20.500.12556/DKUM-43411 ZASNOVA KREATIVNE STRATEGIJE ZA LANSIRANJE BLAGOVNE ZNAMKE @LIFE CREATIVE STRATEGY FOR LAUNCHING @LIFE BRAND V teoretičnem delu smo predstavili ključne konkurenčne dejavnike za doseganje prepoznavnosti na trgu in naredili pregled sodobnih vidikov trženja. V empiričnem delu naloge smo opredelili dejavnike oziroma načine, s katerimi lahko podjetji Mikropis Holding in RC IKTS preko spletnega portala ter mobilne aplikacije @life učinkovito predstavita svojo ponudbo in opozorita na njeno širšo uporabno vrednost za svoje potencialne stranke, čemur sledi zasnova kreativne strategije z domiselnimi prijemi spletne promocije na družbenih omrežjih. @life storitev je opredeljena kot informacijska storitev, ki se nanaša na procesiranje mentalnih spodbud in informacij. Zraven zunanjih dejavnikov, ki izvirajo večinoma od zunaj iz panoge in so bistveni predvsem pri vstopu na zunanje trge, podjetji razpolagata zlasti z neotipljivimi resursi. Ti izvirajo iz podjetij in temeljijo na svežnju znanj ter sposobnosti. Predstavljajo tiho ali nemo znanje, zato imata podjetji lažjo pot pri doseganju konkurenčne prednosti. Potencialni dejavniki podjetij za doseganje trajne konkurenčne prednosti so prihranki zaradi raznolikosti ponudbe, premoženje blagovne znamke, znanje, inovacije in informacijska tehnologija. Za uspešno trženje storitve @life je ključno pridobiti ustrezne informacije o potencialnih trgih in ciljnih skupinah ter nato s kakovostno ponudbo izpolniti oziroma preseči pričakovanja uporabnikov. Če upoštevamo strateško načrtovanje trženjskih aktivnosti, je pomembno oblikovanje lastne trženjske aktivnosti, usmerjene v potrošnika. V okviru zasnove kreativne strategije smo izbrali komuniciranje z uporabo sodobnih komunikacijskih poti, saj dosedanje promocijske aktivnosti, ki so temeljile predvsem na klasičnih metodah, niso obrodile večjih sadov v smislu pridobivanja novih aktivnih uporabnikov. Tako v empiričnem delu naloga gradi komunikacijsko promocijsko strukturo, ki naj z minimalnimi finančnimi vložki zagotovi učinkovito predstavitev aplikacije v družbenih omrežjih ter z veliko kreativnosti vztrajno dopolnjuje ponudbo, usmerjeno k uporabnikom spletne storitve. In the theoretical part, we present the key competitive factors for achieving market visibility and conduct a review of modern aspects of marketing. The empirical part of the thesis features definitions of the factors and approaches, through which the company Mikropis and RC IKTS can effectively present its offer both on the web and through the @life mobile application and draw attention to the wide scope of usability of its offer for the potential customer. The empirical part is concluded by an outline of creative strategies, which are based on inventive approaches of online promotion on the social networks. @life service is defined as the information service relating to the processing of mental stimulations and information. In addition to external factors that derive mainly from the outside of the branch and are essential especially when entering the foreign markets, the companies dispose mostly of the intangible resources. They come from companies and are based on a package of knowledge skills and abilities, and they have a silent or tacit knowledge. Therefore companies have an easy way to achieve competitive advantage. Savings due to the diversity of supply, property brand, knowledge, innovation and information technology are potential companies’ factors for achieving sustainable competitive advantage. For successful marketing of @ life services it is crucial to obtain information about potential markets and target groups and then with high-quality products fulfill and exceed customer expectations. Given the strategic planning of marketing activities is important to design your own marketing activities aimed at consumers. The creative strategy we have chosen is designed to communicate with the use of modern communication channels, since current promotional activities, which were primarily based on traditional methods have failed to achieve major results in terms of acquiring new active users. Therefore, in the empirical part we are constructing a promotional communications structure, which should ensure the effective presentation of applications in social networks, and furthermore, with a lot of creativity, persistently supplement the user-oriented offer of web services with minimal financial contributions. konkurenčna prednost kreativna strategija trženje strokovnih storitev družbena omrežja storitev @life. competitive advantage creative strategy professional services marketing social media @life service. true true false [J. Godec] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2014-01-15 15:06:15 2014-01-21 11:55:49 2022-05-10 03:05:15 2021-04-29 03:09:17 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.487:659.1(043.2) 17713174 URN:SI:UM:DK:BZKL9W5D MAG_Godec_Jasmina_2014.pdf MAG_Godec_Jasmina_2014.pdf 1 3951160678528B3E3BB5FE6C454D2B99 02d60b6b2e9afb1c243408349f9658bcaab7eaaf738b492c0f1b65e745139400 a1749904-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=61736 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0