Analysis of the marketing survey carried out by the company for the new product launch on the Czech market. Conditions for launching on the market. Launching procedure together with new product promotion. Results of the launch.

Background: The widespread use of social media has offered brands a great opportunity to engage with their customers and promote sales. In China’s mobile gaming market, the huge user base of social media marketing provides companies with an excellent opportunity to develop their brand image and cultivate further awareness. However, the research regarding social media marketing’s influence on mobile game’s brand equity is still limited from a literary perspective. Purpose: Firstly, the research aims to identify the factors of social media marketing that influencing mobile game companies’ brand equity. Secondly, this research will evaluate the importance of identified impact factors. Method: In order to investigate the research subjects and answer research question properly, the positivism research paradigm has been implemented in this research. In addition, the deductive reasoning approach is applied to formulate and test hypotheses to generate reliable results with a high level of generalization and prediction. The theoretical foundation of this research has been formulated through the frame of reference. Then, the quantitative research methods were applied to the collection and analysis of the data. The primary data has been collected through a survey and the samples have been randomly selected. The main method for the data analysis was regression analysis. Conclusion: In general, the research has demonstrated that social media marketing is a useful tool to develop brand equity for mobile game companies in the Chinese consumer market. Brand popularity and information quality are considered the most important influential factors of social media marketing on mobile game company’s brand equity in China.

The thesis deals with the apprehension of homogeneity and heterogeneity of the senior consumer market and their impact on marketing. The thesis is mapping specification and characterization of the lifestyle and consumer behavior of the 55+ generation in the Czech Republic. It aims to determine the marketing potential of the target group. Typical views of elderly people in terms of the society and companies are based on analysis of MML-TGI data, secondary data research and own primary data using both qualitative and quantitative market research methodologies. Primary data are acquired by the face-to-face and on-line questioning, and carrying out through individual depth interviews. The marketing approach for seniors is recommended on the base of findings and conclusions resulting from both -- the methodological and analytical part of the thesis.

Monetization is now a fundamental aspect of video game creation and currently, all developers are trying to utilize it in the various designs of their games. Contemplating the monetized aspect of video games, this research has seen a gap in the studies pertaining to monetization from the perspective of the consumers, who are also the gamers and the buyers of these monetization designs. This paper approaches monetization from the perspective of consumers to bridge that lacuna. It aims to gain insights into the consumer mind by initiating a conversation between previous theories and present discussions to arrive at a middle ground on monetization in AAA games between consumers and game designers. It achieves this by the use of an online survey and semi-structured interviews with core and casual consumers. Furthermore, this research is supported by a discourse analysis on YouTube by game critics and reviewers. The results of the study showed that monetization is beneficial to independent developers and mobile games, it is also beneficial in AAA games if it is left to the part of the game design that does not affect the quality of the game. For example, cosmetics and DLCs, as long as those DLCs are not gated game lore that consumers are forced to buy. The impact of monetization on AAA games is a fifty-fifty issue on the part of the consumer and developer. The financial impact consumers project to developers justifies the rationale for the continuity of monetization models regardless of the quality of the games design. In the future research is needed to better understand consumer perspectives on monetization, particularly among consumers who have grown up in different gaming eras. Additional studies with larger sample sizes should be conducted in order to make valid generalizations and capture the perspectives of teens. Future studies should also focus on games and game studios that have implemented micro-transactions successfully, considering game design quality, revenue, and customer satisfaction. / Intäktsgenerering är nu en grundläggande aspekt av att skapa videospel och för närvarande försöker alla utvecklare att använda det i de olika