Pomen sejmov v digitalni dobi

magistrsko delo

Nina Buh (Author), Marko Lah (Mentor)

Abstract

Sejem je večnamensko marketinško-komunikacijsko orodje za posredovanje informacij, znanja in tehnologije. Podjetjem omogoča osebno komunikacijo s poslovnimi partnerji, pridobivanje potencialnih kontaktov, pregled konkurence in trendov gospodarske panoge ter predstavitev novih izdelkov. Digitalna doba v marketinško komuniciranje prinaša integracijo novih komunikacijskih orodij, ki vplivajo na pomen sejma. Čeprav se njegova podoba in oblika nenehno spreminja in je odvisna od gospodarskega ter ekonomskega okolja, se ključna prednost sejma, osebni stik med proizvajalcem in kupcem, ni spremenila že od začetka njegovega pojava. Prvi del magistrskega dela je namenjen teoretičnem delu, pregledu literature o razvoju sejemske panoge in glavnih značilnosti sejma. Namen drugega, empiričnega del magistrskega dela je odgovoriti na zastavljeno raziskovalno vprašanje s pomočjo intervjujev, ter ugotoviti ali se pomen klasičnih sejmov v digitalni dobi zmanjšuje zaradi uporabe novih, dostopnejših marketinških orodij.

Keywords

Sejmi;Podjetja;Tržno komuniciranje;Digitalizacija;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Buh]
UDC:	339.174(043.3)
COBISS:	36028253
Views:	734
Downloads:	293
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Importance of trade fairs in the digital era
Secondary abstract:	Trade fair is a multifunctional marketing and communication tool for providing information, knowledge and technology. It enables companies to communicate with business partners in person, obtain potential customers, review competition and trends in the industry, and to present new products. The digital era in marketing communication brings together the integration of new communication tools that influence the significance of the fair. Although its image and design are constantly changing and depend on the industry and economic environment, the key advantage of the fair, the personal contact between the manufacturer and the buyer, has not changed since the beginning of its appearance. First part of this master's thesis is intended for theoretical framework; a review of literature on the development of fair industry and main features of the fair. The purpose of the second, empirical part of the master's thesis is to answer the research question with the help of interviews, and to determine whether the significance of classical fairs in the digital age is reduced due to the use of new, more accessible marketing tools.
Secondary keywords:	Fairs;Enterprises;Marketing communication;Digitization;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	67 str.
ID:	11009819