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Abstract(s)
O avanço das tecnologias de informação e comunicação trouxeram benefícios para a sociedade, como a simplificação de tarefas, o crescimento das vendas e a ampliação das empresas no mercado internacional. Considerando que a transformação digital é cada vez mais estudada, é essencial ter um melhor entendimento sobre essa mudança e as características particulares de cada empresa que a leva a criar e a modificar o seu legado ao longo do tempo. O crescimento tecnológico aumentou o número de empresas do setor agrícola e em outros setores, melhorando os métodos e competitividade. A sociedade tem evoluído constantemente desde a revolução industrial, buscando tecnologias avançadas para melhorar as indústrias. É importante acompanhar essas mudanças para prever evoluções. A Indústria 4.0 já está a transformar indústria tradicional, com dispositivos inteligentes que otimizam a produção e reduzem o custo. A produção de vinho em Portugal já é uma tradição antiga, e sempre foi uma aposta do Estado Português no progresso da economia nacional, essa produção está dividida em várias regiões vinícolas do país. O setor vitivinícola é um setor histórico em Portugal que desempenha um relevante papel socioeconómico na Região do Douro.
Neste contexto, o principal objetivo desta dissertação foi compreender a aplicação da Transformação digital no marketing do setor vitivinícola na região do Douro. Inicialmente, foi feita uma introdução sobre o tema, para identificar a motivação e o contexto do projeto. A metodologia utilizada consistiu em um método quantitativo, por meio da realização de um inquérito por questionário direcionado a uma amostra de 107 empresas agrícolas situadas na região do Douro. Deste modo, através desta investigação, verificou-se que a Região do Douro tem apostado na transformação digital e no marketing, e o mesmo tem contribuído para o sucesso das empresas. Também foi intenção de descobrir as ferramentas de marketing utilizadas nas empresas. Além disso, verificou-se que algumas empresas portuguesas do ramo agrícola já começaram a adotar as tecnologias da indústria 4.0 no seu processo de transformação digital. As conclusões principais
indicam que as empresas do setor vinícola encontraram uma postura favorável em relação à transformação digital.
The advance of information and communication technologies has brought benefits to society, such as simplifying tasks, growth in sales and expanding companies on the international market. Considering that digital transformation is being studied increasingly, it is essential to understand this change better and the characteristics of each company that lead them to create and modify their legacy over time. Technological growth has increased the number of companies in the agricultural and other sectors, improving methods and competitiveness. Society has constantly evolved since the Industrial Revolution, seeking advanced technologies to improve industries. It's essential to keep up with these changes to predict developments. Industry 4.0 is already transforming a traditional industry with intelligent devices that optimise production and reduce costs. Wine production in Portugal is already an ancient tradition, and it has always been a bet by the Portuguese state on the progress of the national economy. It is divided into several wine regions in the country. The wine sector is a historic sector in Portugal that plays an essential socio-economic role in the Douro region. In this context, the main objective of this dissertation was to understand the application of Digital Transformation in the marketing of the wine sector in the Douro region. Previously, an introduction was made to the topic, the motivation and the context of the project, mentioning the objective and organisation of the work. The methodology used was quantitative through the realisation of a questionnaire survey directed at a sample of 107 agricultural companies in the Douro region. This research showed that the Douro region has invested in digital transformation and marketing, contributing to companies' success. The intention was also to find out which marketing tools companies use. In addition, it was found that some Portuguese companies in the agricultural sector have already begun to adopt Industry 4.0 technologies in their digital transformation process. The primary considerations indicate that companies in the wine sector have found a favourable attitude towards digital transformation.
The advance of information and communication technologies has brought benefits to society, such as simplifying tasks, growth in sales and expanding companies on the international market. Considering that digital transformation is being studied increasingly, it is essential to understand this change better and the characteristics of each company that lead them to create and modify their legacy over time. Technological growth has increased the number of companies in the agricultural and other sectors, improving methods and competitiveness. Society has constantly evolved since the Industrial Revolution, seeking advanced technologies to improve industries. It's essential to keep up with these changes to predict developments. Industry 4.0 is already transforming a traditional industry with intelligent devices that optimise production and reduce costs. Wine production in Portugal is already an ancient tradition, and it has always been a bet by the Portuguese state on the progress of the national economy. It is divided into several wine regions in the country. The wine sector is a historic sector in Portugal that plays an essential socio-economic role in the Douro region. In this context, the main objective of this dissertation was to understand the application of Digital Transformation in the marketing of the wine sector in the Douro region. Previously, an introduction was made to the topic, the motivation and the context of the project, mentioning the objective and organisation of the work. The methodology used was quantitative through the realisation of a questionnaire survey directed at a sample of 107 agricultural companies in the Douro region. This research showed that the Douro region has invested in digital transformation and marketing, contributing to companies' success. The intention was also to find out which marketing tools companies use. In addition, it was found that some Portuguese companies in the agricultural sector have already begun to adopt Industry 4.0 technologies in their digital transformation process. The primary considerations indicate that companies in the wine sector have found a favourable attitude towards digital transformation.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, P. Porto, Instituto Politécnico de Viana do Castelo
Keywords
Transformação digital Empresas Região do Douro Marketing Indústria 4