Prodaja finalnih poljoprivrednih proizvoda OPG-a putem elektroničkih oglasnika i društvenih mreža

master's thesis

• Title (english): Selling final agricultural products by family farm via electronic advertisment and social networks
• Author: Ines Konjević
• Mentor: Ivan Strugar (mentor)
• Committee member: Mario Spremić (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-04-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Prema podacima Agencije za plaćanja u poljoprivredi, ribarstvu i ruralnom razvoju u Upisniku poljoprivrednih gospodarstava RH 2015. godine upisano je 176.092 obiteljskih poljoprivrednih gospodarstava, od čega cca 92% čine gospodarstva koja imaju manje od 20 hektara. Prosječna veličina OPG-a u Hrvatskoj je ispod 6 ha. Takvi usitnjeni OPG-ovi imaju problem s plasmanom svojih proizvoda na tržište, s obzirom da su njihove proizvodne količine male i ne postoji mogućnost plasmana istih putem trgovačkih lanaca. Spomenuti problemi doveli su do toga da takva obiteljska poljoprivredna gospodarstva polako odumiru. Uočivši takav problem dvije studentice s Ekonomskog fakulteta u Zagrebu razvijaju poslovni model pod nazivom Burza hrane. Elektronički je to oglasnik koji se zajedno s društvenim mrežama počinje koristiti u poslovne svrhe, šireći pozitivnu reputaciju elektroničkog poslovanja. Takvi alati koji su rođeni pojavom Web 2.0. predstavljaju rješenje za postojeći problem. Pozicioniranjem OPG-ova na mrežu pruža se istima pristup potpuno novom tržištu, gdje „veliki igrači“ ( glavni konkurenti ) nisu toliko veliki i gdje je glavnu ulogu ima kvaliteta, obzirom da moderni potrošači danas žele znati tko mu je proizveo hranu, jeli ona pod kontrolom prilikom proizvodnje, jeli zdravstveno sigurna i ispravna i jeli proizvođač pri proizvodnji vodio brigu o očuvanju okoliša i dobrobiti životinja. Hrana s porijeklom, od poznatog proizvođača ili grupe proizvođača, poluobrađena ili dorađena, domaća, „iz prve ruke“, kao marketinški osmišljen proizvod koji svoj put do potrošača nalazi u neposrednom kontaktu, putem Interneta. Upravo u ovome segmentu poljoprivredne proizvodnje postoji velika šansa za mala poljoprivredna gospodarstva da putem društvenih mreža i elektroničkih oglasnika sudjeluju na svojevrsnom digitalnom tržištu te ondje stvaraju i „ažuriraju“ svoju mrežu lojalnih kupaca, bez bojazni propadanja proizvoda i u konkluziji, poslovanja.
Stoga je predmet istraživanja ovog diplomskog rada utvrditi mogućnosti kojemu je pridonijeo razvoj druge generacije Web-a, utvrditi problematiku plasmana proizvoda OPG-a, te broj istih koji su rješenje pronašli u digitalnom svijetu. Osim toga cilj je analizirati i pokazati kako se društvene mreže i elektronički oglasnici mogu upotrijebiti u poslovanju. Anketno istraživanje koje je provedeno na području Zapadne Slavonije pokazat će koliko su ljudi na tom području svjesni takve tehnologije i jesu li spremni uložiti dodatne napore ne bi li uživali u njezinim „blagodatima“.

Abstract (english)

According to data from the Register by Paying Agency for Agriculture, Fisheries and Rural Development there are 176.092 registered family farms, of which approximately 92% are those with less area than 20 ha. The average area size of family farms in Croatia is under 6 ha. Such crunched family farms have problems with product placed on the market, due to their small quantity of production and no possibility of sale to retail chains. Mentioned problems have led to situations of slow extinction of such small family farms. Noticing that problem two students from Faculty of Economics and Business in Zagreb developed a business model called „Burza hrane“. It is an electronic advertisement, used in business purposes along with social networks, spreading positive reputation of electronic business. Such tools with appearance of Web 2.0. are representing the solution for explained problem. Positioning family farms on network provide them access to a completely new market where „big players“ are not the most important players and where the main purpose is quality due to the fact that modern consumers today wants to know who produced the food they are consuming, whether the food was under control during manufacturing, whether it is healthy and whether the producer has taken care of environmental protection and animal welfare. Food originates, from a well-known producer or group of producers, semi-refined or refined, domestic, „firsthand“ as a marketing designed product that finds its way to the consumer by direct contact with consumers via the Internet. In this segment of agricultural production there is a big chance for small family farms which through social networks and electronic advertisements participate in the global digital market and there create and „update“ their chain of loyal customers with no fear of product deterioration and, in conclusion business.
Therefore, the subject of this graduation thesis is to determine possibilities developed by fast progress of the second generation of the Web, to determine the issue of family farm product placement and to sum the number of those who have found the solution for their business in digital world. In addition, the aim is to analyze and show how social networks and electronic advertisements can be used in business. Survey research that is conducted in Western Slavonija will show how many people in that area are aware of such technology and are willing to make further efforts in order to take its advantages in fully.

• Keywords: elektroničko poslovanje; Web 2.0.; elektronički oglasnici; društvene mreže; OPG; C2C poslovanje; Internet; elektroničko trgovanje
• Keywords (english): electronic business; Web 2.0.; electronic advertisement; social networks; family farms; customer to customer business; Internet; electronic commerce
• Language: croatian
• URN:NBN: urn:nbn:hr:148:928874
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-19 12:21:03