magistrsko delo
David Romih (Author), Simona Sternad (Mentor)

Abstract

Digitalizacija poslovanja in digitalna prisotnost sta danes eni ključnih strateških usmeritev podjetij. Hiter življenjski tempo narekuje nenehno prilagajanje podjetnikov na trgu. Za doseg in iskanje novih strank je v porastu uporaba digitalnih rešitev. V magistrskem delu predstavljamo digitalno prisotnost v malem trgovskem podjetju Avtosotla, d.o.o. in na njegovem primeru prikažemo možno uporabo digitalnih strategij prisotnosti. Natančneje predstavimo 3 digitalne strategije prisotnosti: spletno mesto in SEO optimizacija, družbeno omrežje Facebook in oglaševanje ter e- poštni marketing. Na primeru podjetja Avtosotla, d.o.o. prikažemo uporabo teh strategij, s katerimi želimo doseči naslednje cilje: povečanje prepoznavnosti podjetja in pošiljanje ponudb pravim kupcem, pridobivanje novih zvestih strank prek spleta in zagotavljanje ustreznih informacij na spletnem mestu ter povečanje obiska spletnega mesta. Nadalje ugotavljamo, ali se razlikuje upravljanje digitalne prisotnosti v malih in srednje velikih ter velikih podjetjih. Preverjamo hipotezo o tem, ali ima digitalna prisotnost podjetja pozitivne učinke na poslovanje, in o tem, ali so strategije spletno mesto, Facebook oglaševanje in e-poštni marketing primerne za uvedbo v malem trgovskem podjetju, ki se ukvarja s prodajo rezervnih delov za avtomobile.

Keywords

digitalizacija;elektronsko poslovanje;spletno mesto;družbena omrežja;spletno oglaševanje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: D. Romih
UDC: 004.6:005
COBISS: 49959427 Link will open in a new window
Views: 426
Downloads: 48
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Other data

Secondary language: English
Secondary title: Digital presence of small retail enterprise : Avtosotla, d.o.o. case study
Secondary abstract: Digitalization of business processes and digital presence are one of the key strategic orientations of businesses these days. Fast lifestyle dictates entrepreneurs constant adjustment in the market. Businesses use digital solutions to find new costumers and to interact with them. In our thesis we present the digital presence of small retail enterprise Avtosotla, d.o.o. and on its case, we show the possible use of digital presence strategies. We present three digital presence strategies in more detail: website and SEO optimization, social network Facebook and advertising on it, and email marketing. On the Avtosotla, d.o.o. case, we show the use of these strategies to achieve three main goals: increase the visibility of the company and send offers to the suitable customers, gain new loyal customers online and provide relevant information on the website and increase its visit. Furthermore, we determine whether digital presence management differs in small, and medium-sized and large enterprises. We test the hypothesis of whether a company’s digital presence has positive effects on business and whether website, Facebook advertising and email marketing strategies are appropriate for implementation in a small retail enterprise, engaged in the sale of car spare parts.
Secondary keywords: digital presence;digital presence strategies;small retail enterprise Avtosotla;d.o.o.;website;social media marketing;email marketing;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 63 str.
ID: 12060362