20.500.12556/DKUM-45526 PRIPRAVA KOMUNIKACIJSKE STRATEGIJE ZA SPLETNO TRGOVINO OBUTVE PREPARING COMMUNICATION STRATEGY FOR AN ONLINE SHOE STORE V diplomskem delu smo se osredotočili na analizo okolja za izbrano realno spletno trgovino, ki smo jo zaradi tajnosti podatkov imenovali Obutev.si. Za spletno trgovino smo izdelali SWOT analizo ter analizo konkurence in potrošnikov. Za slednje smo uporabili anketo. Na podlagi pridobljenih podatkov, smo spletni trgovini Obutev.si podali ideje, kako izboljšati komunikacijo podjetja, predvsem s potrošniki. Predtem smo v teoretičnem delu preučili strateško komunikacijo ter analize okolij podjetja in njihovo izvedbo, kar je bilo pomembna za ustvarjanje empiričnega dela diplomske naloge. In the thesis we focused on analysing the environment for the selected real online store, which was named Obutev.si because of its’ data confidentiality. For the online store we developed a SWOT analysis and performed an analysis of consumers and competition. To achieve that we also performed a survey. From the data obtained, we presented the online store Obutev.si with ideas on how it should improve their communication, especially with their customers. Beforehand we also examined the strategic communication, company environment analysis and its implementation, which was important for creating the empirical part of the thesis. strateška komunikacija marketing analiza potrošniki Strategic communication marketing analysis customers true true false [M. Ferk] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2014-08-27 19:11:31 2015-02-19 08:44:05 2022-05-15 03:07:57 2021-05-02 03:26:51 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.176:355.665.3:004.77(043.2) 18484758 URN:SI:UM:DK:PTYBFSMH UNI_Ferk_Monika_2014.pdf UNI_Ferk_Monika_2014.pdf 1 781263C8F6BF895450269BB56BB22A0B 475e346426eb873aa41b1af6b8203be238009f617fd46cf0b817a36db38fbb6f 18ffbc15-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=65943 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0