Submitted by (edna.saturno@ufrpe.br) on 2017-03-30T12:52:07Z No. of bitstreams: 1 Lucinea Maria de Lima Freire Lacerda.pdf: 2053117 bytes, checksum: 1f3d40fd63b9ef0734714636a67aaedb (MD5) / Made available in DSpace on 2017-03-30T12:52:07Z (GMT). No. of bitstreams: 1 Lucinea Maria de Lima Freire Lacerda.pdf: 2053117 bytes, checksum: 1f3d40fd63b9ef0734714636a67aaedb (MD5) Previous issue date: 2015-07-09 / The aim of this study is to analyze the contributions of so-called "sacoleiras" for the consumption of clothing fashion products directed to the adult female audience in the segment of "fad" from the clothing companies of small Productive arrangement of Sets of Santa Cruz do Capibaribe, Pernambuco. This activity as occupation is exercised mostly by women (the Recife metropolitan region) (2014 Entrepreneur Portal). The choice of the municipality of Santa Cruz do Capibaribe (PE) is due to the concentration of larger number of productive enterprise and marketing the Production of Confections of Pernambuco. For the research study proposed an exploratory type research with qualitative bias with theoretical contribution to theory of Veblen's attire (1987), studies on fashion and consumption of Lipovetsky (1989), work on the garment industry of rock (1999), studies of strategy Mintzberg (2001) and on fashion consumption Miranda (2008). Took as pre-existing concepts guide and general theories related to the studied phenomenon whereas those allowed to understand the activity of marketing agents in contemporary times and detect restrictions and greater contribution of these possibilities for small businesses from clothing of Santa Cruz do Capibaribe (PE). The methodology used for data collection in the field was based on a screenplay by interview from the system of categories of analysis. We interviewed 30 (thirty) marketing agents. For the data analysis we used elements of descriptive statistics regarding the profile of agents and to qualitative analysis using content analysis. For this study it was possible: a) profiling of socio-economic sacoleiras; b) meet their professional/occupational trajectories, c) learn about their professional experiences/acquired by exercise of occupational activity; d) highlight strategies for marketing of sacoleiras by the adult female audience; and) know which aspects of consumer behavior determinants of fashion and clothing of adult clients and f) bring to light the potential and constraints of the work of the sacoleiras regarding the dissemination of trends, valuation of products and possibilities of articulation between different consumer profiles and their variability. The results showed that the merchants of this study have different age groups. Invariably they are of humble origins, learned in practice activity with people close to me, and there is no uniformity as to the success in the activity. While some are still feisty and other Battlers-entrepreneurs. Sales strategies are learned and seized by observation in everyday activity. The study also how to sacoleiras sales experience can contribute to the flow of production through the process of circulation of goods like "fad" by the adult female audience. / O objetivo deste trabalho é analisar as contribuições das chamadas “sacoleiras” para o consumo de produtos de moda-vestuário direcionados ao público feminino adulto no segmento de “modinha” oriundos das empresas de confecções de pequeno porte do Arranjo Produtivo da Moda de Santa Cruz do Capibaribe, em Pernambuco. Esta atividade como ocupação é exercida na sua maioria por mulheres (Região Metropolitana do Recife) (Portal do Empreendedor 2014). A escolha do município de Santa Cruz do Capibaribe (PE) se deve à concentração de maior número de empreendimentos produtivos e de comercialização do Arranjo Produtivo de Confecções do Agreste Pernambucano. Para investigação do estudo proposto realizou-se uma pesquisa do tipo exploratória com viés qualitativo tendo como aporte teórico a Teoria do Vestuário de Veblen (1987), os estudos sobre moda e consumo de Lipovetsky (1989), os