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Beypazarı Yöresel Ticarileştirme Strate

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Beypazarı Yöresel Ticarileştirme Strate Beypazarı Yöresel Ürünleri Ticarileştirme Stratejisi Raporu Beypazarı Belediyesi 23.03.2012 Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi Projesi Raporu BEYPAZARI BELEDİYESİ Bu raporun yayın hakları, elektronik ortamlar dahil tüm görsel malzemenin kullanım hakkı Beypazarı Belediyesi’ne aittir. Kaynak gösterilmek suretiyle kullanılabiliir. www.beypazari-bld.gov.tr [email protected] Kurtuluş Mahallesi İrfan Gümüşel Caddesi No:20/68 Posta Kodu: 06730 Beypazarı / ANKARA Tel : (312) 762 25 10 Fax: (312) 763 13 58 "Ankara Kalkınma Ajansı Mali Destek Programları kapsamında hazırlanan bu yayının içeriği Ankara Kalkınma Ajansı ve/veya T.C. Kalkınma Bakanlığı ve/veya Beypazarı Belediyesinin görüşlerini yansıtmamakta olup, içerik ile ilgili tek sorumluluk innoCentric'e aittir." Sayfa 1 Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi Projesi Raporu İçindekiler Şekiller Listesi ............................................................................................................ 6 Tablolar Listesi ............................................................................................................ 7 Teşekkür ..................................................................................................................... 8 Yönetici Özeti ............................................................................................................. 9 Proje Zaman Çizelgesi ................................................................................................ 11 Proje Ekibi ................................................................................................................. 12 YÖNTEM ......................................................................................................... 15 Amaç .......................................................................................................................... 15 Analiz Yöntemi .......................................................................................................... 16 Veri Toplama Yöntemi ........................................................................................... 16 Ürün Seçim Çalıştayı ................................................................................................. 20 Saha Çalışması Görüşmeleri ..................................................................................... 21 BEYPAZARI ..................................................................................................... 25 Dünden Bugüne Beypazarı ....................................................................................... 26 Evliya Çelebi Seyahatnamesinde Beypazarı ............................................................. 28 21. Yüzyılın Beypazarı ................................................................................................ 30 Beypazarı Ekonomisi .................................................................................................. 31 Tarım ........................................................................................................................ 31 Hayvancılık ............................................................................................................. 32 Sanayi ...................................................................................................................... 32 Ticaret ..................................................................................................................... 33 Geleneksel Lezzetleriyle Beypazarı .......................................................................... 34 MEVCUT DURUM ANALİZİ ............................................................................ 35 Beypazarı GZTF Analizi .......................................................................................... 35 Beypazarı Yöresel Ürün Envanteri ......................................................................... 38 Yöresel Ürün Envanteri Mevcut Durum/Potansiyel Analizi ................................ 43 Beypazarı’nın Mevcut Coğrafi İşaret Başvuruları ve Durumları ........................... 52 DÜNYADAN İYİ UYGULAMA ÖRNEKLERİ ..................................................... 53 Meksika- Jalmich Yöresi Cotija Peyniri ................................................................. 53 Italya - Val di Non Elması (Melinda) ..................................................................... 58 Hindistan - Darjeeling Çayı .................................................................................... 63 SEÇİLEN ÜRÜNLERİN DEĞER ZİNCİRİ VE GZTF ANALİZİ ........................... 67 Beypazarı Kurusu GZTF Analizi ............................................................................... 