designerna av sina spel. Med tanke på den monetariserade aspekten av videospel har denna forskning sett en lucka i studierna som rör intäktsgenerering ur konsumenternas perspektiv, som också är spelarna och köparna av dessa intäktsgenereringsdesigner. Detta dokument närmar sig monetarisering ur konsumenternas perspektiv för att överbrygga denna lucka. Det syftar till att få insikter i konsumentsinnet genom att initiera en konversation mellan tidigare teorier och aktuella diskussioner för att komma fram till en medelväg om intäktsgenerering i AAA-spel mellan konsumenter och speldesigners. Den uppnår detta genom att använda en onlineenkät och semistrukturerade intervjuer med centrala och tillfälliga konsumenter. Dessutom stöds denna forskning av en diskursanalys på YouTube av spelkritiker och recensenter. Resultaten av studien visade att intäktsgenerering är fördelaktigt för oberoende utvecklare och mobilspel, det är också fördelaktigt i AAA-spel om det överlåts till den del av speldesignen som inte påverkar kvaliteten på spelet. Till exempel kosmetika och DLC:er, så länge dessa DLC:er inte är gated game lore som konsumenter tvingas köpa. Effekten av intäktsgenerering på AAA-spel är en femtio-femtio-fråga från konsumentens och utvecklarens sida. Den ekonomiska påverkan som konsumenter projicerar till utvecklare motiverar skälen till kontinuiteten i modeller för intäktsgenerering oavsett kvaliteten på speldesignen. I framtiden behövs forskning för att bättre förstå konsumenternas perspektiv på monetarisering, särskilt bland konsumenter som har vuxit upp i olika spelepoker. Ytterligare studier med större urvalsstorlekar bör genomföras för att göra giltiga generaliseringar och fånga tonåringars perspektiv. Framtida studier bör också fokusera på spel och spelstudior som har genomfört mikrotransaktioner framgångsrikt, med tanke på speldesignkvalitet, intäkter och kundnöjdhet

The aim of this work was to identify and describe the main segments and individual types of customers of the drugstore chains on the basis of their identity and consumption behaviour and subsequently to make suggestions and recommendations for drugstore chains. The whole thesis is divided into two parts: theoretical and practical. The theoretical part of the thesis is devoted to the literature review, which was based on the study of professional books and articles. It presents the basic definitions and concepts related to the issue. It mentions the term consumer, consumer behaviour, describes basic approaches to consumer behaviour monitoring, factors influencing consumer behaviour, purchasing decision-making process, market segmentation and consumer typology in various aspects. In the practical part, quantitative marketing research was conducted in the form of a questionnaire survey. Based on the results, consumer segmentation was performed according to demographic features such as gender and age, as well as the preferred drugstore brand. Each segment was analysed and described in detail in terms of purchasing behavior and based on the resulting data, some suggestions and recommendations for drugstore chains were created.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-11-07T11:43:11Z No. of bitstreams: 1 Ana Gabriela Sturzenegger Michelin.pdf: 1453907 bytes, checksum: b7d6c8f2a4adb3d81e0cb86fcbab469f (MD5) / Made available in DSpace on 2017-11-07T11:43:11Z (GMT). No. of bitstreams: 1 Ana Gabriela Sturzenegger Michelin.pdf: 1453907 bytes, checksum: b7d6c8f2a4adb3d81e0cb86fcbab469f (MD5) Previous issue date: 2017-10-26 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The aging population is growing, living longer, having new habits and attitudes, in addition to new wishes and needs, and significantly contributing to the country's national income and, as a result, becomes appealing to the consumer market. Businesses in Brazil hardly carry out projects in this segment, with almost nonexistent information-gathering and market research. Given this scenario, the main objective of this work was to learn about the State of the Art on the consumer market and seniors in Brazil, from 2006 to 2016, in order to verify what kind of academic knowledge we have, as well as the gaps and opportunities on this topic. For methodology, we opted for State-of-the-Art research of a bibliographic and exploratory nature, with content analysis. We analyzed 98 academic papers containing words related to the consumer market (service, product, consumption, marketing and market) and to the elderly (senior, aging, old and elderly). The outcome was: 1) high female participation (71 out of the 98 papers), especially regarding topics that deal with the understanding of the elderly consumer, the construction and reproduction of the elderly’s image, besides the care required at this stage. Lower male participation (27 out of the 98 papers) mainly related to topics that address practical solutions for improvements and adaptations to aging-related issues; 2) geographical