20.500.12556/DKUM-58622 STRATEŠKO MARKETINŠKO NAČRTOVANJE ELEKTRODISTRIBUCIJSKEGA PODJETJA Z REGULIRANO IN TRŽNO DEJAVNOSTJO Strategic Marketing Planning in Electricity Distribution Company with a Regulated and Commercial Business Activity V magistrskem delu ugotavljamo, da stanje energetike v družbi in nove tehnologije povzročajo spremenjen odnos, predvsem do porabe električne energije. Ukvarjanje s porabo električne energije je vplivanje na način življenja človeka in poslovanje podjetja. Zato se klasična energetika dopolnjuje z novimi tehnologijami in predvsem z novim poslovnim odnosom do odjemalcev, podjetij, inštitucij. To so poslovne priložnosti za podjetja v energetskem sektorju. Elektrodistribucijsko podjetje v Sloveniji ima dve področji poslovanja in dva kriterija uspešnosti, ki ju podjetje mora realizirati. Izvajanje distribucije električne energije, kjer je osnovni element kvaliteta dejavnosti, ki jo določa regulator, in poslovna uspešnost podjetja, kjer je kriterij poslovni rezultat ali donos, ki ga zahteva lastnik. Slednjega je mogoče doseči z razvojem tržnih dejavnosti in uspešnim marketingom novih energetskih izdelkov, storitev in tehnologij. V magistrskem delu smo se osredotočili na strateško marketinško načrtovanje v elektrodistribucijskem podjetju. Zanimali so nas koncepti in strategije marketinga v novih okoliščinah za razvoj tržnih dejavnosti. Kateri so obstoječi notranji potenciali ali konkurenčne prednosti za oblikovanje marketinških strategij. Novi energetski izdelki in storitve pomenijo predvsem določitev ciljnih skupin ali vrzeli na skupnem trgu odjemalcev. Podrobneje smo obravnavali položaj podjetja v zunanjem okolju in povezovanje s partnerji na novih energetskih trgih. V raziskovalnem delu smo analizirali marketing v petih elektrodistribucijskih podjetjih ter pridobili pomembna mnenja, ideje, predloge strokovnjakov za oblikovanje strateškega marketinškega načrtovanja, kar smo združili v model. Rezultati bodo v podporo menedžmentu pri določitvi ciljev in poslovnih odločitev na področju tržnih dejavnosti. World in which we live has largely changed attitudes to energy. Energy not only has the physical meaning of ability to work, the creation of life, but it has become mild with all the physical attributes and descriptions for marketing. The fact of social development is that energy resources are limited and technologies are being developed in the field of renewable energy, efficiency, rationalization of energy system. Emerging new products and services. In this master thesis, we find that the state of energy in society and new technologies cause changes in the attitude, especially the consumption of electricity. Dealing with the consumption of electricity is influencing the way of life and business. Therefore, the classical energy is complemented by new technologies and with new business relationships to customers, companies, institutions. These are business opportunities for companies in the energy sector. Electricity distribution company in Slovenia has two business areas and two performance criteria, which the company must realize. The operation of the electricity distribution, which is a basic element the quality of electricity supply defined by the regulator and business performance, where the criterion is the business result or return required by the owner. This can be achieved through the development of commercial activities and the successful marketing of new energy products, services and technologies. In this master thesis, we focused on strategic marketing planning in the electricity distribution company. We were interested in concepts and marketing strategies for development of commercial activities. What are the existing internal potentials or competitive advantages for designing marketing strategies. New energy products and services principally involve the determination of target groups, or gaps in the common market. We discussed in detail the situation of the company in the external environment and integration with partners on new energy markets. In research, we analyzed the marketing of five electricity distribution companies and gain important opinions, ideas, suggestions experts to design strategic marketing planning, which were combined in the model. The results will support the strategic management when defining the objectives and business decisions in the field of commercial activities. strateško marketinško načrtovanje elektrodistribucijsko podjetje dvojno poslovanje zadovoljstvo odjemalcev nove energetske storitve in izdelki povezovanje s partnerji notranji potenciali konkurenčne prednosti podjetja strategic marketing planning electricity distribution company double-commerce customer satisfaction new energy services and products integration with partners internal potentials and advantages of the company true true false [P. Kaube] Slovenski jezik Angleški jezik Magistrsko delo 2016-04-24 01:27:47 2016-09-14 09:21:13 2022-06-17 03:06:53 2019-07-11 10:46:00 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 12487964 URN:SI:UM:DK:6GQKUALU MAG_Kaube_Peter_2016.pdf MAG_Kaube_Peter_2016.pdf 1 E5CB21F0CA15EC3EC431609F45DA4D70 cc6f41fc52e232c3d1137658eb2342293c50fc90859be79f733d6ca812c68656 197835d4-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=89426 Ekonomsko-poslovna fakulteta 0 0 0