{"id":3969,"date":"2025-06-26T05:38:28","date_gmt":"2025-06-26T05:38:28","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=3969"},"modified":"2025-06-26T05:56:05","modified_gmt":"2025-06-26T05:56:05","slug":"tuketici-urunleri-sektoru-yeniden-sekilleniyor","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=3969","title":{"rendered":"T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc Yeniden \u015eekilleniyor"},"content":{"rendered":"\t\t
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EY T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc 2025 Durumu raporu yay\u0131mland\u0131. Rapora g\u00f6re, t\u00fcketici \u00fcr\u00fcnleri firmalar\u0131n\u0131n; t\u00fcketiciler, perakendeciler ve sermaye piyasalar\u0131 nezdindeki ilgiyi kazanmas\u0131 i\u00e7in yeni stratejiler belirlemesi gerekiyor. Rapor, 2025 y\u0131l\u0131nda sekt\u00f6r\u00fcn ba\u015far\u0131l\u0131 olabilmesi i\u00e7in bir yol haritas\u0131 sunuyor. <\/strong><\/span><\/p>

EY, T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc 2025 Durumu raporunu yay\u0131mlad\u0131. D\u00fcnya genelinde 500\u2018den fazla t\u00fcketici \u00fcr\u00fcnleri \u00fcreticisi ve perakendecisi, 20.000\u2019den fazla t\u00fcketici, 190 t\u00fcketici \u00fcr\u00fcnleri \u015firketi CEO\u2019su ve 24 sekt\u00f6r y\u00f6neticisi ile yap\u0131lan g\u00f6r\u00fc\u015fmeleri kapsayan rapora g\u00f6re, t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fc kritik bir d\u00f6nemden ge\u00e7iyor.<\/span><\/p>

Rapor, t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcn\u00fcn kar\u015f\u0131la\u015ft\u0131\u011f\u0131 zorluklar\u0131n ve f\u0131rsatlar\u0131n ayr\u0131nt\u0131l\u0131 bir analizini yap\u0131yor ve g\u00fcn\u00fcm\u00fcz\u00fcn h\u0131zla geli\u015fen pazar\u0131nda yat\u0131r\u0131m ve inovasyonun nereye odaklanmas\u0131 gerekti\u011fine dair bir yol haritas\u0131 sunuyor. Ayn\u0131 zamanda rapor, t\u00fcketici \u00fcr\u00fcnleri firmalar\u0131n\u0131 t\u00fcketiciler, perakendeciler ve sermaye piyasalar\u0131 ile marka uygunlu\u011fu olu\u015fturmak i\u00e7in h\u0131zl\u0131ca harekete ge\u00e7meye ve b\u00fcy\u00fcmeyi sa\u011flamak i\u00e7in fiyatland\u0131rma g\u00fcc\u00fc stratejilerine olan ge\u00e7mi\u015f ba\u011f\u0131ml\u0131l\u0131ktan uzakla\u015fmaya \u00e7a\u011f\u0131r\u0131yor.<\/p>

T\u00fcketici \u00dcr\u00fcnleri \u015eirketleri Taktiksel Fiyatland\u0131rma Stratejilerini Geli\u015ftirmeye Odaklan\u0131yor<\/strong>
T\u00fcketici \u00fcr\u00fcnleri \u015firketlerinin de\u011fi\u015fen g\u00fcven ortam\u0131nda, istikrarl\u0131 ve g\u00fcvenilir performans arayan yat\u0131r\u0131mc\u0131 beklentileri de\u011fi\u015fmiyor. Sekt\u00f6re duyulan g\u00fcven ge\u00e7mi\u015f y\u0131llara k\u0131yasla azal\u0131rken, hayat pahal\u0131l\u0131\u011f\u0131 bask\u0131s\u0131yla kar\u015f\u0131 kar\u015f\u0131ya kalan bir\u00e7ok firma maliyetleri d\u00fc\u015f\u00fcrmeye, inovasyonu azaltmaya ve taktiksel fiyatland\u0131rma stratejilerini geli\u015ftirmeye odaklan\u0131yor. Ara\u015ft\u0131rmaya kat\u0131lan t\u00fcketici \u00fcr\u00fcnleri liderlerinin yakla\u015f\u0131k \u00fc\u00e7te ikisi (%65) yat\u0131r\u0131mc\u0131 beklentilerinin i\u015f stratejilerini giderek daha fazla etkiledi\u011fini kabul ediyor. Bir\u00e7ok firmada hacim performans\u0131n\u0131n d\u00fc\u015f\u00fck olmas\u0131 ve zorlu t\u00fcketici fiyatland\u0131rma ortam\u0131n\u0131n \u00fcst d\u00fczey b\u00fcy\u00fcmeyi zorlamas\u0131 nedeniyle, t\u00fcketici \u00fcr\u00fcnleri liderleri bir sonraki performans seviyesine ula\u015fmak i\u00e7in birle\u015fme ve sat\u0131n almalara y\u00f6neliyor. Her ne kadar t\u00fcketici \u00fcr\u00fcnleri liderlerinin %81’i artan de\u011ferleme farklar\u0131n\u0131n \u00f6n\u00fcm\u00fczdeki birka\u00e7 \u00e7eyrekte birle\u015fme ve sat\u0131n almalar\u0131n yayg\u0131nla\u015fmas\u0131n\u0131 engelleyece\u011fine inansa da t\u00fcketici \u00fcr\u00fcnleri \u015firketleri yeni pazarlar\u0131 ve segmentleri ele ge\u00e7irmek \u00fczere kendilerini konumland\u0131rmak i\u00e7in birle\u015fme ve sat\u0131n alma portf\u00f6y\u00fc incelemelerini ve inorganik b\u00fcy\u00fcme stratejilerini h\u0131zland\u0131r\u0131yor.<\/p>

