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Title:MARKETINŠKA STRATEGIJA ZA SPLETNO TRGOVINO KUPONI.ENAA.COM
Authors:Marzidošek, Dean (Author)
Vukovič, Goran (Mentor) More about this mentor... New window
Bitenc, Iztok (Co-mentor)
Files:.pdf VS_Marzidosek_Dean_2016.pdf (1,91 MB)
MD5: 452230F062F149754F09346861B6B5C7
 
Language:Slovenian
Work type:Bachelor thesis/paper (mb11)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Marketinška strategija za spletne trgovine je precej drugačna od klasične marketinške strategije. Seveda upošteva enake zakonitosti, vendar so v večini primerov klasični oglaševalski kanali, kot so na primer televizija, radio, tisk in podobno, popolnoma odsotni. Na drugi strani jih nadomeščajo digitalni kanali v popolnosti, ki se jim je treba tudi bolj podrobno posvetiti v spletni strategiji. Prednost digitalnih kanalov je v zelo dobri in hitri merljivosti rezultatov, dostopnost takšnih oglaševalskih kanalov pa je veliko lažja in tudi hitrejša. Cel proces postavljanja, spreminjanja in nadzora ter korekcij marketinške strategije poteka veliko hitreje, zato je proces precej bolj dinamičen. Ker se v diplomskem delu posvečamo spletni trgovini v pravem, ki nima podlage v podjetju, ki bi se ukvarjalo s kakršnim koli drugim poslom, kot je spletna prodaja, je tudi strategija popolnoma digitalna. V teoretičnem, prvem delu diplomskega dela smo predstavili teoretično podlago za boljše razumevanje načinov sestave strategije marketinga. Takšna teoretična podlaga je pomembna za sestavo strategije marketinga za katero koli podjetje. V drugem, praktičnem delu diplomske naloge smo predstavili izdelavo dejanskega načrta strategije marketinga za kuponsko spletno trgovino kuponi.enaa.com. Predstavili smo strategijo, ki temelji na spletnih marketinških orodjih, in načine nadzora. V tretjem delu smo zbrali zaključke o izbrani marketinški strategiji. Zaključili smo, da nam bo s pomočjo literature in teoretičnih osnov narejena marketinška strategija zelo pomagala pri nadaljnjem razvoju in rasti spletne prodaje in tržnega deleža.
Keywords:kuponi, Google oglaševanje, Facebook oglaševanje, digitalni marketing, kuponska spletna trgovina
Year of publishing:2016
Source:Maribor
COBISS_ID:7711251  New window
NUK URN:URN:SI:UM:DK:EH4TKVXI
Views:1432
Downloads:108
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Categories:FOV
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Secondary language

Language:English
Title:MARKETING STRATEGY FOR ONLINE SHOP KUPONI.ENAA.COM
Abstract:Marketing strategies for online shops are very different from classic marketing strategies. Although they share similar principles, online shops normally do not feature classic advertising channels, such as TV, radio and print, which are completely replaced by digital channels. As a result, online strategies need to pay special attention to digital channels. The measurability of digital channels is excellent and rapid, which also holds for their accessibility. The entire process of building, changing, controlling and correcting the marketing strategy is much faster, which renders the process more dynamic. This thesis focuses on a online shop which is not based in a company that would operate in any area other than online sales, which means that the strategy is completely digital as well. The theoretical part provides the basics for better understanding of the ways to develop a marketing strategy. Such a theoretical basis is crucial for any marketing strategy. The empirical part presents the planning of the marketing strategy for the kuponi.enaa.com online coupon store. It also touches on the strategy that is founded on online marketing tools and discusses the types of control. The third part contains the conclusions regarding the selected marketing strategy. The marketing strategy, which is based on relevant literature and theories, will be instrumental in further development and growth of online sales and the store's market share.
Keywords:Coupons, Google advertising, Facebook advertising, Digital marketing, Online coupon store


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