Utjecaj virtualne stvarnosti na razvoj tržišta

master's thesis

• Title (english): The Impact of Virtual Reality on Market Development
• Author: Dora Kukrika
• Mentor: Jovana Zoroja (mentor)
• Committee member: Jovana Zoroja (predsjednik povjerenstva)
• Committee member: Ivan Strugar (član povjerenstva)
• Committee member: Mirjana Pejić Bach (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Tema diplomskog rada je: „Utjecaj virtualne stvarnosti na razvoj tržišta“ koji analizira mogućnost transformacije poslovne strategije uz pomoć virtualne stvarnosti koja bi poboljšala plasman proizvoda i privukla nove kupce. Osnovni cilj rada je prikazati važnost primjene virtualne stvarnosti u unapređivanju tržišne ponude kako bi se promijenio stav potencijalnog kupca koji do tog trenutka nije imao namjeru o kupnji. Virtualni razvoj omogućuje transformaciju promotivne strategije koja stvara veću segmentaciju tržišta, personalizirani sadržaj ponude i naknadno poboljšavanje učinkovitost i djelotvornosti.
Analiza provedene ankete prikazuje mišljenje korisnika o primjeni virtualnih platformi koje bi razvijale različita područja i analizira trenutan razvoj virtualne stvarnosti na području Hrvatske. Rad potvrđuje kako bi veći stupanj digitalizacije omogućio praćenje svjetskih trendova i plasiranje proizvoda na globalnoj razini.

Abstract (english)

The topic of the master thesis is: “The Impact of Virtual Reality on Market Development“ which analyzes the possibility of transforming business strategy with virtual reality that would improve product placement and attract new customers. The main goal oft this paper is to show the importance of applying virtual reality in improving the market offer in order to change the attitude of a potential customer who until then had no purchase intentions . Virtual development enables the transformation of a promotional strategy that creates grater market segmentation, personalized offer content and subsequent improvement of efficiency and effectiveness. Results of the conducted survey present the opinion of users on the application of virtual platforms that would develop different areas and analyzes the current development of virtual reality in Croatia. The paper confirms that that a higher degree of digitalization would enable the monitoring of world trends and the placement of products on a global level.

• Keywords: digitalna tehnologija; proširena stvarnost; virtualna stvarnost; miješana stvarnost
• Keywords (english): digital technology; augmented reality; virtual reality; mixed reality
• Language: croatian
• URN:NBN: urn:nbn:hr:148:933886
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-22 18:35:10