20.500.12556/DKUM-58012 ANALIZA STORITVE OSEBNE POŠTNE ZNAMKE ANALYSIS OF THE SERVICES OF THE PERSONAL POST STAMP V teoretičnem delu diplomskega dela smo predstavili storitve in opredelili njihov pomen v današnjih, hitro se spreminjajočih časih. Zaradi svojih lastnosti, predvsem neotipljivosti, neločljivosti in minljivosti, so pri trženju storitev potrebni posebni tržni prijemi. Tržne prijeme smo predstavili skozi elemente storitvenega trženjskega spleta. Predstavili smo razvoj nove storitve in za to potrebne razvojne faze. Opredelili smo življenjski cikel storitve glede na stopnjo uvajanja, rasti, zrelosti in upadanja. V praktičnem delu diplomskega dela smo predstavili storitveno podjetje Pošta Slovenije, d. o. o. Natančno smo predstavili storitev osebne poštne znamke, ki je nadgradnja klasičnih poštnih znamk. S pomočjo razpoložljivih podatkov smo naredili analizo storitve in tako ugotovili, kje se storitev nahaja na krivulji življenjskega cikla storitve. Proučevana storitev se nahaja na stopnji upadanja, kar smo ugotovili iz podatkov, ki nakazujejo padec prodaje. Glede na rezultate opravljene analize smo podjetju, ki smo ga proučevali, podali nekaj koristnih predlogov. In the theoretical part of the thesis we presented the services and categorized their meaning in the modern world. Because of their features, especially their intangible nature, indivisibility and ephemerality, certain marketing techniques need to be used during the marketing process. We presented those marketing techniques with the service marketing network. We presented the development of a new service and its phases. Furthermore, we specified the service’s life cycle, based on its introduction, growth, maturity and decline. In the practical part of the thesis we presented the service company Pošta Slovenije, d. o. o. We explained, in detail, the meaning of personal postal stamps, which are an upgrade of normal postal stamps. Available data made it possible to make a thorough analysis of this service and thus learn its current stage in the service’s life cycle. The analysis’ results showed a fall of the product’s sale, which indicates, that the service, which we analyzed, is currently in the stage of decline. Based on the analysis’ results we offered the company that was the base of our study some useful suggestions. izdelek osebne poštne znamke storitev storitveni proces življenjski cikel. product personal postage stamps service the service process life cycle. true true false [S. Kavaš] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-03 21:10:26 2016-06-10 12:48:43 2022-06-15 03:10:08 2019-07-11 10:25:35 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 12319260 URN:SI:UM:DK:BFGGBTXW VS_Kavas_Suzana_2016.pdf VS_Kavas_Suzana_2016.pdf 1 BBF29365A6909C159FD569F79BDB67D8 1212479d427c19896fe17cc6f57167064c5d33ce61c840b0a0c47f2e1a0225f3 0556a85e-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=87913 Ekonomsko-poslovna fakulteta 0 0 0