Analiza spletnega marketinga v spletni trgovini Bogomolka

magistrsko delo

Tara Sel (Author), Bruno Završnik (Mentor)

Abstract

Z marketingom se soočamo praktično vsak dan tako v poslovnem kot tudi v zasebnem življenju. Marketing je ključ do uspeha podjetja in ne zajema samo oglaševanja, temveč tudi cel spekter drugih pomembnih aktivnosti, kot so odnosi z javnostjo, promocije ter pospeševanje prodaje. Brez ustreznega marketinga lahko podjetje ponuja izjemne izdelke ali storitve, a z njimi ne bo želo uspeha, saj ljudje sploh ne bodo vedeli zanje. V magistrskem delu smo se osredotočili na najnovejšo vejo v marketingu – spletni marketing in z njim povezane aktivnosti, ki predstavljajo ključno orodje za doseganje konkurenčnosti. Spletni marketing postaja vedno bolj priljubljen zaradi tega, ker omogoča vzpostavitev in ohranjanje odnosov z odjemalci ter osebno komunikacijo, vse to pa z majhnimi stroški. Magistrsko delo je razdeljeno na teoretični in praktični del. Teoretični del je nadalje razdeljen na tri glavna poglavja. V prvem poglavju smo na kratko opredelili nekaj različnih opredelitev marketinga ter opisali glavne lastnosti marketinško naravnanega podjetja. V drugem poglavju sledita opredelitev marketinškega komuniciranja ter navedba njegovih ciljev, procesov in aktivnosti. V tretjem poglavju smo se osredotočili na spletni marketing, njegov pomen, prednosti in slabosti ter vrste spletnega marketinga. V praktičnem delu smo analizirali spletni marketing spletne trgovine Bogomolka, ki smo jo najprej na kratko predstavili. Temu sledi opis spletne strani z vidika najpomembnejših elementov, ki jih mora dobra spletna stran vsebovati. Potem smo se osredotočili na različne oblike oglaševanja, družbena omrežja in druge spletne marketinške aktivnosti, ki se jih podjetje poslužuje. Na koncu smo pripravili predloge za izboljšave ter preverili hipoteze, ki smo si jih uvodoma zastavili.

Keywords

spletni marketing;digitalni marketing;spletno oglaševanje;spletna trgovina;marketinško komuniciranje;aktivnosti;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Sel]
UDC:	339.138:004.738.5(043.2)
COBISS:	13009948
Views:	1237
Downloads:	246
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of online marketing in the online store Bogomolka
Secondary abstract:	We deal with marketing almost everyday in our business life as well as in our private life. Marketing is the key to success of a company and it doesn't cover only adverstising, but also a whole range of other important activities such as public relations, promotions and sale promotions. The company can offer exceptional products or services, but without proper marketing strategy it will not be a success, as people will not know they exist. In our master's thesis we focused on the newest marketing branch, that is online marketing and all related activities which are a key tool for achieving competitiveness. Online marketing is becoming more and more popular because it enables the creation and maintenance of customer relationships and personal communication at a low cost. The master's thesis is divided into two parts: theoretical and practical part. The theoretical part is divided into three main chapters. In the first chapter we briefly defined some different marketing definitions and described the main characteristics of a marketing-oriented company. The second chapter follows the definition of marketing communication and its goals, process and activities. In the third chapter, we focused on online marketing, its importance, its advantages and disadvantages and different types of online marketing. In the practical part, we analyzed the online marketing of the online store Bogomolka. First, we briefly presented the online store. Then follows a description of the website from the perspective of the most important elements that a good website must contain. After this we have focused on various forms of online advertising, social networks and other online marketing activities that the company uses. At the end of the practical part, we wrote some suggestions for improvements and checked the hypotheses we made in the introduction.
Secondary keywords:	online marketing;marketing activities;marketing communication;digital marketing;online advertising;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	IV, 75 str.
ID:	10901973