{"id":11727,"date":"2012-02-17T18:04:07","date_gmt":"2012-02-17T16:04:07","guid":{"rendered":"http:\/\/www.bilgeyatirimci.com\/?p=11727"},"modified":"2012-02-17T18:04:14","modified_gmt":"2012-02-17T16:04:14","slug":"marka-yetmez-deger-lazim","status":"publish","type":"post","link":"https:\/\/www.bilgeyatirimci.com\/i\/marka-yetmez-deger-lazim\/","title":{"rendered":"Marka Yetmez De\u011fer Laz\u0131m"},"content":{"rendered":"<p>D\u00fcnya \u00e7ap\u0131nda tan\u0131nan bir T\u00fcrk markas\u0131 biliyor musunuz? Bo\u015funa haf\u0131zan\u0131z\u0131 zorlamay\u0131n. \u00c7\u00fcnk\u00fc \u00fclke i\u00e7inde anl\u0131 \u015fanl\u0131 g\u00f6z\u00fcken markalar\u0131n, uluslararas\u0131 piyasaya \u00e7\u0131kt\u0131\u011f\u0131nda de\u011feri yok. Y\u0131llar\u0131 sair ekonomi politikalar\u0131n\u0131n sonucu olarak \u2018sat\u0131\u015f\u2019 odakl\u0131 yakla\u015f\u0131mlar, ald\u0131\u011f\u0131m\u0131z t\u00fcm yola ra\u011fmen, istenen de\u011feri katm\u0131yor.<\/p><div class=\"bilge-yaziust\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-818117656\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"9580705384\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>Marka, katma de\u011fer demek\u2026 Bunun en g\u00fczel \u00f6rne\u011fi \u0130talya\u2019d\u0131r. D\u00fcnyada hammadde kayna\u011f\u0131 a\u00e7\u0131s\u0131ndan son derece k\u0131s\u0131r olan bu \u00fclke, y\u0131llar \u00f6nce stratejisini olu\u015ftururken bu ger\u00e7e\u011fi g\u00f6z \u00f6n\u00fcnde bulundurarak markala\u015fmaya yat\u0131r\u0131m yapm\u0131\u015ft\u0131r.<\/p>\n<p>Biz ise \u2018k\u0131sa vadede paray\u0131\u2019 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz i\u00e7in sat\u0131\u015f odakl\u0131 firmalar olu\u015fturduk. Bug\u00fcn gelinen noktada ise t\u00fcm performansa ra\u011fmen ger\u00e7ekle\u015fen patinaj g\u00f6r\u00fcnt\u00fcs\u00fc bunun eseri. Yani katma de\u011fer yaratmad\u0131\u011f\u0131m\u0131z i\u00e7in ko\u015fu band\u0131nda efor sarf eden insanlara benziyoruz. Saya\u00e7 i\u015fliyor, ama makine durdu\u011funda mesafe kaydedemiyoruz.<\/p>\n<p>Elbette geldi\u011fimiz nokta, d\u00fcn ile k\u0131yasland\u0131\u011f\u0131nda \u00e7ok \u00f6nemli. Bu s\u00f6zlerimden verilen eme\u011fi k\u00fc\u00e7\u00fcmsedi\u011fim anlam\u0131 \u00e7\u0131kmas\u0131n. Ama birbirimizi k\u0131rmayaca\u011f\u0131z diye, kamuoyunun yan\u0131lt\u0131lmas\u0131na da g\u00f6z yumamazd\u0131m.<\/p>\n<p>T\u00fcrk Patent Enstit\u00fcs\u00fc Ba\u015fkan\u0131 Prof. Dr. Habip Asan \u00e7\u0131km\u0131\u015f reklam yap\u0131yor. \u201cT\u00fcrkiye 2011 y\u0131l\u0131nda 120 bin marka ba\u015fvurusuyla Fransa\u2019y\u0131 da geride b\u0131rakarak ilk kez Avrupa birincisi oldu.\u201d Bravo\u2026 Sonu\u00e7? Kartopu gibi b\u00fcy\u00fcyen bir d\u0131\u015f ticarette zarar ve ona ba\u011fl\u0131 cari a\u00e7\u0131k.