mapping of study concentration on the subject, such as SP (40 papers), RS (15 papers), RJ (11 papers) and SC (7 papers); 3) presentation of 9 topics on the study’s papers, as follows: increased demand, services, new technologies, product development, product usage, advertising, media, rights, and Retail/ POS; and 5) indication of trends related to data that show us a growing interest in the subject, whether in the number of papers, in the diversity of geographic areas and educational institutions, and in the topics of the papers. The conclusion is that knowledge about the growing aging population, its reasons and consequences are already quite widespread in the academic field, with many possibilities and need for studies that deepen the knowledge on the elderly consumer, as well as current demands and new solutions for products and services that best meet their needs. The duality of the speech that reinforces stereotypes of the dependent, fragile elderly, or of the active, young elderly responds to a market framework on this segment’s power of consumption, but does not cater to the multiplicity of elderly consumers, making room for new discussions and possibilities of being old. Finally, it is also possible for businesses to consider this segment of individuals over 60 years old in their plans and projects, starting by including them in the market research studies they conduct / A população idosa aumenta, tem uma vida mais longa, com novos hábitos e atitudes, além de novos desejos e necessidades, apresenta também participação importante na renda do país e, com isso, passa a ser atrativa ao mercado de consumo. As empresas no Brasil realizam projetos sobre esse segmento de forma tímida, com um levantamento de informações e pesquisas de mercado quase inexistente. Diante desse cenário, o objetivo principal desse trabalho foi conhecer o Estado da Arte sobre o mercado de consumo e a terceira idade no Brasil, de 2006 a 2016, para verificar o que temos de conhecimento acadêmico constituído até então, bem como as lacunas e possibilidades sobre esse tema. Como metodologia, optamos pela pesquisa do Estado da Arte, de caráter bibliográfico e exploratório, com análise de conteúdo. Nosso universo foi de 89 trabalhos acadêmicos que continham palavras relativas ao mercado de consumo (serviço, produto, consumo, marketing e mercado) e à terceira idade (idoso, envelhecimento, velho, velhice e terceira idade). Como resultados, temos: 1) uma grande participação feminina dos trabalhos (71 dentre os 98), principalmente sobre os temas que tratam do entendimento do consumidor idoso, a construção e reprodução da imagem do idoso, além dos cuidados exigidos nessa fase. A menor participação masculina (27 dentre os 98) está principalmente nos temas das soluções práticas em busca de melhorias e adaptações para as questões advindas do envelhecimento; 2) mapeamento de polos geográficos de concentração de estudos sobre o tema como SP (40 trabalhos), RS (15 trabalhos), RJ (11 trabalhos) e SC (7 trabalhos) ; 3) apresentação de 9 temas sobre os trabalhos do estudo que são: aumento da demanda, serviços, novas tecnologias, desenvolvimento de produtos, uso de produtos, propagandas, mídias, direitos e Varejo/PDV e 5) indicação das tendências sobre os dados que nos mostram crescimento do interesse sobre o tema, seja em número de trabalhos, em diversidade de áreas geográficas e instituições de ensino e de temas abordados nos trabalhos. A conclusão é que o conhecimento sobre o aumento da população idosa, suas razões e consequências já está bastante difundido no campo acadêmico, com muitas possibilidades e necessidade de estudos que aprofundem o conhecimento sobre o consumidor idoso, bem como as atuais demandas e novas soluções de produtos e serviços que o melhor atenda. A dualidade do discurso que reforça os estereótipos do idoso dependente e frágil ou do idoso ativo e jovem, responde a um enquadramento do mercado sobre o poder de consumo desse segmento, porém não atende à multiplicidade dos idosos consumidores, abrindo espaço para novos discursos e possibilidades do ser velho. Por fim, há possibilidade também de as empresas passarem a considerar esse segmento dos indivíduos com mais de 60 anos em seus planos e projetos, começando por incluí-los nos estudos de pesquisa de mercado que realizam

