{"id":107,"date":"2021-04-13T09:13:17","date_gmt":"2021-04-13T07:13:17","guid":{"rendered":"https:\/\/lidovaremesla.cz\/web\/?page_id=107"},"modified":"2021-04-13T09:13:17","modified_gmt":"2021-04-13T07:13:17","slug":"spanelsko-historie","status":"publish","type":"page","link":"https:\/\/lidovaremesla.cz\/web\/evropska-federace-remesel\/spanelsko-historie\/","title":{"rendered":"\u0160pan\u011blsko &#8211; historie"},"content":{"rendered":"\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.lidovaremesla.cz\/images\/Spain.gif\" alt=\"\u0160pan\u011blsko\" width=\"155\" height=\"103\"\/><\/figure>\n\n\n\n<p><strong>\u0160PAN\u011aLSK\u00c1 NADACE NA PODPORU \u0158emESEL<\/strong><\/p>\n\n\n\n<p>Fundaci\u00f3n Espa\u0148ola Artesania je specializovan\u00e1 technick\u00e1 agentura, jej\u00ed\u017e v\u00fdbor v\u011b\u0159itel\u016f sest\u00e1v\u00e1 z p\u0159edstavitel\u016f \u0161pan\u011blsk\u00e9ho ministerstva pr\u016fmyslu a energie, ministerstva kultury a emprasa Nacional de Artesania (N\u00e1rodn\u00ed \u0159emeslnick\u00e1 spole\u010dnost &#8211; ARTESPA\u0147A), kter\u00e1 vede r\u016fzn\u00e9 programy pro mal\u00e9 \u0159emesln\u00e9 podniky ve \u0160pan\u011blsku, Evrop\u011b a Latinsk\u00e9 Americe zejm\u00e9na ve vytv\u00e1\u0159en\u00ed databanky, ve v\u00fduce, technick\u00e9 asistenci a informa\u010dn\u00ed oblasti.<\/p>\n\n\n\n<p>B\u011bhem gener\u00e1ln\u00edho zased\u00e1n\u00ed Evropsk\u00e9 federace lidov\u00e9ho um\u011bn\u00ed a \u0159emesla, jej\u00ed\u017e je \u010dlenem, presentovala Nadace t\u0159i programy, kter\u00e9 ji\u017e ve \u0160pan\u011blsku zaznamenaly \u00fasp\u011bch. Tyto programy byly vytvo\u0159eny, aby zlep\u0161ily komercializaci, identifikaci, reklamu a kvalitu \u0159emeslnick\u00e9ho zbo\u017e\u00ed, \u010d\u00edm\u017e by se tyto v\u00fdrobky l\u00e9pe p\u0159izp\u016fsobily dne\u0161n\u00edmu trhu.<\/p>\n\n\n\n<p><strong>SYST\u00c9MY PROPAGACE PRODEJE \u0158emESLN\u00ddCH PRODUKT\u016e<\/strong><\/p>\n\n\n\n<p>Fundaci\u00f3n Espa\u0148ola Artesania jako agentura technick\u00e9 asistence poskytuj\u00edc\u00ed slu\u017eby \u0159emeslnick\u00fdm skupin\u00e1m (asociac\u00edm, cech\u016fm, atd.) iniciuje zlep\u0161en\u00ed komer\u010dn\u00ed propagace \u0159emeslnick\u00fdch v\u00fdrobk\u016f na nov\u00fdch trz\u00edch ve \u0160pan\u011blsku.<\/p>\n\n\n\n<p>V t\u00e9to souvislosti navrhla projekt vytvo\u0159en\u00ed spole\u010dn\u00e9 ochrann\u00e9 zn\u00e1mky Cer\u00e1mica de Talavera (Keramika z Talavery), jej\u00edm\u017e hlavn\u00edm \u00fa\u010delem by byla komer\u010dn\u00ed identifikace a propagace prost\u0159ednictv\u00edm ochrann\u00e9 zn\u00e1mky vysoce kvalitn\u00ed keramiky za\u0161t\u00edt\u011bn\u00e9 bohatou histori\u00ed a kulturou. V tomto smyslu je z\u00e1hodno si p\u0159ipomenout, \u017ee m\u011bsto Talavera de la Reina v province Toleda produkuje polychromovou keramiku se spole\u010dn\u00fdmi rozli\u0161ovac\u00edmi znaky, kter\u00e9 ji odli\u0161uj\u00ed od podobn\u00fdch keramick\u00fdch styl\u016f, a to ji\u017e zhruba od 14t\u00e9ho nebo 15t\u00e9ho stolet\u00ed.