Optimizacija spletne trgovine Concert Vienna z metodami za raziskavo marketinga

delo diplomskega projekta

Mario Berger (Author), Matjaž Iršič (Mentor)

Abstract

Sodobno poslovanje se je s hitrim razvojem informacijsko-komunikacijske tehnologije in interneta drastično spremenilo. To je vplivalo tudi na razvoj marketinga, saj je splet postal pomemben prodajni kanal in nepogrešljiv del marketinškega komuniciranja. Tako se je pojavila nova veja marketinga; spletni marketing. Vendar pa se zdi, da se strokovnjaki v spletnem marketingu s svojimi teorijami, novimi termini in inovativnimi pristopi na videz oddaljujejo od tradicionalnega marketinga, zato sem v tem diplomskem projektu preveril, ali metode spletnega marketinga temeljijo na spoznanjih tradicionalnega marketinga. V prvem delu sem predstavil teoretična izhodišča in metode raziskave marketinga, ki sem jih potem v drugem delu dopolnili s teorijo spletnega marketinga. V zadnjem delu sem teoretična spoznanja apliciral na praktični primer optimizacije prodajne spletne strani Concert Vienna, kjer sem z uporabo metod, kot so analiza sekundarnih podatkov, intervju in eksperiment, pokazal, v kolikšni meri so »tradicionalne« metode raziskave marketinga še vedno zelo aktualne v hitro se razvijajočem spletnem marketingu.

Keywords

spletni marketing;marketing;raziskave;spletno oglaševanje;tržne raziskave;spletna trgovina;družbena omrežja;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Berger]
UDC:	339.138:004.738.5
COBISS:	12900124
Views:	703
Downloads:	57
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Optimization of e-ticket shop Concert Vienna through methods for marketing research
Secondary abstract:	Modern commerce has changed dramatically with the rapid development of information and communications technology. It also influenced the development of marketing as the Internet became an important marketing channel and now has a key role in marketing communication. Thus, a new branch of marketing emerged; online marketing. It seems that online marketing professionals are moving away from traditional marketing and they are developing their own theories, new terms and innovative approaches. We are trying to show that methods used in modern online marketing derive from or are the same as in traditional marketing. In the first part we presented the theory of marketing research, followed by the theory of online marketing. Those were then applied to the practical example in optimizing the e-ticket web-shop Concert Vienna, using methods such as internal secondary data analysis, interview and experiment and demonstrated that methods of »traditional« marketing are still very much in use in the rapidly evolving online marketing.
Secondary keywords:	marketing research;online marketing;online advertising;optimization;experiment;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	I, 45 str., [4] str. pril.
ID:	10862152