20.500.12556/DKUM-95386 Načrt strateškega komuniciranja na primeru frizerskega salona diplomsko delo Strategic communication plan on the example of a hair salon V današnjem poslovnem svetu podjetja vse pogosteje prihajajo do spoznanja, da brez dobro usklajene in načrtovane komunikacije težko gradijo dolgoročen uspeh. To še posebej velja za manjša storitvena podjetja, kot so frizerski saloni, kjer osebni stik s strankami ni le dodatek, temveč srce celotne izkušnje. Prav ta odnos pogosto določa, kako zadovoljni, zvesti in povezani ostanejo obiskovalci. V diplomski nalogi smo raziskali, kako lahko strateško komuniciranje podpira uspešnost frizerskih salonov, s poudarkom na primeru salona Frizeraj Anamarija. V teoretičnem delu smo podali okvir ključnih pojmov in pristopov k strateškemu načrtovanju ter opozorili na pomen digitalnih kanalov in etičnih vprašanj. V empiričnem delu pa smo na podlagi pogovora z lastnico in primerjave z drugimi saloni ugotovili, da trenutna komunikacija poteka skoraj izključno prek enega digitalnega kanala, brez jasnega načrta in dolgoročne usmeritve. Na podlagi analize smo pripravili vrsto praktičnih predlogov – od bolj premišljenega upravljanja spletnih orodij do konsistentnejšega oblikovanja vsebin in tona sporočanja. Naše ugotovitve kažejo, da lahko tudi manjši saloni z nekaj ciljanimi izboljšavami in jasnejšo strategijo bistveno okrepijo svojo podobo v javnosti, pridobijo več zaupanja strank ter se uspešno ločijo od konkurence. In today’s business environment, companies increasingly recognize that long-term success is difficult to achieve without well-coordinated and carefully planned communication. This is particularly true for small service businesses such as hair salons, where personal interaction with clients is not just an addition but the very core of the customer experience. Such relationships often determine how satisfied, loyal, and engaged clients remain. This thesis explores how strategic communication can support the success of hair salons, focusing on the case of Frizeraj Anamarija. The theoretical part outlines key concepts and approaches to strategic planning, while also emphasizing the role of digital channels and the growing importance of ethical considerations. In the empirical part, based on an interview with the salon owner and a comparison with other local salons, we found that communication currently relies almost exclusively on a single digital channel, without a clear plan or long-term direction. From this analysis, a series of practical recommendations was developed – ranging from more deliberate use of online tools to a more consistent style and tone of communication. The findings suggest that even small salons, with targeted improvements and a clearer strategy, can significantly strengthen their public image, build greater client trust, and successfully differentiate themselves from competitors. strateško komuniciranje poslovna komunikacija frizerski salon digitalni marketing odnosi s strankami družbena omrežja strategic communication business communication hair salon digital marketing customer relations social media true true false [L. Radej] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-16 10:34:12 2025-10-15 13:35:24 2025-11-04 03:34:16 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (LVII str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:004.738.5(043.2) 255694851 UN_Radej_Lana_2025.pdf UN_Radej_Lana_2025.pdf 1 65C300EA0735431FFAAAA3B2D08E3F0F 5a526ebef6ae270cd3861b6518894126ca970d7d802c2e13b9ed0cac3632663c 3cf59e75-92fa-11f0-8742-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198590 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0