A presente tese analisa o desenvolvimento do setor agroalimentar brasileiro, no período pós-1990, e suas relações com as oscilações da economia brasileira, com sua inserção internacional e com a política agrícola. O papel dos investimentos, da demanda e dos recursos ociosos ocupa espaço central na análise. A hipótese central é que a dinâmica do setor agroalimentar brasileiro, na década de 1990 e seguinte, foi marcada mais pelo amadurecimento dos investimentos realizados nas décadas de 1970 e 80, do que pela dinâmica da abertura e desmonte da ação do Estado da década de 1990. Baseado na teoria da dinâmica cíclica com formação de recursos ociosos de Ignácio Rangel e com apoio de ampla análise de dados argumentou-se que: 1- o crescimento do setor agroalimentar na década de 1990, e das exportações agrícolas após 1999, foram possíveis pelos investimentos e pela política de desenvolvimento do setor das décadas de 1970 e 80. Os investimentos no setor agroalimentar possuem uma dinâmica cíclica que respondeu a partir da década de 1990 reativamente ao crescimento, e que retornam após 1999 com recursos oficiais e a partir de 2003 com a elevação dos preços internacionais de commodities agrícolas. 2- a trajetória dos sub-setores do setor agroalimentar foi heterogênea, em conseqüência da mesma política macroeconômica. Logo, a diferença dos impactos causados relacionou-se diretamente a trajetória de cada sub-setor no período anterior à abertura em termos de investimentos, de nível tecnológico e em especial quanto as perspectivas de crescimento ou estagnação da demanda. 3- As oscilações da conjuntura, da política macroeconômica e das políticas setoriais são fundamentais. O setor é sensível a distribuição de renda, às taxas de crescimento do PIB e ao aumento do desemprego. Além disso, o setor agroalimentar apresentou um papel político central: na década de 1980, como elemento para o controle da inflação, recebeu incentivos e proteção; na década de 1990, as exportações são liberadas mas recorre-se às importações para baixar os preços internos. Após 1999, o setor passa a ocupar novamente o lugar de auxiliar na obtenção de divisas, de redução do déficit comercial e retomada do crescimento do PIB (como no início da década de 1980). Com isso, os interesses do setor se reforçam (incluindo seus representantes no legislativo e no executivo) e novas políticas setoriais de incentivo começam a surgir. 4- A dinâmica regional da agricultura é outro elemento central para se compreender os movimentos mais amplos do setor. A ociosidade de terras e de instalações industriais (devido as grandes distâncias entre as áreas produtoras de matérias-primas e a indústria e também devido aos impostos interestaduais) possui um componente territorial que influencia em toda a dinâmica do setor agroalimentar. As diferentes condições de solo, relevo e clima influenciam na produtividade e na escolha das técnicas utilizadas, o que gera grande diferenciação regional no Brasil. / This thesis analyzes the development of the Brazilian food sector in the post-1990, and its relations with the fluctuations of the Brazilian economy, with its international integration and agricultural policy. The investments, demand and idle resources has an important role. The central hypothesis is that the dynamics of the Brazilian food industry in the 1990s and after, was leaded by maturity of the investments in the 1970s and 80s. Based on the theory of cyclical dynamics with formation of idle resources by Ignacio Rangel and with broad support from data analysis, it was argued that: 1- the growth of food industry in the 1990s, and agricultural exports after 1999 were made possible by the investments and the development policy of the industry of the 1970s and 80s. Investment in food sector have a cyclical dynamic that responded from the 1990s reactively growth, and after returning in 1999 with governmental resources from 2003 to the rising international prices of agricultural commodities. 2- the trajectory of the sub-sectors of the food industry was heterogeneous, as a result of the macroeconomic policy. The difference of the impact caused is related directly to the trajectory of each sub-sector in the period before the opening, in terms of investments, technological level and specially on the prospects for growth or stagnation of demand. 3- Fluctuations in the economy, the macroeconomic policy and sectoral policies are crucial. The food sector is sensitive to distribution of income, the growth rates of GDP and increased unemployment. Moreover, the food sector had a central political role: in the 1980s, as an element for controlling inflation, its received subsidies and protection, in the 1990s, exports are released but it relies on imports to reduce domestic prices. After 1999, the food sector will again occupy the place of help in obtaining foreign currency, reducing the trade deficit and leading to growth of GDP (as in the early 1980\'s). With this, the interests of the sector is strengthening (including their representatives in the legislative and the executive) and new policies to encourage food sector begin to emerge. 4- The regional dynamics of agriculture is another key element to understanding the movements of the food sector. The idleness of land and industrial plants (due to the large distances between the areas producing raw materials and industry and also due to tax interstate) has a territorial component that influences the dynamic in the food sector. The different soil conditions, topography and climate influence the productivity and the choice of techniques, which generates large regional differences in Brazil.

