Specifičnosti prodaje putem omnikanala na digitalnim platformama

undergraduate thesis

• Title (english): Specifics of sales through omnichannels on digital platforms
• Author: Matea Fortuna
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Upravljanje distribucijskim kanalima jedan je od čimbenika koji osigurava uspjeh proizvoda koje poduzeće prodaje na tržištu. Elektronički kanal distribucije smanjuje troškove povezane s distribucijom i prodajom, a s gledišta klijenta skraćuje vrijeme kupovine određenog proizvoda. Posljednja dva desetljeća sve više poduzeća kombinira online prodaju s prodajom u prodavaonici. Omnikanalna marketinška strategija pomaže poduzećima da neprimjetno integriraju sve svoje kanale i učine da njihove brojne marketinške taktike učinkovito i djelotvorno rade zajedno. Digitalne platforme su tehnološki posredovane, omogućuju interakciju između korisničkih skupina i omogućuju tim korisničkim skupinama izvršavanje definiranih zadataka. Glavna svrha digitalnih platformi je olakšati transakcije između različitih organizacija, subjekata i pojedinaca, kao što je povezivanje kupaca s prodavačima. Jedne od najvećih svjetskih digitalnih platformi su Alibaba, Amazon i Walmart. Prodaja putem omnikanala na ovim digitalnim platformama omogućuje markama da dosegnu prave kupce u pravo vrijeme, preko same prisutnosti, kreiranja jedinstvenih poruka svojim potrošačima i pružanja boljeg korisničkog iskustva.

Abstract (english)

Managing distribution channels is one of the factors that ensures the success of products a company sells in the market. An electronic distribution channel reduces costs associated with distribution and sales and, from the customer's perspective, shortens the time it takes to purchase a specific product. Over the last two decades, more and more companies have been combining online sales with in-store sales. An omnichannel marketing strategy helps companies seamlessly integrate all their channels and make their numerous marketing tactics work together efficiently and effectively. Digital platforms are technologically mediated, allowing interaction among user groups and enabling these user groups to perform defined tasks. The main purpose of digital platforms is to facilitate transactions between different organizations, entities, and individuals, such as connecting buyers with sellers. Some of the world's largest digital platforms include Alibaba, Amazon, and Walmart. Selling through omnichannels on these digital platforms allows brands to reach the right customers at the right time through their presence alone, creating unique messages for their consumers, and providing a better customer experience.

• Keywords: omnikanal; prodaja; digitalne platforme; tehnologija; inovacija
• Keywords (english): omnichannel; sales; digital platforms; technology; innovation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:164439
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: pristupnik ekonomije/pristupnica ekonomije (pristupnik ekonomije/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-19 15:07:53