f pro poskytov\u00e1n\u00ed poradenstv\u00ed. <\/li><li>U t\u00e9to specifick\u00e9 inovace v oblasti p\u0159\u00edm\u00e9ho marketingu byl jako hlavn\u00ed slabina m\u00edstn\u00edho poradensk\u00e9ho syst\u00e9mu ozna\u010den nedostatek poradc\u016f (nebo nedostate\u010dn\u00e1 schopnost naj\u00edt poradce) s odborn\u00fdmi znalostmi v oblasti marketingu\/podnikatelsk\u00e9 administrativy i ekologick\u00e9ho zem\u011bd\u011blstv\u00ed.<\/li><\/ol>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Region Region Friuli Venezia Giulia v Udine je mal\u00e1 a rozmanit\u00e1 oblast, v n\u00ed\u017e je zem\u011bd\u011blsk\u00fd sektor v n\u011bkter\u00fdch odv\u011btv\u00edch velmi vysp\u011bl\u00fd (vina\u0159stv\u00ed), zat\u00edmco jin\u00e1 odv\u011btv\u00ed (zejm\u00e9na orn\u00e1 p\u016fda) trp\u00ed struktur\u00e1ln\u00edmi omezen\u00edmi a nedostatkem organizovan\u00e9ho zpracov\u00e1n\u00ed. Vzhledem k omezen\u00e9mu po\u010dtu mlad\u00fdch zem\u011bd\u011blc\u016f m\u00e1 region tendenci ke konzervativn\u00edmu my\u0161len\u00ed, kter\u00e9 ovliv\u0148uje rozvoj m\u00edstn\u00edch zem\u011bd\u011blsk\u00fdch podnik\u016f. Typick\u00e1 &hellip; <a href=\"https:\/\/www.agrilink2020.eu\/cs\/vyzkumnici\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-3\">Continued<\/a><\/p>\n","protected":false},"author":2,"featured_media":7338,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[121,122,148,150],"tags":[468],"region":[295],"country":[296],"work_package":[232],"keyword":[268,400],"_links":{"self":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8893"}],"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=8893"}],"version-history":[{"count":3,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8893\/revisions"}],"predecessor-version":[{"id":8896,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8893\/revisions\/8896"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media\/7338"}],"wp:attachment":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media?parent=8893"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/categories?post=8893"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/tags?post=8893"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/region?post=8893"},{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/country?post=8893"},{"taxonomy":"work_package","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/work_package?post=8893"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/keyword?post=8893"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}