20.500.12556/DKUM-94696 Strategija trženja vin za Obsotelje in Kozjansko magistrsko delo Wine Marketing Strategy Practised in the Obsotelje and Kozjansko Region Na primeru Izletniške kmetije Brioni je bila izvedena analiza ekonomike pridelave in prodaje vina. Povprečna letna pridelava znaša približno 7.100 litrov vina, pri čemer je lastna cena grozdja ocenjena na 0,49 €/kg, lastna cena vina pa se giblje med 1,66 in 2,76 €/l. Ugotovljeno je bilo, da ustekleničeno vino dosega višji koeficient ekono-mičnosti (1,6) kot vino v rinfuzi (1,4), kar kaže na večji potencial ustvarjanja dodane vrednosti. Kolektivna blagovna znamka »Okusi Obsotelja in Kozjanskega« se kaže kot pomemben dejavnik za krepitev prepoznavnosti lokalnega vina. Kot ključni ukrepi za povečanje dodane vrednosti in dolgoročno trajnost vinske pridelave so predlagani razvoj lokalnih trženjskih poti, večja digitalna prisotnost ter povezovanje z lokalno turistično in gastronomsko ponudbo.  An economic analysis of wine production and its sales was carried out on the example of the Brioni agritourism farm. The average annual wine production amo-unts to approximately 7,100 liters, with the cost of grapes estimated at €0.49/kg and the production cost ranging between €1.66 and €2.76 per liter. It was found that bottled wine achieves a higher economic coefficient (1.6) compared to bulk wine (1.4), indicating a greater potential for value creation. The collective brand “Okusi Obsotelja in Kozjanskega” (“Tastes of Obsotelje and Kozjansko”) was identified as an important factor in enhancing the recognition of local wine. Key measures proposed to increase added value and ensure long-term sustainability of wine production in the region include the development of local marketing channels, an increased digital presence, and and integration with the local tourism and gastronomy products and services. trženje vina vinogradništvo Obsotelje in Kozjansko kolektivna blagovna znamka ekonomika kmetije wine marketing viticulture Obsotelje and Kozjansko collective trademark farm economics true true false N. Plevčak Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-08-25 17:45:37 2025-10-15 10:45:13 2025-10-16 03:14:41 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (X, 81 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 634.8:663.2:631.1.027:346.544.4(043)=163.6 253256707 MAG_Plevcak_Natalija_2025.pdf MAG_Plevcak_Natalija_2025.pdf 1 725278659C2554BF14287F19F702C306 23f96f3a1e5b9472f99ef508a96fcb01d62e12ecc7ff4f8c90d0ca2460314bc6 9b812ff3-8a48-11f0-b26f-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=197737 Fakulteta za kmetijstvo in biosistemske vede 0 0 0