67 Beypazarı Kurusu Değer Zinciri Analizi ............................................................... 69 Beypazarı Telkarisi GZTF Analizi ............................................................................. 72 Beypazarı Telkarisi Değer Zinciri Analizi .............................................................. 74 SEÇİLEN ÜRÜNLERİN TİCARİLEŞTİRMESİ STRATEJİ VE EYLEM PLANI ..... 76 Bu rapor innoCentric tarafından Beypazarı Belediyesi için “Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi” Projesi kapsamında hazırlanmıştır.©2012 Sayfa 4 Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi Projesi Raporu Strateji ve Eylem Tablosu ....................................................................................... 79 SONUÇ VE DEĞERLENDİRME ....................................................................... 85 KAYNAKÇA .................................................................................................. 89 Bu rapor innoCentric tarafından Beypazarı Belediyesi için “Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi” Projesi kapsamında hazırlanmıştır.©2012 Sayfa 5 Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi Projesi Raporu Şekiller Listesi Şekil 1: Ticarileştirme Değeri Matrisi ................................................................................. 45 Şekil 2: Havucun Ticarileştirme Değeri (TD) Bileşenleri ................................................ 46 Şekil 3: Yaprağın Ticarileştirme Değeri (TD) Bileşenleri ................................................. 46 Şekil 4: Yaprak Sarmasının Ticarileştirme Değeri (TD) Bileşenleri ................................ 46 Şekil 5: Baklavanın Ticarileştirme Değeri (TD) Bileşenleri .............................................. 47 Şekil 6: Höşmelimin Ticarileştirme Değeri (TD) Bileşenleri ........................................... 47 Şekil 7: Güvecin Ticarileştirme Değeri (TD) Bileşenleri ................................................... 47 Şekil 8: Tiritin Ticarileştirme Değeri (TD) Bileşenleri .................................................... 48 Şekil 9: Cılbırın Ticarileştirme Değeri (TD) Bileşenleri .................................................. 48 Şekil 10: Kurunun Ticarileştirme Değeri (TD) Bileşenleri ............................................... 48 Şekil 11: Mumbarın Ticarileştirme Değeri (TD) Bileşenleri ............................................. 49 Şekil 12: Havuç Lokumunun Ticarileştirme Değeri (TD) Bileşenleri .............................. 49 Şekil 13: Sıkma Pişmaniyenin Ticarileştirme Değeri (TD) Bileşenleri ............................ 49 Şekil 14: Tatlı Sucuğunun Ticarileştirme Değeri (TD) Bileşenleri ................................... 50 Şekil 15: Tarhananın Ticarileştirme Değeri (TD) Bileşenleri ............................................ 50 Şekil 16: Eriştenin Ticarileştirme Değeri (TD) Bileşenleri ................................................ 50 Şekil 17: Cimciğin Ticarileştirme Değeri (TD) Bileşenleri ................................................ 51 Şekil 18: Telkarinin Ticarileştirme Değeri (TD) Bileşenleri .............................................. 51 Şekil 19: İğne Oyasının Ticarileştirme Değeri (TD) Bileşenleri ........................................ 51 Bu rapor innoCentric tarafından Beypazarı Belediyesi için “Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi” Projesi kapsamında hazırlanmıştır.©2012 Sayfa 6 Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi Projesi Raporu Tablolar Listesi Tablo 1: Saha Çalışmaları Kapsamında Yapılan Görüşmeler ............................................ 21 Tablo 2: Beypazarı Yöresel Ürünlerinin Ticarileştirme Değeri Tablosu (100 Üzerinden) ............................................................................................................................................ 44 Tablo 3: Beypazarı Kurusu Değer Zinciri ......................................................................... 69 Tablo 4: Beypazarı Telkarisi Değer Zinciri ........................................................................ 74 Tablo 5: Yöresel Ürün Ticarileştirme Sisteminin Unsurları .............................................76 Tablo 6: Kodlandırma Tablosu 1 ........................................................................................78 Tablo 7: Kodlandırma Tablosu 2 ........................................................................................78 Tablo 8: Strateji ve Eylem Tablosu ................................................................................... 79 Tablo 9: Yüksek Öncelikli Eylem Grupları ....................................................................... 86 Bu rapor innoCentric tarafından Beypazarı Belediyesi için “Beypazarı’nın Yöresel Ürünlerini Ticarileştirme Stratejisi” Projesi kapsamında hazırlanmıştır.©2012 Sayfa 7 Beypazarı’nın Yöresel
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