Made available in DSpace on 2016-04-26T20:22:55Z (GMT). No. of bitstreams: 1 Eliana Kamada Gabriel.pdf: 862522 bytes, checksum: a49c7733a4b586e8655cbbd96e0b215b (MD5) Previous issue date: 2014-06-16 / Having as a starting point the advertising in the globalized consumer market, theme that serves as a background for developing this study, and at the same time, reflecting on the profound changes in society, that began in the United Kingdom with the Industrial Revolution during the mid-eighteenth century and culminated in the current globalized consumer society, in which marketing plays a fundamental role, by creating desires and influencing individuals in their consumption choices, we intend to investigate whether the advertisements aired on electronic media obey the rules contained in code of Consumer Rights and in what situations they fall abusive. Regards methodology, the study is oriented by deductivist approach and technique of bibliographic research. As for the structure, the research includes five chapters. The first is devoted to the study of the origin of individual rights and guarantees, the evolution of the citizenship and the constitutional protection of consumer, even regarding relations firmed at the web. The second chapter discusses the rise of diffuse and collective rights as a new category of rights, whose goal is the protection of rights and interests that transcend the individual level because they belong to the community and include the right to health, a healthy environment, quality of life and the publicity which respects the principles sculptured in the Code of Consumer Protection. The third chapter discusses about the integration of the Civil Code and the Consumer Protection Code, standard character principle which constitutes a guideline for consumer protection, and has the nature of micro system, given their interaction with civil law and other legal branches. The consumer market, the offer and the electronic media, the abusive and misleading advertising and its consequences, as well as advertising principles that protect the internet user consumer, will be scrutinized in the fourth chapter. The fifth chapter discusses the phenomenon of online social networks, new ways of advertising to the online environment, without forgetting the abusive ways that comes within this process, justifying the existence of institutional control as CONAR and its rules of advertising self-regulation. Finally, it is safe to say that marketing is a product of mass society and, as such, can become aggressive and violate principles of advertising sculptured at the Consumer Defense Code, in particular when wants to earn money with electronic media for broadcasting advertisement, featuring abusiveness in some cases, either by invading the private sphere of the individual, either present as a veiled advertising / Tomando como ponto de partida a publicidade no mercado globalizado de consumo, tema que serve de pano de fundo para o desenvolvimento deste estudo, e ao mesmo tempo refletindo sobre as profundas alterações sociais que iniciaram no Reino Unido, com a Revolução Industrial ocorrida em meados do século XVIII, e culminaram na atual sociedade de consumo globalizada, na qual o marketing desempenha papel fundamental ao criar desejos e influenciar o indivíduo em suas escolhas de consumo, pretende-se verificar se as peças publicitárias veiculadas nos meios eletrônicos obedecem às regras contidas no Código de Defesa do Consumidor e em quais situações elas se relevam abusivas. No plano metodológico, o estudo se orienta pela abordagem dedutivista e a técnica de pesquisa bibliográfica. Quanto à estrutura, a pesquisa contempla cinco capítulos. O primeiro se dedica ao estudo da origem dos direitos e garantias individuais, evolução do conceito de cidadania e proteção constitucional do consumidor, inclusive no âmbito das relações firmadas via web. O segundo capítulo discorre sobre o surgimento dos direitos difusos e coletivos como nova categoria