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Marketing management apelačních vín v ČR se zaměřením na VOC MODRÉ HORY a VOC PÁLAVA
Šimonová, Lucie
There are described resources, information obtain proceeding, extent and research methods in the first part of the thesis. The fourth chapter, Elemental literary summary, explains basic terms of marketing and public relations. Next part of this charter, deals with description the classification of wines according to different criteria, and explain the differences between the Germanic and Romanic system of labeling wines. It is also explained how the Czech Republic classifies wine as VOC, what are the conditions for its production and what should this sign guarantee. Definitely is not missing a description of VOC Modré Hory and Voc Pálava. In the chapter Trends at the wine market in Czech Republic, we executed an exploration of wine market and marketing surrounding brand analysis. The Communication policy and communications environment chapter describes a role of wine in a society and separates a consumers to the particular segments accoriding to the object groups. The Marketing and terroir chapter explains an acceptance of a role of terroir on the global market and what´s the VOC contribution. How to pass the terroir heritage to the consumer; if a terroir use as an instrument of a tourism, opportunity to emplace just this wine to the plane boards or if use an importance of biodiversity within the framework of marketing terroir message. The Marketing strategy chapter describes an acquisition of clients through the social media, further a potentialities wine investments and the social networks in touch of wine. The fifth chapter summarizes a results of this thesis. Evaluates a gained data and interprets a results of the consumer questionnaire and producer questionnaire. Tha last part of fifth chapter is a verification of defined hypothesis.
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