20.500.12556/DKUM-15234 UPORABA INTERNETA ZA NEPOSREDNO PRODAJO USE OF INTERNET FOR DIRECT SELLING Namen diplomskega dela je preučiti internet, kot nov medij in njegovo vlogo pri prodaji. Da je internet kot medij nekaj posebnega in da nudi več priložnosti, kot nevarnosti, sem dokazal s primerjavo s tradicionalnimi mediji. Posebej sem še izpostavil slabosti in prednosti e-nakupovanja, ter s tem želel ugotoviti, na kaj morajo biti podjetja pozorna, da bodo pri prodaji preko interneta uspešna. Razlogi, zakaj večina slovenskih podjetij pri spletni prodaji ni uspešna v tolikšni meri, kot bi si to želela, so predvsem v tem, da ne posvečajo dovolj pozornosti zadovoljevanju potreb potencialnim kupcem in zaradi tega ne naredijo internetne strani, ki bi prodajala. Opisal sem pomembnejše dejavnike, kot so plačevanje, varnost, učinkovitost in pa uspešno upravljanje spletne trgovine. Na vse te dejavnike mora biti podjetje pozorno pri postavljanju uspešne internetne strani. Če sem se v teoretičnem delu diplomskega dela osredotočil predvsem na spletno trgovino z vidika podjetja, torej kaj je vse potrebno, da bo spletna prodajna stran uspešna in bo prodajala, me je v empiričnem delu predvsem zanimalo, kakšne izkušnje in zahteve imajo s spletno prodajo kupci. Analizo odjemalcev internetne prodaje sem opravil s pomočjo ankete. Anketirancem sem postavljal vprašanja v zvezi z e-nakupovanjem in prišel do veliko zanimivih odgovorov, iz katerih lahko razberemo, da je internetna prodaja v porastu, vendar je še potrebno veliko sprememb in časa, da bo v celoti zaživela. The aim of this diploma paper is to research the internet as a new medium as well as its role in selling. The internet surely is a special media and opens many opportunities as well as dangers. This is a fact which became even more obvious through the comparison to traditional media. I wanted to expose the pros and cons of e-selling and therefore wanted to find out, where companies should put their focus on to be successful in this area of selling. The reasons of only partial successes of many Slovene companies, when it comes to internet selling, lie in not giving enough attention in fulfilling the needs of the potential costumers and moreover not creating a web page which sells. I have described the most important factors, such as payment, security, effectiveness and a successful management of an online store. The theoretical part of the diploma paper focuses on the online store and the factors that are needed for the web page to be successful. I focused my empirical research on the experiences and demands costumers have on internet selling. The analysis of costumers of internet selling was implemented with a method of personal interviewing. The questions in the questionnaire were set in the relation with e-selling. The outcomes of the research show, that internet selling is increasing but nevertheless still needs many changes as well as time to work at its best. internet spletna trgovina marketinško komuniciranje internetni marketing oglaševanje na internetu Internet online store marketing communication internet marketing online advertising true true false [M. Tomec] Slovenski jezik Angleški jezik Diplomsko delo 2010-09-01 08:17:16 2010-11-24 13:31:04 2022-04-12 22:40:45 2023-12-19 03:07:59 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10437660 URN:SI:UM:DK:KXQJI1UW UNI_Tomec_Matej_2010.pdf UNI_Tomec_Matej_2010.pdf 1 33E5C2DAD94FF63F6B38A885321349D4 ba4b4684e4acd0b0062ed00f9d89c2b0b1b2d19877e156ee52ba96de0f195211 5a071d1a-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ef798424-fc99-484c-a1e3-52d13d95dca3 https://dk.um.si/Dokument.php?lang=slv&id=16662 Ekonomsko-poslovna fakulteta 0 0 0