Digitalizacija družinskega proizvodnega podjetja

magistrsko delo

Max Krašovec (Author), Dušan Mežnar (Mentor)

Abstract

Malo družinsko podjetje se spopada s težavami zaradi vedno pogostejše uporabe digitalnih tehnologij, sprememb kupčevih navad in omejitev zaradi zajezitve širjenja covida-19. Z analizo možnosti digitalizacije podjetja smo ugotovili, da je najbolj optimalno digitalizirati prodajo z vpeljavo lastne spletne strani in trgovine (t. i. e-commerce) in s trženjem na družbenih omrežjih. Za določitev novega poslovnega modela smo uporabili metodo CANVAS, medtem ko smo uporabili za digitalno strategijo trženja metodo N-REL. Pri izdelavi spletne strani in trgovine smo uporabili Wordpress in vtičnike, ki jih podpira. Opravili smo tudi lokalizacijo strani in optimizacijo za namene optimizacije iskalnikov. Tako je podjetje zdaj pripravljeno za širitev svoje prodaje na nove trge in zaradi nove spletne trgovine ni več odvisno od fizične prodaje blaga. Podjetje mora v prihodnje še vpeljati predlagano digitalno strategijo trženja v svoje poslovanje in spremljati vzpostavljeno analitiko strani, da bo lahko prilagodilo svojo stran ali ponudbo glede na nove trge.

Keywords

digitalizacija;proizvodnjo podjetje;WordPress;optimizacija iskalnikov;e-poslovanje;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[M. Krašovec]
UDC:	004.9
COBISS:	126252035
Views:	3
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Digitalization of a family owned manufacturing company
Secondary abstract:	A small family-owned business is facing problems due to the increasing use of digital technologies, changes in customer habits and restrictions due to the containment of COVID-19. With the help of an analysis of the company's digitization possibilities, we found that it is most optimal to digitalize sales by introducing their own website and store (e-commerce) and marketing via social media. We used the CANVAS method to determine the new business model, while the N-REL method was used for the digital marketing strategy. We used WordPress and the plugins it supports to create the website and store. We also performed site localization and optimization for search engine optimization purposes. Thus, the company is now ready to expand its sales to new markets and, thanks to the new online store, is no longer dependent on the physical sale of goods. In the future, the company must integrate the proposed digital marketing strategy into its operations, as well as monitor the established site analytics, so that it can adapt its site or offer to new markets.
Secondary keywords:	Družinska podjetja;Digitalizacija;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VI, 66 f.
ID:	16185811