<\/p>\n<p>Demek ki i\u015f kuru kalabal\u0131k ile olmuyor. Marka da ba\u015fvuruyla da olunmuyor. Burada yarat\u0131lan patent kriterine bakmak laz\u0131m. Uluslar aras\u0131 Patent Birli\u011fi\u2019nin eski Ba\u015fkan\u0131 Kemal Yamankaradeniz\u2019in bundan birka\u00e7 sene \u00f6nce patent ba\u015fvurular\u0131yla ilgili verdi\u011fi bilgilere bakal\u0131m.<\/p>\n<p>\u201cEn \u00e7ok patent m\u00fcracaat\u0131n\u0131n ger\u00e7ekle\u015fti\u011fi \u00fclke Japonya, y\u0131lda 450 bin adet ba\u015fvuru oluyor. Bu say\u0131 Amerika&#8217;da 250 bin, Almanya&#8217;da ise 150 bin. Geli\u015fmi\u015f \u00fclkelerin kriterlerinde en \u00f6nemli fakt\u00f6r\u00fcn bu patent say\u0131lar\u0131 oldu\u011funu g\u00f6r\u00fcyoruz. Mesela Japonya&#8217;da 450 bin patent var, bunlar\u0131n elbette hepsi \u00fcretime girmiyor. Y\u00fczde 60&#8217;\u0131n\u0131n belgeye ba\u011fland\u0131\u011f\u0131n\u0131 varsayarsak bunlar 10 sene sonraya ili\u015fkin teknolojileri hedefliyor.<\/p>\n<p>G\u00fcney Kore&#8217;yle 50 y\u0131l \u00f6nceki ekonomik durumumuz ayn\u0131yken bug\u00fcn onlar\u0131n ne kadar ilerledi\u011fini g\u00f6r\u00fcyoruz. G\u00fcney Kore&#8217;de 110 bin patent ba\u015fvurusu varken y\u0131ll\u0131k bizde bu 500 seviyesinde. \u0130srail h\u00fck\u00fcmetinin ald\u0131\u011f\u0131 bir karar var: Birimi 250 dolardan a\u015fa\u011f\u0131 olan \u00fcr\u00fcn \u00fcretmemek. Bizim \u00fcr\u00fcnlerimizin birimine bakt\u0131\u011f\u0131m\u0131zda 10-15 dolar aras\u0131nda de\u011fi\u015fiyor.\u201d<\/p><div class=\"bilge-content-1\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-250212857\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"3167340272\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>\u0130\u015fte ac\u0131 tablo bu\u2026 \u00c7\u00fcnk\u00fc patent demek, yenilik demek, ar-ge demek ilk planda yat\u0131r\u0131m ve emek, ama orta ve uzun vadede kazan\u00e7 demektir. Ara\u015ft\u0131rma geli\u015ftirme yat\u0131r\u0131mlar\u0131 konusunda ortaya koydu\u011fumuz dramatik tablo ile marka yaratmam\u0131z m\u00fcmk\u00fcn de\u011fil.<\/p>\n<p>Peki bunun sa\u011flamas\u0131n\u0131 nas\u0131l yapar\u0131z? T\u00fcrkiye\u2019nin ekonomik b\u00fcy\u00fckl\u00fc\u011f\u00fc ne kadar? 750 &#8211; 800 milyar dolar civar\u0131nda\u2026 Ali Babacan\u2019\u0131n a\u00e7\u0131klamas\u0131n\u0131 baz alal\u0131m. Alt\u0131n\u0131 \u00e7iziyorum cari fiyatlarla 1,1 trilyon dolar.<\/p>\n<p>\u0130\u015fin sanal\u0131n\u0131 bir kenara b\u0131rak\u0131rsak 800 milyar dolar diyelim. 74 milyonluk \u00fclke ve i\u00e7inde a\u011f\u0131rl\u0131kl\u0131 olarak s\u0131cak para, bor\u00e7 faizleri, ithalat gibi a\u011f\u0131rl\u0131kl\u0131 temel verilerin de kat\u0131lmas\u0131yla ula\u015f\u0131lan b\u00fcy\u00fckl\u00fck bu\u2026 Bu haliyle d\u00fcnyan\u0131n en ilk 20 ekonomisi i\u00e7inde g\u00f6z\u00fck\u00fcyor.