<\/p>\n\n\n\n<p>V sou\u010dasnosti je Talavera de la Reina domovem skupiny asi 50 keramick\u00fdch workshop\u016f, kter\u00e9 sv\u00e9 v\u00fdrobky prod\u00e1vaj\u00ed obchod\u016fm a komer\u010dn\u00edm za\u0159\u00edzen\u00edm lok\u00e1ln\u011b i po cel\u00e9m \u0160pan\u011blsku, ale i na mezin\u00e1rodn\u00edch trz\u00edch. Prost\u0159ednictv\u00edm pozorov\u00e1n\u00ed a studi\u00ed produkce, image, marketingu a prodeje tohoto typu keramiky na sou\u010dasn\u00e9m trhu byl zji\u0161t\u011bn \u00fapadek v image keramiky a jej\u00ed kvality, co\u017e lze p\u0159i\u010d\u00edtat n\u011bkolika n\u00e1sleduj\u00edc\u00edm faktor\u016fm:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00fapadek kvality surovinov\u00e9ho materi\u00e1lu<\/li><li>\u00fapadek image s ohledem na jej\u00ed dekorativn\u00ed techniky<\/li><li>\u00fapadek kolektivn\u00ed image na sou\u010dasn\u00e9m trhu jako d\u016fsledek masov\u00e9 produkce s&nbsp;fale\u0161n\u00fdm ozna\u010den\u00edm manufakturn\u00edho p\u016fvodu<\/li><li>v\u00e1lka cen.<\/li><\/ul>\n\n\n\n<p>Dne\u0161n\u00ed kupci tohoto typu keramiky soustavn\u011b shled\u00e1vaj\u00ed, \u017ee je obt\u00ed\u017en\u00e9 rozpoznat p\u016fvod, kvalitu a autenticitu Cer\u00e1mica de Talavera.<\/p>\n\n\n\n<p>Jako odpov\u011b\u010f na tuto situaci na \u017e\u00e1dost a spole\u010dn\u011b s Keramick\u00fdm kolektivem Talavera de la Reina vyvinula Fundaci\u00f3n Espa\u0148ola Artesania pl\u00e1n akce sest\u00e1vaj\u00edc\u00ed ze t\u0159\u00ed kl\u00ed\u010dov\u00fdch f\u00e1z\u00ed:<\/p>\n\n\n\n<p><strong>F\u00e1ze 1 &#8211; KRIT\u00c9RIA PRO TVORBU OCHRANN\u00c9 ZN\u00c1MKY: CER\u00c1MICA DE TALAVERA<\/strong><\/p>\n\n\n\n<p>Vytvo\u0159en\u00ed ochrann\u00e9 zn\u00e1mky bude zahrnovat p\u0159\u00edsn\u00fd syst\u00e9m zalo\u017een\u00fd na n\u00e1sleduj\u00edc\u00edch principech, kter\u00e9 jsou v\u0161eobecn\u011b p\u0159ijaty kolektivem keramick\u00fdch spole\u010dnost\u00ed v Talavera de la Reina:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>KONtrolA kvality, surovinov\u00e9ho materi\u00e1lu a dekorac\u00ed keramick\u00fdch p\u0159edm\u011bt\u016f tak, aby souhlasily se z\u00e1kladn\u00edmi principy uveden\u00fdmi v ochrann\u00e9 zn\u00e1mce Cer\u00e1mica de Talavera.<\/li><li>ODPOV\u011aDNOST a LOAJAliTA ze strany keramick\u00fdch spole\u010dnost\u00ed.<\/li><li>INTEGR\u00c1LN\u00cd PROJEKT ZAHRNUJ\u00cdC\u00cd M\u011aSTO TALAVERA.<\/li><li>POT\u0158EBA PODPORY od vl\u00e1dn\u00edch org\u00e1n\u016f.<\/li><li>POT\u0158EBA KONtrolY profesion\u00e1ln\u00ed asociac\u00ed keramik\u016f coby p\u0159edstavitel\u016f kolektivu.<\/li><li>POT\u0158EBA TECHNICK\u00c9 PODPORY OD SPECIAliZOVAN\u00c9 A KOMPETENTN\u00cd INSTITUCE.