Ayakkabı sektöründe markalaşma ve rekabet ilişkisi: Konya ayakkabı sektörü için bir hibe projesi
Yükleniyor...
Dosyalar
Tarih
2008
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küreselleşmeyle büyük bir pazar haline gelen dünyamızda, işletmeler rekabet güçlerini artırıcı politikalar uygulamaktadır. İşletmelere faaliyette bulundukları sektörde veya sektörlerde rekabet avantajı kazandıran araçlardan biri işletmelerin sahip oldukları markalarıdır. Sanayileşme ile birlikte önem kazanmaya başlayan markalar, küresel pazar yapısının etkisiyle ortaya çıkan ürün çeşitliliğindeki artış ve tüketicilerin bilinçli tüketici olma yolundaki eğilimleri sonucunda daha da önem kazanmıştır. İşletmelerin artan rekabet karşısında pazar paylarını koruyabilmeleri, satışlarını ve karlarını artırarak büyümeleri ve yaşamlarını sürdürebilmeleri önemli ölçüde markalarına ve markaları ile geliştirdikleri stratejilere bağlı olmaktadır. Çalışmada ayakkabı sektörü detaylı bir şekilde ortaya konulmuş, markalaşma ve rekabet ilişkisi, rekabet gücü kriterleri üzerinden açıklanmaya çalışılmıştır. Konya ayakkabı sektörü için AB hibelerinde fon sağlanması planlanan Markalaşma ve Rekabet konulu eğitim projesi oluşturulmuştur.
In today?s world which has recently become a single massive market through globalization, enterprises apply to some certain patterns to increase their competitive strength in market. One of the tools that provide them a competitive advantage in the industry or industries in which they are active is the brand they possess. The brands which has become crucial through industrialization has been gaining much more importance with the increase in the product variety that has come into being as an impact of the ever-changing structure of markets, and the inclination of global consumers to become more conscious about what they pay for. For enterprises key points such as securing their market share against the ever-increasing competition, expanding and surviving by increasing their sales and thus their profits, are closely related to their brands and the strategies that come out of their brand policies. In this research the shoe industry has been studied in details and is tried to be explained by the relationship between branding and competition and the criterions for gaining a competitive force. An instructive project has been made for the Konya Shoe Industry on `Branding and Competition? which is planned to be funded in EU donations.
In today?s world which has recently become a single massive market through globalization, enterprises apply to some certain patterns to increase their competitive strength in market. One of the tools that provide them a competitive advantage in the industry or industries in which they are active is the brand they possess. The brands which has become crucial through industrialization has been gaining much more importance with the increase in the product variety that has come into being as an impact of the ever-changing structure of markets, and the inclination of global consumers to become more conscious about what they pay for. For enterprises key points such as securing their market share against the ever-increasing competition, expanding and surviving by increasing their sales and thus their profits, are closely related to their brands and the strategies that come out of their brand policies. In this research the shoe industry has been studied in details and is tried to be explained by the relationship between branding and competition and the criterions for gaining a competitive force. An instructive project has been made for the Konya Shoe Industry on `Branding and Competition? which is planned to be funded in EU donations.
Açıklama
Anahtar Kelimeler
Ayakkabı sektörü, Shoe sector, Marka, Brand, Rekabet, Competition
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Bayındır, S. (2008). Ayakkabı sektöründe markalaşma ve rekabet ilişkisi: Konya ayakkabı sektörü için bir hibe projesi. Selçuk Üniversitesi, Yayımlanmış yüksek lisans tezi, Konya.
