| Abstract | Pozicionirati online trgovinu u svijest potrošača, u vremenu napredne tehnologije i snažne konkurencije, nije nimalo jednostavno. Kako bi pozicioniranje bilo uspješno, potrebno je obaviti mnoge složene aktivnosti poznate kao marketinška istraživanja u funkciji razvoja i plasmana novog proizvoda, u ovom slučaju, online trgovine. Istraživanje i analiza online tržišta obrađeni u ovome diplomskome radu dokazuju da model online kupnje i prodaje u Hrvatskoj bilježi konstantan rast, ali i da su želje i zahtjevi suvremenih potrošača sve veći, kao i pojava konkurencije. Online trgovina značajno je utjecala na povećanje konkurencije na tržištu te na promjenu kanala prodaje, distribucije i odnosa s potrošačima. Zahvaljujući snažnom procesu rasta online trgovine, konkurencija među ponuđačima u online okruženju također je znatno porasla, ponuda proizvoda i usluga postala je sve bogatija, a kupci sve zahtjevniji. Njihova sofisticiranost i izbirljivost imaju realnu podlogu u sve višoj razini njihova obrazovanja i informiranosti, ali isto tako i u znatno većoj ponudi od potražnje. U takvom okruženju pozicioniranje u svijesti suvremenih potrošača pomno je planirana aktivnost, a istraživanje tržišta prijeka potreba. Iako je elektronička trgovina relativno nov način kupnje i prodaje na tržištu, postalo je jasno da je takav način kupovine proizvoda i usluga, u vrlo kratkom periodu, postao trend. U ovom diplomskom radu iznesene su informacije o funkcioniranju i prednostima online prodaje u odnosu na klasičnu maloprodaju te marketinške tehnike i alati za pravilno upravljanje online trgovinom. Radom je potvrđena teza o ubrzanom trendu rasta u online kupovini, kao i teza o dodanoj vrijednosti koju takav način poslovanja, odnosno trgovanja, donosi organizaciji. |
| Abstract (english) | Implementing an idea of an online store into a consumer’s consciousness in this time of advanced technology and strong competition is not an easy task. In order to achieve a successful positioning, a number of complex activities such as marketing research regarding development and placement of a new product; in this case an online store has to be done. Research and analysis of online market covered in this master’s thesis prove that a model of online shopping and retail has been constantly growing in Croatia, with the growth of the online stores the modern consumers’ needs and wants have been increasing as well as the competition. Online retail has significantly affected the growth of the competition on the market, as well as the change of sales channels, distribution and consumers relations. Due to the strong process of growth of the online stores, the competition amongst the sellers in the online environment has increased immensely along with the range of products and the needs of the consumers. Their sophistication and choosiness have a real foundation in the high level of their education and awareness, as well as the fact that the supply is much higher than demand on the market. With that type of surrounding, the positioning in the consciousness of the modern consumers is a well thought out activity and the market research is a much needed necessity. Even though the online store is a fairly new way of shopping and selling on the market, it has become clear that this way of buying products and service has become a trend in a very short period of time. In this master’s thesis the information about the operating ways and advantages of the online retailing compared to the classic retail, as well the marketing techniques and tools on how to properly manage the online store have been delivered. Thesis regarding a fast growing trend of online shopping in addition to thesis of the added value that this type of business, this type of commerce, brings to the organization have both been confirmed. |