de direitos, cujo objetivo é a tutela dos interesses e direitos que transcendem a esfera individual, pois pertencem à coletividade, como o direito à saúde, ao meio ambiente saudável, à qualidade de vida e à publicidade que respeite os princípios insculpidos no Código de Defesa do Consumidor. O terceiro capítulo analisa a integração do Código Civil e do Código de Defesa do Consumidor, norma esta de caráter principiológico, de diretriz de defesa do consumidor e, ainda, de natureza de microssistema, haja vista a sua interação com a legislação civil e com normas de outros ramos do direito. O mercado de consumo, a oferta e os meios eletrônicos, as publicidades abusiva e enganosa e seus desdobramentos, bem como os princípios publicitários que protegem o consumidor internauta serão esmiuçados no quarto capítulo. O quinto capítulo aborda o fenômeno das redes sociais online, as novas modalidades de publicidade que aderem ao ambiente virtual, sem olvidar a abusividade que vem a reboque deste processo, justificando a existência de controles institucionais como o Conar e suas normas de autorregulamentação da publicidade. Por fim, é certo afirmar que o marketing é um produto da sociedade de massa e, como tal, pode se tornar agressivo e violar princípios da publicidade insculpidos no CDC, em especial quando se vale dos meios eletrônicos para veiculação da publicidade, caracterizando em alguns casos a abusividade, seja por invadir a esfera privada do indivíduo, seja por apresentar-se como publicidade velada

隨著消費市場在網際網路上的蓬勃發展，網路電子商業商機無窮，但國內網際網路消費市場業者仍處於摸索階段，往往知道有商機卻不知道如何確實掌握行銷目標。因此十分需要作市場區隔分析，並且瞭解本身的利基與定位。本研究主要以「利益追求變數」及「新觀念反應變數」作為基礎變數，將網際網路消費市場區隔化，再統計歸納各區隔在「人口統計變數」及「購買（使用）型態變數」的特徵描述。繼而探討消費者對於各個電子商店的利益條件認知與定位，繪製出電子商店市場定位知覺圖，據此提出行銷策略意涵。 本研究以調查方式進行，分為兩種問卷：市場區隔研究問卷、電子商店知覺問卷。由於網際網路消費者名單資料取得不易，不易進行有效抽樣調查，故本研究將問卷置於網際網路上，洽詢其他熱門網站設置超連結點及央請一些網站廣發電子郵件大力推廣，又在各大電子佈告欄張貼公告，讓網際網路使用者自由填答，作為研究對象。市場區隔研究問卷共收到1128份有效問卷，電子商店知覺問卷總共回收1077份有效問卷。 市場區隔分析結果：以「利益追求變數」做因素分析後萃取出三個重要因素，因素一「交易保障因素」、因素二「便宜快速因素」、因素三「美觀形象因素」。以此三個重要因素加上對新觀念反應變數為基礎，進行集群分析：第一群「著重形象群」、第二群「保守穩重群」、第三群「新速實簡群」、第四群「時機未到群」。 電子商店的認知與定位分析結果，「宏□Acer Mall」 居於領先的優勢，是十家電子商店中的理想點，「天下書店」居次。「華淵購物網」與「飛行音樂網」距離甚近，代表消費者評價十分相似，若所經營之項目類似，則是處於激烈競爭狀態。「廣通」與「台灣網路」為競爭對手。「酷!必得」、「管家婆資訊網」、「力普內特」、「Happy Mall」相對較為分散，目前無明顯競爭群。 目前各大電子商店多數仍處於虧損狀態，更應知曉目前網際網路使用者真正上網購物比例僅13%，業者必須鎖定目標市場，加強努力提昇目標市場內的購買率，才可能轉虧為盈。

A presente tese analisa o desenvolvimento do setor agroalimentar brasileiro, no período pós-1990, e suas relações com as oscilações da economia brasileira, com sua inserção internacional e com a política agrícola. O papel dos investimentos, da demanda e dos recursos ociosos ocupa espaço central na análise. A hipótese central é que a dinâmica do setor agroalimentar brasileiro, na década de 1990 e seguinte, foi marcada mais pelo amadurecimento dos investimentos realizados nas décadas de 1970 e 80, do que pela dinâmica da abertura e desmonte da ação do Estado da década de 1990. Baseado na teoria da dinâmica cíclica com formação de recursos ociosos de Ignácio Rangel e com apoio de ampla análise de dados argumentou-se que: 1- o crescimento do setor agroalimentar na década de 1990, e das exportações agrícolas após 1999, foram possíveis pelos investimentos e pela política de desenvolvimento do setor das décadas de 1970 e 80. Os investimentos no setor agroalimentar possuem uma dinâmica cíclica que respondeu a partir da década de 1990 reativamente ao crescimento, e que retornam após 1999 com recursos oficiais e a partir de 2003 com a elevação dos preços internacionais de commodities agrícolas. 2- a trajetória dos sub-setores do setor agroalimentar foi heterogênea, em conseqüência da mesma política macroeconômica. Logo, a diferença dos impactos causados relacionou-se diretamente a trajetória de cada sub-setor no período anterior à abertura em termos de investimentos, de nível tecnológico e em especial quanto as perspectivas de crescimento ou estagnação da demanda. 