Uvajanje nove spletne tržne poti v proizvodno storitvenem podjetju

magistrsko delo

Mitja Brdnik (Author), Bruno Završnik (Mentor), Vojko Potočan (Co-mentor)

Abstract

Magistrsko delo posega na področje tržnih poti v proizvodno storitvenih podjetjih. Eden največjih izzivov proizvodno storitvenih podjetij v današnjem turbulentnem okolju je, na kakšen način plasirati svoje izdelke in storitve do potencialnih kupcev. Izbira in uspešna vzpostavitev tržnih poti sta ključnega pomena za uspešen razvoj posameznega podjetja. Večina slovenskih proizvodno storitvenih podjetij še vedno uporablja tradicionalne tržne poti z lastno prodajo in posredniki, a napredek na tehnološkem področju zahteva vse večjo uporabo sodobnih tržnih poti, kot je spletna tržna pot. Internet se po svetu izredno hitro širi, s tem pa pridobimo veliko novih potencialnih kupcev. Tržna pot, ki nam pomaga približati naše izdelke in storitve novim potencialnim kupcem, je spletna tržna pot oziroma spletna prodaja. Teoretični del magistrske naloge temelji na analitičnem pregledu domače in tuje strokovne literature s področja tržnih poti in spletne tržne poti. V aplikativnem delu magistrske naloge pa smo na osnovi strukturiranega intervjuja raziskovali dosedanje izkušnje slovenskih proizvodno storitvenih in trgovskih podjetij s posameznimi tržnimi potmi in proučili dejavnike, ki vplivajo na odločitev, da se podjetja odločijo za uporabo klasične ali spletne tržne poti. V zaključku magistrske naloge smo ugotavljali smiselnost uvedbe spletne tržne poti v izbranem proizvodno storitvenem podjetju in podali sklepne ugotovitve.

Keywords

trženje;tržne poti;internet;spletne strani;spletna trgovina;elektronsko trženje;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Brdnik]
UDC:	339.138:004.738.5(043.2)
COBISS:	12423196
Views:	1204
Downloads:	212
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Introducing the new internet marketing channel in the manufacturing and service company
Secondary abstract:	The Master’s Thesis falls within the scope of marketing channels in the manufacturing and service companies. One of the biggest challenges of the manufacturing and service companies in today’s turbulent environment is the question of how to launch the products and services to the potential buyers. The choice and the successful establishing of the marketing channels are of a key importance for the successful development of the individual company. The majority of the Slovenian manufacturing and service companies still uses the traditional marketing channels with their own sale and commercial agents; however, the technological progress demands modern marketing channels such as the internet. The use of internet around the world spreads fast and with that we gain a large number of new potential buyers. The marketing channel, which helps us to introduce our products and services to new potential buyers, is the internet marketing channel or the online shopping. The theoretical part of the Master’s Thesis is based on the analytical overview of the Slovenian and foreign scientific literature from the fields of marketing channels and internet marketing channels. In the applied part of the Master’s Thesis we researched – with the help of the structured interview − the experiences of the Slovenian manufacturing and service companies with the individual marketing channels. We also studied the factors, which influence the companies’ decisions for the traditional or internet marketing channel. In the conclusion of the Master’s Thesis we established the usefulness of the internet marketing channel in the analyzed manufacturing and service company and explained the findings and conclusions.
Secondary keywords:	the marketing channel;traditional marketing channels;modern marketing channels;internet;web page;online shop;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 82 str., 2 str. pril.
ID:	9137473