trabalhos sobre a indústria do vestuário de Rocha (1999), os estudos sobre estratégia de Mintzberg (2001) e sobre consumo de moda de Miranda (2008). Tomou-se como guia conceitos preexistentes e teorias gerais relacionadas com o fenômeno estudado considerando que esses permitiam compreender a atividade das agentes de comercialização na contemporaneidade além de permitir detectar restrições e possibilidades de maior contribuição destas para as pequenas empresas de confecções de Santa Cruz do Capibaribe-PE. A metodologia utilizada para coleta de dados no campo baseou-se em roteiro de entrevista a partir do sistema de categorias de análise. Foram entrevistadas 30 (trinta) agentes de comercialização. Para análise dos dados utilizou-se elementos de estatística descritiva no que concerne ao perfil das agentes e para análise qualitativa utilizou-se a análise de conteúdo. Por este estudo foi possível: a) traçar um perfil socioeconômico das sacoleiras; b) conhecer suas trajetórias profissionais / ocupacionais, c) aprender sobre suas experiências profissionais / ocupacionais adquiridas pelo exercício da atividade; d) evidenciar estratégias de comercialização das sacoleiras junto ao público feminino adulto; e) saber quais os aspectos determinantes no comportamento de consumo de moda-vestuário das clientes adultas e f) trazer à luz potencialidades e restrições do trabalho das sacoleiras quanto à divulgação das tendências, valorização dos produtos e possibilidades de articulação entre diferentes perfis de consumo e sua variabilidade. Os resultados apontaram que as comerciantes deste estudo têm diferentes faixas etárias. Invariavelmente são de origem humilde, aprenderam a atividade na prática com pessoas próximas, e não há uniformidade quanto ao êxito na atividade. Quando algumas ainda são batalhadoras e outras batalhadoras-empreendedoras. As estratégias de vendas são aprendidas e apreendidas por observação no cotidiano da atividade. O estudo apontou ainda o quanto à experiência de vendas das sacoleiras pode contribuir para o escoamento da produção através do processo de circulação da mercadoria do tipo “modinha” junto ao público feminino adulto.

Made available in DSpace on 2016-08-17T14:53:01Z (GMT). No. of bitstreams: 1 Rosemary_Midori_Sugita_Oshima.pdf: 1740337 bytes, checksum: 39f681f904605fe4ad6f28215b3825db (MD5) Previous issue date: 2008-11-21 / The research presents the modeling of the marketing agent in the phase of matchmaking in the System of Intelligent Commerce (ICS) considering the mix of marketing. The theoretical recital approaches disciplines of marketing, electronic commerce and computer science. The marketing is boarded of form to relate the advances of the technology with the mix of marketing. It is appraised and characterized the electronic marketing. The concept of electronic commerce and the transformation of the marketing are presented. The description of system ICS is made, as well as its architecture and life cycle is presented. The research describes the marketing agent in the ICS. The ontologies, cases of use and diagrams defined from the established scenes are presented as form of electronic marketing. Finally, the research presents the results, the quarrels and contributions. / O trabalho apresenta a modelagem do agente de marketing na fase de matchmaking no sistema de comércio inteligente ICS considerando o mix de marketing. A fundamentação teórica aborda as disciplinas de marketing, comércio eletrônico e ciência da computação. O marketing é abordado de forma a relacionar os avanços da tecnologia com o mix de marketing. É conceituado e caracterizado o marketing eletrônico. São apresentados o conceito de comércio eletrônico e a transformação do marketing. A descrição do sistema ICS é feita, assim como sua arquitetura e ciclo de vida são apresentados. Descreve-se o agente de marketing no ICS. São apresentadas as ontologias, casos de uso e diagramas definidos a partir dos cenários estabelecidos como forma de marketing eletrônico. Por fim, apresenta os resultados, as discussões e contribuições.

