ODUNA DAYALI ORMAN ÜRÜNLERİNİN ELEKTRONİK SATIŞ UYGULAMALARININ DEĞERLENDİRİLMESİ
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2023-08
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info:eu-repo/semantics/openAccess
Özet
Türkiye yüz ölçümünün 1/3’ünü kaplayan orman alanları T.C. Tarım ve Orman Bakanlığı’na bağlı Doğa Koruma ve Milli Parklar (DKMP) ve Orman Genel Müdürlüğü (OGM) aracılığı ile yönetilmektedir. Orman alanlarından odun ve odun dışı orman ürünlerinin üretimi ve planlanması OGM tarafından gerçekleştirilmektedir. Odun hammaddesi planlaması ve üretimi OGM’nin temel işlevi olarak görülmektedir. OGM bu işlevi yerine getirebilmek için merkez ve taşrada örgütlenmiştir. Ülkemizde yıllık ortalama 25,5 milyon m3 odun hammaddesi üretimi ve pazarlanması gerçekleşmektedir. Orman İşletme Şefliklerince gerçekleştirilen bu üretim, Orman İşletme Müdürlüklerince Odun hammaddesi işleyen endüstri kuruluşlarına pazarlanmaktadır. Dünyada ve ülkemizde geçtiğimiz yıllarda yaşanan COVİD-19 süreci ormancılık teşkilatını da etkilemiştir. Bu etkileşimin bir yansıması da orman ürünlerinin pazarlanması işleyişine yönelik olmuştur. Daha önce Eskişehir ve Isparta Orman Bölge Müdürlüklerinde pilot uygulama olarak başlatılan “E-Satış Yoluyla Pazarlama” uygulaması pandemi nedeniyle ivme kazanarak tüm ülke düzeyine yaygınlaştırılmıştır. Dolayısıyla “Geleneksel Pazarlama” olarak adlandırılabilecek yüz yüze açık artırmalı piyasa satışlarından tamamen vazgeçilmiştir. Bu çalışmada; yeni uygulama olan “E-Satış Yoluyla Pazarlama” ile “Yüz Yüze Piyasa Açık Artırmalı Geleneksel Pazarlama” uygulamalarının, ormancılık çalışanları ile odun hammaddesi işleyen orman endüstri kuruluşlarınca değerlendirilmesi amaçlanmıştır. Çalışma alanı olarak Zonguldak Orman Bölge Müdürlüğü’ne bağlı Eflani, Eskipazar, Karabük, Ovacık, Safranbolu, Yenice Orman İşletme Müdürlükleri seçilmiştir. İlk ilgi grubunu çalışma alanındaki ormancılık sektöründeki aktörler [orman muhafaza memurları (69 kişi), orman işletme müdür ve müdür yardımcıları ile Zonguldak Orman Bölge Müdürlüğü’nde görevli Şube Müdürleri (16 kişi), orman işletme şefleri (45 kişi) ve orman işletme muhasebe sorumluları (6 kişi)] oluşturmuştur. İkinci ilgi grubunu ise çalışma alanındaki orman işletmelerinden ürün temin eden ve odun hammaddesi işleyen orman endüstri kuruluş yöneticileri (26 kişi) oluşturmuştur. Çalışma her iki pazarlama yönteminin SWOT ve RWOT çözümlemeleriyle gerçekleşmiştir. SWOT ölçütlerinin oluşturulması, inceleme alanındaki ilgi gruplarıyla gerçekleştirilen odak grup toplantılarıyla sağlanmıştır. Bu görüşmelerde yarı yapılandırılmış soru formları kullanılmıştır. Elde edilen ölçütler için yüz yüze anket uygulamalarıyla önem derecesi değerlendirmesi yapılmıştır. Ayrıca elde edilen ölçütlerin tümü birden değerlendirilerek bir eylem planı oluşturulması da hedeflenmiştir. Buna göre tüm ölçütlerin yer aldığı değerlendirme; kısa dönem, orta dönem ve uzun dönem olmak üzere üç bölüme ayrılmıştır. Yapılan değerlendirmelerde E-Satış süreci ve Yüz Yüze Açık Artırmalı Piyasa Satış süreciyle ilgili olarak; Orman Muhafaza Memurları, Orman İşletme Muhasebe Yetkilileri ve Orman İşletme Şefleri SWOT grubunun Güçlü Yönler/Üstünlükler ölçütlerini önemli görmüşlerdir. Yöre Ormancılık Örgüt Yöneticileri ile Odun Hammaddesi İşleyen Orman Endüstri Yöneticileri ise Fırsatlar/Olanaklar grubunun ölçütlerini öncelikli görmüşlerdir. Çalışmada her bir SWOT grubunda ilk öncelikte yer alan ölçütler irdelenerek tartışılmış ve öneriler sunulmuştur.