Perakende \u015eirketlerine G\u00fcven Art\u0131yor<\/strong>
Rapor, perakendecilere y\u00f6nelik olarak ise \u00f6nemli veriler sunuyor. \u00d6zel etiketli (private label) markalar\u0131n y\u00fckseli\u015fi ve perakende medya a\u011flar\u0131n\u0131n etkisiyle perakendecilerin daha fazla g\u00fc\u00e7 kazand\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Perakende \u015firketlerinin %78\u2019i gelecekte raflarda sadece bir kitlesel marka kalaca\u011f\u0131na, geri kalan alan\u0131n ise \u00f6zel, premium veya ni\u015f markalar olaca\u011f\u0131na inan\u0131yor. Bu beklenti, t\u00fcketici \u00fcr\u00fcnleri \u015firketlerinin %65\u2019i taraf\u0131ndan da payla\u015f\u0131l\u0131yor.<\/p>

Bu durum, perakende \u015firketlerinin de\u011fi\u015fimin kataliz\u00f6r\u00fc olaca\u011f\u0131na ve t\u00fcketici \u00fcr\u00fcnleri \u015firketlerinin fiziksel ve dijital raflardaki yerlerini korumak i\u00e7in alaka d\u00fczeylerini ve k\u00e2rl\u0131l\u0131klar\u0131n\u0131 tan\u0131mlamalar\u0131 konusunda artan bir bask\u0131 olu\u015fturaca\u011f\u0131na i\u015faret ediyor. Perakendeci g\u00fcveninin artmas\u0131yla birlikte, perakende \u015firketlerinden kat\u0131l\u0131mc\u0131lar\u0131n %76’s\u0131 raf alan\u0131n\u0131n t\u00fcketici \u00fcr\u00fcnleri \u015firketleriyle m\u00fczakerelerde daha \u00f6nemli bir ara\u00e7 haline geldi\u011fini s\u00f6yl\u00fcyor. Perakende \u015firketlerinin %78’i daha premium ve ni\u015f \u00fcr\u00fcn kategorilerine do\u011fru geni\u015flemeye devam etmeyi planlarken %67’si \u00f6n\u00fcm\u00fczdeki \u00fc\u00e7 y\u0131l i\u00e7inde kendi markalar\u0131n\u0131 geli\u015ftirmeye \u00f6ncelik vereceklerini s\u00f6yl\u00fcyor.<\/p>

Sekt\u00f6rde Ba\u015far\u0131n\u0131n Anahtar\u0131 \u0130novasyon ve \u0130\u015f Birli\u011finden Ge\u00e7iyor<\/strong>
Rapora g\u00f6re, t\u00fcketici \u00fcr\u00fcnleri ve perakende \u015firketleri, de\u011fi\u015fen rekabet ko\u015fullar\u0131na ra\u011fmen i\u015f birli\u011finin ba\u015far\u0131n\u0131n temel unsurlar\u0131ndan biri oldu\u011fu konusunda hemfikir. Kat\u0131l\u0131mc\u0131lar\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu (%75 perakende, %77 t\u00fcketici \u00fcr\u00fcnleri firmas\u0131), i\u015f birli\u011finin kritik \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>

Yapay zek\u00e2, veri ve analitik teknolojileri hem perakende (%52) hem de t\u00fcketici \u00fcr\u00fcnleri \u015firketleri (%45) taraf\u0131ndan \u00f6n\u00fcm\u00fczdeki \u00fc\u00e7 y\u0131l\u0131n en b\u00fcy\u00fck \u00f6ncelikleri aras\u0131nda g\u00f6steriliyor. Ancak t\u00fcketici \u00fcr\u00fcnleri liderlerinin yaln\u0131zca %32\u2019si bu teknolojilerin rekabet avantaj\u0131 sundu\u011funa inan\u0131yor. \u0130novasyon, \u00f6zellikle birle\u015fme ve sat\u0131n alma stratejilerinin temel itici g\u00fcc\u00fc haline gelirken; perakende \u015firketleri bu alandaki ortak \u00e7al\u0131\u015fmalara \u00f6ncelik veriyor. Sekt\u00f6r\u00fcn inovasyon kapasitesini art\u0131rmak i\u00e7in yapay zek\u00e2 entegrasyonunun daha sistematik ve ortakl\u0131k temelli yap\u0131lmas\u0131 gerekti\u011fi vurgulan\u0131yor.<\/p>