<\/p>\n<p>O zaman ge\u00e7ti\u011fimiz g\u00fcnlerde bas\u0131na yans\u0131yan \u2018Apple\u2019 firmas\u0131n\u0131n piyasa de\u011ferini hat\u0131rlayal\u0131m. 468 milyar dolar\u2026 Zorlasa T\u00fcrkiye\u2019yi yakalayacak. Bu rakam\u0131yla bile \u2018e\u011fer \u00fclke olsa 21. s\u0131rada\u2019 yer al\u0131yor.<\/p><div class=\"bilge-content-2\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-2098353125\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"1818807385\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>Peki niye? \u00c7\u00fcnk\u00fc marka olmak b\u00f6yle bir \u015fey\u2026 Nas\u0131l marka oldu? B\u00fct\u00fcn d\u00fcnyaya sat\u0131lan Iphone ve Ipad\u2019i yaratt\u0131. Mac bilgisayarla ortaya \u00e7\u0131kard\u0131\u011f\u0131 devrimi de unutmamak gerekir. Bunu nas\u0131l yapt\u0131? Yat\u0131r\u0131m, ar-ge ve inovasyon ile\u2026 Bunlar\u0131 yerine getirip, katma de\u011ferli \u00fcr\u00fcnler olu\u015fturdu\u011fu i\u00e7in ger\u00e7ek bir marka oldu.<\/p>\n<p>Velhas\u0131l kelam \u015fu: Ba\u015fvuruyla i\u015f bitmiyor, marka da olunmuyor. Marka olsan\u0131z dahi bu d\u00fcnya \u00e7ap\u0131nda olma sonucunu getirmiyor. \u0130\u015fte bu nedenle T\u00fcrkiye\u2019deki holdingler, Avrupa\u2019n\u0131n orta b\u00fcy\u00fckl\u00fckteki i\u015fletmelerine denk geliyor. Ve siz b\u00f6yle kendinizi kand\u0131rmaya devam ederseniz, bir g\u00fcn sahip oldu\u011fumuz firmalar\u0131n da i\u00e7 ve d\u0131\u015f pazarda \u00e7ok feci dayak yedi\u011fine \u015fahit olaca\u011f\u0131z. Milleti kand\u0131rmaktan vazge\u00e7in, i\u015finizi yap\u0131n.<\/p>\n<p><a href=\"mailto:cetinunsalan@yahoo.com\">cetinunsalan@yahoo.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00fcnya \u00e7ap\u0131nda tan\u0131nan bir T\u00fcrk markas\u0131 biliyor musunuz? Bo\u015funa haf\u0131zan\u0131z\u0131 zorlamay\u0131n. \u00c7\u00fcnk\u00fc \u00fclke i\u00e7inde anl\u0131 \u015fanl\u0131 g\u00f6z\u00fcken markalar\u0131n, uluslararas\u0131 piyasaya \u00e7\u0131kt\u0131\u011f\u0131nda de\u011feri yok. Y\u0131llar\u0131 sair&hellip;<\/p>\n","protected":false},"author":5,"featured_media":899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tumyazilar"],"_links":{"self":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts\/11727","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/comments?post=11727"}],"version-history":[{"count":0,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts\/11727\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/media\/899"}],"wp:attachment":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/media?parent=11727"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/categories?post=11727"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/tags?post=11727"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}