Segmentiranje trga spletne prodajalne X

delo diplomskega projekta

Julija Toplak (Author), Borut Milfelner (Mentor)

Abstract

Razmere na trgu se nenehno spreminjajo. Ponudba izdelkov in storitev je vedno večja, odjemalci pa postajajo vedno zahtevnejši. Posledično se zaostruje konkurenčni boj med podjetji, ki si prizadevajo v največji možni meri zadovoljiti potrebe in želje odjemalca. Učinkovito segmentiranje trga je pri tem osnova za oblikovanje marketinškega spleta po meri odjemalcev v izbranih ciljnih segmentih. V prvem delu diplomskega projekta predstavljamo teoretična izhodišča na področju segmentiranja in spletne prodajalne. Prikazujemo postopek segmentiranja, ki se začne z izbiro osnov za segmentiranje ter z izbiro ciljnih trgov, konča pa s tržnim pozicioniranjem. Opisujemo prednosti in slabosti spletne prodaje ter dejavnike, ki vplivajo na učinkovitost, predstavljamo pa tudi sodobne trende na področju spletnih prodajaln. V drugem delu diplomskega projekta predstavljamo spletno prodajalno X, ki se ukvarja s proizvodnjo in prodajo izdelkov iz naravnih in ekoloških materialov. Trg izbranega podjetja bomo segmentirali in oblikovali tržne segmente, na osnovi katerih bo lahko podjetje učinkoviteje komuniciralo s ciljnimi segmenti, jim prilagodilo marketinške aktivnosti, posledično pa se bo povečala tudi prodaja.

Keywords

segmentacija;spletna prodaja;spletna trgovina;ciljne skupine;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[J. Toplak]
UDC:	339.13:004
COBISS:	38113795
Views:	527
Downloads:	101
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Segmentation of online store market X
Secondary abstract:	Market conditions are constantly changing. The offer of products and services is growing, and customers are becoming more and more demanding. As a result, the competition between companies, which strive to satisfy the needs and wishes of their customers as much as possible, is intensifying. Effective market segmentation is the basis for creating a customer-tailored marketing web in selected target segments. In the first part of the diploma project, we present theoretical starting points in the field of segmentation and online shopping. Following that we describe the segmentation process, which begins with the selection of bases for segmentation and the selection of target markets, and ends with market positioning. Finally, we analyze the advantages and disadvantages of online sales and the factors that affect efficiency and modern trends in the field of online store. In the second part of the diploma project, we present the online store X, which is engaged in the production of products using natural and organic materials. The products can be purchased in their online store. We propose the segmentation scheme and market segments for the company. On this basis the company will be able to communicate more efficiently with the target segments, adapt their marketing activities, and consequently increase sales.
Secondary keywords:	segmentation;online store;market segments;target group;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 35 str.
ID:	11962869