20.500.12556/DKUM-100135 PRIVATE SHOPPING CLUBS KOT POSEBNA OBLIKA E-TRGOVINE: PRIMERJALNA ANALIZA PODJETIJ VEEPEE IN BESTSECRET Private shopping clubs as a specific form of e-commerce: a comparative analysis of veepee and bestsecret Magistrsko delo obravnava private shopping clube (PSC) kot specifičen poslovni model v evropski e-trgovini. Namen raziskave je opredeliti ključne značilnosti poslovnega modela, pojasniti način ustvarjanja vrednosti za uporabnike in partnerske blagovne znamke ter s primerjalno analizo podjetij Veepee in BestSecret prikazati različne izvedbe sorodne poslovne logike v proučevanem tržnem segmentu. Raziskava temelji na deskriptivni in komparativni analizi sekundarnih znanstvenih, strokovnih in poslovnih virov. Posebej so analizirane značilnosti poslovnega modela, kot so članstvo, ekskluzivnost, upravljanje presežnih zalog, časovna omejenost ponudbe, omejenost same ponudbe, personalizacija, uporabniška izkušnja, logistika in vloga digitalne platforme. PSC ni mogoče obravnavati zgolj kot spletno prodajo izdelkov po znižanih cenah, saj vrednost nastaja z medsebojnim povezovanjem ponudbe priznanih blagovnih znamk, članstva in digitalnih prodajnih mehanizmov. Veepee in BestSecret uporabljata soroden nabor temeljnih elementov, vendar jih v različni meri uporabljata, tempirata in različno razvijata in povezujeta. Digitalizacija lahko iz sredstva za učinkovitejše izvajanje obstoječih procesov preraste v dejavnik preoblikovanja in nadaljnjega razvoja poslovnega modela. This master's thesis examines private shopping clubs (PSCs) as a specific business model in European e-commerce. The purpose of the research is to define the key characteristics of this business model, explain how value is created for users and partner brands, and, through a comparative analysis of Veepee and BestSecret, illustrate different implementations of a similar business logic within the market segment under study. The research is based on a descriptive and comparative analysis of secondary academic, professional, and business sources. Particular attention is given to business model characteristics such as membership, exclusivity, management of excess inventory, time-limited offers, limited product availability, personalization, user experience, logistics, and the role of the digital platform. PSCs cannot be regarded merely as an online channel for selling products at discounted prices, as value is created through the interconnection of established brand offerings, membership, and digital sales mechanisms. Veepee and BestSecret employ a similar set of core elements, but differ in the extent to which they use, time, develop, and combine them. Digitalization can evolve from a means of improving the efficiency of existing processes into a factor that transforms and facilitates the further development of the business model. private shopping club e-trgovina poslovni model Veepee BestSecret digitalna platforma »off-price« flash sales presežne zaloge. private shopping club e-commerce business model Veepee BestSecret digital platform off-price flash sales excess inventory. true true false D. Kutoš] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-09-05 08:53:52 2026-09-25 11:35:46 2026-09-26 03:10:42 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:004 292506627 MAG_Kutos_Darko_2026.pdf MAG_Kutos_Darko_2026.pdf 1 CD7E881C63BE7AFDE2091886F931AB04 e4c9c13967db996377a8fda64929821cdea2b27fe4d1ea540de5aa5a1bea30c6 736f0e7f-b0f4-11f1-9175-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=212486 Ekonomsko-poslovna fakulteta 0 0 0