20.500.12556/RUL-155099 Analiza nakupne poti kupcev na medorganizacijskem trgu pri podjetjih z večkanalno strategijo magistrsko delo Analysis of the customer journey of B2B companies with a multi-channel strategy Z razvojem novih komunikacijskih orodij je večkanalno komuniciranje postalo stalnica tudi v medorganizacijskem svetu. Uporaba večkanalne strategije je že nekaj časa relevantna tema na področju marketinga in tržnega komuniciranja, vendar je iz vidika analize nakupne poti na medorganizacijskem trgu še pomanjkljivo raziskana. Večkanalnost omogoča, da kupci sami izbereje preko katerega kanala bodo komunicirali s podjetjem. Podjetje pa mora zato dobro poznati kupčeve pred-, med- in ponakupne dejavnosti, saj kupci pričakujejo dosledno in prilagojeno izkušnjo v vsaki fazi njihove nakupne poti. Od podjetij se pričakuje, da bodo prisotna na številnih kanalih, vendar pa se težave pogosto pojavijo že pri sami implementaciji večkanalne strategije. S porastom spletnih komunikacijskih kanalov se način komuniciranja in posledično nakupne navade znatno spreminjajo, zato sem se odločila v magistrski nalogi preučiti, katere kanale uporabljajo medorganizacijska podjetja za komunikacijo s kupci, kakšne so prednosti in slabosti večkanalnosti ter ali imajo narejeno analizo nakupne poti svojih kupcev. Kot se je izkazalo iz empiričnega dela, ki je temeljil na polstrukturiranih intervjujih, uporabljajo medorganizacijska podjetja že večkanalne strategije, pri čemer se največkrat soočajo s težavo virov(finančnih in človeških), ki bi jih lahko namenili za upravljanje večih kanalov. Ugotovila sem tudi, da večina podjetij primarno že komunicira preko spletnih kanalov ter, da je stopnja zavedanja o pomembnosti analize nakupne poti velika, kljub temu, pa je intervjuvana podjetja nimajo narejene. With the development of new communication tools, multi-channel communication has become a constant even in the B2B world. The use of multi-channel strategies has been a relevant topic in the field of marketing and market communication for some time, but it is still insufficiently researched from the point of view of the analysis of the purchase path on B2B markets. Multi-channel communication allows customers to choose which channel they want to use to communicate with the company. The company must therefore be well-known to the customers before, during and after purchase decisions, as customers expect a consistent and appropriate experience at every stage of their purchase journey. Vendors are expected to provide omnichannel strategies that can meet individual needs, but companies often struggle to implement omnichannel strategies themselves. With the increase in online communication channels, the way of communication is changing significantly, so I decided in my master's thesis to examine which channel B2B companies use to communicate with their customers, what are the advantages and disadvantages of multi-channel strategies, and whether they have drawn up an analysis of the purchase path of their customers. As shown in the empirical work based on semi-structured interviews, B2B companies face the problem of resources (financial and human) that could be allocated to managing multiple channels. I also found that the majority of companies already primarily communicate via online channels and that they are aware of the importance of analyzing the purchase path, but despite this, the interviewed companies do not have an analysis of the purchase path for their customers. večkanalna strategija nakupna pot medorganizacijski trg multi-channel strategy customer journey business-to-business market true true false L. Hebar Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-03-20 08:30:15 2024-03-20 08:30:19 2024-03-22 13:06:02 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (94 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:366(043.2) 161239 189971971 13731.pdf 13731.pdf 1 A9BAC27F96A7ED474F00258FE339549B 49e25f9eea7b9e9902f93eb5969bfb22678d7f5725e60a462d9d4072560699c9 b48872ff-e68b-11ee-8d8c-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=181870 Fakulteta za družbene vede 0 0 0