ZASNOVA KREATIVNE STRATEGIJE ZA LANSIRANJE BLAGOVNE ZNAMKE @LIFE

Godec, Jasmina

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	ZASNOVA KREATIVNE STRATEGIJE ZA LANSIRANJE BLAGOVNE ZNAMKE @LIFE
Authors:	ID Godec, Jasmina (Author) ID Močnik, Dijana (Mentor) More about this mentor... ID Živkovič, Aleš (Comentor)
Files:	MAG_Godec_Jasmina_2014.pdf (2,42 MB) MD5: 3951160678528B3E3BB5FE6C454D2B99
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	FERI - Faculty of Electrical Engineering and Computer Science
Abstract:	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.
Keywords:	konkurenčna prednost, kreativna strategija, trženje strokovnih storitev, družbena omrežja, storitev @life.
Place of publishing:	Maribor
Publisher:	[J. Godec]
Year of publishing:	2014
PID:	20.500.12556/DKUM-43411
UDC:	338.487:659.1(043.2)
COBISS.SI-ID:	17713174
NUK URN:	URN:SI:UM:DK:BZKL9W5D
Publication date in DKUM:	21.01.2014
Views:	2790
Downloads:	348
Metadata:
Categories:	KTFMB - FERI
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:	English
Title:	CREATIVE STRATEGY FOR LAUNCHING @LIFE BRAND
Abstract:	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.
Keywords:	competitive advantage, creative strategy, professional services marketing, social media, @life service.

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back