Uporaba orodij marketinga 4.0 v podjetju Thermana d.d.

Dorn, Ana

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Title:	Uporaba orodij marketinga 4.0 v podjetju Thermana d.d.
Authors:	ID Dorn, Ana (Author) ID Lebe, Sonja Sibila (Mentor) More about this mentor...
Files:	VS_Dorn_Ana_2022.pdf (3,70 MB) MD5: 49454CB8B537338F4FA0793FCC9133DC
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Turizem štejemo med dejavnosti, ki se morajo nenehno prilagajati spremembam na trgu. Tako morajo zaposleni v turizmu poznati odjemalce, cene na trgu, okolje oziroma destinacijo, v kateri delujejo, predvsem pa svoje izdelke, da znajo iz njih ustvariti primerno ponudbo in s tem privabiti potencialne odjemalce k nakupu izdelka ali storitve podjetja. Turizem se bo najbolje razvijal v destinacijah, kjer so urejene prometne povezave, kjer najdejo obiskovalci pestro ponudbo prostočasnih dejavnosti in privlačno klasično turistično ponudbo, kot so termalna kopališča, še posebej, če nudijo programe tudi za poslovne goste. Turizem je tesno povezan z marketingom. V dobi digitalizacije lahko poleg digitalnega marketinga omenjamo tudi marketing 4.0, ki predstavlja kombinacijo tradicionalnega trženja (televizija, radio in tisk) in digitalnega trženja (spletno okolje). V diplomskem delu sta predstavljena v teoretičnem delu klasičen marketing in koncept marketinga 4.0 na področju hotelirstva. V empiričnem delu je najprej predstavljeno področje marketinga v izbranem podjetju, nato pa so prikazani rezultati intervjuja, iz katerih izhaja nekaj temeljnih ugotovitev raziskave. Poleg tega je analizirano še, ali izbrano podjetje hkrati z digitalizacijo zvišuje tudi digitalne kompetence svojih zaposlenih. Zanimalo nas je tudi, ali so zaposleni v podjetju dovolj usposobljeni za uporabo digitalnih marketinških orodij, da jih znajo uporabiti v korist podjetja. Poleg intervjuja je izvedena tudi anonimna anketa med uporabniki storitev podjetja, pri čemer je ugotovljeno, kje večinoma najdejo informacije o njihovi ponudbi. Izbirali so lahko med klasičnimi in socialnimi mediji. Rezultati ankete so prikazani v empiričnem delu diplomske naloge. Prav tako so v empiričnem delu prikazani osnovni parametri intervjuja. Vse skupaj je povzeto v temeljnih ugotovitvah raziskave.
Keywords:	Marketing 4.0, turizem, hotelirstvo, marketinška orodja, digitalizacija poslovanja, socialna omrežja
Place of publishing:	[Maribor
Publisher:	A. Dorn
Year of publishing:	2022
PID:	20.500.12556/DKUM-83446-74c52041-aaae-b46d-8140-4b5831c59c75
UDC:	338.48:339.13
COBISS.SI-ID:	137903107
Publication date in DKUM:	16.01.2023
Views:	1155
Downloads:	159
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-SA 4.0, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-sa/4.0/
Description:	A Creative Commons license that bans commercial use and requires the user to release any modified works under this license.
Licensing start date:	28.11.2022

Secondary language

Language:	English
Title:	Use of the marketing 4.0 in the company thermana d.d.
Abstract:	Tourism is one of the activities that must constantly adapt to changes in the market. Thus, tourism professionals need to know their customers, market prices, the environment or destination in which they operate and, above all, their products, to be able to create a suitable offer from them and thus attract potential customers to buy the company's product or service. Tourism will develop best in destinations with good transport links, a wide range of leisure activities and attractive traditional tourist facilities, such as thermal spas, especially if they also offer programmes for business visitors. Tourism is closely linked to marketing. In the age of digitalisation, in addition to digital marketing, we can also mention marketing 4.0, which is a combination of traditional marketing (television, radio and print) and digital marketing (online environment). In the theoretical part of the thesis, traditional marketing and the concept of Marketing 4.0 in the hospitality sector are presented. The empirical part first presents the field of marketing in the selected company and then presents the results of the interviews, from which some of the main findings of the research emerge. In addition, it is analysed whether the selected company is also increasing the digital competences of its employees in parallel with digitalisation. We also wanted to know whether the company's employees are sufficiently skilled in the use of digital marketing tools to be able to use them to the company's advantage. In addition to the interview, an anonymous survey of users of the company's services is conducted to find out where they mostly find information about their offer. They could choose between traditional and social media. The results of the survey are presented in the empirical part of the thesis. The basic parameters of the interview are also presented in the empirical part. All this is summarised in the main findings of the research.
Keywords:	Marketing 4.0, tourism, hotel industry, marketing tools, digitalisation of business, social media

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