\u00d6te yandan, perakende \u015firketlerinin %65\u2019i ma\u011faza trafi\u011fini art\u0131rmak i\u00e7in t\u00fcketici \u00fcr\u00fcnleri \u015firketlerine, yenilik\u00e7i ve dikkat \u00e7ekici \u00fcr\u00fcnler geli\u015ftirme konusunda g\u00fcveniyor. \u0130\u015f birli\u011fini g\u00fc\u00e7lendiren bir di\u011fer alan ise perakende medyas\u0131 olarak g\u00f6r\u00fcl\u00fcyor. Sadakat programlar\u0131 ve e-ticaret platformlar\u0131 \u00fczerinden elde edilen verilerin kullan\u0131m\u0131, t\u00fcketici \u00fcr\u00fcnleri ve perakende \u015firketleri i\u00e7in yeni gelir modelleri ve ortak b\u00fcy\u00fcme f\u0131rsatlar\u0131 yarat\u0131yor. Kat\u0131l\u0131mc\u0131lar\u0131n %63\u2019\u00fc, perakendeye y\u00f6nelik medya kanallar\u0131n\u0131n stratejik \u00f6neminin artt\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>

EY T\u00fcrkiye \u015eirket Orta\u011f\u0131, T\u00fcketici \u00dcr\u00fcnleri ve Perakende Sekt\u00f6r Lideri Kaan Birdal konuyla ilgili \u015fu de\u011ferlendirmelerde bulundu: \u201cEY olarak, T\u00fcketici \u00dcr\u00fcnleri ve Perakende Sekt\u00f6r\u00fcne y\u00f6nelik k\u00fcresel \u00e7apta ger\u00e7ekle\u015ftirdi\u011fimiz \u00e7al\u0131\u015fmalardan biri olan T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc 2025 Durumu Raporu, sekt\u00f6r\u00fcn art\u0131k yaln\u0131zca fiyat rekabetiyle ayakta kalamayaca\u011f\u0131n\u0131 net bir \u015fekilde ortaya koyuyor. T\u00fcketici \u00fcr\u00fcnleri \u015firketlerinin, de\u011fi\u015fen t\u00fcketici beklentilerine h\u0131zla yan\u0131t verebilen, perakende \u015firketleriyle daha g\u00fc\u00e7l\u00fc i\u015f birlikleri kurabilen ve inovasyonu \u00f6nceliklendiren esnek yap\u0131lar kurmalar\u0131 gerekiyor. Rapora g\u00f6re; portf\u00f6y inovasyonu, birle\u015fme ve sat\u0131n almalar, teknoloji destekli i\u015fletme modeli, ticari m\u00fckemmellik ile pazarlama ve yapay zek\u00e2 d\u00f6n\u00fc\u015f\u00fcm\u00fc \u015firketlerin odaklanmas\u0131 gereken be\u015f alan olarak ortaya \u00e7\u0131k\u0131yor. Bu alanlar sadece b\u00fcy\u00fcme i\u00e7in de\u011fil, sekt\u00f6r\u00fcn gelecekteki varl\u0131\u011f\u0131 i\u00e7in de kritik \u00f6nem ta\u015f\u0131yor.\u201d<\/p>

Raporun tamam\u0131 i\u00e7in t\u0131klay\u0131n\u0131z.<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

EY T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc 2025 Durumu raporu yay\u0131mland\u0131. Rapora g\u00f6re, t\u00fcketici \u00fcr\u00fcnleri firmalar\u0131n\u0131n; t\u00fcketiciler, perakendeciler ve sermaye piyasalar\u0131 nezdindeki ilgiyi kazanmas\u0131 i\u00e7in yeni stratejiler belirlemesi gerekiyor. Rapor, 2025 y\u0131l\u0131nda sekt\u00f6r\u00fcn ba\u015far\u0131l\u0131 olabilmesi i\u00e7in bir yol haritas\u0131 sunuyor. EY, T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r\u00fc 2025 Durumu raporunu yay\u0131mlad\u0131. D\u00fcnya genelinde 500\u2018den fazla t\u00fcketici \u00fcr\u00fcnleri \u00fcreticisi ve perakendecisi, 20.000\u2019den […]<\/p>\n","protected":false},"author":2,"featured_media":767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-3969","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3969"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3969\/revisions"}],"predecessor-version":[{"id":3974,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3969\/revisions\/3974"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/767"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}