Forest areas covering 1/3 of Turkey's surface area are managed by the General Directorate of Nature Conservation and National Parks (GDoNCNP) and the General Directorate of Forestry (GDoF) under the Ministry of Agriculture and Forestry. The production and planning of wood and non-wood forest products from forest areas is carried out by GDoF. Wood raw material planning and production is considered as the main function of GDoF. OGM is organised in the centre and provinces in order to fulfill this function. In our country, an average of 25.5 million m3 of wood raw material is produced and marketed annually. This production, which is carried out by Forest Chiefs, is marketed by Forest Management Directorates to industrial organisations that process wood raw materials. The COVID-19 process experienced in the world and in our country in recent years has also affected the forestry organisation. One of the reflections of this interaction has been on the marketing of forest products. The ""Marketing Through E-Sales"" application, which was previously started as a pilot application in Eskişehir and Isparta Regional Directorates of Forestry, has been extended to the whole country level gained momentum due to the pandemic. Therefore, face-to-face auction market sales, which can be called ""Traditional Marketing"", have been completely cancelled. In this study, it was aimed to evaluate the new practices of ""Marketing through E-Sales"" and ""Traditional Marketing with Face-to-Face Auction"" by forestry employees and forest industry organisations that process wood raw materials. Eflani, Eskipazar, Karabük, Ovacık, Safranbolu, Yenice Forestry Directorates of Zonguldak Regional Directorate of Forestry were selected as the study area. The first interest group consisted of the actors in the forestry sector in the study area (forest ranger officers (69 people), forest management managers and assistant managers and branch managers (16 people), forest chiefs (45 people) and forest management accounting officers (6 people)). The second interest group consisted of the managers of the forest industry organisations (26 people) who purchase products from the forest enterprises in the study area and process wood raw materials. The study was based on SWOT and RWOT analyses of both marketing methods. The SWOT criteria were developed through focus group discussions with interest groups in the study area. semi-structured questionnaires were used in these discussions. For the criteria obtained, the degree of importance was evaluated by face-to-face questionnaire applications. In addition, it was also aimed to create an action plan by evaluating all of the criteria obtained. Accordingly, the evaluation including all the criteria was divided into three sections as short term, medium term and long term. In the evaluations made, regarding the E-Sale process and Face-to-Face Auction Market Sale process; Forest Guard Officers, Forest Management Accounting Officers and Forest Management Chiefs considered the Strengths/Advantages criteria of the SWOT group as important. Local Forestry Organisation Managers and Wood Raw Material Processing Forest Industry Managers, on the other hand, prioritised the criteria of Opportunities/Possibilities group. In the study, the criteria in the first priority in each SWOT group were analysed and discussed and recommendations were presented."
Forest areas covering 1/3 of Turkey's surface area are managed by the General Directorate of Nature Conservation and National Parks (GDoNCNP) and the General Directorate of Forestry (GDoF) under the Ministry of Agriculture and Forestry. The production and planning of wood and non-wood forest products from forest areas is carried out by GDoF. Wood raw material planning and production is considered as the main function of GDoF. OGM is organised in the centre and provinces in order to fulfill this function. In our country, an average of 25.5 million m3 of wood raw material is produced and marketed annually. This production, which is carried out by Forest Chiefs, is marketed by Forest Management Directorates to industrial organisations that process wood raw materials. The COVID-19 process experienced in the world and in our country in recent years has also affected the forestry organisation. One of the reflections of this interaction has been on the marketing of forest products. The ""Marketing Through E-Sales"" application, which was previously started as a pilot application in Eskişehir and Isparta Regional Directorates of Forestry, has been extended to the whole country level gained momentum due to the pandemic. Therefore, face-to-face auction market sales, which can be called ""Traditional Marketing"", have been completely cancelled. In this study, it was aimed to evaluate the new practices of ""Marketing through E-Sales"" and ""Traditional Marketing with Face-to-Face Auction"" by forestry employees and forest industry organisations that process wood raw materials. Eflani, Eskipazar, Karabük, Ovacık, Safranbolu, Yenice Forestry Directorates of Zonguldak Regional Directorate of Forestry were selected as the study area. The first interest group consisted of the actors in the forestry sector in the study area (forest ranger officers (69 people), forest management managers and assistant managers and branch managers (16 people), forest chiefs (45 people) and forest management accounting officers (6 people)). The second interest group consisted of the managers of the forest industry organisations (26 people) who purchase products from the forest enterprises in the study area and process wood raw materials. The study was based on SWOT and RWOT analyses of both marketing methods. The SWOT criteria were developed through focus group discussions with interest groups in the study area. semi-structured questionnaires were used in these discussions. For the criteria obtained, the degree of importance was evaluated by face-to-face questionnaire applications. In addition, it was also aimed to create an action plan by evaluating all of the criteria obtained. Accordingly, the evaluation including all the criteria was divided into three sections as short term, medium term and long term. In the evaluations made, regarding the E-Sale process and Face-to-Face Auction Market Sale process; Forest Guard Officers, Forest Management Accounting Officers and Forest Management Chiefs considered the Strengths/Advantages criteria of the SWOT group as important. Local Forestry Organisation Managers and Wood Raw Material Processing Forest Industry Managers, on the other hand, prioritised the criteria of Opportunities/Possibilities group. In the study, the criteria in the first priority in each SWOT group were analysed and discussed and recommendations were presented."
Açıklama
Anahtar Kelimeler
Elektronik satış, Açık artırmalı piyasa satışı, Orman ürünleri pazarlama., Electronic sales, Auction market sales, Forest products marketing.