20.500.12556/DKUM-13103 NAČRTOVANJE SPLETA TRŽNIH KOMUNIKACIJ NA PODROČJU PRODAJE REZERVNIH DELOV V PODJETJU SIP STROJNA INDUSTRIJA D.D. PLANNING THE MARKETING COMMUNICATIONS MIX FOR SPARS PARTS SALES IN SIP STROJNA INDUSTRIJA D.D. Osnovni problem raziskave v diplomski nalogi je bil preučevanje in zasnova novega spleta trženjskega komuniciranja prodaje rezervnih delov podjetja Sip strojna industrija d.d. Tržno komuniciranje je najvidnejši trženjski instrument in predstavlja različne dejavnosti s katerimi podjetje obvešča o izdelkih in jih promovira na ciljnih trgih. Splet trženjskega komuniciranja predstavlja pet poglavitnih oblik komuniciranja, oglaševanje, pospeševanje prodaje, odnosi z javnostmi, osebna prodaja in neposredno trženje. Diplomsko delo vsebuje pet glavnih poglavjih v katerih smo predstavili vse glavne prvine trženjskega komuniciranja in trženjsko komunikacijskega spleta, ki smo jih predstavili s teoretičnimi izhodišči, nato pa smo jih uporabili na primeru prodaje rezervnih delov podjetja Sip strojna industrija d.d. V uvodnem poglavju smo najprej predstavili področje in politiko prodaje ter trženja v podjetju Sip strojna industrija d.d. V nadaljevanju smo opredelili področje trženjskega komuniciranja in osnovni problem raziskave, predstavili smo namen, cilje in osnovne trditve diplomske naloge, postavili smo predpostavke in omejitve raziskave ter določili metode dela. V drugem poglavju smo predstavili teoretične osnove trženjskega komuniciranja. Opredelili smo trženjsko komuniciranje kot celoto, tržno komunikacijski splet, proces ter cilje trženjskega komuniciranja. V tretjem poglavju smo opredelili politiko trženjskega komuniciranja ter dejavnike, ki jo opredeljujejo. Kot kritično analizo smo predstavili posnetek stanja trženjskega komuniciranja na področju prodaje rezervnih delov podjetja Sip strojna industrija d.d. V kritični analizi smo predvsem ocenili šibke točke oziroma pomanjkljivosti obstoječega stanja. Opredelili smo pomen trženjskega komuniciranja, trženjsko komunikacijski splet, dejavnike oblikovanja trženjsko komunikacijskega spleta, načine oblikovanja tržno komunikacijskih sporočil, etiko trženjskega komuniciranja ter temeljne dejavnike, ki vplivajo na uspešnost trženjskega komuniciranja. Ugotovili smo, da na področju trženjskega komuniciranja ni bilo definiranih jasnih ciljev in ni bilo zastavljenih nobenih nalog s katerimi bi te cilje lahko definirali. Prodaja rezervnih delov ni imela določenega območja za trženjsko komuniciranje in ne določenega ciljnega občinstva. Ni bilo definiranih sporočil, njihove oblike, vsebine in izvedbe, prav tako pa ni bilo izbranih ustreznih medijev in komunikacijskih kanalov ter dejavnikov, ki jih opredeljujejo. Proračun za trženjsko komuniciranje ni bil definiran oziroma ni bilo definirane jasne proračunske politike. Ni bilo določenih načinov in odgovornosti za merjenje uspešnosti komuniciranja. Prodaja rezervnih delov je v vsakodnevnem poslovanju sicer uporabljala določene prvine in instrumente trženjskega komuniciranja, vendar ne v smislu sistemskega in povezanega spleta trženjskih komunikacij z določeno primerno dinamiko. V četrtem poglavju smo, kot glavni problem raziskave, predstavili načrtovanje spleta tržnih komunikacij na področju prodaje rezervnih delov podjetja Sip strojna industrija d.d. V poglavju prenove sistema smo na primeru prodaje rezervnih delov podjetja Sip strojna industrija d.d. predstavili vse glavne prvine za oblikovanje uspešnega komuniciranja. Na novo smo zasnovali sistem oblikovanja uspešnega komuniciranja, ki obsega osem poglavitnih korakov, določitev ciljnega občinstva, opredelitev ciljev komuniciranja, oblikovanje sporočila, izbiro komunikacijskih poti, določitev proračuna, izbira spleta orodij za trženjsko komuniciranje, merjenje rezultatov ter določitev in usklajevanje organizacijskih vidikov trženjskega komuniciranja. Na koncu diplomske naloge smo ocenili učinke prenovljenega sistema, opredelili zaključke ter podali ključne predloge za možnosti nadaljnjega razvoja. The basic research problem in the diploma was studying and design of the new marketing communications mix for the spare parts sales in company Sip strojna industrija d.d. Marketing communications are the most visible marketing instrument and they present various activities with which a company informs about its products and promotes them on the target markets. The marketing communications mix consists of the five