Vzpostavitev digitalnega marketinga na primeru spletne trgovine www.krucefix.com

diplomsko delo visokošolskega strokovnega študija Organizacija in management poslovnih in delovnih sistemov

Matija Čemažar (Author), Goran Vukovič (Mentor), Miha Marič (Co-mentor)

Abstract

Najprej smo se seznanili z literaturo in teorijo o spletni prodaji in digitalnem marketingu, zakonodaji, pravicah potrošnikov med nakupovanjem na spletu. S pomočjo tuje literature smo spoznali tudi vse najpomembneše metode in orodja, ki jih digitalni marketing ponuja. Vse teoretične ugotovitve in spoznanja smo predstavili v prvem delu naše naloge. Spletna prodaja in digitalni marketing postajata primarni vlogi v prodajno marketinških strategijah podjetij. Omogočata veliko izbiro različnih e-orodij in načinov komunikacije s končnimi strankami. Naše delo smo nadaljevali s predstavitvijo okolja obravnavanega podjetja Društva Destilarjev, njihovih izdelkov in spletnega pojavljanja njihove blagovne znamke Krucefix. Saj smo v teoretičnem delu spoznali, da se je pri vzpostavljanju digitalnega marketinga potrebno zavedati, da gre za celosten in zahteven proces, ki potrebuje skrbno načrtovane akcije in vodenje. V digitalnem svetu se trendi, orodja, taktike hitro spreminjajo, zato je potrebna stalna ažurnost, načrtovanje in spremljanje trendov. S pomočjo raziskovalnega vzorca, ki smo ga izvedli z uporabo spletnega orodja www.1ka.si. V izdelanem vzorcu smo pridobili veliko odgovorov na vprašanja kakšne so navade spletnih potrošnikov, kakšne izkušnje imajo s spletno prodajo na katerikoli spletni trgovini, zanimal nas je njihov odnos do vseh vrst različnih načinov spletnega oglaševanja, spletnega marketinga. Na podlagi podatkov zbranih z anketo smo izvedli analizo. Ugotovili smo, da je spletno nakupovanje v porastu prav za vse industrije oziroma podjetja. Na podlagi naše raziskove ugotavljamo, da so za vsebinski marketing v letu 2017 najbolj priljubljene video vsebine, da je večina anketirancev prisotnih na Facebook in Instagram socialnih omrežjih ter, da nekaj sodelujočih že pozna izdelke Društva Destilarjev. Okolje Društva Destilarjev smo dodobra spoznali. S poznavanjem okolja obravnavanega podjetja in na podlagi naše opravljene analize ter pridobljenega teoretičnega znanja. Smo sestavili skupek predlogov, implementacij in akcij digitalnega marketinga za obravnavano podjetje Društvo Destilarjev in njihovo spletno mesto www.krucefix.com.

Keywords

spletna prodaja;digitalni marketing;Krucefix;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[M. Čemažar]
UDC:	339.138
COBISS:	7959827
Views:	1033
Downloads:	69
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Establishment of digital marketing on the example of online store www.krucefix.com
Secondary abstract:	First, we became acquainted with the literature and the theory of online sales and digital marketing, legislation, consumer rights while shopping online. With the help of foreign literature, we also learned about all the most important methods and tools of digital marketing. We presented theoretical findings in the first part of our work. Online sales and digital marketing are becoming two most important roles in the sales - marketing strategies of companies. They provide a wide choice of various e-tools and ways to communicate with end customers. We continued our work with the presentation of the company called Društvo Destilarjev, their products range and online appearance of their brand Krucefix. In the theoretical part, we realized that construction of digital marketing is necessary complex and demanding process, which requires carefully planned management actions. In digital world the trends, tools, tactics are changing rapidly, so constant updating, planning and monitoring of trends is needed for every company. With the help of a research questionnaire, we have implemented it by using web tool www.1ka.si. In the model we have obtained a lot of answers to questions about the habits of online consumers, what kind of experience they have with online sales on any online store, we were interested in their attitude towards all sorts of different ways of online advertising, online marketing. Based on the obtained data collected with the questionnaire responses we carried out the analysis. We found that online shopping is rising for all industries or businesses. Based on our research, we have shown that for content marketing in the year 2017 is video content the most prevalent, that most of participants are present on Facebook and Instagram social networks and many of them already know the products of the Društvo Destilarjev. We met very well the environment of the company Društvo Destilarjev. With the good knowing of the environment of the company and under consideration based on our analysis and acquired theoretical knowledge. We have compiled a set of digital marketing proposals, implementations and actions for the company Društvo Destilarjev and their web store www.krucefix.com.
Secondary keywords:	Online sale;Digital marketing;Krucefix;www.krucefix.com;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	55 f., pril.
ID:	10852902