Organizacijski vidiki uspešnega trženja vina na družbenih omrežjih

Protner, Ana

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Title:	Organizacijski vidiki uspešnega trženja vina na družbenih omrežjih
Authors:	ID Protner, Ana (Author) ID Uršič, Duško (Mentor) More about this mentor...
Files:	MAG_Protner_Ana_2023.pdf (2,79 MB) MD5: 84424A9FFB142313C8E7828BE8233C05
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V hitro rastočem digitalnem svetu morajo podjetja za učinkovitejše trženje svoje potrošnike dosegati tudi preko družbenih omrežij. Tudi vinarska podjetja so večinoma uspešnejša z vpeljevanjem digitalnega marketinga v svojo strategijo. Pri tem je ključna organizacija te komponente trženje, kot je npr. postavitev ciljev in vpeljevanje raznih strategij. Družbena omrežja so nepogrešljiva pri pridobivanju neposredne povratne informacije potrošnikov in posledično pri prilagajanju marketinške strategije in samega delovanja vinarskih podjetij. Omogočajo tudi natančnejše targetiranje ciljne skupine in analiziranje le-te. Z anketnim vprašalnikom smo ugotovili, da imajo prodajalci vina vse večjo težnjo po usmerjanju kupcev v tržno komunikacijo preko spleta, da imajo različne starostne skupine potrošnikov različno zaznavo do trženja vina preko družbenih omrežij, da ima znanje potrošnikov o vinu vpliv na priljubljenost dejanja trženja vina na družbenih omrežjih, da večino informacij o trženju vina potrošniki prejemajo preko družbenih medijev, največ preko Instagrama in Facebooka.
Keywords:	družbena omrežja, trženje vina, vinarji, organizacija, digitalni marketing
Place of publishing:	Maribor
Publisher:	A. Protner
Year of publishing:	2023
PID:	20.500.12556/DKUM-86214
UDC:	339.138:004
COBISS.SI-ID:	180951043
Publication date in DKUM:	15.01.2024
Views:	436
Downloads:	131
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	25.10.2023

Secondary language

Language:	English
Title:	Organizational aspects of successful wine marketing on social networks
Abstract:	In the rapidly evolving digital world, businesses must reach their consumers through social media for more effective marketing. Even wine companies are generally more successful by incorporating digital marketing into their strategy. The key here, is the organization of these marketing components, such as setting goals and implementing various strategies. Social media is indispensable for obtaining direct feedback from consumers and consequently adapting marketing strategies and the operations of winemaking companies. They also enable more precise targeting of the target audience and its analysis. According to our survey, wine sellers are increasingly inclined to direct customers towards online marketing communication, different age groups of consumers perceive wine marketing on social media differently, consumer knowledge about wine influences the popularity of wine marketing on social media, and most of the information about wine marketing is received by consumers through social media, with Instagram and Facebook being the most prominent platforms.
Keywords:	social networks, wine marketing, winemakers, organization, digital marketing

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