<\/li><\/ul>\n\n\n\n<p><strong>F\u00e1ze 2 &#8211; KRIT\u00c9RIA PRO ZA\u010cLEN\u011aN\u00cd OCHRANN\u00c9 ZN\u00c1MKY DO INTEGROVAN\u00c9HO PL\u00c1NU M\u011aSTA<\/strong><\/p>\n\n\n\n<p>Jedn\u00edm ze z\u00e1sadn\u00edch z\u00e1v\u011br\u016f byla nezbytn\u00e1 pot\u0159eba zav\u00e9st ochrannou zn\u00e1mku do integr\u00e1ln\u00edho pl\u00e1nu m\u011bsta Talavera de la Reina.<\/p>\n\n\n\n<p>To vy\u017eaduje podporu od kompetentn\u00edch vl\u00e1dn\u00edch autorit, proto\u017ee integr\u00e1ln\u00ed pl\u00e1n p\u0159edstavuje kl\u00ed\u010dov\u00fd propaga\u010dn\u00ed a marketingov\u00fd faktor pro uveden\u00ed ochrann\u00e9 zn\u00e1mky Cer\u00e1mica de Talavera prost\u0159ednictv\u00edm cestopisn\u00e9 literatury, cestovn\u00edch kancel\u00e1\u0159\u00ed, prodejn\u00edch center, detailn\u00edch informac\u00ed spot\u0159ebitel\u016fm, muzea keramiky, v\u00fdukov\u00fdch center, v\u00fdzkumn\u00fdch center apod.<\/p>\n\n\n\n<p><strong>F\u00e1ze 3 &#8211; PRVKY PRO PROPAGACI OCHRANN\u00c9 ZN\u00c1MKY CER\u00c1MICA DE TALAVERA<\/strong><\/p>\n\n\n\n<p>Pl\u00e1n by m\u011bl zahrnovat n\u00e1sleduj\u00edc\u00ed kl\u00ed\u010dov\u00e9 prvky:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>OCHRANN\u00c1 ZN\u00c1MKA<\/li><li>MANAGemENT OCHRANN\u00c9 ZN\u00c1MKY<\/li><li>LOGISTIKA<\/li><li>KOMER\u010cN\u00cd PL\u00c1N<\/li><li>ASOCIOVAN\u00dd PRODEJN\u00cd SYST\u00c9M<\/li><li>KATALOG V\u00ddROBK\u016e<\/li><li>REKLAMA<\/li><li>V\u00ddZKUM<\/li><li>V\u00ddUKA.<\/li><\/ul>\n\n\n\n<p><strong>PRODEJ \u0158emESLN\u00ddCH V\u00ddROBK\u016e PROST\u0158EDNICTV\u00cdM KATALOGU<\/strong><\/p>\n\n\n\n<p>Aby kupuj\u00edc\u00ed dos\u00e1hl produkt\u016f, po kter\u00fdch tou\u017e\u00ed, m\u00e1 dne\u0161n\u00ed konzumn\u00ed kupuj\u00edc\u00ed k dispozici nov\u00e9 syst\u00e9my prodeje, reklamy a p\u0159edv\u00e1d\u011bn\u00ed. To zahrnuje m\u00e9dia (televize, r\u00e1dio \u010di \u010dasopisy) nebo syst\u00e9m objedn\u00e1vek na dob\u00edrku prost\u0159ednictv\u00edm katalogu &#8211; nab\u00eddky kolektivn\u00edho produktu.<\/p>\n\n\n\n<p>V sou\u010dasnosti je katalogov\u00fd prodejn\u00ed syst\u00e9m vysoce \u00fasp\u011b\u0161n\u00fdm komer\u010dn\u00edm n\u00e1strojem, perfektn\u011b vyhovuj\u00edc\u00edm probl\u00e9m\u016fm modern\u00ed spole\u010dnosti, jej\u00ed\u017e mnoh\u00e9 soci\u00e1ln\u00ed skupiny shled\u00e1vaj\u00ed obt\u00ed\u017en\u00e9 a nepohodln\u00e9 nav\u0161t\u011bvovat tradi\u010dn\u00ed komer\u010dn\u00ed prodejny.<\/p>\n\n\n\n<p>Fundaci\u00f3n Espa\u0148ola Artesania, jako agentura technick\u00e9 asistence, za kolektiv \u0159emesln\u00fdch spole\u010dnost\u00ed z odli\u0161n\u00fdch pol\u00ed aktivit, jejich\u017e spole\u010dn\u00fdm znakem je hotoven\u00ed kvalitn\u00edch p\u0159edm\u011bt\u016f jasn\u011b identifikovan\u00fdch s jejich geografick\u00fdm p\u016fvodem, spolupracuje na vytvo\u0159en\u00ed katalogov\u00e9ho prodejn\u00edho syst\u00e9mu.<\/p>\n\n\n\n<p>Kone\u010dn\u00fdm v\u00fdsledkem bylo vytvo\u0159en\u00ed SOCIEDAD COMMERCIAliZADORA DE VENTA DE ARTESANIA ANDALUZ POR CATALOGO (Andalusk\u00e1 \u0159emesln\u00e1 komer\u010dn\u00ed spole\u010dnost, prod\u00e1vaj\u00edc\u00ed z katalog\u016f), a to za podpory vl\u00e1dn\u00edch autorit a za pr\u00e1vn\u00ed odpov\u011bdnosti \u00fa\u010dastn\u00edc\u00edch se d\u00edlen, kter\u00e9 se zav\u00e1zaly ke spolupr\u00e1ci pro takov\u00fdto prodej.