Naslov (srp)

Marketing organskih poljoprivrednih proizvoda

Autor

Tomić, Gordana, 1979-

Doprinosi

Ristić, Lela, 1974-
Vlahović, Branislav, 1960-
Salai, Suzana, 1946-

Opis (eng)

The world market of organic products is constantly growing, as many countries support the development of organic agriculture within the concept of sustainable development of agriculture, especially due to the increase of environmental pollution. In this sense, promotion of the organic sector is extremely important. The development of the organic sector contributes to the conservation of resources and consumers health, through healthsafe products, and enables the efficient operations of manufacturers. The basics of organic agricultural development in the European Union are presented by the European Commission in the Action Plan and include four key areas: consumer information and promotional campaigns; promotion of research, market and statistics transparency; the use of rural development programs and other activities to support organic agriculture; improvement of transparency, the scope and application of the regulations on organic agriculture. The organic sector in Serbia is not promoted and developed enough. So, greater attention should be paid to organic production marketing, since this is the area where Serbia can be competitive in the world market. Therefore, intensive work on creation of brand organic products which would be recognizable on the world market is evitable. In this context, it is important to introduce new marketing approach for organic production, implement measures and mechanisms to strengthen entrepreneurship initiatives in the field of organic production, as well as create favorable institutional prerequisites for producers and consumers of organic products. In order to develop organic sector in Serbia faster, it is necessary to raise public awareness about the healthenvironmental issues, primarily through marketing activities at all levels and by all participants of agribusiness development. There is also the need to develop new products, modernize existing products and innovate packaging of organic products, with the incentive policy of the state and activities of economic and other important subjects of development of organic agricultural production. The aim of the research in this doctoral dissertation focuses on creation of marketing strategies on the market of organic products in order to develop the organic sector as quickly as possible and create an environment that may contribute to achievement of sustainable development of organic agriculture in Serbia. The research topic is marketing approach to agricultural production and especially the place and role of organic agriculture. To make organic agriculture a development opportunity for Serbia, it is necessary to manage it in a sustainable way, which requires, among other, the application of adequate marketing approach in management. Empirical research has found the behavior of consumers of organic products in Serbia, or more precisely definition of their needs and motives in order to observe the size and nature of the market for organic products, as well as its development.

Opis (srp)

Tržište organskih proizvoda u svetu se iz godine u godinu povećava, jer su mnoge države podržale razvoj organske poljoprivrede u okviru koncepta održivog razvoja poljoprivrede, naročito usled sve većeg zagađenja životne sredine. U tom smeru, promovisanje organskog sektora je izuzetno značajno. Razvoj organskog sektora doprinosi očuvanju resursa i zdravlju potrošača, kroz zdravstveno-bezbedne proizvode, a omogućava i ekonomski opravdano poslovanje. Temelji razvoja politike organske poljoprivrede u Evropskoj uniji predstavljeni su od strane Evropske komisije, u Akcionom planu, a podrazumevaju četiri ključna područja: informisanost potrošača i promotivne kampanje; unapređenje istraživanja, transparentnost tržišta i statističkih podataka; korišćenje programa za ruralni razvoj i ostalih aktivnosti za podršku organskoj poljoprivredi; poboljšanje transparentnosti, obima i primene regulative o organskoj poljoprivredi. Organski sektor se ne promoviše dovoljno u Srbiji, a i nije dovoljno razvijen, pa bi zbog toga trebalo posvetiti veću pažnju marketingu organskih poljoprivrednih proizvoda, jer je upravo to jedna od oblasti gde Srbija može biti konkurentna na svetskom tržištu. Dakle, treba intezivno raditi na kreiranju brendova organskih proizvoda, koji bi bili prepoznatljivi na svetskom tržištu. U tom kontekstu, značajno je uvođenje adekvatnog marketing pristupa za organsku proizvodnju, sprovođenje mera i mehanizama za jačanje preduzetničke inicijative u oblasti organske proizvodnje, kao i kreiranje povoljnih institucionalnih preduslova za proizvođače i potrošače organskih proizvoda. Da bi se organski sektor brže razvijao u Srbiji, neophodno je podizanje svesti stanovništva o zdravstveno-ekološkim pitanjima, pre svega, putem marketinških aktivnosti na svim nivoima i od strane svih ključnih aktera razvoja agrobiznisa. Pritom, potreban je razvoj novih proizvoda, osavremenjivanje postojećih proizvoda i inoviranje pakovanja organskih proizvoda, uz podsticajnu politiku države i aktivnosti ekonomskih i ostalih važnih subjekata razvoja organske poljoprivredne proizvodnje. Cilj istraživanja u doktorskoj disertaciji je usmeren na kreiranje adekvatne marketing strategije u organskoj proizvodnji, kako bi se što brže razvijao organski sektor i stvorio ambijent koji može doprineti ostvarivanju održivog razvoja organske poljoprivrede u Srbiji. Predmet istraživanja se odnosi na marketing pristup organskoj poljoprivrednoj prizvodnji i njegov značaj za razvoj ovog vida poljoprivrede. Da bi organska poljoprivreda zaista bila razvojna šansa Srbije, njome se mora upravljati na održiv način, što pretpostavlja, između ostalog, i primenu adekvatnog marketing pristupa. Empirijskim istraživanjem je utvrđeno ponašanje potrošača organskih proizvoda u Srbiji i preciznije su definisane njihove potrebe i motivi, u cilju sagledavanja veličine i prirode tržišta organskih proizvoda, odnosno, njegovog budućeg razvoja.

Jezik

srpski

Datum

2015

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 2.0 AT - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 2.0 Austria License.

CC BY-NC-ND 2.0 AT

http://creativecommons.org/licenses/by-nc-nd/2.0/at/