Marketinške strategije razvoja zagonskih podjetij

magistrsko delo

Aleš Ivkovič (Avtor), Dušan Radonjič (Mentor)

Povzetek

V pričujoči magistrski nalogi smo raziskovali vpliv izbora marketinške strategije na poslovne rezultate zagonskega podjetja na področju razvoja mobilnih aplikacij. Vrednosti, ki smo jih pri raziskavi opazovali, so obseg prodaje opazovane kategorije izdelkov, število prodanih kosov aplikacij in vrednost prodaje v USD. V prvem delu naloge smo opredelili marketing kot poslovno funkcijo, posebnosti tržnega okolja zagonskih podjetij, posebnosti trga mobilnih aplikacij in predstavili marketinške strategije zagonskih podjetij na trgu mobilnih aplikacij ter jih primerjali med seboj. Ugotovili smo, da moderni koncepti poslovanja marketing opredeljujejo kot bistveno razlikovalno in edinstveno poslovno funkcijo podjetja. Marketing je v svoji zgodovini prešel iz enodimenzionalne v večdimenzionalno poslovno aktivnost, ki jo lahko delimo najmanj na korporativno raven, poslovno raven in funkcionalno raven. V nadaljevanju smo se usmerili na opredelitev strateškega marketinga, njegove vloge in mesta v procesu marketinga in opredelili proces strateškega marketinga. Poglobili smo se tudi v tržno okolje zagonskih podjetij, katerega posebnosti so dinamičnost in negotovost trga ter omejenost finančnih virov. Opredelili smo tudi življenski cikel izdelka, ki je lahko ključni dejavnik konkurenčnosti zagonskega podjetja. Ugotavljali smo tudi posebnost trga mobilnih aplikacij in težave, ki jih povzroča hitro spreminjanje tehnologije in neenotnost tehnoloških standardov. Preučili smo tudi ponudbo in povpraševanje na trgu mobilnih aplikacij, ki še naprej raste z nezmanjšano močjo. Preden smo pričeli s empiričnim delom smo, preučili posebnosti najbolj pogosto uporabljenih strategij, to so strategija "free", "paid", "freemium" in strategija "paymium". Nadaljevali smo z empiričnim delom naloge, v katerem smo primerjali dva modela marketinške strategije zagonskih podjetij na področju razvoja mobilnih aplikacij, in sicer "freemium" in "paymium". Spremljali in beležili smo podatke o nakupih in dobičku v časovnem obdobju od 1. 1. 2015 do 30. 6. 2015, ko smo izvajali marketinško strategijo "freemium" in od 1. 7. 2015 do 31. 12. 2015, ko smo izvajali marketinško strategijo "paymium". Z raziskavo smo pokazali, da je za izbrano kategorijo izdelkov na področju mobilnih aplikacij primernejša uporaba marketinške strategije "freemium".

Ključne besede

marketing;strateški marketing;tržne raziskave;zagonsko podjetje;mobilne aplikacije;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[A. Ivkovič]
UDK:	339.13(043.2)
COBISS:	12649244
Št. ogledov:	754
Št. prenosov:	79
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing strategies of development of start-up companies
Sekundarni povzetek:	In this master thesis, we investigated the influence of the selected marketing strategy on the business results of the start-up companies in the field of development of mobile applications. The variables that were observed in the study were sales volumes of observed categories of products, the number of items sold for applications, and value of the sales in USD. In the first part, we defined marketing as a business function, the specifics of the market environment of start-up companies, the specifics of the market for mobile applications and present marketing strategies of start-up companies in the market of mobile apps, and compared them with each other. We found out that modern concepts of business marketing are an essential distinctive and unique business function of the company. Marketing in its history passed from one-dimensional to multi-dimensional business activities that can be divided at least at the corporate level, business level and functional level. Below we focused on defining strategic marketing, its role and place in the process of marketing and identify the process of strategic marketing. We looked in the market environment of start-up companies whose peculiarities are dynamic and market uncertainty and scarcity of financial resources. We defined the life cycle of the product, which can be a key factor in the competitiveness of start-up companies. We also determined the specialty of the market for mobile applications and problems caused by rapidly changing technology and the uneven technological standards. We also studied the supply and demand in the market for mobile apps, which continues to grow unabated. Before we began with the empirical work, we have studied the particularities of the most frequently used strategies, this strategys are "free", "paid", "freemium" and "paymium". In the empirical part, two models of marketing strategies were compared with emphasis on start-up companies in the field of development of mobile applications, "freemium" and "paymium". We took into account data on purchases and profits in the period from 1st January 2015 to 30th June 2015, when we implemented strategy "freemium", and from 1st July 2015 to 31st December 2015, when we implemented strategy "paymium". In this master thesis, we showed that for the selected product category of the mobile applications using of marketing strategy "freemium" was more appropriate.
Sekundarne ključne besede:	start-up company;marketing stretegy;"Freemium";"Paymium";
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	VII, 79 str.
ID:	9137191