3- As oscilações da conjuntura, da política macroeconômica e das políticas setoriais são fundamentais. O setor é sensível a distribuição de renda, às taxas de crescimento do PIB e ao aumento do desemprego. Além disso, o setor agroalimentar apresentou um papel político central: na década de 1980, como elemento para o controle da inflação, recebeu incentivos e proteção; na década de 1990, as exportações são liberadas mas recorre-se às importações para baixar os preços internos. Após 1999, o setor passa a ocupar novamente o lugar de auxiliar na obtenção de divisas, de redução do déficit comercial e retomada do crescimento do PIB (como no início da década de 1980). Com isso, os interesses do setor se reforçam (incluindo seus representantes no legislativo e no executivo) e novas políticas setoriais de incentivo começam a surgir. 4- A dinâmica regional da agricultura é outro elemento central para se compreender os movimentos mais amplos do setor. A ociosidade de terras e de instalações industriais (devido as grandes distâncias entre as áreas produtoras de matérias-primas e a indústria e também devido aos impostos interestaduais) possui um componente territorial que influencia em toda a dinâmica do setor agroalimentar. As diferentes condições de solo, relevo e clima influenciam na produtividade e na escolha das técnicas utilizadas, o que gera grande diferenciação regional no Brasil. / This thesis analyzes the development of the Brazilian food sector in the post-1990, and its relations with the fluctuations of the Brazilian economy, with its international integration and agricultural policy. The investments, demand and idle resources has an important role. The central hypothesis is that the dynamics of the Brazilian food industry in the 1990s and after, was leaded by maturity of the investments in the 1970s and 80s. Based on the theory of cyclical dynamics with formation of idle resources by Ignacio Rangel and with broad support from data analysis, it was argued that: 1- the growth of food industry in the 1990s, and agricultural exports after 1999 were made possible by the investments and the development policy of the industry of the 1970s and 80s. Investment in food sector have a cyclical dynamic that responded from the 1990s reactively growth, and after returning in 1999 with governmental resources from 2003 to the rising international prices of agricultural commodities. 2- the trajectory of the sub-sectors of the food industry was heterogeneous, as a result of the macroeconomic policy. The difference of the impact caused is related directly to the trajectory of each sub-sector in the period before the opening, in terms of investments, technological level and specially on the prospects for growth or stagnation of demand. 3- Fluctuations in the economy, the macroeconomic policy and sectoral policies are crucial. The food sector is sensitive to distribution of income, the growth rates of GDP and increased unemployment. Moreover, the food sector had a central political role: in the 1980s, as an element for controlling inflation, its received subsidies and protection, in the 1990s, exports are released but it relies on imports to reduce domestic prices. After 1999, the food sector will again occupy the place of help in obtaining foreign currency, reducing the trade deficit and leading to growth of GDP (as in the early 1980\'s). With this, the interests of the sector is strengthening (including their representatives in the legislative and the executive) and new policies to encourage food sector begin to emerge. 4- The regional dynamics of agriculture is another key element to understanding the movements of the food sector. The idleness of land and industrial plants (due to the large distances between the areas producing raw materials and industry and also due to tax interstate) has a territorial component that influences the dynamic in the food sector. The different soil conditions, topography and climate influence the productivity and the choice of techniques, which generates large regional differences in Brazil.