Strategija razvoja kanala marketinga u agrobiznisu Republike Srbije
The strategy of marketing channel development in agribusiness of the Republic of Serbia
Author
Radosavljević, Katica
Mentor
Stojanović, Žaklina
Committee members
Radosavljević, Gordana
Kocić, Milan

Metadata
Show full item recordAbstract
Rezultati istraživanja pokazuju da razvijene tržišne ekonomije pridaju mnogo
veći značaj kanalima marketinga u sistemu agrobiznisa u poređenju sa našom
zemljom. Kanali marketinga čine nezaobilaznu pretpostavku efikasnog agrarnog,
ruralnog i ukupnog ekonomskog razvoja. Strukturne promene koje su nastale u
razvijenim zemljama karakterišu značajno pomeranje odnosa između učesnika u
kanalima marketinga. Date promene posebno su obeležene jačanjem pozicije
subjekata maloprodaje.
U Srbiji se analiza razvoja agrobiznisa u najvećem broju slučajeva svodi na
sagledavanje komparativnih, ali ne i konkurentskih prednosti. Nizak nivo
konkurentnosti i profitabilnosti u kanalima marketinga se direktno odražava
na strukturu i obim izvoza poljoprivredno-prehrambenih proizvoda iz Srbije.
Predstavljeni kanali marketinga u radu za izabrane poljoprivredne proizvode
sa kvantitativnim podacima na nivou subjekata kanala marketinga ukazuju da je
najzastupljeniji oblik prometa naturalna potrošnja u o...kviru porodičnih
gazdinstava za zadovoljenje sopstvenih potreba. Istraživanja su pokazala da je
veoma značajan uticaj na takvo stanje nedovoljna razvijenost kanala marketinga i
izostanak dugoročne povezanosti sa proizvođačima i prerađivačima.
Vertikalna integracija i kooperacija može biti ključ rešenja za suzbijanje
ograničenja sa kojima se suočavaju i proizvođači i trgovci. Partnerski odnosi
između proizvođača i trgovine usmereni na unapređenje poslovanja preduzeća su
osnova nove strukture kanala marketinga.
Osnovni zaključak sprovedenih istraživanja je da opstanak na globalnom
konkurentnom tržištu srpska poljoprivreda treba da obezbedi sinhronizovanom
proizvodnjom i njenom što čvršćom integracijom sa subjektima prometa
poljoprivredno-prehrambenih proizvoda u okviru kratkih i dugih sistema
snabdevanja hranom po ugledu na razvijene ekonomije.
Rad se stoga bavi prevashodno organizacionim problemima u domenu modernog
agrobiznisa, a ima za cilj da ukaže na potrebu transformacije uloge koju
savremena trgovina ima u povezivanju različitih učesnika u modernom lancu
snabdevanja hranom.
Research results indicate that, in comparison with Serbia, developed market economies
attach much more importance to marketing channels in agribusiness. Marketing
channels constitute an inevitable precondition for agricultural, rural and the total
economic development. Structural changes typical of developed countries are
characterised by an important shift in marketing channel participants. These changes
are especially noticeable in the strengthening of retail position.
In Serbia, the analysis of agribusiness development has so far mostly dealt with
comparative and not competitive advantages. A low level of competitiveness and
profitability in marketing channels has an immediate impact on the scope and structure
of Serbian exports of agricultural and food products. The marketing channels
quantitatively presented in the paper for the selected agricultural products indicate that
the most frequent form of trade is the consumption within family farming households for
the satis...faction of their own needs. Research has also shown that this situation is
strongly influenced by underdeveloped marketing channels and a lack of long-term cooperation
with food manufacturers and processors. Vertical co-operation and integration
may be the solution to the problem of limitations facing both manufacturers and
retailers. Partnership relationships between manufacturers and retailers aimed at the
improvement of corporate performance form the basis for the new marketing channel
structure.
The main conclusion of the research is that in order to survive in the globally
competitive market Serbian agriculture needs to ensure synchronised production and its
strong integration with retail outlets of agricultural and food products within short and
long food supply chains, similar to developed economies. Therefore, the paper
predominantly deals with organisational problems in the field of modern agribusiness,
aiming to point out the need for transforming the role which modern trade has in the
connection of various participants in a modern food supply chain.
Faculty:
Универзитет у Крагујевцу, Економски факултетDate:
29-06-2015Projects:
- Strategic and tactical measures to overcome real sector competitiveness crisis in Serbia (RS-179050)