Rusya’daki Tarımsal Sanayi Sisteminde Gıda Pazarlaması: Temel Sorunlar ve Perspektifler

Rusya ve Türkiye birbirlerini etkileyen özel değerlerinin farkına varmaktadır ve çeşitli alanlarda yarattıkları etkileşim her iki ülkenin de yararınadır. Bu durum özellikle tarımsal sanayi sistemi ve nispeten de gıda pazarlaması için önemlidir. Çalışma konusunun seçilmesindeki temel nedenler şu şekilde sıralanabilir; (1) Rus ekonomisinin radikal geçiş dönemi tüketici memnuniyetinin öne çıkmasına ve önemli değişimlere neden olmuştur. Modern bireyin yaşam aktiviteleri için koşullardaki ve günümüz sosyo-ekonomik yapıdaki değişimler üretimin küresel düzeyde yeniden yönlendirilmesine neden olmaktadır. (2) Yönetimde yeni metotların uygulamaya yerleşmesi; hedef pazarların ihtiyaçlarını karşılamaya olanak sağlanması ve agro-endüstrinin çıkarları açısından pazarlama araştırmasını pazarlamanın bir önemli aracı olarak göstermektedir. Pazarlama sadece bir birey için sosyal üretimi yeniden yönlendirmek için bir araç olmayıp, ayrıca Rusya’nın gıda sektörünü yenilemek ve güçlendirmeye başlamak için birkaç etkili yoldan birisidir. (3) günümüzde, Amerikan pazarlama uzmanlarınca geliştirilen pazarlamanın temel prensipleri Rusya’ya uygulanmaktadır. Ancak, Amerikan pazarlama yaklaşımının temel araçları, Rusya’da ihtiyaç duyulan sonuçları yeterli düzeyde vermemektedir. Bu durum Rusya’da agro-endüstri yapıya dönüşen ekonomik dönüşümlerin yanında toplumun pazara yönelik mentaliteye sahip olmamasından kaynaklanmaktadır. Çalışmada, genel teorik temel ve problemler, agro-endüstri sisteminde pazarlama gelişimi, gıda pazarlamasının kavramsal temeli ve Rusya’daki gıda pazarlarındaki tüketici özellikleri incelenmiştir. Rusya’daki tarım-endüstri sistemindeki gıda pazarlama vizyonun ve temel sorunların incelenmesinin modern tarımsal ekonomik dönüşüm açısından çok önemli olduğu önerilmektedir

Anahtar Kelimeler:

Gıda, Dağıtım, Pazarlama, Tüketim, Rusya

FOOD MARKETING IN THE SYSTEM OF AGRARIAN INDUSTRIAL COMPLEX IN RUSSIA: BASIC PROBLEMS AND PERSPECTIVES

Russia and Turkey realize well their special value which they influence each other, and thanks to it they create their interaction in various spheres. Especially it is important for the system of Agrarian Industrial Complex and, particularly, food marketing. The main reasons are for the chosen this subject as follows; (1) radical transition period of economics in Russia has led to the fundamental changes in the problem for population needs satisfaction concerning the food of full value. Changes in conditions for vital activities of the modern individual and increasing role of consumption sphere in the present socio-economic reality caused global need to redirect social production for the human being (2) practical settling of the new methods of management earnestly show the need in marketing exploration as one of the marketing tools, allowing to satisfy the needs of the target markets and combine with the interests of economic unit of agro-industrial complex. Particularly important is the role of marketing in the long agrarian crisis in Russia. Marketing is not only a tool to redirect social production for an individual but also one of a few effective ways to start domestic agricultural production anew and strengthen Russian food industry (3) nowadays, only the basic principles of marketing, developed by American marketing specialists, are being put into the Russian business practice. However, basic tools of American marketing cannot give the result needed; they don’t work in Russian conditions due to the specificity of Russia as a country with ‘nonmarket’ mentality of the population as well as peculiarities of economic relations conversion in agro-industrial complex. In the study, general theoretic marketing base and problems; organizational aspects of marketing development in agro-industrial complex; conceptual base of food marketing and features of consumer behaviour in the food markets in Russia were examined. It is suggested that studying further basic problems and visions of food marketing in the system of agrarian industrial complex in Russia is too much important for modern agrarian economics evolution.

Keywords:

Food, distribution, marketing, consumption, Russia,

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