Mit den steigenden Anteilen der Wind- und Solarstromerzeugung als fluktuierenden erneuerbaren Energien (FEE) wurden in den vergangenen Jahren aus der Energiewirtschaft, der Wissenschaft und Politik Forderungen laut, die FEE im Interesse einer effizienteren Förderung „besser“ in die liberalisierten Strommärkte zu integrieren (sog. Marktintegration der EE). Gefordert wird u. a., dass die FEE in Zukunft ähnlich wie die thermischen Kraftwerke ihre Stromproduktion an den Preissignalen der Großhandels-Strommärkte ausrichten, um somit zum besseren Ausgleich von Angebot und Nachfrage beizutragen. In die Diskussion zur grundlegenden Reform des EEG 2014 wurde u. a. die Einführung einer fixen statt variablen Marktprämie, einer kapazitiven Vergütung sowie die wettbewerbliche Ausschreibung anstatt administrativer Förderhöhen eingebracht. Investitionen in FEE-Anlagen als kapitalintensive Technologien sehen sich jedoch bei verstärkter Marktintegration unter den heute vorherrschenden Marktbedingungen – die primär auf einen thermischen Kraftwerkspark ausgelegt sind - zunehmenden Investitions- und Betriebsrisiken ausgesetzt, die durch Risikoaufschläge bei Eigen- und Fremdkapital in die Investitionskosten eingepreist werden. Neben steigenden Preisrisiken durch stärkere Preisvolatilitäten bei höheren FEE-Anteilen ergeben sich in Abhängigkeit der Förderinstrumente jedoch auch neue Mengenrisiken, da mit der Einführung der FEE-Direktvermarktung diese bei entsprechend niedrigen Preisen marktgetrieben abgeregelt werden. Durch den bereits in der Vergangenheit nachgewiesenen Merit-Order-Effekt und den Marktwertverlust der FEE durch den sog. Gleichzeitigkeitseffekt, stellt sich damit die Frage, ob sich ein System mit hohen Anteilen an FEE zukünftig rein marktendogen auf Basis eines Grenzkostenmarktes refinanzieren lässt. Mit Hilfe des im Rahmen der Dissertation weiterentwickelten agentenbasierten Strommarktmodells AMIRIS wurden zur Beantwortung der Fragestellung unterschiedliche Szenarioanalysen durchgeführt und auf der Akteurs- und Systemebene ausgewertet. Die stündlich aufgelösten Simulationsläufe von 2015-2035 zur Entwicklung der Refinanzierungsbedingungen der FEE, der FEE-Marktwerte sowie der assoziierten Fördereffizienz zur Erreichung der FEE-Ziele bei Anwendung einer variablen oder fixen Markt- sowie Kapazitätsprämie kommen dabei zu dem Ergebnis, dass die Refinanzierung eines allein marktendogenen Ausbaus von FEE-Anlagen unter den Bedingungen eines grenzkostenbasierten Strommarktes nicht möglich ist. Dies liegt primär an den zunehmend marktgetrieben abgeregelten Strommengen sowie den Marktwertverlusten durch den Gleichzeitigkeitseffekt. Problem ist hierbei, dass keiner der Anlagenbetreiber zum Zeitpunkt der Investition realistisch abschätzen kann, welcher Anteil der meteorologisch erzeugbaren Strommenge sich letztendlich am Markt absetzen lässt. Denn die vermarktbaren Strommengen hängen nicht nur vom Förderinstrument, sondern vor allem von der zukünftigen Flexibilität im System ab. Hinzu kommt, dass sich im Referenzszenario mit keinem der diskutierten Instrumente auch nur annäherungsweise die EE-Ausbauziele bis 2035 erreichen lassen. Zusätzlich kommt es beim derzeit implementierten EE-Direktvermarktungssystem über die Strombörse mit Wettbewerb zwischen den dezentralen Direktvermarktern bei der variablen Marktprämie zu ineffizienten Abregelungsentscheidungen, da in diesem Förderregime der Anreiz besteht, die stromgestehungskostentechnisch günstigsten FEE-Anlagen als erstes abzuregeln. Mit zunehmendem Anteil der FEE-Einspeisung wird es zukünftig bei einem dezentralen Direktvermarktungssystem außerdem zu hohen Informationsasymmetrien und damit einer ineffizienten Preisbildung im Stromgroßhandel kommen. Dies liegt an der Unkenntnis anderer Marktteilnehmer über die dezentrale Entscheidung abzuregelnder FEE-Mengen. Ein zentrales Direktvermarktungssystem mit einem sog. ‚Single-Buyer‘-Konzept könnte hier Abhilfe schaffen. Entgegen der vorherrschenden ökonomischen Theorie erweist sich die variable Marktprämie jedoch in allen untersuchten Szenarien als dynamisch effizienter als eine fixe Marktprämie, die wiederum effizienter wirkt als eine variable und fixe Kapazitätsprämie. Den größten Einfluss auf die absoluten als auch relativen Marktwerte der FEE; haben neben den Förderinstrumenten in absteigender Reihenfolge vor allem neue Stromverbraucher (P2X), ein zentrales statt dezentrales Direktvermarktungssystem, ein gleichmäßigeres Ausbauverhältnis zwischen Wind- und PV-Anlagen, eine gleichmäßigere Verteilung der Windanlagen zwischen Nord- und Süddeutschland, der flexible Einsatz von Biomasseanlagen, der Einsatz von Strom-zu-Strom-Speichern und zu relativ kleinen Anteilen auch eine systemdienlichere Auslegung der Anlagen (Schwachwindanlagen). Bessere Anreize zur Hebung der Flexibilitätspotentiale und damit bessere Integrationsmöglichkeiten der FEE bietet die Integration über die