main forms of communication, advertising, personal selling, sales promotion, public relations and direct marketing. The diploma contains five main chapters in which we have presented all the main elements of marketing communication and the marketing communications mix. We have presented these elements with theoretical starting-points and than used them as an example on the spare parts sales in company Sip strojna industrija d.d. In the introductory chapter we first presented the marketing and sales politics in company Sip strojna industrija d.d. In the continuation we defined the marketing communication field and the basic research problem. We presented the purpose, objectives and the basic affirmations of the diploma, set the suppositions and limitations of the research and determined the work methods. In the second chapter we have presented the theoretical basics of the marketing communication. We defined marketing communication as a totality, communications mix, process and objectives. In the third chapter we defined the marketing communication politics and the factors that define it. As a critical analysis we have presented the imitation of state in spare parts sales marketing communications in company Sip strojna industrija d.d. We mainly estimated the week points or deficiencies of the existent state. We defined the meaning of marketing communication, marketing communications mix, factors of the its design, ways of designing the marketing communication messages, marketing communication ethics and ground factors that influence on the marketing communication success. We established that there were no defined clear objectives in the field of marketing communication and no set tasks with which those objectives could be defined. Spare parts sales had no determined area for the marketing communications and no determined target audience. There were no defined messages, no form, no shape, no content no execution, no chosen media or communication channels and the factors that define them. The marketing communication budget and a clear budget politics were not defined. There were no set ways and responsibilities for measuring the marketing communication success and results. Although the spare parts sales was using certain marketing communication elements and instruments they were not used in the sense of systematic, integrated marketing communications mix with a set suitable dynamic. In the fourth chapter we have presented the planning of marketing communications mix in spare parts sales in company Sip strojna industrija d.d. as the main research problem. In the chapter of system renovation we have presented all the main elements in developing effective communication on an example of spare parts sales in company Sip strojna industrija d.d. We have designed a new system of developing effective communication which consists of eight main steps, identifying the target audience, determining the communication objectives, designing the message, selecting the communications channels, establishing the total communication budget, deciding on the communications mix, measuring communication results and setting the organizational viewpoints. At the end of the diploma we estimated the effects of the remodelled system, defined the conclusions and proposed the key suggestions for the future development possibilities. We estimate that we have set the developing and the planning of marketing communications well and appropriate for the researched field for we have achieved the basic puprose and all the main objectives of the diploma and confirmed all the main set affirmations. We have assessed that the reconstruction of the system w Trženje trženjsko komuniciranje trženjsko komunikacijski splet Sip strojna industrija d.d. rezervni deli. Marketing marketing communications marketing communications mix Sip strojna industrija d.d. spare parts. true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-02-01 18:10:18 2010-04-12 13:46:05 2022-04-12 10:55:03 2022-04-20 03:30:24 2010 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6632723 URN:SI:UM:DK:KWINWXHR VS_Pogacnik_Janez_2010.pdf VS_Pogacnik_Janez_2010.pdf 1 6915433AC155F4365C3C7DE15C861443 bbcab15e7477002163a55fab9fb2d51502d3a7883a67c693062c6b4a1fe25c8a d21fd70d-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/32c1bf40-e49e-4c7d-b79d-89731508cac0 https://dk.um.si/Dokument.php?lang=slv&id=13023 Fakulteta za organizacijske vede 0 0 0