Elektronički kanali distribucije - specifičnosti grupne kupovine

master's thesis

• Title (english): Online distribution channels - specifity of collective buying
• Author: Luka Šafarić
• Mentor: Mirko Palić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Elektronički kanali distribucije danas predstavljaju takozvani „most“ između proizvoda i kupca čiji je udio svakim danom sve veći u udjelu distribucijskih kanala gdje su jedan od najzastupljenijih elektroničkih kanala distribucije grupne kupovine. Portali za grupnu kupovinu omogućavaju komunikaciju s kupcima, lakše pronalaženje proizvoda te nude širi asortiman istih. Pružatelju usluge omogućavaju pristup podacima korisnika te praćenje njihove aktivnosti i preferencija dobivenih iz generiranih podataka. Riječ je o svojevrsnoj win-win-win situaciji gdje kupci ostvaruju velike popuste, pružatelji usluga/proizvoda dopiru do većeg broja novih kupaca, a posrednici zarađuju na proviziji i u cilju im je uz što bolji marketing ponuditi uslugu što većem broju ljudi, kako bi i zarada bila veća. U Hrvatskoj postoji preko 60 internet servisa koji pružaju uslugu grupne kupovine, na kojima se može pronaći uistinu širok spektar usluga i proizvoda po vrlo povoljnim cijenama. Najpoznatiji su svakako Kolektiva.hr i Kupime.hr, koji su i tema razrade analize ovog rada. Promatrajući količinu prodaje koje ovakvi portali ostvaruju da se zaključiti da grupna kupovina ne donosi korist samo neposrednom pružatelju usluge, portalu koji posreduje i kupcu koji je uštedio, već utječe i na cjelokupno gospodarstvo Hrvatske omogućavajući osobama da uživaju koristi koje su im regularnom ponudom po punim cijenama nepristupačne te jednako tako možemo reći i mijenjaju obrasce ponašanja pojedinaca i kvalitetu njihovih života.

Abstract (english)

Electronic distribution channels nowadays present so-called "bridge" between the product and the customer whose impact grows bigger in the section of distribution channels where one of the most common and often used by customers are group purchase web services. They simplify communication with the customers and make easier to follow their activities and buying habits recieved from the generated data. Such online services offer win-win situation where customers get big discounts, providers of the services/products reach more customers and mediators make earnings based on commision and inovating marketing approach are offering better service reaching more potential customers resulting in gaining more profit. In Croatia, there are more than 60 online services that provide such a group purchases, where customers can find a truly wide range of services and goods at very reasonable prices. The most reconizable are certainly Kolektiva.hr and Kupime.hr, which are the topic of analysis in this paper. Looking at the amount of sales that these portals collect it's clear to conclude that they seem to benefit not only to the direct service/product provider, online service, but affect the entire Croatian economy, allowing people to enjoy the benefits that they regulary would not be able to afford at full prices, one might also say they result in changing patterns of behavior of individuals and effect the quality of their lives.

• Keywords: grupna kupovina; elektronički kanali distribucije; CRM; popust; kupac
• Keywords (english): group purchase; distribution channels; CRM; discount; customer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:359227
• 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: 2016-10-14 11:01:55