<\/p>\n\n\n\n<p>Metodologie, kter\u00e1 se p\u0159i napl\u0148ov\u00e1n\u00ed tohoto syst\u00e9mu mus\u00ed sledovat, sest\u00e1v\u00e1 z n\u00e1sleduj\u00edc\u00edch f\u00e1z\u00ed:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>IDENTIFIKACE KolEKTIVU: v\u00fdb\u011br a akreditace \u0159emeslnick\u00fdch spole\u010dnost\u00ed.<\/li><li>PR\u016eZKUM prost\u0159ed\u00ed trhu &#8211; n\u00e1lad a trend\u016f v\u016f\u010di katalogov\u00e9mu prodeji a v\u016f\u010di nab\u00eddce vybran\u00fdch spole\u010dnost\u00ed.<\/li><li>ZA\u0158AZEN\u00cd V\u00ddROBKU DO KATALOGU: v\u00fdb\u011br kvalitn\u00edch v\u00fdrobk\u016f, kter\u00e9 se nevyr\u00e1b\u00ed s\u00e9riov\u011b nebo masov\u011b.<\/li><li>KOMER\u010cN\u00cd PL\u00c1N: komer\u010dn\u00ed struktura katalogu bude vy\u017eadovat n\u00e1sleduj\u00edc\u00ed elementy:komer\u010dn\u00ed management, management ochrann\u00e9 zn\u00e1mky, identifikaci kolektivu a potenci\u00e1ln\u00edch u\u017eivatel\u016f katalogu, image spole\u010dnosti, publikaci katalogu, reklama a po\u0161tovn\u00e9, komer\u010dn\u00ed odpov\u011b\u010f.<\/li><li>LOGISTICK\u00dd PL\u00c1N: Prostory, sklad a kontrola; instalace kancel\u00e1\u0159sk\u00e9ho za\u0159\u00edzen\u00ed; management a logistika; utv\u00e1\u0159en\u00ed cen, kontrola kvality, p\u0159ij\u00edm\u00e1n\u00ed objedn\u00e1vek, dod\u00e1v\u00e1n\u00ed objedn\u00e1vek, z\u00e1ruka a reklamace.<\/li><\/ol>\n\n\n\n<p><strong>POKRO\u010cIL\u00c1 TECHNICK\u00c1 V\u00ddUKA A Z\u00c1KLADY PODNIK\u00c1N\u00cd PRO \u0158emESLN\u00cdKY<\/strong><\/p>\n\n\n\n<p>Situace mnoh\u00fdch \u0161pan\u011blsk\u00fdch \u0159emeslnick\u00fdch spole\u010dnost\u00ed, z velk\u00e9 \u010d\u00e1sti jako d\u016fsledek mal\u00e9 velikosti podnikov\u00fdch struktur, je problematick\u00e1 vzhledem k p\u0159izp\u016fsoben\u00ed produkce, technologie a managementu \u0159emeslnick\u00fdch d\u00edlen manufaktu\u0159e v\u00fdrobk\u016f po\u017eadovan\u00fdch trhem.<\/p>\n\n\n\n<p>Tyto nedostatky, kter\u00e9 jsou v n\u011bkter\u00fdch v jist\u00fdch aktivit\u00e1ch i geografick\u00fdch oblastech \u0160pan\u011blska obzvl\u00e1\u0161\u0165 v\u00fdrazn\u00e9, p\u0159im\u011bly Nadaci, aby vytvo\u0159ila vlastn\u00ed metodologii pro poskytov\u00e1n\u00ed technick\u00e9 asistence podnikatel\u016fm v podob\u011b v\u00fduky podnik\u00e1n\u00ed a pokro\u010dil\u00fdch technologi\u00ed spadaj\u00edc\u00edch do jejich \u0159emeslnick\u00e9ho oboru.<\/p>\n\n\n\n<p>Tato pr\u00e1ce se prov\u00e1d\u00ed prost\u0159ednictv\u00edm vhodn\u00fdch v\u00fdukov\u00fdch metodologi\u00ed, designu v\u00fdukov\u00fdch materi\u00e1l\u016f a syst\u00e9m\u016f v\u00fduky vyu\u010duj\u00edc\u00edch. Z tohoto hlediska byla velmi d\u016fle\u017eit\u00e1 \u00fa\u010dast Fundaci\u00f3n na FORCE programech propagovan\u00fdch Evropskou uni\u00ed, spole\u010dn\u011b s vysoce specializovan\u00fdmi organizacemi z Francie, Belgie a It\u00e1lie.