Stromvertriebe statt über den Stromgroßhandel. / With the increasing shares of wind and solar power generation as variable renewable energies (VRE), demands have been made in recent years from the energy industry, science and politics to integrate the VRE 'better' into the liberalised electricity markets in the interest of more efficient promotion (so-called market integration of renewables). One of the demands is that the VRE, like thermal power plants, should in future align its electricity production with the price signals of the wholesale electricity markets in order to contribute to a better balance between supply and demand. The discussion on the fundamental reform of the EEG 2014 included the introduction of a fixed instead of a variable market premium, a capacitive remuneration and a competitive tendering procedure instead of administrative subsidy amounts. Investments in VRE plants as capital-intensive technologies, however, are exposed to increasing investment and operating risks under today's prevailing market conditions - which are primarily designed for a thermal power plant park - as a result of increased market integration. In addition to rising price risks due to greater price volatility in the case of higher VRE shares, there are also new volume risks, depending on the support instruments used, as the introduction of VRE direct-marketing means that the power can be curtailed on a market-driven basis at correspondingly low prices. The merit order effect already proven in the past and the loss in market value of VRE due to the so-called simultaneity effect raise the question of whether a system with a high shares of VRE can be refinanced purely marketendogenously on the basis of a marginal cost market in the future. With the help of the agent-based electricity market model AMIRIS, which was further developed within the framework of the dissertation, different scenario analyses were carried out to answer the question and evaluated at the actor and system level. The hourly resolved simulation runs of 2015-2035 for the development of the refinancing conditions of the VRE, the VRE market values as well as the associated support efficiency in order to achieve the VRE targets with the application of a variable or fixed market and capacity premium come to the conclusion that the refinancing of a market endogenous expansion of VRE plants is not possible under the conditions of a marginal cost based electricity market. This is primarily due to the increasingly market-driven curtailment of VRE electricity volumes and the loss of market value due to the simultaneity effect. The problem here is that none of the plant operators can realistically estimate at the time of the investment what share of the meteorologically producible quantity of electricity can ultimately be sold on the market. This is because the quantities of electricity that can be marketed depend not only on the funding instrument, but above all on the future flexibility of the system. In addition, none of the instruments discussed in the reference scenario can even come close to achieving the renewable energy expansion targets by 2035. In addition, the currently implemented direct marketing system for renewables via the power exchange with competition between the decentralised direct marketers leads to inefficient curtailment decisions with regard to the variable market premium, since in this support regime there is an incentive to curtail the VRE plants with the lowest levelized-cost of electricity (LCOE) first. As the share of VRE increases, a decentralised direct marketing system will in future also lead to high information asymmetries and thus inefficient pricing in electricity wholesale. This is due to the unawareness of other market participants about the decentralised decision to curtailment VRE volumes. A central direct marketing system with a so-called 'single buyer' concept could remedy this situation. Contrary to the prevailing economic theory, the variable market premium proves to be dynamically more efficient than a fixed market premium in all scenarios examined, which in turn is more efficient than a variable and fixed capacity premium. The greatest influence on the absolute as well as relative market values of the VRE is exerted in descending order by new electricity consumers (P2X), a central instead of decentralised direct marketing system, a more even expansion ratio between wind and PV plants, a more even distribution of wind plants between northern and southern Germany, the flexible use of biomass plants, the use of electricity to electricity storage units and to relatively small proportions also a more system-oriented design of the plants (weakwind turbines). Better incentives to increase the flexibility potentials and thus better integration possibilities of the VRE are offered by the integration via the electricity utilities instead of the wholesale market.