<\/p>\n\n\n\n<p>S ohledem na pokro\u010dilou technickou v\u00fduku r\u016fzn\u00fdch aktivit, jako nap\u0159. zpracov\u00e1n\u00ed d\u0159eva, keramiky, k\u016f\u017ee nebo kov\u016f, zavedla Fundaci\u00f3n specializovan\u00e9 a pokro\u010dil\u00e9 kurzy zam\u011b\u0159en\u00e9 na:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>surovinov\u00e9 materi\u00e1ly<\/li><li>n\u00e1\u0159ad\u00ed a stroj\u00edrenstv\u00ed<\/li><li>technologie<\/li><li>technick\u00e9 standardy a certifikace<\/li><\/ul>\n\n\n\n<p>Fundaci\u00f3n zauj\u00edm\u00e1 velmi praktick\u00fd p\u0159\u00edstup k designu kurz\u016f vzhledem k podnikov\u00e9 administrativ\u011b, p\u0159i\u010dem\u017e se zab\u00fdv\u00e1 p\u0159edev\u0161\u00edm krit\u00e9rii a pot\u0159ebami student\u016f v oblastech jako:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>anal\u00fdza cen<\/li><li>tvorba cen<\/li><li>da\u0148ov\u00e9 z\u00e1le\u017eitosti<\/li><li>marketing a komercionalizace<\/li><li>segmentace trhu<\/li><li>trendy a n\u00e1lady konzument\u016f<\/li><li>potenci\u00e1ln\u00ed trhy<\/li><li>asociovan\u00e9 prodejn\u00ed syst\u00e9my<\/li><li>management designu<\/li><li>za\u0159azov\u00e1n\u00ed komer\u010dn\u00edch nab\u00eddek do katalog\u016f.<\/li><\/ul>\n\n\n\n<p>P\u0159edn\u00e1\u0161ku p\u0159ipravila Fundaci\u00f3n Espa\u0148ola Artesania p\u0159edstavovan\u00e1<\/p>\n\n\n\n<p><em>Patricia Canga Mi\u0148arro a Pedro Martinez Hassa<\/em><a href=\"https:\/\/www.lidovaremesla.cz\/index.php\">[ \u00favod ]<\/a>&nbsp;|&nbsp;<a href=\"mailto:info@nulk.sz\">[ kontakt ]<\/a>&nbsp;| \u00a9 2007&nbsp;<a href=\"http:\/\/www.nulk.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\">N\u00e1rodn\u00ed \u00fastav lidov\u00e9 kultury |<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0160PAN\u011aLSK\u00c1 NADACE NA PODPORU \u0158emESEL Fundaci\u00f3n Espa\u0148ola Artesania je specializovan\u00e1 technick\u00e1 agentura, jej\u00ed\u017e v\u00fdbor v\u011b\u0159itel\u016f sest\u00e1v\u00e1 z p\u0159edstavitel\u016f \u0161pan\u011blsk\u00e9ho ministerstva pr\u016fmyslu a energie, ministerstva kultury &hellip; <\/p>\n","protected":false},"author":1,"featured_media":0,"parent":18,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-107","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/pages\/107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/comments?post=107"}],"version-history":[{"count":1,"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/pages\/107\/revisions"}],"predecessor-version":[{"id":108,"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/pages\/107\/revisions\/108"}],"up":[{"embeddable":true,"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/pages\/18"}],"wp:attachment":[{"href":"https:\/\/lidovaremesla.cz\/web\/wp-json\/wp\/v2\/media?parent=107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}